Next-generation Donor Engagement Strategies

Grapevine Giving is a platform that connects a community of givers and expert changemakers such as program officers, activists, nonprofit leaders, policymakers, and researchers. These changemakers provide recommendations to prospective donors in nonprofit issue areas about which they are knowledgeable and passionate. Seeking to grow its community of donors, Grapevine Giving enlisted a Capstone team to assess how it might bring next-generation donors into its community. The team conducted a comprehensive literature review of college-aged giving patterns and marketing preferences, and conducted a survey to identify college-age students’ giving inclinations. Utilizing the survey findings, the team provided Grapevine Giving with a report of recommended strategies to support the organization’s efforts to engage the next generation of donors.