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Connecting with the Next Generation of Charitable Givers

Younger generations are finding their own ways to support the causes they care about. For nonprofits, that’s good news! It also means there may be opportunities to rethink how you connect with younger supporters and invite them to get involved in your work.

The 2026 Bank of America Private Bank Study of Wealthy Americans found that wealthy Gen Z and Millennial donors support an average of 12 charitable causes, compared to eight among wealthy donors overall. They’re also more likely to participate in activities like fundraising and mentorship.

For nonprofits looking to build relationships with the next generation, here are three ideas worth considering.

1. Give Younger Supporters a Chance to Get Involved

Making a financial contribution is one way to support a nonprofit, but many younger donors also want to participate in the work itself. According to the Bank of America study, 30% of wealthy Gen Z and Millennial respondents participated in fundraising, compared to 11% of respondents from older generations.

Think about ways your organization could welcome younger supporters into its everyday activities. You might invite them to volunteer at an event, help with a fundraising campaign, or share professional skills that could benefit your programs. Getting involved firsthand gives people a chance to see your mission in action. It also creates opportunities to build relationships that can continue to grow over time.

2. Show People What Their Support Makes Possible

People want to know that their contributions matter. In fact, the Bank of America study found that 87% of wealthy donors across generations give because they believe they can make a difference. For nonprofits, that’s a good reminder to share the stories behind the work you’re doing.

Instead of only focusing on fundraising goals, talk about the people and communities your organization serves. Share updates about programs and highlight progress on projects to give supporters a chance to see the results of their generosity. It’s also worth asking younger donors what matters most to them. Their interests may change as they learn more about different causes, and those conversations can help you better understand how your mission connects with their priorities.

At the Athens Area Community Foundation, we see firsthand that when donors understand the difference their support can make, they’re more likely to give in ways that reflect their values.

3. Invite Different Generations into the Conversation

For many families, charitable giving is a tradition passed down over time. But younger generations may also want to explore their own interests and decide how they’d like to make a difference. In fact, the Bank of America study found that 87% of wealthy Gen Z and Millennial donors consider honoring their family’s philanthropic legacy important. At the same time, 86% want to establish their own charitable identity.

Nonprofits can create opportunities for both. Consider inviting younger family members to donor events or encouraging families to participate in volunteer activities together. You can also ask longtime supporters if their children or grandchildren would be interested in learning more about your organization. These experiences give younger generations a chance to develop their own connections to your mission while continuing with their family’s tradition of giving.

Building Relationships That Last

The next generation of donors brings new ideas and perspectives to charitable giving. Taking time to understand their interests and creating opportunities for them to get involved can help nonprofits build stronger relationships with supporters of all ages.

At the Athens Area Community Foundation, we’re proud to work with local nonprofits and donors who care about making a difference in our region. By connecting generosity with community needs, we help create opportunities for meaningful giving that can continue across generations.