The giving landscape is changing rapidly as young people mature and the population gets more diverse. Explore the stories and data below to learn what charities need to do now to flourish later.
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Tomorrow's DonorsAs the American population undergoes dramatic demographic shifts, charities will have to learn more about burgeoning minority groups to survive. -
Tomorrow's DonorsPeople in their 20s and 30s already donate a third of the money raised by charities, and nonprofits that engage them now will reap the rewards later.
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Tomorrow's DonorsPeople in their 70s and older like to work out their donations by meeting in person with fundraisers, but technology can still be a means of building relationships.
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Tomorrow's DonorsGroups of African-Americans pool their money and research worthy grass-roots charities that sometimes end up getting the attention of community foundations.
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Tomorrow's DonorsHispanics have a tradition of helping each other financially, but organized philanthropy is new to them.
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Tomorrow's DonorsMany more young Asians have white-collar jobs than their parents, but those who have assimilated may need to be encouraged to develop a stronger interest in their backgrounds.
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Tomorrow's DonorsThey want a depth of knowledge before donating, but they recoil at pressure tactics.
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Tomorrow's DonorsDonors without religious ties, a fast-growing part of the population, don’t like preachiness or feeling manipulated.
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Tomorrow's DonorsSome gay and lesbian donors want to know that the institutions that slighted them in the past will make amends.
