Life Imitating Art: Through the Generations
Photo: Canva
With a background in Arts Management and Curating, my passion for art is central to my work at M. Gale. Curating, for me, is about storytelling and "preservation as futurism." In essence, it's about being a steward for the stories conveyed through art, much like how nonprofits are entrusted to steward resources from donors and the community to achieve their mission.
In the art world, many Gen Z and Millennials are shifting away from the tastes of previous generations, favoring contemporary and living artists (art of their peers), from diverse backgrounds and with unique stories, including digital mediums over traditional masters. This trend will likely continue as the definition of art expands. It occurs to me that a similar trend is occurring in the philanthropic landscape, which has become known as the “Great Wealth Transfer.” According to Cerulli Associates, Americans are expected to inherit $73 trillion in the next 25 years, with much of this coming from the wealthiest 1.5%, who also hold significant art collections. This is a huge opportunity for nonprofits looking to thrive in the coming years. This wealth transfer is noteworthy because it is important to consider how younger generations will embrace generosity.
Like in the art world, younger philanthropists may have different “tastes” in philanthropic causes than their predecessors. We already know that Gen Z and Millennials are particularly passionate about causes related to the environment, health, diversity and transparency in data and impact. Understanding these trends is crucial for nonprofits looking to remain relevant and sustainable. To better cultivate opportunities with these generations, nonprofits should:
Ease Engagement: Create accessible pathways for younger donors to connect with your organization, such as volunteer opportunities or board recruitment events. These experiences help them understand the mission, organizational structure and desired impact of the nonprofit.
Develop Ownership: Provide opportunities for younger generations to participate meaningfully through boards, committees, and leadership roles. This fosters a sense of ownership that builds long-term relationships.
Embrace Transparency: In the digital age, Gen Z and Millennials expect clear metrics and transparency about the impact of their contributions. Ensure they can see the tangible effects of their investments and make supporting your organization easy and meaningful. How can they see their philanthropic investment moving the needle for an organization and creating sustainable change through emotionally engaging content?
By understanding the values and interests of all generations, nonprofits can become better stewards of the resources entrusted to them and foster lasting, impactful relationships.
As a Client Service Specialist, Adam Odomore has a rich background in art, education and nonprofits. He brings creativity and purpose to every project. Adam fuels impactful service delivery by crafting high-quality tools and materials for our consultants, all while staying rooted in his passion for building vibrant communities through collaboration.
