Engaging the next generation of donors

A massive shift in wealth is underway—and as next-generation donors step into greater financial influence, they are redefining the future of philanthropy. To stay impactful, nonprofits will need a sharper understanding of how next-gen donors think, give, and engage.

Cerulli Associates¹ estimates that over $100 trillion is expected to transfer from the Silent Generation² and baby boomers to younger individuals by 2048, and the next generations are poised to hold increasing financial power. In addition, some millennials and Generation Z individuals, particularly those working in technology-related fields, have already generated significant independent wealth.

As Generation X, millennials, and Gen Z donors assume greater financial influence, their values, behaviors, and expectations are reshaping how nonprofit organizations engage with them. An understanding of the habits and motivations of next-gen donors is increasingly critical for nonprofits’ long-term sustainability and impact.

Understanding the next generation of philanthropy

Gen X donors are most likely to serve on boards or committees and tend to volunteer and attend fundraising events at higher rates, according to a report from the Lilly Family School of Philanthropy at Indiana University.³ The report also highlights the following insights about next-gen givers:

• Millennials are digital-first, highly engaged on social media, and deeply interested in understanding impact. Gen Z donors stand out for their enthusiasm for peer-to-peer fundraising, digital wallets, and hybrid or in-person engagement opportunities.
• Value alignment sits at the center of next-gen philanthropy. Younger donors prioritize causes that reflect their personal values and expect meaningful, transparent engagement from the organizations they support. They are less motivated by transactional giving and more interested in authentic relationships and shared purposes.
• Technology plays a defining role in this mindset. Next-gen donors are highly tech-savvy and socially conscious, using digital tools not only to give but also to advocate, organize, and amplify causes they care about. Social media, online platforms, and digital storytelling shape how they learn about nonprofits and decide where to direct their support.
• Next-gen donors often seek sustained relationships with the organizations they support and want to be recognized as advocates and changemakers. With deeper engagement, younger donors increasingly expect clear evidence of impact and transparency in how funds are used.

High-net-worth next-gen donors

Among high-net-worth next-gen donors, digital-first giving is the norm. Digital platforms offer convenience and transparency. Many donors also engage through mobile apps, including crowdfunding platforms and donor-advised fund applications, and rely on social media as a primary source of information about causes and organizations.

Non-cash assets are increasingly important. Younger high-net-worth donors are more open to giving assets such as cryptocurrency, publicly traded stock, private equity, and other alternative assets, often through donor-advised funds.

Influence and advocacy further distinguish this group. Peer influence strongly shapes giving decisions, and many high-net-worth next-gen donors use their networks to advocate publicly for issues they care about, extending their impact beyond financial contributions alone.

Tips for nonprofits

Below are some ways nonprofits can strategically engage next-gen donors.

• Meet younger donors where they are. Digital engagement, robust social media presence, and accessible online or mobile donation options are critical. Peer-to-peer fundraising is especially attractive to many next-gen donors.
• Focus on compelling storytelling and consistent impact reporting to build trust and transparency.
• Relationship-building remains essential. Create meaningful experiences—both in-person and online—to foster long-term engagement.
• Personalize outreach and deepen connection by using targeted communications based on donor preferences and supported by thoughtful use of demographic and psychographic data.
• Offer flexible giving options, including acceptance of non-cash assets and clear pathways for using donor-advised funds.
• Consider formal roles for next-gen supporters, such as advisory groups or board participation, to further strengthen engagement and shared leadership.

Next-gen donors will define the next era of philanthropy—and nonprofits that adapt now will earn their trust, loyalty, and advocacy for years to come. By aligning with funder values, meeting donors in digital spaces, and demonstrating their impact, organizations can turn one-time gifts into lasting support.

1. Cerulli Associates. “The Cerulli Report—U.S. High-Net-Worth and Ultra-High-Net-Worth Markets 2025.” December, 2025, https://www.cerulli.com/press-releases/cerulli-anticipates-124-trillion-in-wealth-will-transfer-through-2048

2. Silent Generation and older (ages 78+), baby boomers (ages 59-77), Generation-X (ages 43-58), Millennial (ages 27-42), Generation-Z and younger (ages < 27). Ages as of 2023.

3. Indiana University Lilly Family School of Philanthropy. “The Next Generation of Philanthropy.” January, 2025, https://scholarworks.indianapolis.iu.edu/server/api/core/bitstreams/09c0b75d-2473-4a47-b4b9-8795cf455290/content