Much ink has been spilled over how younger generations are spending their money (particularly deviations from the status quo). As wealth starts to transfer from boomers and Gen Xers to their younger heirs, a new philanthropic frontier is opening. The question becomes how and why are these rising generations giving? How are they reshaping museum and cultural giving?

We were inspired after reading Millennials and Gen Zers Are Coming Into Great Fortunes. What Art Do They Want to Buy?, a recent Artnet article that mentions “passion, connoisseurship, and nostalgia” as driving forces, along with younger generations’ desire to fill gaps in their parents’ or grandparents’ collections (focusing on women artists, for example).

Let’s pick up that thread and explore how generational trends apply to cultural heritage giving. While it always feels a little silly to reduce entire generations into a set of behaviors, there are some stated preferences worth considering.

What Makes Younger Donors Tick? What Do We Know?

A Values-Based Approach

You’ve likely read that millennials and Gen Zers are driven by purpose in a way that’s different, or at least more widespread, than previous generations. They give where their values align, which means they might prioritize equity, justice, sustainability, or inclusion over simply prestige and tradition. Gen Z is the most diverse U.S. generation and, compared to prior gens, is more inclined to seek representation and equity in all forms of giving.

What can you do with that knowledge? Well, you might consider tweaking things a bit to:

  • Elevate lesser-known narratives within your collections. (Examples: Specific causes that preserve cultural memory, fight for historical accuracy, or highlight marginalized voices can strike a chord.)
  • Draw connections between historical content and current social movements.
  • Be transparent about any institutional changes or priorities.

Rethinking the Donor Event to Reshape Museum and Cultural Giving

The social cachet that comes with being invited to and attending formal events still matters, but some of the younger cohort roll their eyes at the performative aspects of gala culture: expensive tickets, long programs, minimal connection to the cause, etc. Could you be doing something different?

There’s a growing appetite for experiences, for smaller-scale activities like private tours, artist dinners, curated gatherings, salon-style discussions — events that feel cool, authentic, and less transactional.

Read the full article about younger donors' museum and cultural giving by Katie Lewis at Museum 411.