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Respecting legacy, revolutionising philanthropy

Posted By WINGS, Tuesday, February 26, 2013

Values drive these next gen major donors, not valuables—values they often say they have learned from parents and grandparents. They seek a balance between honoring family legacy and assessing the needs and tools of the day.


The next generations of major philanthropists, who fit into "Gen X” (born 1964-1980) or "Gen Y/Millennial” (born 1981-2000) generational cohorts, will wield more philanthropic power than any previous generation. With an unprecedented amount of wealth, these donors hold the future of philanthropy in their hands, yet, until now, there has been little previous research on the powerful but very private group of young people who stand to become the major donors of the future.

Conducted in 2012, this report is based on first-of-its kind data, listening to members of the next generations of major donors, ages 21 to 40, in their own voices. A national online survey (310 total responses) and in-depth interviews (30 total) have revealed four key findings, outlined in the key findings area of this website.

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

View the report »

Supporters of the NEXTGENDONORS project include Council on Foundations, The Association of Baltimore Area Grantmakers, and Council of Michigan Foundations, among others.

Tags:  ABAG  CMF  COF 

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