If your nonprofit is looking for ways to engage the next generation of donors, new research offers encouraging news. Younger philanthropists are actively supporting charitable causes, and they’re bringing fresh perspectives about how, where, and why they give.
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, compared with eight among wealthy donors overall. These younger donors are also more likely to participate in fundraising and mentorship, suggesting that their philanthropic engagement extends well beyond writing checks. The study’s press release offers a quick summary of the findings.
For nonprofits, these findings offer a useful reminder: Engaging younger donors may require expanding the ways people can connect with your mission.
Here are three strategies to consider.
Offer more ways to participate
Younger donors may want to contribute their time, talents, and connections in addition to financial resources. In the Bank of America 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 creating opportunities for younger supporters to serve as volunteer ambassadors, mentor program participants, organize peer-to-peer fundraising campaigns, or contribute professional skills. These experiences can deepen their connection to your organization and create a foundation for future financial support.
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, while 83% cite personal values or beliefs as motivations. For nonprofits, this underscores the importance of communicating impact in ways that connect directly to donors’ interests. Rather than focusing exclusively on fundraising goals or organizational needs, share specific examples of what charitable support accomplishes. Consider short impact stories, updates from program participants, or opportunities for donors to see your work firsthand.
And don’t assume younger supporters are interested only in new or trendy causes. The study notes that younger donors are still refining their passions and may support fewer causes as they do, so this is a good time to ask what matters to them, listen carefully, and show how your organization’s mission aligns with their priorities.
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, while 86% also want to establish their own charitable identity. This creates an opportunity for nonprofits to engage multiple generations of supporters. Consider inviting adult children or grandchildren to donor appreciation events, encouraging families to volunteer together, or asking longtime supporters whether younger family members would like to learn more about your mission. These interactions can help build relationships with future donors while respecting their individual interests and priorities. What’s more, interactions like this could build trust between generations within a family, paving the way for greater involvement in legacy giving.
Of course, the Bank of America study focused on individuals with at least $3 million in investable assets, so its findings should not be assumed to represent all younger donors. Nevertheless, the research offers valuable ideas for nonprofits seeking to strengthen relationships across generations.
The larger lesson is that younger donors aren’t necessarily less interested in philanthropy. They may simply approach it differently. By creating meaningful opportunities to participate, demonstrating the impact of charitable support, and welcoming younger generations into the conversation, your nonprofit can build relationships that strengthen its mission for years to come.
