The 84 Trillion Opportunity: Will They Trust Enough to Give?

There's a wealth shift coming soon—literally. Over the next two decades, Millennials and Gen Z are set to inherit an estimated 84 trillion dollars, a truly staggering number. 

But a number that also has the chance to change the philanthropic landscape forever. 

With one caveat: Just because they have the money doesn't mean they'll give it to you.

The forthcoming generations aren't against generosity. They care deeply about causes. They march, they organize, they amplify movements with the click of a button.

What they don't do? Trust your institutions.

In a childhood riddled with economic crashes, social upheaval, political confusion, and corporate scandals, Gen Z remains skeptical. Skeptical of your overhead costs, apprehensive of bureaucracy, and less likely to believe writing a check creates the most impact.

Uh-Oh. 

This great wealth transfer doesn't sound as exciting anymore.

If we as nonprofits want to tap into this wealth shift, while still actually funding our missions, we've got some work to do.

Unlike preceding generations, Gen Z doesn't give by default. Riddled with financial uncertainty, misinformation, and institutions not delivering on their promises, Gen Z doesn't want to know where their money is going, they expect to know IMPACT. This creates a generation skeptical, but not disengaged. Your generic appeals aren't going to be enough anymore. We need to meet them where they are, not just in how we communicate, but in how we build trust.

How do we do this?

• REAL TIME IMPACT – interactive dashboards and maps, social updates, bite-sized content telling compelling, results-driven stories.

• RADICAL TRANSPARENCY – STOP SAYING "YOUR DONATION HELPS. " Where does money go, and why does it matter?

• ENGAGEMENT BEYOND DOLLARS – Volunteering days, advocacy, opportunities to co-create solutions, community conversations, GEN Z wants to be a part of the process, not just fund it.

• LESS POLISH, MORE PERSONAL – That beautifully produced video? It's nice, but it might not perform as well as a quick, heartfelt video from a frontline staff member sharing a raw, unfiltered moment of impact.

Now here is where the balancing act gets tricky.

We need to engage younger donors.

BUT, we can't lose sight of funding our missions in the now.

Likes and shares don't keep the lights on. Social media movement nonprofits risk devaluing the financial realities and responsibilities of the sector.

Maybe we can serve both groups at the same time.

• Leave behind one-size-fits-all asks – Stop giving generic donation tiers, offer customizable giving experiences (micro-donations, impact subscriptions, project-based funding)

• Leverage your network – Gen Z trusts people over institutions, and so do their predecessors. Equip both groups to fundraise on your behalf.

• Make giving feel different – Traditional annual campaigns may not resonate the same way, but gamification, monthly giving communities, and micro-giving opportunities can create a sense of connection and immediacy. Mobile first, one-click, text-to-give. CLUNKY = Confusion

GEN Z is set to control unprecedented wealth. But trust isn't inherited, IT'S EARNED.

If we are willing to rethink connection and communication and build real, lasting relationships, we won't just secure new funding; we will build a generation of donors who believe in the work and care about the impact. 

They'll have the wealth. They have the heart. 

Go earn their trust.