Engaging Generation Impact

The co-authors of Generation Impact: How Next Gen Donors Are Revolutionizing Giving (Wiley, 2017) — Michael Moody, Frey Foundation Chair for Family Philanthropy at the Johnson Center, and Sharna Goldseker of 21/64 — have developed practical guides for those eager to build meaningful relationships with philanthropy’s next gen givers: the members of “Generation Impact.”


Engaging Generation Impact: Best Practices for Nonprofits & FundraisersBest Practices for Nonprofits & Fundraisers

Drawing on the original research and analysis presented in Generation Impact, this guide looks at the specific implications of next gen donors’ priorities and learning styles for nonprofit professionals and fundraisers who are planning for their organizations’ futures. It provides best practices and highly practical takeaways that will help you rethink and retool your donor engagement strategies for next gen major donors.

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Best Practices for Families

The “Best Practices for Families” guide offers specific ideas and implications for working closely with your next gen. It provides best practices and highly practical takeaways for engaging and supporting next gen donors as they figure out their philanthropic roles and prepare to launch their own giving efforts. The guide summarizes how the next gen learn best, and who or what influences the development of their values and interest in — and approaches to — philanthropy. It also reviews the most relevant themes, data, quotes, and findings for families and those who work closely with them, and then builds on that with exclusive new content.

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Best Practices for Advisors

This guide is for professional advisors of all kinds — in the fields of finance, legal, accounting, family offices — and others who serve next gen, through big firms or independently, as well as those who provide philanthropic counsel. The guide shares what the authors discovered from research on these next gen, and helps you devise appropriate ways to engage them. It covers the most relevant themes, data, quotes, and findings for advisors from the book, and then builds on that with exclusive new content.

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Tips: Engaging Next Gen Donors as TeensTips: Engaging Next Gen Donors as Teens

The material in this guide is based specifically on what the authors learned from their research on Gen X and Millennial major donors— those who make up what we call “Generation Impact.” Moody and Goldseker share insights into how this generation watched, learned, and participated in philanthropy as children and teens in ways that shaped — and continue to shape — them as donors. Included are nine practical tips intended for anyone seeking to support and engage teen next gen donors, as well as quotes from the authors’ research interviews to illustrate these tips.

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Thanks to the Bill & Melinda Gates Foundation for their generous support of these Best Practices Guides and other related resources. For more information about Generation Impact, visit www.generationimpactbook.org.

Next Gen Donor Research & Reports

The initial research conducted by the co-authors of Generation Impact: How Next Gen Donors Are Revolutionizing Giving examines the next generation of major donors and studies this crucial group directly, rather than summarizing what others think about them. Download and view full reports or find out more about the NextGenDonors research at NextGenDonors.org/research.

Generation Impact is a partnership of the Frey Chair for Family Philanthropy at the Johnson Center for Philanthropy, and 21/64, a nonprofit consulting practice specializing in next gen and multi-generational strategic philanthropy. These two organizations, although different in form and scope, share a focus on understanding and improving family philanthropy.