I did a little digging into what’s motivating “Next Gen” donors and philanthropists to give to their favorite nonprofits. And by Next Gen, I mean Gen X (currently between the ages of 44-59) and Millennials (currently between the ages of 29-44).
To get up to speed, I read Generation Impact: How Next Gen Donors are Revolutionizing Giving by Sharna Goldseker and Michael Moody.
Filled with excellent information and long-form testimonies from Gen Xers and Millennials, this book highlights what motivates these two generations to give.
It should come as no surprise – especially since it’s right in the title – that what is most important to these two generations is the impact an organization is having on their community and society.
While the book is not religiously focused, the church, just like other nonprofits, must also show the power of its impact. But how to do that? According to Goldseker and Moody, you can begin with data.
Perhaps it’s your food bank. How many people are served? How many tons of food are collected? How many volunteers serve?
If you assist families experiencing homelessness through a group like Family Promise, how many families are you serving? How many nights of safe sleep are you providing? How many meals do you provide?
And your Sunday School program: How many are regularly attending? How many kids are being raised in the faith? What topics are being taught or explored?
Data shows impact. It can mean that you’re making a difference. And if you’re not? Next gen says that you should change what you’re doing and innovate more.
One of the most helpful sections on ways to work with these two generations can be found in Appendix A – Best Practices for Nonprofits and Fundraisers. There are ten practices and several of them can be easily adapted to the work of the church. Here are a 5 of them:
#1 –Start engaging next gen donors today so you have the chance for long-term partnerships. (Next gen may be waiting for you to invite them fully into the community.)
#2 – Engage next gen donors around their values first. (Consider what’s important to them: Family? Social justice? Spirituality? This is a great opportunity to develop relationships.)
#3 – Find creative and meaningful ways to show next gen donors the impact of your work. (Think about how you can visually show how your Food Bank, Family Promise, and Sunday School are making a difference.)
#4 – Be open to the new, even the risky, and work sincerely with next gen donors with new ideas. (For those of us in the church, this may be the scariest one of the lot.)
#5 – Build and embrace a truly multigenerational team on your board, taking advantage of having both rookies and veterans. (Age diversity on your board is a strength.)
In highlighted sections, Goldseker and Moody offer ways of putting these individual practices into action. That may well be worth the price of the book alone.
In many ways, Gen X and Millennials are not all that different from their older counterparts. However, it’s important to dig deeper and discover practices that – while they may not appeal to you – make a difference to them.
To ignore this enthusiastic, established, and smart group of Gen Xers and Millennials is a mistake you do not want to make. Next gen donors are “revolutionizing giving.” Don’t miss out on learning from them.
excerpt from a story by Cesie Delve Scheuermann, Stewardship Consultant for the OR-ID Annual Conference
United Methodist Church Giving is about people working together to accomplish something bigger than themselves. In so doing, we effect change around the world, all in the name of Jesus Christ.
