Millennials and the Future of Philanthropy

A new wave of philanthropy is reshaping philanthropy, and millennials are leading it. According to research by Fidelity Charitable, nearly 75% of millennials consider themselves philanthropists, a stark contrast to the 35% of Baby Boomers who say the same. This shift reflects millennials’ inclusive approach to giving—one that values contributions of time, talent, and funds as equally meaningful ways to drive change.

Unlike their parents and grandparents, millennials view philanthropy less as a duty and more as a shared responsibility. Fidelity Charitable’s research highlights three key reasons why millennials give:

1. To make a difference: Millennials aren’t just writing checks; they’re looking for tangible impact and measurable outcomes.

2. Shared responsibility: They believe that driving change is not a one-person job. Instead, everyone has a role to play—nonprofits, communities, businesses, and donors alike.

3. Living their values: Philanthropy is woven into their everyday lives. They want to support causes that resonate with their values and align with the world they hope to help create.

For nonprofits, understanding these motivations can transform the way you engage with this demographic. Millennials are actively seeking avenues to create meaningful impact, and your organization could be exactly what they’re looking for. Here are three strategies to attract and retain millennial donors:

1. Practice Transparency with Millennials

Millennials expect honesty, clarity, and direct communication about how their contributions are being used. Provide up-to-date financial reports, issue timely annual reports, and track press mentions to show accountability. Encourage open dialogue by responding promptly and specifically to donor inquiries. Demonstrating that you take change-making seriously and handle resources responsibly will help you earn trust.

2. Demonstrate Impact Through Storytelling

Millennials want to see the tangible results of their involvement. It’s not enough to say you’re making a difference; you need to show it. Focus on storytelling by highlighting personal narratives, human-centered outcomes, and real-life transformations that their support has helped bring about. Align your digital presence—website, social media channels, and newsletters—with visuals, impact metrics, and authentic stories from the field. When millennials can see how their efforts contribute to measurable progress, they feel more connected and engaged.

3. Amplify Positive Feedback

Peer validation matters. Share testimonials, comments, and stories from volunteers, beneficiaries, and partners to illustrate your mission at work. This user-generated feedback adds social proof, reassuring potential donors that you’re trusted and respected. When millennials see that others like them are part of the cause, it encourages them to join and remain invested in the movement.

The Time Is Now 

Millennials are looking for ways to create positive change, and they bring energy, commitment, and new perspectives to philanthropy and nonprofits. Meet them where they are, show them the difference they can make, and invite them into your vision for a better world.