Next Generation Member Characteristics

Need for Space: Next Generation members have a strong desire to be engaged in their communities and need an outlet that speaks to them separate from their parents' organizations or networks. When beginning work with a Next Generation audience, an organization should first think about their existing relationship with this group.

Creative License: To reach a Next Generation audience, it is critical to have Next Generation members designing and implementing the strategy. It is useful to partner with an organization that comprises and works with this audience already.

Conflicted Feelings: Next Generation members often feel conflicted and ambivalent about their money, so it is important to create a safe space for dialogue with peers. Events must be "young," confidential, and solicitation free. Next Generation donors require significant and personalized follow-up, addressed to them, and focused on events and issues they care about.

Flexibility: It is important for those working with this audience to be flexible. Young people's schedules are subject to change, and because most Next Generation donors work full-time, evening and weekend meetings work best for this group.