A relatively small group of Generation Xers and Millennials will inherit over $40 trillion in wealth, much of that designated for philanthropy. In first-of-its-kind research, the Johnson Center and 21/64 examined a key segment of the next generation of major donors in the United States. Through a national online survey and in-depth interviews, they explored themes including philanthropic orientation, priorities, strategies, decision-making, and activities.
21/64 and the Johnson Center invited GrantCraft to do a parallel analysis of its interviews to draw out the “practical wisdom” of 30 next generation major donors. This GrantCraft companion guide captures what study participants found to be distinctive about themselves and their peers. It aims to increase understanding and stimulate discussion about Gen X and Millennial major donors – the generations that have the potential to be the most significant philanthropists in history.
What’s in the Guide?
- Hunger for engagement: In their interviews, study participants expressed a desire to be hands-on philanthropists – with their grant recipients, their approach to issues, their families, their peers, and other funders.
- New ways of learning: Generation X and Millennial interviewees described generational differences in the ways they learn about new ideas, approaches, and people.
- Importance of now: This group of next generation donors highlighted their deep interest in helping and applying their skills sooner rather than later.
- How to use this guide: These starter questions can be used to promote dialogue for audiences including next generation donors; family, community, and private foundations; donor advised funds; philanthropy networks; advisors; and researchers.