Tailoring philanthropic strategies to new generational cohorts

2013-05-16Demographic changes are currently altering the philanthropic landscape. The traditional generations of donors are aging and, as a consequence, development professionals will have to reach out to the next generation of possible donors. The Next Generation, comprised of individuals born between 1965 and 1980, referred to as Generation X, and individuals born between 1981 and 2000, referred to as Millennials (also known as Generation Y), need to be approached in ways that differ from previous generations. For example, the next generation seeks greater personal involvement in their endeavors. This article explores the utility of nonprofit organizations creating internal giving circles to better recruit and engage the Next Generation. The paper concludes by discussing the social implications that make giving circles a viable tool for development professionals seeking to create and maintain sustainable philanthropic models