The story talks about a trend emerging that younger givers are looking more to start-up organizations and charities that allow donors to better see how their money is being spent. They are less enchanted with the larger charities that were the mainstays of their wealthy parents’ and grandparents’ giving. Charles Bronfman of the Seagram’s liquor empire and Jeffrey Solomon, president of the Andrea and Charles Bronfman Philanthropies, have authored a book called The Art of Giving: Where the Soul Meets a Business Plan. This book offers a peek into these ideas of what drives donors and how nonprofits can best reach them.
Some organizations are actively working to engage these younger donors by incorporating lower giving levels in hopes that as their incomes rise, their giving levels will to. Another tactic is to establish junior-level boards to build relationships with a new generation of future givers rather than just turning to “founders.”
Are you guilty of overlooking young givers? How are you working to engage the community at all levels in order to build a stronger foundation for those you serve? If you want some guidance in reaching the next generation of philanthropists, contact us. We can also help you plan a strategy that incorporates maximizing your budget to connect with traditional donors while bringing in new givers as well.
