By Matt Vuorela / Chief Executive Officer of Steier Group / Connect with Matt on LinkedIn
Next-generation philanthropy (generally defined as the charitable giving from donors under 40) is reshaping charitable giving. For faith-based organizations, engaging younger donors is a growing focus. Next-generation donor engagement means building relationships based on trust, transparency and shared mission. As major wealth and leadership positions shift across generations soon, the ministries that invite younger supporters into meaningful participation will be best positioned for long-term sustainability. This blog post will offer ways for your faith-based organization to do just that.
Why Next-Generation Philanthropy Matters for Faith-Based Organizations
Over the next two decades, an estimated $84 trillion of wealth will change hands in the United States – much of it from donors who helped build the parishes and schools we enjoy today. The next generation, like others before them, have new priorities and expectations. Younger supporters want to be a part of the change you’re making in the community, not just fund it.
Read our blog post for more about all the ways Gen Z is changing the future of philanthropy.
Now is a prime opportunity for Catholic organizations to educate emerging donors on how their generosity can make an impact.
Preparing for the Great Wealth Transfer
This coming wealth transition will be one of the most significant in charitable giving history. Currently in 2026, baby boomers hold 49.5% of the country’s wealth, totaling over $94 trillion. As a comparison, millennials account for $27.49 trillion as of June 2026. That number grew by 13% year-over-year when compared to 2025. You can see how the next generation’s assets have already started to shift.
These are large financial assets starting to be passed down to younger generations. In addition to the wealth, the next generation will also inherit the responsibility of how these resources serve others. It remains to be seen how the distinct values and diverse perspectives of the next generation will shape the future of our work.
Strengthening Family Philanthropy Across Generations
One thing we do know is that this unprecedented transfer of wealth brings new opportunities for more strategic philanthropy – from both sides. As younger generations receive inheritance or establish self-made worth, families have an opportunity to make giving a shared activity. When family members of all ages talk openly about why they give and how it reflects their faith, they create connection (and continuity) between generations. The landscape of giving will most certainly evolve with the culture and financial markets.
Understanding the Next Generation of Faith-Based Donors
Let’s start with the good news: The next generation of donors wants to give. A Blackbaud Institute study found that 84% of Gen Z says they already support nonprofits or causes in some way. However, only 13% of Gen Z respondents said they supported a faith-based organization in the last year.
Gen Z does not comprise all of the “next generation” group, of course, but these are still important statistics to consider. Even more important are the reasons why they choose to give and how that looks different from prior generations.
According to the same study, Gen Z prioritizes transparency, authenticity and measurable outcomes. The same can be said of millennial and other rising donor groups. The next generation of faith-based donors wants to know how their gifts make a demonstrable difference. For many, giving is an extension of their personal values and faith rather than a simple transaction. Accordingly, you will see many younger donors seek out organizations that invite active participation (volunteering, advocacy and other digital engagement opportunities) to support.
For faith-based nonprofits, including the Catholic churches and schools we work with, this shift presents a challenge. The next generation expects more frequent and transparent communication, and it can be hard with limited resources to keep up.
We at the Steier Group recommend focusing on a few key considerations. If you can provide value in helping younger donors discover their philanthropic identity and connect them with a community of like‑minded givers, you will see financial support for years to come.
Key Considerations Shaping Next-Generation Giving
We realize this work is easier said than done. Millennials and Gen Z are donors who, beyond what we’ve already shared about transparency, want to give toward social causes and do so leveraging technology. You can expect your website and social media channels to be researched online. Younger generations want to connect and interact with others, in both digital and in-person spaces. So, how can your parish, school or ministry provide opportunities like this to invite new supporters?
And then, as you begin relationships with the next generation, it’s important to remember that it may take more effort to turn them into financial supporters. And even with the wealth transfer, economic uncertainty could drive waning willingness to give, especially at larger levels. That means another consideration for your fundraising team should be how your organization can use your data to show real impact, as well as what would be possible to achieve with more support.
Building Lifelong Engagement With Future Donors
To specifically (and effectively) engage the next generation of donors, faith-based nonprofits can take these intentional steps to guide and support them in their giving journey:
Give donors simple entry points.
Provide clear pathways for involvement in multiple ways that include time, talent and treasure. Supporters, especially new ones, need to understand the ways to get involved, so break everything you can related to giving into small steps to give them confidence and clarity.
Help donors reflect on what’s important to them.
Can you create opportunities for younger supporters to understand who they are as donors? Maybe this is a workshop, a flier or an email sharing a story about a past new donor who is now one of your biggest supporters. The method doesn’t matter as much as the goal behind it – to help donors of all ages better understand how your mission aligns with their values. Bonus points if you can offer guidance, mentorship or referrals to help the next generation become more strategic and impactful givers.
Build a community around generosity
Facilitate peer connections and shared experiences within your mission. Loneliness is often reported by younger generations. But when donors see themselves as part of a larger community, their relationships with each other – and with Christ – can deepen. From there, engagement and support can grow as well.
New Approaches to Generosity and Giving
One community-centric tactic that we’ve started to see more with the clients we work with is collective giving models, such as giving circles. Perhaps different from your current donor base, emerging donors value collaboration higher than individual recognition.
According to the Blackbaud Institute study we referenced earlier, young donors increasingly view charitable giving as a strategic investment in social good, rather than a one-time or periodic act of charity.
Flexible giving approaches that appeal to and retain this new audience are needed. This includes looking to possibly expand your ways of giving to include things like donor-advised funds, stocks and more. We’ll explore those methods more in a later section. In general, yes, it’s a good idea to embrace new tactics to meet donors where they are. Still, for all age brackets, the top two best practices remain to make the giving process as easy as possible and say thanks as often as possible.
How Technology Is Shaping Donor Engagement
Technology is shaping donor engagement at a rapid pace, and it can help in how we streamline the entire donor development journey.
We work with teams all the time that tell us their tech stack is either too outdated or too difficult to navigate. Donor CRMs are its own separate topic. For now, how is your owned media (your website, social media and email campaigns) working to appeal to what you know about next generation donors?
If you aren’t currently present or posting consistently on social media, now is the time. If you already are, be sure your digital strategy includes impact stories, chat forums and other engagement/advocacy opportunities. For these Gen-Z and millennial donors, technology is a bridge to meaningful connection. Younger generations expect authentic relationships with the organizations they support, and they use digital platforms to build them.
How Technology Is Shaping Donor Engagement
Technology is shaping donor engagement at a rapid pace, and it can help in how we streamline the entire donor development journey.
We work with teams all the time that tell us their tech stack is either too outdated or too difficult to navigate. Donor CRMs are its own separate topic. For now, how is your owned media (your website, social media and email campaigns) working to appeal to what you know about next generation donors?
If you aren’t currently present or posting consistently on social media, now is the time. If you already are, be sure your digital strategy includes impact stories, chat forums and other engagement/advocacy opportunities. For these Gen-Z and millennial donors, technology is a bridge to meaningful connection. Younger generations expect authentic relationships with the organizations they support, and they use digital platforms to build them.
Philanthropic Planning Tools for Long-Term Impact
As technology changes, it opens new pathways to strengthen connections with supporters. It isn’t only digital tools that are changing within the fundraising field. As younger donors seek ways to align their generosity with long-term impact, it’s a good idea to have a variety of ways they can give. Donor-advised funds, family foundations and charitable trusts are becoming even more essential to sustainability. Flexible options help donors support the cause they care about while also ensuring their gifts continue to advance the mission over time.
Pro tip: Review how your leadership team currently understands and communicates about giving tools. These are not intended to be purely financial conversations. By educating and helping donors plan more intentionally, ministry leaders have the power to transform single moments of generosity into a legacy of faith-driven impact.
Read more in our blog post about donor-advised funds, family foundations and other planned giving vehicles.
Advisor Support and Mentorship for Future Philanthropists
Your leadership team can also start to consider themselves as trusted partners, or mentors, for younger donors. Information and guidance can help clarify giving options. Experienced donors and other members of your community may even pair up with the next generation to work together to offer each other perspective and ensure generosity to your mission for years to come.
Developing Future Leaders Through Service and Stewardship
At the Steier Group, we believe that investing in the next generation is one of the most powerful forms of stewardship. Leadership experiences, whether through parish committees, service projects, home and school event planning or otherwise, help young people connect faith with action.
How could your team start to think about filling volunteer spots more as a way to form future stewards?
A few ideas to consider for engaging the next generation and developing future leaders:
- Mentorship program to pair seasoned parish council members with new parishioners for an introductory period.
- Catholic school alumni program that invites them back to shadow staff or share updates at Mass.
- Inviting high school volunteers to help chair a fundraising event or food drive that gives them a taste for community impact.
Stewardship is central to discipleship. The more opportunities you can create for young leaders to see generosity is about giving time, talent and treasure together – and to understand how that practice deepens their faith – the better.
Building the Future of Faith-Based Philanthropy
The future of faith-based philanthropy depends on meaningful engagement with the next generation. Younger donors bring fresh energy and deep desire to make a lasting impact. But they also have higher expectations that Catholic fundraising teams may be used to regarding transparency and communication.
For parishes and ministries, that means adapting to embrace evolving expectations, new digital tools and new ways to give.
Sources
Cross, E. (2025, October 6). 5 Strategies to engage Gen Z and boost donations. Blackbaud Giving Fund. https://blackbaudgivingfund.org/blog/5-strategies-to-engage-gen-z-and-boost-donations/
Vuorela, M. (2025, November 26). Family wealth and philanthropy That makes a lasting impact. Steier Group. https://www.steiergroup.com/blog/family-wealth-and-philanthropy/
Vuorela, M. (2026a, April 1). Six Ways Gen Z is Changing the Future of Philanthropy. Steier Group. https://www.steiergroup.com/blog/gen-z-philanthropy/
Vuorela, M. (2026b, April 30). Stewardship development that inspires generosity. Steier Group. https://www.steiergroup.com/blog/stewardship-development-inspires-generosity/
Vuorela, M. (2026c, May 19). Donor development strategies for maximum impact. Steier Group. https://www.steiergroup.com/blog/donor-development/
Press release: Cerulli anticipates $84 trillion. . . | Cerulli Associates. (n.d.). Cerulli Associates. https://www.cerulli.com/press-releases/cerulli-anticipates-84-trillion-in-wealth-transfers-through-2045
The Fed – Comparison: Compare Wealth Components across Groups. (n.d.). https://www.federalreserve.gov/releases/z1/dataviz/dfa/compare/chart/#quarter:146;series:Assets;demographic:generation;population:all;units:levels
