Ready for the New Normal? Engaging the Most Significant Philanthropists Ever

As the research and analysis in this book demonstrates, America's next generation of major donors will have an enormous impact on society as people like Andrew Carnegie and John D. Rockefeller had in years past and as people like Bill and Melinda Gates and Warren Buffett are having today—potentially even more impact. These next gen donors will impact—directly and daily—our health, our communities, our economies, our culture, and even our climate.

This means that Gen Xers and Millennials will be the major donors for most—probably all—nonprofits in the decades to come. They will also be the stewards of philanthropic legacy for giving families, and the most crucial clients for advisors of all sorts. The three best practice guides that follow are meant to help each of these three audiences—nonprofit professionals and fundraisers, families, and professional advisors—who have a deep and urgent interest in engaging these donors who we call Generation Impact.

How to Use These Guides

Building on the research and analysis presented in this book, these guides provide best practices and highly practical takeaways for engaging and supporting next gen donors as they become deeply engaged in giving and figure out their philanthropic identities. Each guide reviews the themes, data, quotes, and findings that are most relevant for each audience—including exclusive new content.

Our hope is that you will discuss these best practices within your teams, your colleagues, your families—and then take action. It is this action that will ultimately fulfill the primary goal of our research: to help us all capitalize on the tremendous potential of this rising generation and their historic opportunity to move the needle on the world's most pressing problems.

There are no silver bullets nor “off the shelf” solutions to the challenges that nonprofits, families, and advisors face in engaging Generation Impact. Next gen donors don't all want the same things. However, these best practice guides offer fundamental starting points through practical tips and suggested actions. Our advice here is meant to be adapted and targeted to fit varying circumstances.

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