Having recently reprised MaxEx’s State of Sioux Falls Philanthropy study, our team was particularly interested to read CCS Fundraising’s 2025 Philanthropic Landscape report. Our aim and theirs are the same in undertaking such research: to provide nonprofit leaders and philanthropic partners with meaningful information to guide decision-making and deepen impact.
Using data like theirs and ours, nonprofits and philanthropists can make data-informed decisions when contemplating how to approach various fundraising topics.
One of the most talked-about topics in fundraising right now is generational trends in philanthropic behaviors. We are asked often, “How do the generations give differently?” “What are the generation-specific strategies nonprofits should be developing?” We note its importance in our work, intentionally including both emerging and established philanthropic leaders in our research to dig into similarities and differences related to how the generations think about and execute personal and corporate philanthropy. CCS also did a deep dive into how generational trends are shaping the future of philanthropy. In this month’s newsletter, we explore these trends and what nonprofits can do to evolve alongside the change.
Generational shifts are changing how nonprofits approach fundraising and donor engagement. Boards and executive teams need to understand the trends and support the necessary investments in donor experience, digital tools, and fundraising strategy. The following strategies will help nonprofits thrive in a dynamic landscape.
Focus on Relationships
Traditional strategies like annual appeals and in-person events are no longer sufficient on their own. Now more than ever, donors expect personalized interactions that resonate with their values. This growing expectation requires nonprofits to build stronger, more intentional strategies for relationship development across all donor levels. Peer-to-peer fundraising and workplace giving programs are also excellent strategies to build relationships around a mission.
Strengthen Fundraising Infrastructure
Younger donors expect seamless giving experiences and clear communication about impact. To meet these expectations, nonprofits should consider:
- Strengthening online giving platforms and ensuring mobile-friendly donation options.
- Building recurring monthly giving programs.
- Providing regular updates that highlight both outcomes and donor impact.
- Creating a communication plan that prioritizes transparency and relevance.
- Introducing emerging philanthropists through volunteering, knowing that the volunteer-to-donor conversion is strong.
Retention and Acquisition are Equals
Retention is just as necessary as acquisition in today’s fundraising landscape. Sustainable giving comes from deep, long-term relationships, not one-time transactions. Demonstrating impact through stories, data, and consistent stewardship is essential to building trust, especially with donors who are values-driven and research-oriented.
Get the Family Involved
The historic transfer of wealth from Baby Boomers to younger generations means nonprofits must broaden their cultivation strategy to engage entire families, not only established donors. Multi-generational philanthropy is on the rise. Families are increasingly involving younger members in charitable decisions, suggesting that donor relationships must extend beyond a single individual to build continuity in giving over time.