Many wealthy Gen Z and millennial donors favor causes over big institutions, according to Bank of America. They are excited to engage with the issues they care about.
How younger donors engage with the groups they support
Many wealthy Gen Z and millennial donors are forging their own philanthropic identities and favoring causes over big institutions, according to research from Bank of America’s Philanthropic Solutions division. Many come from families that have established foundations, charitable trusts or donor-advised funds.
Those structures make it easy to keep giving to the causes a family has long supported while experimenting with new causes that are meaningful to the next generation. Donor-advised funds are especially popular with younger donors: they are digitally enabled, and they offer a vehicle for charitable assets while a giving strategy takes shape.
One big difference between this younger generation of donors and others is their desire to be engaged with the groups they support and the causes they care about. Bank of America found that 30 percent of younger donors are already involved in some form of fundraising for the charities they support, compared with 11 percent of older donors. About 26 percent are involved in mentorship activities, compared with only 4 percent of older donors. Younger donors also want to understand how the charities they support operate and to see the tangible impact of their giving. That does not mean they want to place heavy restrictions on their gifts.
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