The Millennial Generation and Philanthropy: The Time for Engagement is Now
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Type of Work90 pages
ProgramMA in Arts Administration
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Arts administration -- Theses.
The Millennial generation is now the largest living generation of people in the United States, surpassing the Baby Boomer generation in size. It also has the greatest buying power of any current generational group. Most arts organizations primarily target the Baby Boomer generation which has the most expendable income, but increased investment in the cultivation of the Millennial generation will be beneficial to arts organizations. A high percentage of Millennials currently give to nonprofit organizations, and while their gifts are smaller than those made by Baby Boomers, they add up to have a significant impact on organizations. By creating relationships between organizations and their Millennial audiences, arts organizations can develop giving habits that could create a gateway for larger donations in the near-future and for decades to come. Existing arts organizations that currently have programs and development strategies which embrace the Millennial generation are explored for models of success, and examples of challenges. Interviews and case studies, personal observations by professionals in the field, and peer reviewed research studies are considered to formulate reasonable strategies that can be used by organizations of all sizes.