Younger Donors: New Fundraising Strategies

In this episode of The First Day from The Fundraising School, host Bill Stanczykiewicz, Ed.D., welcomes back the brilliant Una Osili, Ph.D., Associate Dean for Research at the Indiana University Lilly Family School of Philanthropy. They dive into the hot-off-the-press study, The Next Generation of Philanthropy, revealing how Millennials and Gen Z are shaping the future of charitable giving. Spoiler alert: these younger donors may not have all the money yet, but they sure have the passion, and they’re bringing fresh expectations to the table. Bill and Una explore how these rising generations prioritize causes over organizations, a key shift from older donor behaviors. Basic needs and religious giving remain top priorities, though younger donors’ religious contributions often go toward faith-based service organizations rather than traditional houses of worship. On the other hand, education and the arts are facing challenges: younger donors show lower engagement with these sectors, partly due to shifting trust and priorities, as well as personal experiences with student debt. As Una emphasizes, understanding these motivations is critical for fundraisers looking to engage the donors of tomorrow. The conversation also highlights the growing emphasis Millennials and Gen Z place on social justice and environmental causes. These younger donors want to see tangible impact and often view giving as just one piece of a broader social commitment, which includes advocacy, activism, and socially conscious consumerism. And don’t underestimate the power of social media, it’s both a discovery tool and a megaphone for these digital natives, influencing not only what they support but how they share their philanthropic journeys with their networks. Bill and Una wrap up with a clear call to action: fundraisers must meet younger donors where they are, on social platforms, through personalized engagement, and with messaging that connects cause to impact. As Dr. Osili wisely notes, Millennials and Gen Z are redefining philanthropy with a broader, more inclusive lens. The future of giving is not just about writing a check; it’s about building a movement. And for today’s fundraisers, adapting to this mindset is not optional, it’s essential.