How to Engage a Wider Range of Generations to Maximize Philanthropic Impact

Since its origins as a novel exercise in decency, philanthropy has transcended generations and evolved to support rising causes, benefit more communities, and make human culture more equitable and cohesive. These principles have arguably never been more important amidst unprecedented political and social division, but they also stand to flourish as progressive ideologies and infrastructural considerations become new norms.

Though philanthropy’s generational staying power is currently facing its biggest challenges yet, perceived generational gaps create a recurring “us vs. them” mentality regarding values, morals, and interpretations of society and the environment. Philanthropists, both new and established, must, therefore, fine-tune their generational engagement efforts, keeping humankind mutually focused on its most critical overarching issues.

Key considerations, in this sense, include: 

Understanding donor values

Every generation brings a new set of core values that, ideally, live on for the benefit of society. To properly engage a wider spectrum of donors and participants, philanthropists must keep this fact central to their activity and messaging. A philanthropist may gain such clarity by having frank discussions with community members of all ages and walks, conducting surveys, and remaining transparent and open to feedback. 

Refining communication

Communication plays a significant role in aligning donors and spreading cross-generational awareness. An initiative or campaign should tailor its messaging to address concerns that transcend age or experience level, and when such a cause aims to serve a specific age demographic, philanthropists should leverage their knowledge of generational values to ensure that correspondence is appropriate and effective. 

Avoiding stigmas and biases

An obvious but enduringly important aspect of cross-generational philanthropy is forgoing harmful preconceived notions, stigmas, and inherent biases surrounding a specific demographic. For instance, many associate the Baby Boomer generation with traditional, selective philanthropic giving, while others link younger generations to a more progressive and diverse charitable ideology. That said, such tendencies do not apply to every member of a single generation, and this nuance must remain at the forefront of the donor engagement process. 

Seeing the bigger picture

Authenticity is one of the most important parts of effective philanthropy, and this can take many forms. In a generational engagement sense, it helps to reflect a genuine passion for and dedication to the issue at hand, linking these principles to unique generational values when possible and organic. Donors of all ages may, in turn, be more likely to focus on the bigger philanthropic picture, implement a plethora of generational viewpoints, and ultimately make the cause both successful and ideologically well-rounded. 

Even as enduring challenges and issues evolve, philanthropy will inevitably endure. However, this timelessly relevant action will only maximize its reach with effective cross-generational support. By employing the above considerations and leading by example, today’s philanthropists can better equip their successors to carry on the vital tradition of human empathy.