Date of Graduation

Spring 5-17-2019

Document Type

Project/Capstone

Degree Name

Master of Nonprofit Administration (MNA)

College/School

School of Management

First Advisor

Marco Tavanti, PhD

Abstract

The nonprofit sector is experiencing competition for resources, a decrease in donor retention, and larger donations from fewer donors. In addition, older generations are aging out. Therefore, it is critical that nonprofit leaders execute strategies to engage the Next Generation of supporters. In this project, Next Generation definitions, values, characteristics, and philanthropic habits were reviewed and analyzed through various resources and tools. Results yielded several key findings. First, definitions of the Next Generation are varied; however, they typically include Gen Y, and some or all of Gen X and Gen Z. Next Generation individuals are incredibly techsavvy, view time as an incredibly effective way to give back, and value integrity, meaningful work, and transparency. The Next Generation is also very concerned about seeing the impact of their work. Based on these results, advancement team members need to embrace new digital ways of engagement both monetary and non-monetary. This calls for understanding and investing in specific tools and models to meet these individuals where they are at— online. Because the Next Generation craves hands-on experiences, opportunities such as site visits, events, and Next Generation board opportunities should be considered.

Available for download on Wednesday, May 12, 2021

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