Fostering, Promoting, and Encouraging Philanthropy: Mechanisms to Attract Younger Generations of Donors and Volunteers

Abstract

For fundraising campaigns to attract support from all generations, it is important to understand how younger generations prefer to give and which strategies speak to them. This editorial discusses insights from nine papers dedicated to a special issue on understanding and attracting younger generations to increase the pool of donors and volunteers. Our discussion focuses on their giving preferences, influencing factors, engagement strategies, and expectations. This focus provides valuable insights for organizations aiming to engage these generations in philanthropy more effectively. We conclude with five propositions, three pillars, and five suggestions for future research. Our propositions highlight the differences and similarities among generations, the need to continue modernizing fundraising approaches, the role of engagement, and the expectations of younger generations. We summarise the strategies and motivational factors via three pillars: (1) foster a sense of belonging, (2) promote personal growth, and (3) encourage active participation in philanthropic activities. These pillars highlight the significance of traditional values such as altruism and recognition while emphasizing the growing importance of personal development and fostering a fun and social environment. Our suggestions for future research include a call for (1) longitudinal studies, (2) comparative analyses, (3) increased attention to Generation Alpha, (4) exploration of the role of digital technologies, and (5) assessing the current implementation of the suggestions by non-profit organizations.