Engaging Millennials, Gen Z and Planned Giving: Get an Early Start

Many nonprofits' fundraising strategies, especially those focused on planned giving, are likely focused on baby boomers and Gen X. Which makes sense, considering these generations currently control the largest share of charitable wealth and account for most major gifts, making them the intended audience for near-term fundraising efforts.

As millennials accumulate wealth and Gen Z advances through its early working years, these younger donors are increasingly embracing strategic philanthropy, with many prioritizing purpose-driven giving, recurring donations, donor advised funds and charitable organizations that demonstrate transparency, measurable impact and authentic engagement. and authentic engagement.

Gen Z, generally defined as people born between 1997 and 2012, is the first true generation of digital natives. They value authenticity, social impact, transparency and mobile-first communication, and they expect nonprofit organizations to demonstrate measurable results rather than simply make broad mission claims.

Given the unique nature of this generation, here are factors to keep in mind as you build a planned giving strategy to engage younger generations.

Activate Millennials to Give Now and Later

According to the Bloomerang 2026 Giving Signals Report, Millennials have become one of the most active and strategically important donor segments. According to Bloomerang, three out of four millennials say they plan to increase their charitable giving this year; 80% expect to support at least one new nonprofit and 42% have already used a donor advised fund or another tax-wise giving strategy. In other words, younger donors aren't simply "donors of the future." They're giving now. Nonprofits should double down now on annual giving messages to millennials, while also incorporating legacy and planned giving information.

Focus On the People

Younger generations may be on social media, but that doesn't mean they will simply be drawn into your mission by a flashy social media campaign. The foundation of strong fundraising, both lifetime and legacy giving, is still about building authentic relationships that can grow over decades.

Go Light On the "Resume"

Younger donors want to know exactly what difference their gift will make. Instead of leading with your organization's longevity or annual budget, explain how a contribution changes lives. Concrete examples consistently outperform broad mission statements when it comes to motivating younger donors.

Invite Participation—Not Only Donations

Gen Z and millennials want to feel connected to a cause, not simply asked to fund it. Volunteer opportunities, advocacy campaigns, behind-the-scenes experiences and interactions with beneficiaries or program staff can help younger supporters build a lasting connection with your mission.

Show Them Where the Money Goes

Transparency matters. Younger donors expect organizations to communicate outcomes, report impact and explain how gifts are being used. Regular updates, photos, stories and measurable results help build confidence and trust.

Make It Easy!

Your donation process should be mobile-friendly, simple and free of unnecessary obstacles. Complicated forms, confusing navigation or unexpected fees create friction that can discourage younger donors before they complete a gift.

Think Beyond Annual Giving

As millennials accumulate wealth and Gen Z begins entering its peak earning years, many are already thinking strategically about charitable giving. Donor advised funds, recurring giving, appreciated assets and long-term charitable planning are becoming part of how younger generations approach generosity. Planting the seed of a future legacy gift simply means introducing the idea that your organization hopes to be part of their charitable giving journey for decades to come.

Engage the Whole Family

Younger generations want to participate in family philanthropy rather than simply inherit it. Indeed, many expect to direct substantial resources toward charitable causes and want to be actively involved in those decisions.

Here’s the bottom line: Organizations that start building relationships with younger generations now will pave the way for both annual giving and planned giving. The Community Foundation is here to serve as a resource for engaging younger generations and to build nonprofits' capacity to receive complex and planned gifts. Connect with our charitable giving team to explore how we can support your organization's long-term fundraising goals.