Massive wealth shift forces nonprofits to rethink how they attract younger donors
The $124 trillion Great Wealth Transfer is underway, and nonprofit groups fear their traditional donor base will erode as baby-boomers give way to millennials and Gen Z.
The ongoing $124 trillion Great Wealth Transfer is reshaping philanthropy as baby-boomers pass assets to younger generations. Bloomerang’s chief operating and financial officer Steve Isom warns that charities, which have long relied on affluent boomers, risk losing support because their heirs show weaker interest in giving. Findings from Bloomerang’s 2026 Giving Signals Report, conducted with The Harris Poll, reveal millennials are currently the most engaged donors, with three-quarters planning to increase contributions, while Gen X and baby-boomers lag behind.
Cerulli Associates notes that millennials stand to inherit the greatest share of future wealth, but most of the money will still flow from the roughly 2 % of high-net-worth households. To retain donors, nonprofits need to foster a sense of belonging, provide transparent evidence of impact, and adapt outreach beyond traditional workplace-giving models. Isom emphasizes that cultivating small, frequent gifts and volunteer involvement now will lay the groundwork for larger donations later.
Why it matters
Charities must adapt to a shifting donor landscape to sustain funding as wealth moves to younger generations.
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