Fundraising Trends
We’ve all heard financial experts predicting a massive “Great Wealth Transfer” as Baby Boomers pass their wealth to younger generations. Current estimates suggest more than $110 trillion will eventually move from older generations to their heirs.
But recent reporting suggests the transfer may not arrive as quickly as some anticipated. Americans are living longer, spending more in retirement, investing in healthcare and longevity, and often passing assets first to a surviving spouse before wealth reaches children and grandchildren. In many cases, inheritances are now being received later in life than previous generations experienced.
The result? The largest transfer of wealth in history may look less like a tidal wave and more like a slow-moving current.
Why It Matters
For nonprofits, this trend creates both opportunity and caution.
Many fundraising conversations assume younger generations will soon have significantly greater financial capacity. While that may eventually prove true, the timeline could be longer than expected.
This means nonprofits should continue investing in donor relationships across multiple generations rather than waiting for a future inheritance-driven giving boom.
A few considerations:
- Build relationships with emerging donors now, not later
- Continue serving and engaging older supporters who remain financially active
- Focus on long-term stewardship rather than short-term expectations
- Consider how planned giving and legacy giving conversations fit into your donor journey
The organizations that thrive during this transition will be those able to patiently cultivate trust across generations.
Next Steps
The Great Wealth Transfer remains one of the most significant financial shifts of our time, but nonprofits should avoid building strategies around a sudden influx of inherited wealth. Instead, focus on strengthening relationships with supporters at every life stage and creating pathways for generosity that extend across generations.
How are you engaging both today’s donors and the next generation of supporters to carry your mission forward?
Shannon McAllister
Director of Operations | shannon@eaglecom.ca