The old script was give first, then get involved. For younger donors it has flipped, and most nonprofits are still fundraising off the old one. In this episode, host Derric Bakker welcomes Dr. Michael Moody, Professor of Philanthropic Studies at Indiana University's Lilly Family School of Philanthropy and co-author of Generation Impact: How Next Gen Donors Are Revolutionizing Giving. Together they explore the shifting paradigm of youth generosity and unpack why traditional donor journeys no longer produce results with rising generations.
Rather than generosity fading among younger donors, the traditional script has reversed. Next-gen donors want to get involved, build connection, and see impact before making a financial gift. Derric and Michael discuss how nonprofits can adapt to this hands-on, cause-driven
approach, foster multi-generational giving conversations, and adopt a strategy of treating every donor like a major donor.
IN THIS EPISODE
00:00 Introduction and flipping the donor script
03:18 Is generosity actually fading?
05:31 The current golden age of giving
08:45 Why traditional methods are not working
13:16 How millennials approach giving
16:17 Giving tryouts and involvement first
19:52 Asking the right question
22:28 Lightning round, the traits of next-gen donors
25:56 Beyond 501c3s, LLCs, impact investing and DAFs
28:28 Treating every donor like a major donor
30:36 Practical suggestions and why waiting is a mistake
ABOUT THE GUEST
Dr. Michael Moody is Professor of Philanthropic Studies at Indiana University's Lilly Family School of Philanthropy, where his research focuses on family and next generation donors.
RESOURCES
Generation Impact, by Dr. Michael Moody
Young Donors Aren't Ignoring Nonprofits. Nonprofits Are Ignoring Them., by Derric Bakker on Substack
Indiana University Lilly Family School of Philanthropy
A Better Way to Fundraise: Treat Every Donor Like a Major Donor, by Derric Bakker
DickersonBakker
LINKS
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Subscribe to Derric's Substack for more on relational fundraising
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ABOUT THE SHOW
The Better Way Nonprofit Podcast is hosted by Derric Bakker, CEO of DickersonBakker and author of the Amazon bestseller A Better Way to Fundraise: Treat Every Donor Like a Major Donor. Every episode exists to do one thing: help you treat every donor like a major donor. Not as a theory. As a practice. More at betterwaychampions.org.
