 Many nonprofits wonder where they will find the next generation of leaders and donors. Boys & Girls Harbor, an education and arts organization serving the needs of children in East and Central Harlem, is no exception. Founded through the generosity of Tony Duke in 1937, they have made a tremendous difference in the lives of generations of children. OAI is helping Boys & Girls Harbor to tackle the next generation of leaders and donors challenge by assisting with the formation of their Young Leadership Council. The Chronicle of Philanthropy's "Raising Money in a Changing World" article explored the changing trends in giving. While change is constant in the current philanthropic landscape, it is also vast. Demographics are shifting. Baby boomers are approaching their "giving prime." Secularism is rising. Women are increasing their philanthropic responsibilities and roles. Although these trends are great for the near-term, we must prepare for the coming new age of giving, by finding and engaging future nonprofit leaders and donors. The next generation of donors wants to be engaged in a more hands-on way than the philanthropists that came before them. They don't just want to give you their spare change; they want to be deeply involved in your mission and to change the world through your organization. The key to young philanthropists' involvement is connecting them to your mission. While working for the Boy Scouts in New York City, one of my first projects was engaging young donors. We truly galvanized support by connecting young donors to kids, and to specific projects like an effort to take Scouts from Manhattan on a white water rafting adventure. The key to the success of the Young Leadership Council at Boys & Girls Harbor, which has grown to more than 20 members in just a few short months, is providing young donors with hands-on opportunities to visit the Harbor and to interact with the kids. Another example is the Young Professionals Committee at Youth, I.N.C., a client OAI has provided outsourced fundraising services to since their inception 20 years ago. Youth, I.N.C. engages its current and potential young donors through opportunities to provide career mentoring to kids. Time-after-time, matching young donors with opportunities that match their social interests works best.  | | The "Chips for Change" fundraiser is one of several events Youth, I.N.C.'s Young Professionals Committee uses to engage young donors. |
In an increasingly busy world, where work days are longer and connections are less personal, young professionals want to meet and interact with new people. This is especially true in communities like New York City and Washington, DC, where many have relocated for career opportunities and lack deep roots. Opportunities to network and make friends can attract participation and support from young leaders. When I worked at Montefiore Medical Center, our young donor group, the Philanthropic Leadership Council, would highlight their year with a festive wine tasting event. Youth, I.N.C.'s "Chips for Change" fundraiser with a casino theme does the same thing. Boys & Girls Harbor hosted their first Fall Cocktail Benefit last week. Each of these events offers fun activities and locations, and provides young donors with unique experiences with their peers. Creating a young donor strategy does take an investment of time and energy, but it is not as hard as you think and the results are long-lasting. The hardest part is finding and engaging the initial, core group of people who can spread the word and get their friends involved. But you probably have most of these people already and you only need a handful to start. Look at your existing donors and look at the children of current board members. Does your board have major corporate leaders on it? They usually know younger employees who are eager to get involved in a charity and who the firm is eager to highlight through philanthropic leadership. You will need to be more hands-on and invest more time and resources once you get your next generation leader/donor group up and running. However, starting this group correctly will be very fulfilling for you, your young donors, and your nonprofit in the long run. This is something OAI has been effective in helping clients do for years. If you think we can help you engage this important population, please contact us at [email protected] or (212) 424-1934.
* * * Craig Shelley, Director at OAI, has worked in the nonprofit sector for 16 years and brings a track record of success leading local and national fundraising initiatives to clients. Prior to joining OAI, Craig most recently served as National Director of Development and Corporate Alliances with the Boy Scouts of America. | 
