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April 10, 2025



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Jane Page-Steiner, Owner & Publisher – jane@gcnonprofitnews.com

Kelli Tarantino, Editor - kelli@gcnonprofitnews.com

*REMINDER: Please submit your news by 2pm on Tuesday and jobs by 10am on Wednesday for Thursday's issue of GC Nonprofit News. Jobs submitted after 10am on Wednesday will appear in the following week's eNews.



3 Reasons Why Nonprofits Need to Take Millenial Donors More Seriously

by Amanda L. Cole

Many nonprofits remain focused on baby boomers as the core of their donor pool, but more evidence is showing that organizations should start taking younger donors more seriously. Millennials, in particular, are quickly leveling up their giving. Though their generosity remains about half of baby boomers’, a new study shows a promising uptick in their charitable giving from 2022 to 2024.

“Giving by Generation,” a special report from The Giving USA Foundation that examines how generations have given to charity over the past decade, now has comparative data snapshots for four generations. 

“While the boomer generation is outgiving other generations at a significant level, the growth in charitable giving by the millennial and Gen Z generations is a positive sign for the future of the charitable sector,” Rick Dunham, founder of Dunham+Company, which commissioned the study for the Giving USA Foundation, said in the report.

Here’s a look at what the data shows for baby boomers (1946-1964), Generation Xers (1965-1980) and millennials (1981-1996) in 2015, 2022 and 2024, as well as Generation Zers (1997-2012), who were added to the study in 2022.

1. Millennials Have the Second Largest Increase in Annual Giving

Last year, baby boomers gave nonprofits $3,256 annually on average — a 27% increase over 2022 — while millennials upped their charitable contributions by 22% to $1,616. Though the average millennial dollar amount lags behind boomers, millennials gave more — on average — in 2024 than Gen X and Gen Z donors, who gave $245 and $749 less, respectively.

"What stands out to me is the fact that millennials gave 18% more than Gen X even though their household income was $23,000 less per annum," Dunham told NonProfit PRO via email regarding the 2024 data.

Millennials first surpassed Gen Xers in 2022 when they gave 9% more. Though millennials skew seven years younger in the 2024 survey versus Gen Xers circa 2015, the giving gap between generations widens to $351, which would widen further when adjusting for inflation. 

Though Millennials gave more than Gen Zers last year, they gave $942 annually on average in 2015, while Gen Z gave $867 on average in 2024, when they were about the same age as 2015 millennials. Adjusting for inflation, Gen Zers would be ahead of their 2015 millennial counterparts.

It's more difficult to compare millennials to baby boomers, but Dunham shared some data from the 2005 DonorTrends Project, which indicated boomers, ranging in age from 40 to 58 when the study was conducted in 2004, gave an average of $1,361 per household. For comparison, millennials were 28 and 43 at the time of the 2024 Giving USA Foundation survey, so the boomers are 12 years old in the comparative data.

"[Millennials' average annual giving of] $1,616 in 2024 dollars would be $973 back in 2004," Dunham told NonProfit PRO via email. "And if the average rate of annual inflation is 2.5%, over 12 years, that would make millennial giving around $1,309 at the same age of boomers back in 2004. That places today’s millennials within 4% of boomer giving based on this calculation, so it seems reasonable to think that Millennials will be as generous as boomers."

2. Millennials Are Most Likely to Give Online

More than any other generation, 82% of millennials gave online in 2024. There is some truth in older generations’ unwillingness to give online — only 33% of baby boomers and 44% of Gen Xers who haven’t given online cited a willingness to do so.

Like their millennial counterparts, 79% of Gen Zers have made an online donation. For those who haven’t, 71% of Gen Zers and 66% of millennials, indicated they would. More than half of millennials also cited that they gave online with their smartphone.

It’s also important to note that despite older generations being likely to be more resistant to online giving than younger generations, 69% of Gen Xers and 58% of boomers have donated online, so digital fundraising is still an important strategy, regardless of what generation you’re trying to reach.

3. Millennials Are Also Most Likely to Respond to Direct Mail

In a rating out of five, millennials rated direct mail as 3.5 in terms of likelihood of motivating a gift over email — the highest among all generations. However, that doesn’t mean millennials return the reply form for easy attribution on the nonprofit’s end. More than half of millennials indicated a preference of giving online in response to direct mail, while only 21% give by mail.

Millennials were also most likely to give based on email. Meanwhile, Gen Zers were most likely to give via other online channels, including texting and social media.

PEOPLE ON THE MOVE

ProKids welcomes Ina Flemmer as their newest CASA Manager/GAL.

Purcell Marian High School has announced the appointment of Theodore James Whapham, Ph.D. as its next President. 

Esperanza Latino Center of NKY proudly announces the appointment of Violeta Colmán as our new Executive Director.

Give Like a Mother (GLAM) is honored to receive generous grant funding that strengthens our programs and expands our impact. We extend our deepest gratitude to: The Unnewehr Family Foundation - $25,000 contribution to our Fresh Start Back to School program, Jack J. Smith Charitable Trust - $8,000 to our Give and Grow campaign, and John A. Schroth Family Charitable Foundation, through the PNC Charitable Trust Grant Review Committee, $5,000 grant to the Give and Grow campaign.

Big Brothers Big Sisters is grateful to The Patricia Kisker Foundation, Fifth Third Bank, N.A., Trustee, for their generous $20,000 investment in the power of mentorship. Our community-based mentoring programming is being financially assisted by The Patricia Kisker Foundation, Fifth Third Bank, N.A., Trustee.

Prospect House is proud to announce that they have received a grant for $10,000 toward their Men’s Residential Recovery Program. This program was financially assisted by the Jacob G. Schmidlapp Trust, Fifth Third Bank, N.A., Trustee.

Santa Maria Community Services, Inc. is delighted to announce their receipt of a $30,000 grant from the Stillson Foundation for their Every Child Succeeds program.

The Carol Ann and Ralph V. Haile, Jr. Foundation is proud to announce its return to Northern Kentucky, establishing its new home in Downtown Covington at Ralph Haile Square—the very building where Ralph V. Haile, Jr. spent much of his professional life. This move marks a symbolic and intentional return to the place where Ralph Haile built his legacy in community banking and civic leadership.

The historic Harriet Beecher Stowe House is proud to announce a special Deaf Day on Saturday, April 12 with three opportunities for ASL-interpreted museum tours at 10:30am, 12:30pm, and 2:30pm. Limited registration is available, and pre-registration is strongly encouraged.

Job Fair April 16, 2pm-4pm at The Care Center in Loveland. From Manufacturing to Healthcare, Law Enforcement to Hospitality, there will be a wide variety of opportunities There will be highly skilled jobs, entry-level jobs, and second chance employers, first jobs, and jobs for seniors. Mobile Resource Room & Dress for Success 1pm-4pm If you need help with your resume or interviewing skills. Register at OhioMeansJobs.com

1N5 is grateful for a $40,000 grant from the Charles H. Dater Foundation to help aid in the expansion of Building Resiliency in Youth (BRiY). BRiY currently serves 315 schools in 16 counties in the Greater Cincinnati region by providing mental health education, suicide prevention, and stigma reduction to students, educators, and caregivers. 

Leadership Council for Nonprofits and Barnes Dennig are joining forces to expand the annual Securing the Future conference designed for nonprofit leadership, both staff and boards. Combining resources will enable Leadership Council to present an expanded conference in the fall. The shift in strategy provides an opportunity for a more robust conference, with additional options for the region’s nonprofit community to learn, share experiences, and grow together.

Breakthrough Cincinnati is extremely grateful for the generosity of the Unnewehr Family Foundation and their donation of $10,000 that will support transforming the lives of the most vulnerable youth in our community through engaging and intentional education. 

Aviatra Accelerators announces its fifth Women-Owned Business "Crawl" (WOB Crawl) in Covington’s Downtown and MainStrasse neighborhoods Saturday, April 26, 11:00am to 4:00pm. The event will showcase over thirty women-owned businesses from retail shops to bars, restaurants, and service providers, celebrating the women entrepreneurs and businesses within the thriving Covington community. Find more information and purchase tickets here. 



Women100 Cincy's mission is to empower, connect, and support Greater Cincinnati charitable organizations through a range of avenues, including donations, grants, and services. We are honored to open our first grant application process: Community Connections Grants. Email info@women100cincy.com Attn: Community Connections Grant to apply. Our grant committee will email you an application form. The W100 Advisory Board will be in contact with you regarding your status. Our goal is to empower, inspire, and support local nonprofits in their current and future initiatives. 



bi3 is accepting proposals for projects and initiatives to improve maternal mental health, with an intentional focus on improvements for Black and Hispanic women. Aligned nonprofit and fiscally sponsored organizations working in Hamilton, Butler, Clermont and Warren Counties in Ohio OR addressing policy at a state level are invited to learn more and apply. Grants awarded under this opportunity may be paid over one to three years and are expected to range from $150,000 - $500,000, with an anticipated 3-5 grants to be awarded. Deadline to submit a Letter of Intent is May 8, 2025.  

Green Umbrella is accepting applications for their Climate Action Fellowship program for governments in Greater Cincinnati communities. The fellowship pairs undergraduate and graduate students, and individuals who want to pivot careers into the sustainability space, with Green Umbrella government members to develop practical plans and solutions for a changing climate.

As part of his commitment to ensuring all Ohio children have the opportunity to build strong foundations for success, Governor Mike DeWine and Ohio Department of Children and Youth (DCY) Director Kara B. Wente announced the availability of $5 million in grant funding to support training for teachers at early care and education programs on how to harness the Science of Reading to enrich their young students’ literacy skills from an early age. To learn more about DCY and its priorities, visit here. 

Aviatra Accelerators announces the launch of its Capital-Ready Women (CRW) program, the only fundability assessment and guided program in the U.S. that is not government-affiliated or associated with a financial institution. This program is specifically designed to help women in non-tech industries prepare to successfully access capital through loans or investments. Look here for more information about Aviatra's Capital-Ready Women program or to apply.



Stress Management: Finding Balance in a Hectic World, Wednesday, April 16, 2025, 12:00pm Eastern Time. Join us for an empowering free, one-hour webinar focused on techniques to identify, address, and mitigate workplace stress. Our experts will reveal practical frameworks for supporting employee mental health, building resilient teams, and creating a supportive organizational culture. This program is valid for 1 PDC for SHRM-CP® or SHRM-SCP® recertification. Register here. 

Join We All Count for Data Equity Primer, Thursday, April 24, 2:00pm - 3:30pm. This webinar is a laser-focused, one-hour introduction with a 30-minute Q&A designed to get you up to speed on the core issues facing the equitable and ethical use of data and provide you with a clear picture of the challenging landscape of turning complex human questions into numbers then back into meaning. Learn more and register here. 

Leadership Challenge, April 28-30 presented by Leadership Council for Nonprofits. Develop skills through the Five Practices of Exemplary Leadership, taught in the beautiful surroundings of Camp Joy. Perfect for developing emerging leaders on your team. This is the 13th year for this opportunity, designed and priced for nonprofit leaders, in partnership with International Leadership Associates and Wiley Publishing. Registration deadline: April 14.



The Live Like Maya Foundation has an exciting volunteer opportunity coming up. May 17 | Downtown Sharonville - Jammin' in the Loop Support the Live Like Maya Foundation while enjoying an evening of live music, food trucks, and fun. Volunteers will serve beer from Third Eye Brewery at Jammin' in the Loop. Two shifts are available: 3:30-7:00pm (includes setup), 7:00-10:30pm (includes teardown) Sign up for one or both events and make a difference. 

Santa Maria Community Services welcomes volunteers from all walks of life who want to make a difference in the Price Hill Community. Whether you can give an hour a week or a few hours a month, your time matters. Find more information here. 

Why 'broken' virtual meeting culture could be a risk to the bottom line As hybrid and remote work rates have risen over the last few years, questions around optimizing productivity have continued to plague HR, particularly when it comes to the role of remote meetings. 

The legal landscape of DEI The actions by the Trump administration to dismantle diversity, equity, and inclusion (DEI) initiatives in the federal government and beyond have left nonprofit leaders confused about their options. And the language used in the executive orders raises concerns about legal risks for nonprofit organizations.

Our sponsor and partner marketplace serves to further connect our readers with our advertisers who are focused on serving nonprofits. To learn more about a sponsor's nonprofit services, click on their ad. Contact Kelli Tarantino, editor, at kelli@gcnonprofitnews.com to discover how your business or organization can become a sponsor/advertiser of the Greater Cincinnati Nonprofit News.

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