Are We Underestimating the Next Generation of Donors?

One of the most interesting fundraising statistics I’ve seen recently has nothing to do with the size of a charitable gift. It has to do with how donors influence other people. According to findings from the 2026 American Giving Index, nine out of ten donors under age 30 took some action during the past year to bring someone else into a charitable cause.

Compare that with approximately one-third of donors age 62 and older. That’s a remarkable difference. And I think it offers an important lesson for nonprofit leaders: we may be measuring the value of younger donors the wrong way.

Traditionally, fundraising programs place considerable emphasis on giving capacity. How much can someone contribute? Can they make a major gift? Are they a prospect for our capital campaign?
Those are legitimate questions.

But a 25-year-old who gives $100 and introduces five friends to an organization may ultimately create more long-term value than their initial gift suggests. The challenge is that most nonprofit fundraising programs aren’t structured to recognize that value. We have systems for identifying major donors. We have programs for annual donors. But how many organizations have a deliberate strategy for developing young donors into advocates, volunteers, connectors and eventually significant financial supporters?
Here are three things I would encourage nonprofit leaders to consider.

First, engage younger supporters before asking them for significant gifts.

Invite them into the mission. Give them meaningful opportunities to participate. Help them understand the impact of the organization.

Second, recognize influence as well as financial capacity.

A young professional who introduces ten people to your organization may be making an important contribution, even if their personal giving is relatively modest.

Third, think in decades, not just campaign cycles.

Today’s 25-year-old volunteer may become tomorrow’s business owner, board member or major donor. But only if the relationship begins somewhere.

After 30 years in fundraising, I’ve become convinced that one of the most important things nonprofits can do is continually introduce new people to their mission. Not everyone will become a major donor. Not everyone will serve on the board. But some will. And the organizations that build those relationships early will be much better positioned in the years ahead. The next generation of major donors may already be involved with your organization. The question is whether you’re paying attention.