Are Nonprofits Ready for Millennial and Gen Z Donors?
-By Bill Stanczykiewicz, Ed.D.
Many nonprofit leaders still talk about millennials and Gen Z as if they are donors we will engage someday in the future.
But what if that mindset is already costing organizations meaningful relationships, leadership pipelines, and long-term philanthropic growth?
That question stayed with me after a recent episode of the First Day from The Fund Raising School podcast featuring Lisa Hacker, Director of Philanthropic Planning at the Jewish Federation of Cincinnati. With more than two decades of fundraising experience, Lisa shared practical strategies her organization is using to engage younger generations, and her message was clear: the future of fundraising is already here.
Millennials are no longer emerging donors. Many are now in their 30s and 40s, entering peak earning and giving years, while Gen Z is quickly moving into professional and philanthropic life. The organizations that recognize this shift early are positioning themselves for long-term success.
What stood out most in our conversation was not a radical new fundraising tactic. In fact, many of the core principles remain the same.
Younger donors still care deeply about mission, impact, and trust. They still respond to authentic storytelling and meaningful engagement. They still want to know their gifts are making a difference. Effective fundraising continues to be rooted in relationship building.
What is changing is how younger generations want to experience those relationships.
Lisa described how millennials and Gen Z often engage through community, peer networks, and shared experiences. Social media plays a role, of course, but not simply as a marketing channel. Younger supporters want participation. They want to share their own experiences with causes they care about. They want to volunteer, attend events, bring friends into the conversation, and feel personally connected to the mission.
As Lisa noted during our conversation, “Money should not be transactional. It should be about long-term sustainability and conversation and giving people the time and space that they deserve to really let them see their impact.”
That shift requires organizations to think differently about donor engagement.
At The Fund Raising School, this is a conversation we increasingly hear in our courses, seminars, and professional development programs. Fundraisers across every sector are asking how to build authentic connections with younger donors while still honoring the relationship-based principles that have always defined effective philanthropy.
One important lesson from the podcast is that younger generations are not looking to simply inherit organizations someday. They want opportunities to contribute now.
The Jewish Federation of Cincinnati has responded by creating intentional pathways for engagement and leadership development. Programs like LEAP introduce young adults to community involvement and networking opportunities. LEAD focuses on leadership development and deeper organizational exposure. Their ATID cohort program brings together emerging leaders for conversations around philanthropy, values, and community responsibility.
These initiatives are not simply about donor acquisition. They are about cultivating belonging.
And that may be one of the most important fundraising lessons for the next decade.
Too often, organizations think about younger donors primarily in transactional terms: How do we attract them? How do we solicit them? How do we convert them into annual donors?
But younger generations are often looking first for connection before commitment. They want to feel heard. They want collaboration. They want to understand where they fit within a mission and how their voice matters.
That requires fundraisers to spend more time listening.
One of the strongest insights Lisa shared during our conversation was the importance of treating donors as collaborators. Asking thoughtful questions, inviting perspectives, and creating space for participation are becoming essential fundraising skills in a rapidly changing philanthropic environment.
For experienced fundraising professionals, this shift should feel energizing rather than intimidating. While communication styles and technology platforms evolve, the core work remains deeply human. Relationships still matter. Trust still matters. Shared values still matter.
The organizations that succeed with next generation fundraising will not necessarily be the ones with the newest technology or trendiest messaging.
They will be the organizations that create authentic opportunities for younger donors to engage, lead, and belong.
Because the future of fundraising is no longer ahead of us, the next generation is already reshaping fundraising today.
Bill Stanczykiewicz, Ed.D. is Director of The Fund Raising School at the Indiana University Lilly Family School of Philanthropy.