They’re Paying Attention: Why You Shouldn’t Ignore Gen Z Donors

As you and your team review lists to identify potential endowment and legacy donors, it’s easy to slip into the habit of zeroing in on donors who are well-established in their careers and businesses, nearing retirement, or already retired. Of course, you’ll want to target these groups because they are likely to have the capacity to make large gifts, and they may be in a position to revise their estate plans or beneficiary designations to include your endowment fund.

But don’t stop there! Expand your endowment and legacy fundraising outreach to include not only Baby Boomers, Gen X, and Millennials, but also Gen Z. Gen Z’s philanthropic engagement defies stereotypes about short-term thinking, with 84% already supporting causes through donations, volunteering, or advocacy—demonstrating a readiness to commit to long-term impact despite their youth. Certainly their financial contributions may be smaller due to early-career stages, but their focus on social justice, climate action, and equity aligns with the legacy-building nature of planned giving.

Here are three strategies to keep in mind:

• As Gen Z donors get into the workforce, they’ll be enrolling in 401(k)s and other retirement programs through their employers. This presents an opportunity for you to educate donors early in their careers about the significant tax benefits of naming a charity as the beneficiary of their retirement plans.
• Regularly include messaging in your fundraising communications about the importance of your endowment to your mission’s sustainability for generations to come. The role your organization plays in the community’s future is an important message for Gen Z to hear repeatedly.
• Use messages that demonstrate trust and transparency because these concepts resonate particularly well with Gen Z’s values. This helps signal that your mission is worth supporting long-term, an important factor in light of Gen Z’s eagerness to plan ahead.

Proactively engaging Gen Z now will help your organization secure future revenue and build on young people’s sincere desire to make a difference. Please reach out to the Community Foundation team to discuss ways you can engage Gen Z to strengthen your endowment and legacy giving strategies.

This article is provided for informational purposes only. It is not intended as legal, accounting, or financial planning advice.