Understanding and Engaging the Next Generation of Philanthropists, Part 1

Characteristics of the next generation of philanthropists
The first step is to understand the traits of the next generation of philanthropists. According to give2gether's research, testing and results from nonprofits utilizing its platform:

• They're young and creative, and don't like to be told that something can't be done.
• They consume media 24/7.
• They value personal social responsibility more than corporate social responsibility.
• They prefer to donate online instead of attending fundraising events.
• They don't carry checks on them (and never will).
• Their Twitter followers and Facebook friends are more important to them than the amount of money that's in their bank accounts.
• They don't give as much money as wealthy donors, but their impact is just as significant because they're able to rally their social networks and create online buzz.
• They don't just donate money; they live for their favorite nonprofits by offering their time and energy on a continual basis.
• They want to collect life experiences.
• They have a sharply developed social conscious.
• They want to go outside of their hometowns and support causes in other parts of the world.
• Recognition is a motivating factor for them.

"Most of this audience nowadays is socially wired, is engaged, spends anywhere between two to three hours a day online in social media. If you can engage them there, the depth of how far that reach can extend is vast," Shafir says.