In a world where social media and other online sources influence our thoughts and behaviors and permeate our lives, it may seem challenging for grandparents to engage younger generations in family traditions such as philanthropy — giving time, talents and treasure to others.
When parents give to charity, their children are more likely to give to charity, too, and the earlier they become engaged, the more likely they will continue their generosity into adulthood. Ninety percent of NextGen donors were volunteering before the age of 21, according to “Women Give 2018 report, Transmitting Generosity to Daughters and Sons.” Intentionality is key.
Raising Givers
Grandparents can influence their children and grandkids by talking about their own philanthropy, emphasizing the values and passions that drive it. And they can encourage it by including younger generations in their activities.
COVID-19 has limited in-person activities, leading to more reliance on technology. Even prior to the pandemic, research indicated that increased giving online builds a broader community and a broader definition of philanthropy.
While writing checks to favorite charities may be the traditional method for family philanthropy, technology enables givers to find organizations that align with individual family member values and interests. Online platforms used every day are moving philanthropy from formal giving structures to opportunities that incorporate giving into everyday routines and habits.
The transfer of family philanthropy responsibility can be circular, allowing younger generations to help guide the family’s philanthropic response to the crisis and its effect on communities the family cares about. And while self-quarantining and restricted public activities may decrease the opportunities to volunteer in-person, family members may be more inclined to pitch in and complete those tasks previously completed by their older family members — delivering food, collecting and donating basic needs supplies, etc.
Talking to family members about the increased needs in their communities, monitoring how nonprofit organizations are responding and researching where they might contribute to collective funds to have a greater impact than their individual gifts can all be opportunities to strengthen family philanthropic traditions.
Compounding the impact of the pandemic on our communities is heightened awareness and reaction to racial inequity. This presents the opportunity to connect with younger family members to discuss how they are navigating these times and consider how your family philanthropy might be responsive.
Resources, including those on racial equity and social justice as well as other tools, can be found on the National Center for Family Philanthropy website ncfp.org.
When we are on the other side of recovering from the current crises, Philanthropy Ohio, philanthropyohio.org and the Institutes at the Lilly Family School of Philanthropy are excellent resources for following the trends, staying educated and connecting with other family philanthropists in Ohio.
What You Can Do
- Offer matching contributions for your grandchildren’s donations
- Hold family Zoom meetings to discuss family philanthropic values and record them for future generations
- Co-create values and vision statements for the family’s philanthropy
