by Laurie Dames
If you are like many nonprofit organizations, your fundraising strategies, especially those focused on planned giving, are likely oriented toward Baby Boomers and Generation X. And that makes sense, considering these generations currently control the largest share of charitable wealth and account for most major gifts, making them the most productive audiences for near-term fundraising efforts.
Against this backdrop, however, younger generations are becoming increasingly important for long-term growth. Here’s why:
As Millennials accumulate wealth and Gen Z advances through its early working years, these younger donors are increasingly embracing strategic philanthropy, with many prioritizing purpose-driven giving, recurring donations, donor advised funds, and charitable organizations that demonstrate transparency, measurable impact, and authentic engagement.
Generation Z—generally defined as people born between 1997 and 2012—is the first true generation of digital natives. They tend to value authenticity, social impact, transparency, and mobile-first communication. Importantly, they expect nonprofit organizations to demonstrate measurable results rather than simply make broad mission claims.
So, given the unique nature of this generation, how should you address planned giving with these donors and potential donors? Or should you at all? Yes, you should! Here are factors to keep in mind as you build a planned giving strategy to engage younger generations.
Activate Millennials to give now and later
According to the Bloomerang 2026 Giving Signals Report, Millennials have become one of the most active and strategically important donor segments. Three out of four Millennials say they plan to increase their charitable giving this year, 80% expect to support at least one new nonprofit, and 42% have already used a donor advised fund or another tax-advantaged giving vehicle. In other words, younger donors aren't simply "donors of the future." They're giving now. This means it’s a good idea to strengthen annual giving messages to Millennials while also incorporating legacy and planned giving messages.
Focus on the people
Just because younger generations are “on social media” doesn’t mean they’ll be drawn into your mission because you launch a flashy social media campaign or redesign your gala. The foundation of strong fundraising, both lifetime and legacy giving, is still about building authentic relationships that can grow over decades.
Go light on the “resume”
Younger donors want to know exactly what difference their gift will make. Instead of leading with your organization's longevity or annual budget, explain how a contribution changes lives. Concrete examples consistently outperform broad mission statements when it comes to motivating younger donors.
Invite participation, not only donations
Gen Z and Millennials want to feel connected to a cause, not simply asked to fund it. Volunteer opportunities, advocacy campaigns, behind-the-scenes experiences, and opportunities to interact with beneficiaries or program staff can help younger supporters build a lasting connection with your mission.
Show them where the money goes
Transparency matters. Younger donors expect organizations to communicate outcomes, report impact, and explain how gifts are being used. Regular updates, photos, stories, and measurable results help build confidence and trust.
Make it easy!
Your donation process should be mobile-friendly, simple, and free of unnecessary obstacles. Complicated forms, confusing navigation, or unexpected fees create friction that can discourage younger donors before they complete a gift.
Think beyond annual giving
As Millennials accumulate wealth and Gen Z begins entering its peak earning years, many are already thinking strategically about philanthropy. Donor advised funds, recurring giving, appreciated assets, and long-term charitable planning are becoming part of how younger generations approach generosity, not just how older donors do.
Planting the seed of a future legacy gift doesn't require asking a 30-year-old to rewrite a will. It simply means introducing the idea that your organization hopes to be part of their philanthropic journey for decades to come.
Engage the whole family
Younger generations want to participate in family philanthropy rather than simply inherit it. Indeed, many expect to direct substantial resources toward charitable causes and want to be actively involved in those decisions.
Here’s the bottom line: Organizations that start building relationships with younger generations now will pave the way for both annual and planned giving.
Community Foundation Tampa Bay is here to serve as a resource as you consider how to engage younger generations. Whether your organization has established an endowment or reserve fund with us or would like to learn more about building your capacity to receive complex and planned gifts, our team is available to help you explore opportunities that support your long-term goals.
Laurie Dames is the Manager of Donor Services at Community Foundation Tampa Bay where she works closely with nonprofit partners and fundholders to support meaningful philanthropy and create engaging experiences that strengthen our community. She can be reached by phone at (813) 544-0018 or via ldames@cftampabay.org.
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