Phil Higginson, ISM Consultant
The next generation of donors thinks about annual giving not as an obligation but as a chance to fuel something bigger.
For many younger donors, giving is less about obligation and more about opportunity. They don’t just want to help an organization stay afloat — they want to help it fly.
That’s why there’s a growing shift in how the younger generation views annual giving. It’s not about plugging a hole in the budget. It’s about fueling something bigger. It’s about enhancing a mission we believe in.
It's time to rethink the traditional framework:
Are we giving to sustain operations, or to elevate impact?
Giving Annually: More Than Just a Line Item
Let’s be real: most of us don’t get excited about funding the electric bill. Or salaries. Or copier leases.
We’re not unrealistic; we know those things are important. But when it comes to giving annually, we want to feel like our money is doing more than keeping the lights on. We want to be part of something transformational.
That’s where program enhancement comes in.
When you give annually to enhance a program — whether it’s expanding access, piloting new ideas, adding resources, or reaching more people — you’re not just maintaining the status quo. You’re pushing the mission forward.
And that’s the kind of giving that resonates with next-gen donors.
Why Enhancement is Greater than Maintenance
When annual giving is framed as “meeting the budget,” it can feel passive or obligatory. But when it’s tied to innovation and growth? That’s when it gets compelling.
Here’s what giving to enhance a program can look like:
- Doubling down on impact: Annual gifts can help scale what’s already working — like growing the number of students on financial aid from 100 to 110.
- Driving innovation: Unrestricted annual support can be the fuel behind a new pilot initiative like how AI can be used to enhance the science curriculum.
- Creating momentum: Annual giving builds consistency and confidence, giving leaders the freedom to plan boldly, not just survive the year.
It’s the difference between staying open and opening new doors.
Don’t Lead with Need: Lead with Vision
If you want to connect with Millennial and Gen Z donors about annual giving, here’s the key: don’t lead with need — lead with vision.
They are motivated by outcomes, not overhead. They want to know:
- What’s possible if more people gave?
- What changes when a program gets more resources?
- What’s next for the school?
Instead of saying, “Your annual gift helps us meet our goals,” try:
“Your annual support is what allows us to take our work and our mission to the next level.”
The Message: Your Gift Takes Us Further
At the end of the day, giving annually shouldn’t be about keeping the wheels turning. Instead, focus on making the ride smoother, faster, and more inclusive.
So here's my message to all the private-independent schools out there:
Invite your younger constituents not just as supporters, but as collaborators in growth. Show them how our recurring support does more than fill a budget gap — it creates opportunity.
They are not just here to give. They are here to help you go further.
About the Author
Phil Higginson is nationally recognized leader in philanthropy, fundraising, and development. In 20 years at Ravenscroft School in North Carolina, he was a director of development and associate head of school for philanthropy, helping to establish 75 new endowments. Before Ravenscroft, Phil served at Washington International School and St. Albans School, both in Washington, D.C., and at Norwood School, Sandy Springs Friends School, and Landon School, all in Maryland.
Phil is among the founding faculty of Advancement Academy, and he joined ISM as a full-time consultant in 2023.
