Giving

Anyone who is worried that the younger generations might not carry on Minnesota’s deeply rooted traditions of philanthropy need not be concerned. From Generation Xers down to Millennials, giving back is a tenet they wholly embrace. But it’s the way they engage in philanthropy that is shaking up the nonprofit world and sparking changes in how organizations take advantage of their time, talent, and treasure.

“The younger people want to actively participate in the places they give to, where possible,” observes Nathan Dungan, founder and president of Share Save Spend in Minneapolis, which teaches healthy money habits to youth and adults. “I describe it as experiential philanthropy. They want to do both time and money. They also are a knowledge generation, and they want to know how the money is being used.”

In contrast, members of older generations tend to align with bedrock organizations and stick with them for years. Often these Baby Boomers and Traditionalists aim to build strong institutions that deliver services to the community—such as addressing human needs, nurturing the arts, or supporting recreation—and they give to further those causes, says Bill King, president of the Minnesota Council on Foundations.

Local organizations are increasingly paying attention to those differences and seeking new ways to connect with younger audiences.

E-philanthropy

More frequently nonprofit organizations and businesses are turning to the Internet to engage the younger generations. Called e-philanthropy, this approach allows donors or volunteers to sculpt their giving experiences so that they can easily link with their interests. Philanthropists also can help specific people around the world and see their money make an immediate difference.

“E-philanthropy is pretty fundamentally changing philanthropy as we know it. It’s still a tiny percentage of giving overall, but it’s where all the growth and enthusiasm is,” notes Jennifer Ford Reedy, vice president of strategy and knowledge management at the St. Paul Foundation and the Minnesota Community Foundation. “You’ll see it affecting everybody in philanthropy sooner rather than later.”

Web sites are popping up that connect donors with individual recipients—including teachers in rural Minnesota and entrepreneurs as far away as Afghanistan or Mali.

“It is using an impersonal technology to make far more personal connections than you used to be able to make,” says Reedy.

For example, the site volunteermatch.org connects willing volunteers with organizations. After a user enters his or her zip code and area of interest, the site compiles a list of possibilities.