How can you reach the new philanthropists?
13 September 2022 at 4:45 pm
Engaging up-and-coming philanthropists can be a challenge. A young fundraiser has some tips.
Australia is about to see a massive intergenerational transfer of wealth, presenting opportunities for not for profits to engage with a whole new generation of donors.
But while young philanthropists are on the rise, they bring with them a unique perspective that requires a rethink in targeting.
That’s the message from Arielle Gamble, director and co-founder of Groundswell Giving, a giving circle that focuses on climate action.
She told Pro Bono News that young philanthropists are motivated by the different world that they will inherit.
Concerned about the climate crisis, biodiversity loss and social justice issues, young philanthropists have a sense of why they want to give, but they may not know how to get started, Gamble said.
That’s why Groundswell was founded, she added: to give young climate philanthropists an entry point into giving, focused on an issue of concern for the younger generation.
The climate crisis also intersects with other inequities, like health, food security, First Nations justice and human rights, leading Gamble to label it “starting point number one”.
Top tips for reaching young philanthropists
Gamble said there are a few key things to keep in mind when targeting younger givers.
Firstly, appropriately targeted communication is vital.
“Younger philanthropists are incredibly savvy. They are highly visually literate and consume information differently,” she explained.
“In terms of videos, in visual identities, in the use of imagery, we’re used to an incredibly high standard of visual communication, and that informs things like trust and identity in the organisations that we choose to follow.”
For that reason, young philanthropists won’t necessarily be attracted to traditional communications channels. Not for profits seeking their funds will need to meet young people in the digital spaces they inhabit, Gamble suggested.
Young philanthropists also want to feel inspired, a point that helps guide Groundswell’s communication approach.
“I don’t want to feel shouted at, I don’t want to be part of a daggy group; I want to feel inspired. I want to be arrested by beauty. I want to feel empowered and like I can make a meaningful difference,” Gamble said.
Young donors are also often time poor and busy, so grabbing their attention can be a challenge. Offering them a special experience can help there by allowing them to engage deeply and meaningfully on an issue, Gamble said.
“People are driven to action by what they feel,” she added.
For this reason, Groundswell leads donors on immersive trips to areas where climate research is taking place, so they can ‘feel’ what their funding could contribute to.
The trips also help to create what the organisation describes as a “soup mix” of philanthropists, artists, musicians and business leaders to share perspectives that enrich and diversify action.
The future of philanthropy is diverse
Groundswell has also created networks for specific groups to connect; for example, the organisation has a First Nations membership stream through which First Nations changemakers can build relationships with donors.
Gamble said philanthropists themselves should also think about how they can open doors for a more diverse philanthropic community.
She said she hopes to see a diverse, democratised and thriving community of philanthropists in future, led by community to support community.
“I think for a long time, the words ‘inclusive’ and ‘philanthropy’… haven’t been comfortable bedfellows, but I hope that we can reach those and I know that will strengthen everything that we’re all aiming to achieve,” she said.
She has noticed that young philanthropists are “increasingly linking all of their life choices, from their philanthropy to their investment portfolios to… the consumer choices they make, to purpose.”
“I think that’s a really exciting thing, and I hope to see more of that.”
Image courtesy of Eco Life – Permaculture
