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Charities looking to younger generations to continue donations

The number of people donating is shrinking.
Canadian money
Canadian money (Shutterstock)
Charities have been relying on a shrinking number of higher-income donors, but now must find better ways to engage with the next generation of donors.
Donations are being made but the number of people making them is declining.
Past methods of donating are no longer appealing to younger generations.
Elizabeth Heald, President and CEO, Kitchener Waterloo Community Foundation, says making it more accessible and flexible is the key to attract millennial.
"Our vision is to make it easier for people to do more good. In order to do that, we need to find ways to better engage with that next generation of donors."
She also says mobile giving or tap payments, lowering a minimum endowment fund amount, and making the funds portable are all ways of gaining younger donors.
Heald spoke of a meeting with one millennial considering philanthropic contributions.
"When we were probing what was the biggest obstacle, to establishing a philanthropic fund with the community foundation. He said it was because he didn't know he would be in KW working for the rest of his career. So we said, 'ok, we'll make our funds portable.' So sometimes it's as easy as listening to what those objections are and coming up with some innovative ways to accomplish that."
She does add that it is the responsibility of the organizations to find better ways of engaging new donors.


Maddie Demarte

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