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The Next Generation of Donors Is Here

Philanthropy isn’t just about major gifts and estate planning—it’s about building a culture of giving that spans generations. While it’s natural to focus on donors who are well-established in their careers or nearing retirement, engaging people of all ages in giving can strengthen the long-term sustainability of your mission.

No matter where someone is in their personal or professional journey, there are opportunities to contribute—not just financially but through advocacy, volunteerism, and creative philanthropy. Many younger donors are already deeply committed to causes that matter to them, and they’re thinking about how they can create change that lasts.

But how do you engage these younger generations in the concept of legacy giving? Here are our best strategies!

Start Conversations Early

As people enter the workforce, they start making financial decisions that set the stage for future giving. Many begin contributing to retirement accounts or exploring employer-matching gift programs. Organizations can introduce the idea of naming a charity as a beneficiary of a retirement plan or life insurance policy, making it easy to incorporate giving into financial planning from the start.

Even for those not yet thinking about long-term finances, there are ways to participate in philanthropy now—whether through recurring small donations, volunteer efforts, or advocacy efforts that amplify a cause.

Make the Case for Legacy Giving

No matter their age, donors want to know that their contributions will create real, lasting change. Organizations that emphasize how endowments and planned gifts sustain their missions for the long haul will connect with donors across generations.

To build that connection:

• Regularly highlight the role of endowments in ensuring financial sustainability.
• Show how legacy giving isn’t just for later in life—it’s about intentional, long-term impact that can begin at any stage.
• Share stories of donors of all ages who are making a difference through different forms of philanthropy.

When you reinforce these messages, it can encourage supporters to think beyond immediate donations and start thinking about what role they want to have going forward.

Be Transparent

Younger people value trust, transparency, and authenticity when it comes to philanthropy even more than their parents’ generation. They want to know how donations are used, what impact they’re making, and whether an organization meets their values.

When talking with these clients, make sure you are:

• Clearly communicating financial stewardship and long-term goals.
• Engaging donors in deep conversations about mission, strategy, and impact.
• Offering flexible ways to give and stay involved over time.

By encouraging open, ongoing relationships with donors of all ages, you can create a culture of giving that grows with each generation.

Creating a Culture of Lifelong Philanthropy

Engaging multiple generations in giving isn’t just about securing future funding—it’s about building a movement.

The Athens Area Community Foundation is here to help organizations develop strategies that connect with donors across generations. Reach out to learn how we can support your efforts in creating sustainable giving programs that grow over time!