AUTHOR:
Sharna Goldseker & Michael Moody
REVIEWER:
Jillian Wagenheim, Founder & Principal, Sertus Consulting
Farrah Azizi, Private Philanthropy Advisor, Give Great Group
BOOK LINK:
REVIEW:
In 2013, 21/64 and The Johnson Center for Philanthropy released a revolutionary, first-of-its-kind report. Instead of simply studying behavior from afar, the Next Gen Donors Report authors went straight to the source asking next gen major donors to share their thoughts in their own words. Five years later, Sharna Goldseker and Michael Moody have collaborated to delve deeper into the findings of this report, share more intimate stories, and further examine Generation Impact: How Next Gen Donors are Revolutionizing Giving.
The book examines how these young philanthropists are looking at philanthropy with a new lens – exploring new tools and strategies as they seek to create a greater positive impact with their time, talent, treasure and ties. It also makes mention of how this is an exciting and revolutionary time in the midst of this “Golden Age of Philanthropy,” but that this excitement can also come with apprehension and even push back as revolutions do.
As these young donors find their own philanthropic identities, organizations and previous generations may feel some unease with the interest-leanings, engagement-style and general approach of this next generation. However, institutions and older generations should take comfort that the next gen realizes that they are standing on the shoulders of giants and while they are seeking change, it is not change for changes sake. Their values are often aligned and lessons that have and are learning from previous generations inform their decision making as they look through this new lens. Philanthropy advisors can play the role as translator here, helping families see that the family values and founders’ intents are maintained, but interpreted in different ways as new family members get involved. Similarly, technology can be utilized to create connections as family members distance geographically, and can also be used to cultivate a sense of place and belonging when families do come together.
Next Gen donors are asking for guidance but not mandates, and we can assist them in developing this balance by helping earlier generations give thought and utilize tools to put words to the more integral ideas, such as suggesting ethical wills, conducting story corp style interviews of family members, and capture their own words through legacy videos.
With this guidance, Next Gen donors may look at grantees differently, but successful families understand that each family member, as well as each grantee, are ‘partners in understanding’ and they each have a responsibility to the established relationships, and those to come. It seems that the common thread of families that have continued to involve their children and grandchildren is the connection to a shared set of family values an the flexibility to interpret them and find individual meaning to them as each new member of the family takes a role in the family philanthropy.