Younger donors, new approaches: Three ways to build lasting relationships

If you’re looking for ways to engage the next generation of donors, new research has some good news. Younger philanthropists are actively supporting charitable causes, and they’re bringing fresh ideas 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 take part in fundraising and mentorship, which suggests their engagement goes well beyond writing checks. The study’s press release has a quick summary of the findings.

The takeaway for nonprofits: engaging younger donors may mean expanding the ways people can connect with your mission.

Here are three strategies to consider.

1. Offer more ways to participate

Younger donors may want to give their time, talents, and connections along with their dollars. 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. And 26% of younger donors reported mentoring, compared with just 4% of older donors. Consider creating opportunities for younger supporters to serve as volunteer ambassadors, mentor program participants, run peer-to-peer fundraising campaigns, or share professional skills. These experiences deepen their connection to your organization and lay the groundwork for future financial support.

Here’s a ready-made opportunity: Kitsap Great Give. Registration is open January 1 to 19, and the big day is Tuesday, March 9, 2027. Invite your younger supporters to help spread the word, share your page with their networks, or rally friends around your cause. With a $10 minimum gift, it’s an easy front door for first-time givers, too. Details at KitsapGreatGive.org.

2. 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. That makes it extra important to communicate impact in ways that connect to donors’ interests. Instead of focusing only on fundraising goals or organizational needs, share specific examples of what support accomplishes. Try short impact stories, updates from program participants, or chances for donors to see your work firsthand.

And don’t assume younger supporters only care about new or trendy causes. The study notes that younger donors are still refining their passions and may support fewer causes as they do. That makes now a great time to ask what matters to them, listen carefully, and show how your mission lines up with their priorities.

3. Make room for the next generation in family philanthropy

Younger donors often want to honor their family’s charitable traditions while building their own philanthropic identity. 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. That’s a real opportunity to engage multiple generations at once. 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 moments build relationships with future donors while respecting their own interests. Bonus: they can build trust between generations within a family, paving the way for deeper involvement in legacy giving.

One caveat: the Bank of America study focused on individuals with at least $3 million in investable assets, so its findings don’t represent all younger donors. Still, the research offers great ideas for strengthening relationships across generations.

The bigger lesson? Younger donors aren’t less interested in philanthropy. They may just approach it differently. By creating meaningful ways to participate, showing the impact of charitable support, and welcoming younger generations into the conversation, your nonprofit can build relationships that strengthen your mission for years to come.

Want to brainstorm ways to engage the next generation of givers? Our team is always happy to help!