THE RESEARCH
The research informing Generation Impact combines data from an online survey of 310 donors in their 20s and 30s who have the capacity for major giving, 75 in-depth interviews from two phases of research, and analysis of this data by the book’s coauthors based on their combined 45 years of experience in the philanthropic field. Despite the significance of this group of Gen X and Millennial major donors, there had been surprisingly little prior research on these donors.
In 2020, the authors of Generation Impact saw an urgent need to gather new data on how next gen donors were responding in this critical time to the crises confronting our society – the COVID-19 pandemic and the related economic challenges, as well as persistent and systemic racism, police brutality, and other social injustices. They fielded a new study of major donors in their 20s, 30s, and 40s, asking how these donors were responding in their personal, family, and peer giving, as well as in other activities from investing to political engagement. The findings from this new survey of over 100 next gen donors will be reported in late 2020 as part of the rollout of the Updated and Expanded paperback edition of Generation Impact which can be found here.
The initial research phase, from 2011-2012, which included the survey and 30 of the 75 interviews, resulted in a primary research report titled, NextGenDonors: Respecting Legacy, Revolutionizing Philanthropy, and a secondary report, NextGenDonors: The Future of Jewish Giving (download below).
The Sample
- Most of the next gen donors in the interview and survey samples of this project are inheriting the wealth they use for giving, and others are first-generation wealth creators.
- Most report current personal net worth over $1 million and annual family giving over $250,000, including many whose families give well over $1 million annually.
- About a quarter have a donor-advised fund of their own, and 1 in 7 have a private foundation. Most are involved with funds and foundations created by their parents, grandparents, and others.
- Roughly 90% are Caucasian, and the rest identify with multiple other race/ethnicity categories.
- They live across the United States, but some were born abroad.
- Roughly 3 out of 4 attend religious services at least once a year and/or claim a religious affiliation (nearly all Christian or Jewish), but only about 1 in 4 attend services once a month or more.
- Nearly all of them identify as politically liberal or moderate/independent.
THE REPORTS

NextGenDonors: Respecting Legacy,
Revolutionizing Philanthropy
This full report shares the complete findings of the initial research study and interviews of major next gen donors in a complementary PDF. The report includes an executive summary of key insights of where next gen donors are taking philanthropy, an overview of the research sample and approach, chapters on primary themes, infographics, raw data charts, and more.
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NextGenDonors: The Future of Jewish Giving
As Jews in the next generation become less interested in formal religious practice, what does the future of Jewish philanthropy hold? Will Jewish next gen still give to faith-related causes? Will the model Jewish philanthropic infrastructure built in the U.S. over many generations be sustained in the coming decades? This complimentary PDF report highlights the initial research’s encouraging news around Jewish next gen donors, shedding light on these questions and more.
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Funders
Our funders have shown a strong commitment to family philanthropy and investing in the next generation over the years. We thank them deeply for demonstrating that dedication again through their underwriting of these various research projects including #NextGenonors, The Future Of Jewish Giving and Generation Impact.
Frey Foundation
Frieda C. Fox Family Foundation
Grand Valley State University
Joyce and Irving Goldman Family Foundation
Max M. and Marjorie S. Fisher Foundation
Morningstar Foundation
Shelley and Sheldon Goldseker
Tarsadia Foundation
Tecovas Foundation
SPECIAL THANKS
The distribution partners below provided invaluable help by circulating the 2020 survey to next gen donors around the country.
Greater Houston Community Foundation
GMA Foundations
Art Funders Forum
Avital Ingber
Baltimore Community Foundation
CivicAIM
Gail Norry
Illumination360
Jewish Federation of Cleveland
Jewish Federation of Greater Portland
Joline Godfrey
Rose Community Foundation
Slingshot
The Associated: Jewish Federation of Baltimore
The Community Foundation for Northeast Florida
The Minneapolis Foundation
The Philanthropy Workshop
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