The Biden Administration has begun to move in earnest to draft and pass new tax legislation that could dramatically affect the giving landscape in America. Though we do not expect new legislation to pass until the fall, it is important for fundraisers to pay attention to the proposals. Biden’s proposed changes may affect how your donors plan their charitable giving. This article provides an overview of the potential implications of tax reform on charitable giving, along with guidance for fundraisers looking to discuss these matters with their donors.

How Proposed Tax Policy Changes May Affect Donations to Nonprofits

Click here to download a PDF version of this article and an extended briefing on specific tax proposals to watch.

The tax policy proposals contained in President Joe Biden’s American Families Plan and Made in America Tax Plan, along with Senator Bernie Sanders’ proposed For the 99.5% Act, have made headlines in recent weeks. There isn’t one quick answer for how these tax proposals will affect donations to nonprofits.

On one hand, higher taxes lead to less cash on hand to donate. The Biden Administration’s proposals would raise income and capital gains taxes on American taxpayers making more than $400,000 per year.

On the other hand, the incentive to give increases as tax rates rise. When tax rates go up, charitable giving becomes more attractive since it often allows donors to reduce the amount of taxes they will pay. The illustration below demonstrates how charitable giving becomes more tax-efficient or “cheaper” for wealthy donors after an income tax increase.

Table showing that incentives for charitable giving increase when tax rates go up. For example, if Jane is in the top tax bracket, donates $100,000 to charity, and claims a tax deduction, that gift will

Complicating this is the fact that during his 2020 presidential campaign, President Biden expressed support for limiting charitable deductions such that taxpayers making more than $400,000 per year could only deduct to a rate of 28% (as opposed to 39.6%). This would mean that in the example above, Jane could only save $28,000 in taxes rather than $39,600.

However, the 28-percent-cap provision did not appear in the White House’s American Families Plan released in April 2021. Amid uncertainty as to whether this 28-percent-cap could show up in future legislation, Dan Cardinali, CEO of Independent Sector, stated that the national coalition of charities and foundations “will continue to urge policymakers to exclude the charitable deduction from any future efforts to introduce caps on itemized deductions.”

In addition, the estate tax changes proposed in Senator Sanders’ For the 99.5% Act would make more estates eligible to be taxed and increase estate tax rates. These measures might encourage donors to give by bequest or deploy other gift planning vehicles to avoid paying new estate taxes.

How Big of an Influence Does Tax Policy Have on Giving?

Tax savings are more of an incentive than a motivator for charitable giving. Individuals give to charity for complex and unique reasons. Decades of academic studies and historical tax data show that donors respond to incentives like the ability to itemize charitable deductions.[1] Yet research also suggests that donors are primarily motivated to give by an organization’s mission and impact.

CCS has interviewed thousands of donors in feasibility studies since 2011. In more than 20,000 of these interviews, CCS asked about the donor’s overall motivations for donating to charity. Donors most frequently cited that they are motivated by the impact of their gift and by a belief in helping others. Receiving an income tax deduction was the least frequently cited motivator for giving.

Similarly, the U.S. Trust Study of High Net Worth Philanthropy found that among wealthy donors, tax benefits ranked tenth on a list of 15 factors for making charitable decisions. Only 17% of donors said they always consider tax benefits when making charitable decisions.


Going forward, it will be interesting to see how individual giving rates are influenced by the universal charitable deduction of $300 available to all taxpayers in 2020 and 2021 as a result of the CARES Act. For now, we know that tax incentives do influence a sizeable portion of donors, but that they are far from the most common motivator for charitable giving.

Some sectors and gift types are more likely to experience volatility with the shifting tax landscape. Dr. Russell James III, a Texas Tech University Professor, found cash gifts to education are two times more responsive to tax price compared to cash gifts to religion. In addition, gifts of stocks are ten times more responsive to tax price than cash gifts to education.

Donor Relations Amid the Uncertainty

Many professional advisors estimate that Congress will finalize tax reform legislation this fall. In preparation for the proposed changes to the tax code, nonprofits can and should begin talking with donors about how the changes affect donors’ considerations for making a gift.

In a climate of uncertainty around tax policy changes, we advise fundraising professionals to:

  1. Read. Tax changes will be well covered by the media. Stay apprised of policy news via nonprofit-focused organizations like the Chronicle of Philanthropy, Independent Sector, and National Council of Nonprofits; national newspapers; and tax policy think tanks.
  2. Consider building a relationship with professional advisors to help with more complex giving situations. Nonprofit professionals do not need to be tax or legal experts, and in fact, cannot offer direction on either topic. By working with professional advisors like estate attorneys and financial planners, fundraisers can develop a high-level understanding and equip themselves with the vocabulary to recognize and suggest ideas that the donor might bring to their own tax and estate attorneys.
  3. Educate donors on gift planning vehicles. What assets and which vehicles to use to make a gift matter. Think beyond cash gifts to assets like stocks, real estate, business interests, or giving vehicles such as charitable trusts, annuities, and bequests. You can help a donor save enormous sums of money by pointing them to the correct combinations.
  4. Always keep your mission front and center. Tax incentives influence donors’ giving plans and can drive urgency and action when policy changes are on the horizon. Still, it is important to keep in mind that donors give for many interconnected reasons and tax benefits are often not their primary motivator. Center the giving conversation on the difference that the donor’s gift will make to your mission.

Click here to download a PDF version of this article and an extended briefing on specific tax proposals to watch.

Notes

[1] For historical information on tax incentives’ influence on charitable giving, see these resources recommended by the Giving USA Foundation: Charles Clotfelter, Federal Tax Policy and Charitable Giving, University of Chicago Press, 1985; Charles Clotfelter, “The Impact of Tax Reform on Charitable Giving: A 1989 Perspective,” National Bureau of Economic Research Working Papers, 3273, https://ideas.repec.org/p/nbr/nberwo/3273.html; John Peloza and Piers Steel, “The price elasticities of charitable contributions: a meta-analysis,” Journal of Public Policy & Marketing, 2005, 24(2), 260-272; Gerald E. Auten, Holger Sieg, and Charles T. Clotfelter, “Charitable Giving, income, and taxes: An analysis of panel data,” The American Economic Review, 2002, 92(1), 371-382; Richard Steinberg, “Taxes and giving: New findings,” Voluntas: International Journal of Voluntary and Nonprofit Organizations, 1990, 1(2), 61-79; Christoper Duquette, Is charitable giving by nonitemizers responsive to tax incentives? New evidence,” National Tax Journal, 1999, 195-206; Nicholas Duquette, “Do tax incentives affect charitable contributions? Evidence from public charities’ reported revenues. Journal of public economics, 2016, 137, 51-69.

Sources

We are grateful to the following sources used to inform this article and the accompanying briefing.

This piece has been prepared for informational purposes only and is not to be construed as tax advice. Individuals should consult their accountant or tax advisor with regard to such matters.

In the wake of the COVID-19 pandemic, many charitable organizations have seen a significant increase in online giving – and Catholic parishes and organizations are no exception. In 2020, religious organizations recorded a 27% increase in gifts made digitally. Online giving now represents 18% of total giving to religious causes.

Many may be asking themselves, “Why is this shift important to note?” For parishes specifically, this shift towards online giving, and more broadly online engagement, is important to recognize as a cultural shift within the Catholic church. In 2020, across the world, parishioners’ primary form of engagement with the church was through virtual worship and fellowship. According to an August 2020 Pew Research study, since the start of the COVID-19 outbreak, 28% of American Catholics who regularly attended Mass reported giving less to their parish as they shifted to virtual worship. This is 10 percentage points higher than all other denominations detailed within the study.

Why Invest in Online Giving?

As we continue to navigate the uncertain waters brought on by the COVID-19 pandemic, many parishes will continue to balance virtual and in-person engagement. With this in mind, it is all the more imperative to consider how to best encourage parishioners to remember their weekly offertory without the physical reminder of the passing of the plate or basket. Maybe your parish has yet to introduce online giving channels to your parishioners, or maybe you know more can be done to increase online giving at your parish. Regardless, there are a number of reasons parishes should invest time and attention to promoting online giving – and they’re not just financial.

  1. Stewardship involves every aspect of our lives – our time, talent, and financial treasure. Online giving channels enable parishes to meet parishioners where they are in their lifestyle and engagement habits. We spend a significant amount of our time and our resources online today. Online giving is another way that parishes can invite parishioners to share in parish life, in a simple and efficient way.
  2. Younger generations give online, and they want to give to their places of worship. A 2018 Blackbaud study found that millennials prioritize charitable giving to their place of worship above all other causes. Millennials also primarily make contributions through an organization’s website or their social media channels. Promoting your online giving platforms – and ensuring they are efficient and up to date – is an important way to engage with younger generations of parishioners.
  3. Online giving offers stability and consistency to parishes. Online gifts – especially automated recurring weekly or monthly contributions – provide more predictability and stability for parishes. They are also easier to record and more secure to process. Staff and volunteer time saved from traditional offertory collections can be redirected to other stewardship and ministry activities as a result.

How to Elevate Online Giving in Your Parish

Ready to enhance and increase your online giving? It may be easier than you think. Consider activities across three key areas to engage your parishioners: Sunday Mass, printed communications, and your website and digital media.

  1. Sunday Mass:
  • Include reminders about stewardship and giving in the announcements and, where appropriate, preach on stewardship in the homily and pray about stewardship as a parish.
  • Ask a parishioner who gives online to share their experience during the announcements or during the offertory collection.
  • If Mass is live-streamed, include a scrolling banner that shows the link to your online giving platform.
  • Host an opportunity following Mass for volunteers or staff available with laptops to help parishioners set up online contributions and walk them through the process.
  1. Print Communications:
  • Promote online giving in your bulletin. Include instructions on how to set up online recurring donations.
  • Consider sending a mailing to your parishioners inviting them to set up online offertory contributions. If they already give online, ask them to set up recurring donations if they haven’t done so already.
  • Put up posters or flyers in your gathering spaces with instructions on how to make donations online.
  1. Digital Media:
  • Review your website and make sure the donation page or link is easy to find. Consider including a banner or “donate” button in a prominent place on your homepage.
  • Create an email campaign to encourage online giving and provide tips or support. This can accompany a hard mailing as well.
  • Promote your online giving platform and donor testimonials on your Facebook page and other social media.

Fostering Fellowship Through a Giving Day

Regular online giving encourages longer-term stewardship and engagement with your parish. Another way to encourage digital engagement is through giving days – digitally-driven events dedicated to sharing stories of stewardship and generosity.

CCS is proud to be a sponsor of the giving day #iGiveCatholic because of the difference it makes in advancing the church virtually. #iGiveCatholic is a giving day that brings together the Catholic community to give thanks and give back on #GivingTuesday each year. For the dioceses, parishes, schools, and ministries that set up a giving page with #iGiveCatholic, the experience is about so much more than raising funds for important projects. It is also an experience in feeling connected to the universal church beyond the physical bounds of their community.

For example, participating in #iGiveCatholic was no doubt a financial success for St. Mark Catholic Church and School in the Diocese of Boise. The parish and school raised $77,225 from 172 donors during #iGiveCatholic in December 2020, surpassing their original goal of $30,000 and their subsequent challenge goals of $50,000 and $70,000. It was simultaneously a special experience for members of the St. Mark community to come together in this way. Logan Kimball, St. Mark’s Director of Development and Finance, wrote to #iGiveCatholic: “Participating in #iGiveCatholic helped us build community, engage with one another, and raise funds to build up our parish and school – both of which aid in bringing the Good News of our Lord out into the world. So, basically, we helped change the world and all of human history by the ripple effects created through our generosity!”

For many who participate in #iGiveCatholic, participating in the giving day is an opportunity to connect to a larger Catholic community. As Sr. Draru Mary Cecilia, Executive Director, and Sr. Nancy Kamau, Director of Development at the African Sisters Education Collaborative (ASEC) wrote to #iGiveCatholic: “Giving Tuesday is a competitive day and can feel lonely, but with #iGiveCatholic we are participating on a platform with people who have the shared values of our faith.”

Taking steps to elevate online giving at your parish can be a way to expand your parishioners’ experience of stewardship, strengthen the stability of your operations, and find connection with the wider church. For more resources and tips on fundraising for Catholic causes, visit CCS’s Insights page.

Annual fundraising is the lifeblood of many independent schools. The generosity of alumni, families, faculty, and staff bridge the gap between tuition and operational expenses. Those who direct their philanthropy toward a school’s annual fund often have directly experienced its impact. So, why, with a distinct donor base and a clear need, can annual fundraising sometimes feel like an uphill struggle for independent schools?

Is it the annual campaign’s repetitive nature leading to fatigue? Or does it lack the energy and prestige of a capital or endowment campaign to excite donors?

CCS Fundraising has supported many independent school clients on a journey to reinvigorate their annual fund campaigns. Most often, a renewed focus on the core operations of a school’s development efforts will breathe new life into a flagging annual fund. By reenergizing development strategies, plans, teams, operations, and donor communities themselves, the CCS approach can help move annual fundraising beyond a series of repeated milestones and toward a cycle of success.

1. Allow Time for Robust Planning

The first step is to begin planning for the campaign well ahead of the fiscal year start. This planning process goes far beyond changing the date of existing plans. It involves a deep dive into performance data for the current year, understanding donor trends, identifying which appeals were most impactful, and comparing these metrics year-on-year. Planning for the next fiscal year should begin during the summer term and build on the data analysis you’ve been conducting throughout the year. Start by analyzing your data to answer the following questions:

  • How has your major gifts program performed and what does this mean for your portfolio(s) of top prospects?
  • What giving trends can you spot for each constituent group and how will this influence how you solicit them next year?
  • What commonalities can you find in your pool of newly acquired donors and how will this inform your stewardship approach?

2. Refine Your Ask

Next is a full review of the case for support. Though your core fundraising needs may feel unchanged, this is a new academic year with a refreshed community. Identifying the new and emerging needs of students, faculty, and the campus they share takes a thoughtful eye and a creative touch. Draw on the strength of multiple community voices to carry forward a message that maintains the urgency of the moment and reinforces the annual effort as one that demands everyone’s engagement.

3. Thoughtfully Evaluate Your Communication Channels

Ensure that your message is received by sharing it through the most effective communication channels. The Class of 2021 may never own a checkbook or listen to their voicemail, but they may give by Venmo in response to an Instagram story. Understanding how such recent graduates choose to give in contrast to their parents and grandparents is essential to ensuring that your appeals reach and resonate with each unique donor group.

4. Balance the Traditional and Contemporary

Though each year of the annual campaign must be approached uniquely in order to maintain and build upon momentum, this should be done with a mindful eye toward history. Balancing tradition and nostalgia in equal measure with the present moment helps engage the breadth of your community.

It is therefore necessary to understand how each generation of donors relates to your school and to segment and sequence your annual messaging accordingly. This will lead you to a communication plan for the annual fund that goes far beyond a series of appeals toward a sophisticated and donor-tailored cultivation schedule of communications and events which balances the new with the old.

5. Rally Your Team

The not-so-secret ingredient of any successful annual fundraising campaign is an engaged and energized development team. United in purpose around a common set of metrics and a shared responsibility, your development office is the most influential determinant of reaching and exceeding your goals. Whether your team has worked together for years or changes per annum, ask yourself:

  • Is the path to our fundraising goal realistic and is it clearly mapped out for the team?
  • Does each team member understand what is expected of them and how their role contributes to overall annual fundraising success?
  • Is the team sufficiently integrated into, and supported by, the wider operations of the school?
  • Are we sufficiently recognizing and celebrating individual accomplishments and team successes?

Revitalizing your annual fund takes fresh thinking, thoughtful consideration, and energetic engagement. Follow these tried-and-true steps to revamp your annual fund and to inspire donors to a new level of giving.

The COVID-19 pandemic has made in-person fundraising events – once fundamentals of the healthcare fundraising playbook  now feel as antiquated as typewriters and VCRs. At least for now, home offices and laptop screens have largely displaced America’s boardrooms and ballroomsAs a result, many nonprofits that relied on in-person events and fundraising strategies – healthcare institutions and hospitals for example – had a difficult choice to make:  

  1. Wholesale cancellation of these plans until in-person gathering was once again safe, or 
  2. A complete and creative reimagination of what was once in-person activities for our new cyber context 

Luckily for us and for the sector, many organizations opted for the latter. Thus, as effective vaccines beckon herd immunity and potential return to some sort of pre-pandemic “normal”, we now know that virtual fundraising events – large and small – can, in fact, garner massive quantities of philanthropic support, stabilizing the finances of organizations still weathering crisis. For the most forward-thinking nonprofits, virtual and hybrid events are here to stayas additional arrows in the fundraising quiver that will empower more effective, efficient donor engagement, even long after the world reemerges from pandemic isolation.  

Part of the beauty of virtual events is that we can leverage the traditional marketing funnel to segment donors into tiers, creating customized experiences that appeal to each segment and make efficient use of development resources. The top of the funnel catches all individuals in your organization’s community, encompassing those who may be interested in a largescale event. As we move down the funnel, the addressable population becomes increasingly exclusive from past donors and stakeholders, to major donors, then top donors.   

One healthcare organization that CCS works with has found great success from this multi-tiered approach to virtual fundraising events this year. Read on to learn more about each event type and our top takeaways to implement at your nonprofit.  

Large-Scale Event 

The hospital typically hosts an annual run/walk event that attracts more than 10,000 participants and raises money for cancer research. This year, the event was reimagined in a “virtual edition” and the team introduced a new personal twist to continue building community; teams were encouraged to create custom mileage challenges that were meaningful to them (for example, one family set its goal at 1,563 miles in honor of the number of days since their daughter’s bone marrow transplant). Teams logged their miles and participated in weekly fundraising challenges throughout the month of September and celebrated with live-streamed opening and closing ceremonies. Individuals from 13 different countries joined and the event raised a record-breaking $1.7 million. 

Our Takeaways: 

  • Don’t limit your event to a single geographic location 
  • Consider multiple sessions for the big event 
  • Develop opportunities for attendees to personalize the experience 

The hospital holds a popular luncheon and fashion show in May at a large event venue. This year a new concept for the event was developed: the fashion show featured hospital workers who were on the frontline of COVID-19 response as models. Filmed on the hospital campus, the event assumed a new hybrid form: hundreds watched online, while others attended an in-person showing, which was hosted drive-in movie style in a parking lot of a hospital outpatient facility, complete with snack trays delivered to each car. The event enabled the hospital to share the story of its COVID-19 response in an engaging way and showcase different parts of its campus. This event raised $400,000 for COVID-19 response. 

Our Takeaways: 

  • Tell the story of your organizational heroes 
  • Consider highlighting your in-person building or center to remind donors of your ongoing operations, even if these operations have been out of sight 
  • Leverage the registration list as an opportunity to expand your database, refresh donor data, and perform data analysis on your constituents 
  • Going “hybrid” will expand your reach, capturing donors who might not have been willing or able to attend in-person 

Series Events 

To create a meaningful touchpoint for hospital friends and donors, the hospital organized a new quarterly lecture series featuring its research and clinical leaders involved with COVID-19 testing, vaccination trials, and pandemic response. More than 300 donors, prospects, and friends of the hospital signed on for each of these calls and were encouraged to ask questions of the presenters. Development followed up personally on any questions that weren’t answered live.  

Our Takeaways: 

  • Identify your area of expertise and share it 
  • Develop an event with a regular cadence 
  • Follow up with answers for attendees 

Exclusive Events 

In lieu of an in-person salon-style dinner to cultivate major gifts for a capital project, the hospital hosted a “virtual dinner” for five carefully-curated major gift couplesThis event featured a patient-family speaker, physician speakers, and a pre-recorded video of construction and the cutting-edge technology that would be featured in the new facility. A high-end, catered, four-course dinner box, bottle of wine, menu, and event program, along with a hand-written note from the volunteer who was serving as “hostess,” was delivered to each couple’s home for the dinnerThis event raised $4 million for the hospital’s capital project. 

Our Takeaways: 

  • Build your program around the message you want to deliver 
  • Carefully curate your guest list and volunteer leadership 
  • Invest in a tailored and themed gift 

Individual Meetings 

The hospital rolled out a “virtual hard hat” private tour of a new facility being built to specific high-potential donors. This cyber-tour leveraged live video streaming from the construction site and pre-recorded personalized messages from hospital leaders, patient families, and the construction team to the donor. Hard hats branded with the hospital logo were sent to tour attendees prior to their tour experience 

Our Takeaways:

  • Be sure to see what your donor is comfortable with around social distancing protocol
  • Show your donor their impact by touring a space or interacting with a program
  • Book end your experience with a one-on-one conversation and follow-up

As you develop your post-pandemic event plans, we hope that you can use these takeaways to strategically continue virtual and hybrid events at your nonprofit.  

Between March 2020 through February 2021, CCS Fundraising surveyed a selection of nonprofit partners to collect data regarding major giving across Europe.

The news has been encouraging. Check out our infographic below:

Download the infographic here>>

Screenshot of Episcopal Giving Landscape publication

If you have any questions about this publication or about CCS in general, please contact marketing@ccsfundraising.com.

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Screenshot of Catholic Giving Landscape publication

If you have any questions about this publication or about CCS in general, please contact marketing@ccsfundraising.com.

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The future of philanthropy revolves around engaging our next generation of donors—Generation Z and Millennials. Understanding how to attract, retain, and grow your young professional pipeline will ensure long-term sustainability for your organization.

When considering how to engage donors across generations, demographics, or backgrounds, it is important to remember that every philanthropist is unique. While we can study giving trends and preferred forms of communication, getting to know your donors at an individual level is essential. Take the time to understand their internal motivations and passions. Consider why they give to your organization over others, what they value, what motivates them, and how they desire to engage with your mission. Understanding your donors puts you on a path toward building strong, personal relationships across generations.

For years, many nonprofits have grappled with effective engagement strategies for young professionals when considering how to build these relationships or who to add to their donor pipeline. Organizations typically assume that given one’s age, young professionals have less money to give to philanthropic causes. However, over the next two decades, we will see an unprecedented shift in wealth from Baby Boomers to Millennials and Generation Z. The projected $30 trillion “great wealth transfer” offers additional reasoning for nonprofits to cultivate strong relationships with this next generation of philanthropists.[1] Ahead of this shift, gifts of time and talent are equally important to the success of a nonprofit. The organizations that have taken the time to invest in the younger generations are seeing rewards and a strong pipeline for the future of their organization.

Understanding Young Professionals: Gen Z and Millennials

Generation Z

Generation Z (Gen Z) individuals were born between 1996 and 2014.[2] Considered the most technologically advanced generation, Gen Z individuals grew up in a world where the internet and the use of smartphones were part of everyday life. They have witnessed global issues ranging from economic downturns, domestic and international safety concerns, gender inequality, racial injustice, and climate change, among others. These experiences have shaped who they are, what they believe in, and what they are passionate about, which has in turn influenced the change they want to see in the world.

Gen Z is more spontaneous with their giving and easily inspired to give by a life event or simple story that was shared with them.[3] They look to be a part of something bigger than themselves and want others to know that they are a part of specific causes. Gen Z individuals put a greater focus on the public recognition they will receive from their actions, specifically online or in the presence of their peers, as evidenced by their love of social media.[4] They are our activists—willing to sign a petition, march, advocate on behalf of others, and donate to organizations that are looking to change policies they are passionate about.[5]

Key facts helpful for engaging Generation Z as potential donors: 44% of Generation Z members give to charity each year. That is approximately 9.3 million Gen Z donors who give an average donation of $341 to nonprofits each year. All together, Gen Z gives about $3 billion to charity each year. Their most frequency giving interests include children, animals, health, worship, and social service. Source: Blackbaud Institute, The Next Generation of American Giving (2018)

Millennials

Millennials were born between 1981 and 1995 and, while adaptive to technology, are much less dependent on it.[6]  Millennials make up a large percentage of today’s workforce, balancing the demands of building a career, raising a family, and giving back to organizations they are most passionate about.[7] Like Generation Z, Millennials are closest to organizations that directly reflect their values pertaining to current societal and economic issues.[8] Millennials typically research a nonprofit or make a connection before making a gift.

Key facts about Millennials (also known as Generation Y) and their charity giving habits. About 51% of Millennials give philanthropically to charity each year. That is about 34.1 million Millennial donors giving an average of $591 per year. Altogether, it is estimated that the Millennial Generation gives about $20 billion to charity each year. Their top philanthropic interests include worship, children, social service, health, and animals. Source: Blackbaud Institute, The Next Generation of American Giving (2018)

Even though Gen Z and Millennials are in different stages of their lives, they each want to make an impact on the world and connect to causes they are passionate about. Young professionals understand technology and turn to social media or other online outlets for their information.[9] They embrace diversity, expect authenticity, and yearn to build trusting connections with others.

Both Gen Z and Millennials cite volunteering for and donating money to an organization as one of their top ways of giving back and making an impact, and in 2018, Generation Z and Millennials made up 16 percent of total giving.[10] It is important to young professionals that the organizations they support are creating change in a meaningful, relevant, and quantifiable way.

Young Professionals Are Impact-Oriented

While no two donors are alike, strategies to engage Generation Z and Millennials are similar. Young professionals look for connection and inclusion within all facets of their life. They want to be heard and feel that their ideas or solutions to problems have merit. Additionally, young professionals feel responsible for finding a solution to global problems and want to make an immediate impact in their daily lives and on a larger scale. Nonprofits have an opportunity to meet young professionals where they are by connecting on what is most important to them in informal settings.

Young professionals want to see impact through the nonprofits they support and desire to be included through experiences. They believe in the power of collective change by engaging their peers through events, either in-person or virtual, to experience the mission in action. Nonprofits should be transparent in their communication to build trust and engage a large population of young professionals and future donors. Consider using the impact of one’s financial gift, the value of volunteer time, and personal stories to show young professionals the effect they are having on society.

Here and Now: A Snapshot of What Young Professionals Are Focused On

Below are several ways young professionals have engaged in the philanthropic space during a tumultuous year. Consider the questions below to determine how your organization can relate to what is most important to young professionals.

An Expanded Meaning of Charitable Giving

The last year has taught us that the breadth and depth of charitable giving come in a variety of forms, especially for young professionals. According to a survey conducted by the payment app Zelle, nearly 3 out of 4 millennials have sent some form of financial support to friends and family, or donated to a nonprofit, since the pandemic began.[11] Just as nonprofits stepped up to support their communities during extreme hardships in new ways, young professionals have done the same.

Both Gen Z and Millennials have experienced and witnessed unprecedented levels of need and have doubled down in their philanthropic support of mission-based work. Research conducted by the IUPUI Women’s Philanthropy Institute found that more people under 30 were giving back in creative ways during the coronavirus pandemic, such as ordering take-out from a local restaurant to help it stay in business or paying their stylist at a time when they couldn’t get a haircut.[12] There has also been a rise in informal mutual-aid networks.[13] Running errands for their elder neighbors and buying groceries for hard-hit families are two examples of how young professionals have adopted new practices of charitable giving to satisfy an unmet need.

Young professionals have expanded the way in which they approach philanthropy from straightforward monetary donations to also uniquely, and more directly, engaging the community. Some questions to ask yourself to ensure alignment with these philanthropic priorities include:

  • What stewardship tactics might your organization employ to clearly articulate the direct way young professionals’ contributions are uplifting the community?
  • How can your organization tailor your story to showcase the ways in which you have broken standard operating norms to uplift community members?
  • How can your organization utilize your existing corporate partnerships to engage young professionals at a company either in a volunteer or board capacity?

Seeking A More Equitable Future

In the wake of the death of George Floyd and the accompanying national reckoning with racial injustice, both Millennials and Gen Z have engaged in heightened reflection and action centered on racial equity. According to LendingTree, almost 18% of Generation Z and almost 14% of Millennials cited racial justice as the most important cause to them.[14]

Young professionals began directing their funds to media organizations focused on issues central to communities of color, healthcare funds seeking to combat the disproportional impact of COVID-19 on minority communities, and mental health organizations. In seeking to create quantifiable change, young professionals also increased their attention to organizations addressing the root causes of societal problems. As young professionals began to deploy their philanthropic dollars more strategically, they also became more aware of the diverse makeup, or lack thereof, of the staff and leadership at the nonprofits they choose to support. Some questions to ask yourself to support equity at your organization include:

  • What shifts can my organization make at the leadership level to diversify staff, perspectives, and experiences?
  • How can my organization reshape our case for support to better reflect the immediate needs of our community?
  • What steps can my organization take to upskill our workforce around racism, bias, and inclusivity to create a more equitable and safe space for employees, while also attracting and retaining a younger donor base?

Giving to Multiple Causes: Donation-Based Crowdfunding

While crowdfunding is not a new practice, it has recently gained traction and has been proven as a highly effective tool for fundraising. According to the Blackbaud Institute, this form of giving is most popular among young professionals and its popularity has grown amongst all generations. The percentage of Millennials who say they have given to a crowdfunding campaign rose from 17% in 2013 to 48% in 2018.[15]

Throughout this last year, we have seen an increase in donation-based crowdfunding because it allows individuals to directly support causes they care about and engage their friends and family as well. GoFundMe, one of the most popular crowdfunding platforms in the U.S., has seen the number of campaigns skyrocket within the last year.[16] Donation-based crowdfunding also provides an opportunity to support a myriad of charitable causes, regardless of size or complexity, from local community-based organizations to the Centers for Disease Control and Prevention, which is managing the largest known nonprofit crowdfunding campaign, raising more than $51 million.[17]

Young professionals have found a way to prioritize the immediate need of their community by giving collectively, engaging their peers, and making a large impact regardless of their gift size. Key considerations for your organization include:

  • How can my organization make charitable giving more accessible to young professionals who may feel discouraged because they cannot give at high levels?
  • Is my organization active on a multitude of social media platforms and encouraging online giving?
  • Is my organization’s online giving platform straightforward and easy to access?

How to Engage Young Professionals

Below are a few tips to consider when engaging young professionals in your organization’s mission that will set you up for success.

Communication Methods• Use multiple channels to communicate
• Utilize social media, primarily Instagram, Facebook, and Twitter
• Think beyond just typical static posts on social media—use new features like Stories and Reels, and consider paid advertisements
• Ensure your communications, website, and giving page are all mobile-friendly
• Consider texting, if available, to create a sense of urgency
• Leverage word-of-mouth communication through volunteers or board members to those in their personal or professional network
Messaging• Focus on the issue at hand or the problem you are looking to solve rather than the organization
• Clearly articulate what action step you would like them to take (e.g., raise awareness, attend an event, donate, volunteer)
• Be transparent and convey impact with tangible outcomes
• Build connection through storytelling; be personable
• Utilize images and videos where possible
• Show your appreciation—thank them for their support and involvement
• Be authentic and engage in meaningful conversations
Preferred Ways to Get Involved• Mobile giving: giving online and text to give
• Social media campaign: Facebook Fundraisers
• Volunteer: personally or through place of employment
Involvement Opportunities• Social Media Ambassadors to raise awareness and funds on behalf of your organization
• Member of the Associate Board or Young Professionals Board
• Peer-to-peer fundraising
• Event volunteer (virtual or in-person)
• Event attendee: gala, walk, happy hour, program outing, etc.
• Corporate sponsorship or corporate volunteer programs
• Volunteer or advocate: sign a petition, volunteer on-site
Conveying Impact• Share key organization statistics
• Convey how their money was used, speaking to specific initiatives or examples where possible
• Publicly recognize their support and involvement via social media, email newsletters, and print
• Understand why young professionals support your organization and ask them to share their story
• Share a story of a participant or what positive change occurred because of their support

Final Thoughts

Nonprofits must be innovative, creative, and nimble in order to effectively engage young professionals and create long-term advocates. Young professionals are looking for a community to join and a movement to be a part of. Take the time to get to know your donors and volunteers of all ages. Find new ways to connect on your shared values, beliefs, and unique purpose. Young professionals are speaking up, wanting to help solve the world’s most pressing issues. Put as much focus on your future philanthropists as you do on your traditional donor base. Now is the time to harness their passion and turn it into opportunity.

Sources

[1] Forbes, “The Greatest Wealth Transfer In History: What’s Happening And What Are The Implications” (November 2019): https://www.forbes.com/sites/markhall/2019/11/11/the-greatest-wealth-transfer-in-history-whats-happening-and-what-are-the-implications/?sh=461f40c04090

[2] Learning to Give, “Generation Z and Philanthropy” (Accessed March 2021): https://www.learningtogive.org/resources/generation-z-and-philanthropy

[3] Blackbaud Institute, The Next Generation of American Giving (April 2018): https://institute.blackbaud.com/asset/the-next-generation-of-american-giving-2018/

[4] Blackbaud Institute, The Next Generation of American Giving (April 2018): https://institute.blackbaud.com/asset/the-next-generation-of-american-giving-2018/

[5] The Associated Press, “Meet Gen Z activists: Called to action in an unsettled world” (September 2020): https://apnews.com/article/climate-race-and-ethnicity-shootings-climate-change-school-violence-01673bd21da246ce942d1e98a08fc96f

[6] Blackbaud Institute, The Next Generation of American Giving (April 2018): https://institute.blackbaud.com/asset/the-next-generation-of-american-giving-2018/ and Learning to Give, “Millennial Philanthropy” (Accessed March 2021): https://www.learningtogive.org/resources/millennial-philanthropy

[7] Forbes, “How Millennials Are Changing Philanthropy” (August 2018): https://www.forbes.com/sites/theyec/2018/08/15/how-millennials-are-changing-philanthropy/?sh=1040c3e87c68

[8] Deloitte, The Deloitte Global Millennial Survey 2019 (2019): https://www2.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/deloitte-2019-millennial-survey.pdf

[9] Blackbaud Institute, The Next Generation of American Giving (April 2018): https://institute.blackbaud.com/asset/the-next-generation-of-american-giving-2018/

[10] Blackbaud Institute, The Next Generation of American Giving (April 2018): https://institute.blackbaud.com/asset/the-next-generation-of-american-giving-2018/

[11] CNBC, “Nearly 3 out of 4 millennials have donated money during the pandemic” (September 2020): https://www.cnbc.com/2020/09/29/more-millennials-donated-money-during-the-pandemic-than-other-generations.html

[12] IUPUI Women’s Philanthropy Institute, COVID-19, Generosity, and Gender: How Giving Changed During the Early Months of a Global Pandemic (September 2020): https://philanthropy.iupui.edu/institutes/womens-philanthropy-institute/research/covid.html

[13] New York Times, “How Neighborhood Groups Are Stepping In Where the Government Didn’t” (March 2021): https://www.nytimes.com/2021/03/03/nyregion/covid-19-mutual-aid-nyc.html

[14] Bizwomen, “Amid pandemic and protests, these are the charitable causes Americans support most” (June 2020): https://www.bizjournals.com/bizwomen/news/latest-news/2020/06/racial-justice-shelters-top-giving-lists.html?page=all

[15] Blackbaud Institute, The Next Generation of American Giving (April 2018): https://institute.blackbaud.com/asset/the-next-generation-of-american-giving-2018/. For an overview of crowdfunding for charitable purposes, see The Balance Small Business, “Crowdfunding Sites for Charitable Giving and Fundraisers” (December 2020): https://www.thebalancesmb.com/giving-to-charity-online-2501931.

[16] GoFundMe, “The Data Behind Donations During the COVID-19 Pandemic” (September 2020): https://medium.com/gofundme-stories/the-data-behind-donations-during-the-covid-19-pandemic-c40e0f690bfa

[17] CDC Foundation Website (Accessed March 2021): https://give4cdcf.org/. A partial list of the largest crowdfunding campaigns can be found on Wikipedia, most of which are not for nonprofits: https://en.wikipedia.org/wiki/List_of_highest-funded_crowdfunding_projects

Just over one year ago, stay-at-home orders were announced and the world as we knew it rapidly changed. Today, the pandemic and its ricochet effects have plunged our world, our communities, and each of us into the most challenging times we’ve had in generations. Facing unprecedented challenges, international governments deployed more than $10 trillion for emergency medical response and the initial economic shock. In the United States, despite these financial relief efforts, the pandemic continues to disproportionately affect low-wage Americans the hardest, along with people of color, and those lacking a college degree. One in four adults has had trouble paying bills, especially rent or mortgage payments. One in six has borrowed money from friends or has sought food from a food bank. Half the adults who lost a job due to COVID-19 are still unemployed. Search trend data from Google still show surges in queries related to COVID-19 and help lines, like United Way’s 211, are fielding more than double their normal calls. Overall, community services are strained and unable to meet the need.

What can Social and Human Service organizations learn from the United Way Worldwide’s COVID-19 response to inform their own response in near real-time to the ongoing crisis?

Meeting the Moment

For three years, United Way underwent a networkwide transformation. The modern United Way network is designed to be digital-first, locally focused, and able to leverage its unparalleled reach to mobilize the caring power of communities. Its distributed leadership model and infrastructure will allow social solutions to scale for maximum impact and respond to community needs in near real-time.

When the pandemic struck, United Way activated its network of 1,200 communities to move resources quickly to families in need. United Way built a digital toolkit and playbook to set up over 700 funds that helped families get tested, access medical care, avoid eviction, find a job, feed their family, and more. In all, United Way’s COVID-19 Community Response and Recovery Fund directed over $1B directly to people in need. In particular, United Way Worldwide has deployed more than $57.3M.

Ideas for Nonprofits

Develop data-informed ways to distribute funding quickly. United Way Worldwide invested in a leadership structure supported by digital communication platforms that allow for accessible and pertinent communication with local leaders. They designed a plan to direct resources to communities with the highest need using data insights and equitable objective criteria. They simplified the application process to minimize administrative burdens for applicants and expedite grant transfers.

Overcommunicate. Together, CCS and United Way Worldwide built daily communication punch lists within a 30-day sprint and reached out to key constituents and stakeholders. We drafted messaging sets to equip local leaders with key talking points, set outreach metrics for new funders, and designed an empathetic listening tour to encourage check-ins with key supporters.

Convert crisis donors to mission donors. After receiving a tremendous outpouring of support and investment resources for communities in near real-time, United Way developed donor journeys for newly acquired donors to engage long-term with United Way’s mission. CCS partnered to focus on unique cultivation and stewardship for major donors.

Think long-term. Facing an unprecedented level of uncertainty and disruption, CCS developed scenario plans to help prioritize and sequence impact program workstreams. These plans provided structure for United Way leaders to navigate key strategic decisions and ensured a thoughtful response regardless of revenue.

Invest in your capacity needs. United Way bolstered its infrastructure by elevating a host of resources and offering supports to each local chapter, including:

  • Fully designed, customizable micro websites for each region. If your organization is not federated, a variation you may consider is building out your website to address long-term service solutions.
  • Social Media Toolkits and roll-out plans.
  • Free access to SPC (Salesforce Philanthropy Cloud) licenses for employees to encourage corporate philanthropy.

Key Successes

On the other side of crisis lies the opportunity for reimagination. United Way is committed to rebuilding better, more equitable communities that work for everyone. Some successes from their COVID-19 response include:

  • 27 million individuals have received critical COVID-19 support from United Way Worldwide.
  • Corporate sponsorship from a multitude of partners, including Tiltify, Porsche, DoorDash, BET, Kendall-Jackson, Harley-Davidson, TikTok, and PetSmart Charities.
  • The passing of the CARES Act, which United Way Worldwide advocated for. The CARES Act has led to a $300 nonitemizer charitable deduction.
  • Partnership with the United Nations Foundation and Red Nose Day to host #HopefromHome, an event held on April 7, 2020. Entertainers, CEOs, influencers, gamers, and more convened across several platforms, including TikTok, Instagram, YouTube, Twitch, Twitter, and Facebook to raise $1.9M, one-third of which went to the United Way Worldwide Fund.
  • The BET United Way COVID Fund, which was established with the BET, NAACP, and United Way Worldwide. The fund raised roughly $18.4M with help from Black business leaders, foundations, and corporations. The fund elevated Black philanthropy to levels unprecedented by the United Way Worldwide.
  • Learn about other successes here.

As we continue to grapple with COVID-19, we are inspired to take bold steps to reimagine and rebuild a better future. The challenges may be greater than we could have fathomed, but we remain confident in the unwavering resolve of nonprofit leaders and the organizations and memberships they represent. Social and Human Services nonprofits can shape the future contours of this reimagined world by channeling support where it is needed most.

It is our hope that these ideas and successes can help you align your organizational priorities to the needs of the communities you serve and advance your work toward the common good.

In today’s 24/7 digital world, we are connected to one another and the causes we support with the simple yet powerful click of a button.

Virtual donor engagement is a vital element of a nonprofit organization’s communication and fundraising strategy. From their websites to their social media presence, we continue to see that the digital landscape is transforming how organizations connect with, engage, and activate their audience.

Online Giving Is Soaring to New Heights

Last month, the Blackbaud Institute released its 2020 Charitable Giving Report, which highlights key giving data from 8,833 nonprofit organizations in the U.S. totaling $40.7 billion in fundraising revenue.

The data reflects giving during an unprecedented year in philanthropy, as organizations responded to a global pandemic, a widespread reckoning with racial and social injustice, and a polarized political environment.

The findings? 2020 signified tremendous growth in online giving.

  • In 2020, 12.9% of total fundraising came from online giving. This is the highest percentage in history for online giving and marks an important milestone in philanthropy.[1]
  • Online giving grew by 20.7% compared to 2019. Taking a more longitudinal three-year view of fundraising from the same organizations revealed a whopping 32.4% increase in online giving.[2]

Donating via Mobile Device Is Growing in Popularity

In addition to measuring online giving, the Blackbaud Institute measured the growth in online donations made on mobile devices. In 2020, an estimated 28% of online donations were made using mobile devices. This figure has grown steadily since 2014, when giving by a mobile device comprised just 9% of online donations.[3]

Smaller Gifts Collectively Have a Transformative Impact

A strong culture of philanthropy has always been a part of the fabric of American society and 2020 was no exception. The average online donation amount was just $177—a testament to the age-old saying that every gift matters and every gift makes a difference.[4] With the simple yet powerful click of a button, donors can support their favorite charities at a level that is meaningful to them, and collectively, can have a transformative social impact.

How to Get Online Donations at Your Organization

2020 showed the vital role that online engagement and giving play in philanthropy. As the digital landscape continues to transform the social impact sector, organizations must be equipped with the tools and technology to keep pace with this channel of choice for donors.

Below are three tips to maximize your digital giving toolkit:

  1. Click Here to Donate. Your “DONATE” button should stand out prominently on your website and digital platform. This should be the first thing donors see when they visit your homepage. The donate button offers a clear and compelling way for people to act now. Make it big, bold, and bright. Once donors click to donate, it should be as easy and seamless as possible for them to make a gift online. Your gift processing form should be clear and simple to navigate on both a computer and mobile device.
  2. Consistent Messaging. Ensure consistent communication across your platforms. Your digital presence must reflect a cohesive organizational brand and message that resonates with supporters, yet it should also be tailored to each platform and the distinct audience you seek to engage. What are you trying to communicate, and how will your call to action look differently on a computer versus a mobile device?
  3. Streamline Operational Activity. Mobile-friendly websites, social media, and online donation forms should work together seamlessly to maximize a donor’s giving experience. Make sure you have the infrastructure and processes in place to manage a high volume of mobile transactions and regularly test your platforms to ensure optimization.

As we look to a future that will likely be even more digitally connected than the present, online giving will continue to grow as the vehicle of choice for donors. Let’s harness its power to elevate philanthropy and drive social change.

Footnotes

[1] The Blackbaud Institute, Charitable Giving Report, 2020, https://institute.blackbaud.com/charitable-giving-report/

[2] The Blackbaud Institute, Charitable Giving Report, 2020, https://institute.blackbaud.com/charitable-giving-report/

[3] The Blackbaud Institute, Charitable Giving Report, 2020, https://institute.blackbaud.com/charitable-giving-report/

[4] The Blackbaud Institute, Charitable Giving Report, 2020, https://institute.blackbaud.com/charitable-giving-report/