Younger donors give more than money: Three ways to welcome them

By Diana Coyle, CICF Director of Nonprofit Services and Sustainability 

If your nonprofit wants to engage the next generation of donors, new research offers encouraging news. According to the September 2026 Bank of America Private Bank Study of Wealthy Americans, wealthy Gen Z and Millennial donors (ages 21 to 45) support an average of 12 charitable causes each, compared with eight among wealthy donors of any age. Younger donors are also more likely to participate in fundraising and mentorship, which suggests their engagement extends beyond writing checks. The study’s press release offers a quick summary. 

The study surveyed people with at least $3 million in investable assets, so its findings certainly do not represent all younger donors. Even so, it offers three useful ideas. 

Offer ways to participate 

Younger donors may want to contribute their time, talents, and connections along with financial resources. In the study, 30% of wealthy Gen Z and Millennial respondents reported participating in fundraising, compared with 11% of Baby Boomer and Silent Generation respondents. Similarly, 26% of younger donors reported engaging in mentorship, compared with just 4% of older donors. Consider roles for younger supporters as volunteer ambassadors or mentors, peer-to-peer fundraising organizers, or contributors of professional skills. Roles like these can deepen a donor’s connection to your organization and may lead to ongoing giving or board service. 

Help younger donors see how their gifts make a difference 

The research found that 87% of wealthy donors across generations give because they believe they can make a difference, and 83% cite personal values or beliefs. Rather than focusing only on fundraising goals or organizational needs, share specific examples of what charitable support accomplishes: short impact stories, updates from program participants, or chances to see your work firsthand. 

Visuals can make an impact easier to see. A single photo with a one-line caption and one number can say as much as a paragraph. A short phone video from a program staff member, or a simple graphic of what gifts made possible this year, can do the same.  

Don’t assume younger supporters want only new or trendy causes. The study notes that they’re still refining their passions, so this is a good time to ask what matters to them, listen carefully, and show how your mission aligns. 

Make room for the next generation in family philanthropy 

Younger donors often want to honor their families’ charitable traditions while establishing their own philanthropic identities. According to the study, 87% of Gen Z and Millennial donors say honoring their family’s philanthropic legacy is important, and 86% also want to establish their own charitable identity.

Each generation weighs values, priorities, and impact in its own way, and so does each donor. Two supporters can care about the same cause for different reasons, and one may want to volunteer while the other prefers a short update twice a year. The study offers a snapshot of one group, and your own donors can tell you more. Take time to meet them, ask what they hope their giving will accomplish, and listen for how they want to be involved. What you learn can shape the invitations you extend and the updates you send, so the relationship is built around what each donor cares about. If you’d like to talk through any of this, please use the form below to get in touch. 

About the author

Diana Coyle, director of nonprofit services and sustainability, is dedicated to helping Central Indiana nonprofits access the tools, knowledge, and relationships they need to thrive. In collaboration with her CICF colleagues, she supports CICF’s nonprofit partners by offering professional development, resources, and technical assistance that strengthen organizations and their leaders. With more than 15 years of experience in leadership and community engagement, she is committed to fostering connections that amplify the missions of nonprofits and create lasting impact across the region.