Nonprofits love to say, “The next generation is the future.” But few are actually preparing for it. Too many organizations are still chasing the same aging donor base, hoping younger people will one day step in. That’s not a strategy.
The giving habits of Millennials and Gen Z don’t resemble those of their parents, and pretending otherwise is how nonprofits quietly age themselves out of relevance. Data from the National Philanthropic Trust shows that the average annual household giving for Gen Z is $785, compared with $732 for Gen X and $1,212 for Baby Boomers, highlighting a generational giving gap.
Part of the giving gap also stems from how easy or difficult it is for organizations to make donating. A piece from Candid shows that 54% of Millennials made charitable gifts via their smartphones, versus only 27% of Boomers. Younger donors expect mobile-friendly digital engagement. Additionally, they want to see impact. They expect transparency that their money makes a difference.
They’ve watched institutions fail to deliver, from politics to corporations, so they give carefully. They’re not impressed by legacy; they’re motivated by results. The younger generations are already donating to campaigns they believe in. They may not yet have the deep pockets of Baby Boomers, but they’re intentional and values-driven.
The time to build trust with them isn’t in 10 years. It’s now. So how can nonprofits start connecting today?
Make Impact Personal
Beth Bengtson, founder and CEO of Working for Women, believes younger donors are reshaping the meaning of impact itself. “The word ‘impact’ is one of the biggest challenges here,” she said. “Whose impact are we talking about, and what do they want to see as a result? I understand why younger donors and funders gravitate toward direct engagement and service programs because they can see and feel their impact. That’s a lesson for all of us.”
Working for Women is a social enterprise that partners with businesses to advance economic independence for women who face barriers to employment.
For nonprofits, this means shifting from abstract metrics to human stories. “Nonprofits need to create opportunities for people to connect with their giving on a personal level and communicate impact in ways that are both tangible and human,” Bengtson added.
This is precisely what Ronald McDonald House Charities has done with its new global campaign, “Family Stays.” CEO Katie Fitzgerald said the campaign “lifts up the stories of our families, the real stories of our families, in the voices of our families.” The goal is to help younger audiences understand not just what the organization does, but why it matters.
RMHC is a global nonprofit that provides housing, meals, and emotional support for families with seriously ill or injured children receiving medical care far from home. With more than 380 chapters in over 60 countries, the nonprofit helps families stay close to their hospitalized children while easing the financial and emotional burdens of treatment.
“Family Stays” launched in October 2025 as part of a refreshed brand strategy to help the public better understand the organization’s whole mission beyond housing. Drawing on real letters and reflections from families who have stayed at Ronald McDonald Houses, the campaign uses documentary-style photography by Isadora Kosofsky and emotional short films directed by Sara Dunlop to show how RMHC keeps families together while providing housing, meals, transportation and critical psychosocial and mental-health support for children undergoing medical treatment.
Ronald McDonald House served 826,000 families in 2024, saving them $678 million in out-of-pocket expenses. With a goal to double the number of families served by 2030, “Family Stays” underscores RMHC’s role as the world’s leading provider of family-centered care and its renewed focus on inspiring the next generation of donors to see, feel and support its impact.
How Nonprofits Can Redefine Impact
- Show the story behind the numbers. Data alone won’t inspire generosity. Pair every statistic with a face, a name or a real-life outcome. Let donors see who benefits and how their contribution creates change.
- Offer behind-the-scenes access through live streams or digital storytelling that show your mission in motion. The more visible the impact, the stronger the emotional connection.
- Share moments of struggle and progress side by side. Younger donors value honesty; they know social change is rarely neat or easy.
Lead With Simplicity
Both leaders agree that authenticity is non-negotiable for younger audiences. Bengtson is blunt about it: “Use simpler language. Stop the nonprofit speak. Can an eight-year-old understand what your organization does and why? That’s the test. Clarity builds trust. So does honesty.”
Fitzgerald echoed this same philosophy. “From an authenticity point of view, that’s really important for these audiences who expect authentic, real stories to be told,” she said. RMHC’s campaign replaced polished, overly cheerful imagery with raw, real moments. “We’re comfortable being more real and not trying to project anything but the authentic experience of our families,” Fitzgerald said.
Both women emphasize that younger generations see through carefully curated branding. What resonates now is a willingness to admit that real change takes time.
How Nonprofits Can Lead With Simplicity
- Strip away jargon and internal language. Test your messaging on someone outside your organization. If they can’t explain it back in one sentence, simplify again.
- Emails, social posts and campaign materials should sound conversational and human, not corporate or scripted.
- Instead of flooding people with updates, focus on one clear story or insight that captures what you stand for and why it matters right now.
Turn Engagement Into Long-Term Relationships
Younger donors often value hands-on involvement as much as financial giving. RMHC’s local chapters engage young people through direct volunteer service, which she says creates an emotional bridge to future giving. From cooking meals to decorating family rooms, these touchpoints help younger supporters feel their impact before they ever make a financial gift.
From a business-to-business perspective, Bengtson explained that when companies see employee engagement not as a “feel-good” side project but as a way to strengthen culture and retention, “they begin to view these efforts as core to their business, not an extra.” Once that connection is made, funding naturally follows.
She emphasized, “We’ve had the most success building long-term relationships when we can demonstrate the business case for volunteering.”
How Nonprofits Can Turn Engagement Into Lasting Relationships
- Start with experience, not the ask. Invite people to attend an event or participate in a small way before requesting donations.
- Make volunteering meaningful, not mechanical. Give people clear roles and show how their contributions matter.
- Follow up with volunteers after events, share impact updates and invite them to contribute ideas. Treat every interaction as the beginning of a relationship, not the end of one.
Bengtson concluded, “The future of impact isn’t about charity, it’s about collaboration. The next generation of donors and funders wants to co-create change, not just support it from the sidelines.”