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Engaging the Next Generation in Philanthropy Engaging the Next Generation in Philanthropy WEALTH MANAGEMENT ENGAGING THE NEXT GENERATION IN PHILANTHROPY ENGAGING THE NEXT GENERATION IN PHILANTHROPY TABLE OF CONTENTS EXPLORING GENERATIONAL DIFFERENCES 2 WHO IS THE NEXT GENERATION? 5 COMMUNICATING WITH THE NEXT GENERATION 6 ENCOURAGING THE NEXT GENERATION 8 • VOLUNTEERISM 8 • MAKING DIRECT GIFTS 8 • DONOR ADVISED FUND 9 • PRIVATE FOUNDATION 10 • FUNDING ALTERNATIVES 13 CASE STUDIES 20 CONCLUSION 23 RESOURCES 24 END NOTES 26 ENGAGING THE NEXT GENERATION IN PHILANTHROPY Your charitable giving has allowed you to make a Contributors lasting imprint on society, your community and MARGUERITE GRIFFIN Director, the world. Now you would like your children and Philanthropic Advisory Services grandchildren to become involved in charitable KELLI GARCIA Associate Director, giving. Including younger family members in Philanthropic Advisory Services your philanthropic activities is a way to pass on personal values, share experiences, establish family traditions and promote a spirit of cooperation. You may even have a goal of preparing your children or grandchildren to manage a family foundation. Indeed, they may play a key role in creating social and environmental benefits for future local and global communities. Getting family members involved in philanthropy1 also may be an important part of your overall wealth transfer plan. In this guide we will provide options on how to engage and educate your family in philanthropy. From entry points to starting philanthropic conversations, to ideas on how to involve family members, to sharing information about new philanthropic tools being used, we lay out a path that can help you influence the next generation of philanthropists.2 Wealth Management at Northern Trust 1 ENGAGING THE NEXT GENERATION IN PHILANTHROPY EXPLORING GENERATIONAL DIFFERENCES3 The three key trends that shape generations are parenting, technology and economics.4 While not a hard science, examining the events and conditions that While not a hard science, each generation experiences during their formative years can help inform why examining the events some family members make decisions the way they do, encourage empathy and conditions that each among family members, and build ties across generations. Taking a closer look at the five living generations — Traditionalists, Baby Boomers, Generation X, generation experiences Millennials and Generation Z — can help us learn more about what influenced during their formative years them and how that may affect their philanthropic tendencies. can help inform why some family members make Traditionalists (born before 1945) witnessed the invention of airplanes, automobiles and cinema. Traditionalists were influenced by World War II, the decisions the way they do, Great Depression and segregation, which left them feeling cautious, yet with a encourage empathy among deep sense of loyalty to the people and institutions that provided opportunities family members, and build for growth. Representing 26% of total philanthropic donors, Traditionalists ties across generations. tend to fund institutions both local and civic in nature, often giving back to the communities where their wealth was created and to the people whose experiences mirror their own.5 Baby Boomers (born between 1946 and 1964) are referred to as the “generation of workaholics” and have been influenced by the civil rights movement, the Cold War, political assassinations, the sexual revolution, space travel, and women’s rights. Despite having lived through tumultuous times, this generation has maintained their spirit of optimism and invests in charitable causes that are important to them. Boomers are the largest group of philanthropic donors among the generations, representing 43% of total giving.6 They are currently the leaders of many public charities and family foundations in the United States. Generation X (born between 1965 and 1980) makes up the smallest generational cohort but is the third largest giving group among the five generations. Gen Xers were shaped by the fall of the Berlin Wall, the energy crisis, Watergate, and women’s liberation. This generation experienced a very different upbringing in relation to parenting norms, as the divorce rate tripled during their childhood. As a result of more women joining the workforce during this time, many Gen Xers became “latchkey” kids.7 They are often referred to as “social entrepreneurs,” having founded several nonprofit organizations such as Teach for America, charity: water, Venture for America, and Dress for Success, among others. Wealth Management at Northern Trust 2 ENGAGING THE NEXT GENERATION IN PHILANTHROPY Millennials (born between 1981 and 1996) are currently the largest generation in the U.S. labor force. Their formative experiences were affected by the September 11, 2001 (9/11) attacks on the World Trade Center and the Pentagon, the Oklahoma City bombing, the Columbine high school massacre, the Iraq War, the development of the internet, social networking sites, reality TV and the 24-hour news cycle. The effects of 9/11 and other tragic events created a deep sense of civic responsibility to vote and volunteer. They are motivated by the desire to live in a world free of danger and to create a better life for everyone. Generation Z8 (born after 1997) embraced the first African-American President of the United States, Barack Obama, witnessed the fight for marriage equality and have experienced the dramatic effects of climate change. In fact, 76% of Gen Zers are concerned about humanity’s impact on the planet.9 Seeing their parents endure the instability of the Great Recession, this generation tends to be more frugal with their finances, building their savings earlier than older generations. Generation Z is optimistic yet realistic about the challenges ahead. Eighty-nine percent are optimistic about their futures, which is higher than any other Generation Z is optimistic generation on record.10 Gen Zers are very independent, having been taught yet realistic about the that there are definitely winners and losers in life. Since many Gen Zers are still challenges ahead. Eighty- completing their academic education, there has been less time to draw definitive nine percent are optimistic characteristics about their habits and what their philanthropic preferences might about their futures, which be. However, we have seen them begin to engage with charities by volunteering, with 26% of Gen Zers raising money for charitable causes.11 They also have is higher than any other a socio-entrepreneurial spirit which may influence the organizations they generation on record. are willing to support and which furthers their interest in starting nonprofit organizations in the future. Embracing diverse interests, values and generations in your philanthropic activities can strengthen your family’s charitable giving. It also is important to recognize the perspectives of each generation to facilitate multigenerational philanthropy. Wealth Management at Northern Trust 3 ENGAGING THE NEXT GENERATION IN PHILANTHROPY Next Generation Characteristics Traditionalists Baby Boomers Generation X Millennials Generation Z Born 1945 and Earlier 1946 to 1964 1965 to 1980 1981 to 1996 1997 to Present Formative World War II Cold War End of Cold War 9/11 Great Recession Experiences The Great Vietnam Fall of Berlin Wall Iraq War Global focus Depression Post World War II Watergate Global Financial Climate change Korean War boom Personal computers Crisis LGBTQ rights Atomic Bomb Civil Rights Video games 24-hour news cycle Mobile devices Segregation Space travel Rising divorce rate Social media WikiLeaks The New Deal Sexual revolution Latchkey kids Reality TV Cloud computing Fixed gender roles Political assassinations Feminism Percentage of 7% 25% 19% 29% 20% U.S. Population12 Values13, 14 Hard work Optimism Entrepreneurial Self-expression Optimism Dedication Teamwork spirit Flexible work Realism Sacrifice Work ethic Diversity environment Resiliency Fiscal conservatism Personal Immediate Resiliency Pragmatism communication Respect for gratification Instant delivery of Self-assurance Fiscal conservatism everything authority Growth and success Hard work Respect for freedom Social responsibility Education Fiscal conservatism Aspiration Home ownership Job security Work-life balance Freedom and Security and flexibility stability Preferred Cash donations, Cash donations, Improve Peer engagement, Volunteerism, Philanthropic board service, board service, communities, create make the world desire to change the Involvement favor religious favor military new nonprofit better, activism, world, impact and organizations, organizations, organizations to impact and transparency, less passive education address concerns, transparency, likely to support involvement favor social causes non-traditional local organizations and social services funding methods Attitude Jobs are for a Careers are defined Loyal to profession, Work ‘with’ Will move Toward Career lifetime by employers not necessarily organizations seamlessly between employer not ‘for’ organizations and startup businesses Attitude Toward Largely disengaged Early information Digital immigrants Digital natives “Technoholics” — Technology technology (IT) entirely dependent adapters on IT; limited grasp of alternatives Signature Automobile Television Personal computer Tablet/smartphone Google glasses, Product nano-computer, 3-D printing, driverless cars Communication Formal letter Telephone Email and text Text or social media Hand held (or Media message integrated into
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