Wealthy Young Donors Push Charities to Show Results

Affluent young donors say they are more focused than their parents and grandparents on producing a measurable impact with their giving, according to a new study by 21/64 and Johnson Center for Philanthropy at Grand Valley State University. What’s more, some of them say they care more about advancing a cause than helping an institution, the reverse of how they see the philanthropy of their elders.

Younger donors want to conduct research on charities so they can find groups that meet their strategic goals, according to the study.