全球视野 | 捐赠人减少，金额反升：新一代的年轻人捐赠人会带来什么不同？

全球视野

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文章《Next-Gen Philanthropists Are Revolutionizing Giving but Need Help/新一代慈善家正在掀起捐赠变革，但他们需要帮助》发布在rethinking65.com上，这是一家面向财务顾问和财富经理的网站。这篇文章探讨了新一代慈善家的崛起以及他们在捐赠方式上的变革，同时强调他们在实现影响力方面所需的支持。文章指出，这些年轻的慈善家更加注重实际影响，并愿意亲自参与慈善项目，而不仅仅是捐赠资金。然而，他们的需求也较高，对受赠组织的要求更为严格。

Today’s young philanthropists are a new breed — more focused on making an impact, and willing to roll up their sleeves and get involved. They’re also “high maintenance” for the organizations they give to. And they’re going to give like never before. 

当今的年轻慈善家是一种全新的群体：他们更注重实际影响力，并愿意亲自参与其中。同时，对于他们捐赠的机构而言，他们也是“高需求型”捐赠人。而且，他们的捐赠方式将前所未有。 

“The next generation of these big donors are at a stage in their life where they are developing their identity, and they’re going to be the biggest donors we’ve ever seen over the course of the next 20-30 years, given the amount of wealth transfer that’s happening,” said Michael Moody, professor of philanthropic studies at the Indiana University Lilly Family School of Philanthropy. 

印第安纳大学礼来家族慈善学院的慈善研究教授迈克尔·穆迪说：“这些大额捐赠人的下一代正处于塑造自我认同的阶段。考虑到当前正在发生的巨额财富转移，他们将在未来20至30年内成为我们所见过最大规模的捐赠人。” 

Moody, the author of “Generation Impact: How Next Gen Donors Are Revolutionizing Giving” with Sharna Goldseker, says academics generally shy away from dramatic words like “revolutionary.” 

迈克尔·穆迪与沙娜·戈德塞克合著了《影响力世代：新生代捐赠人如何变革慈善》（Generation Impact: How Next Gen Donors Are Revolutionizing Giving）。他表示，学术界通常避免使用“变革性”这样的夸张词汇。 

“But it really does fit here, because this generation of big donors are willing to change whatever is necessary about the existing practices and norms of giving in order to move the needle on issues which their parents and grandparents or other major donors of the past have been trying to fix for a long time,” said Moody at Next-Gen Giving: How Younger Donors Approach Philanthropy a webinar hosted by DAFgiving360 (formerly Schwab Charitable) and the Stanford Social Innovation Review. 

穆迪在由DAFgiving360（前身为嘉信慈善基金会/Schwab Charitable）和斯坦福社会创新评论/Stanford Social Innovation Review共同举办的网络研讨会“下一代捐赠：年轻捐赠人如何看待慈善”（Next-Gen Giving: How Younger Donors Approach Philanthropy）上表示：“但‘变革性’这个词在这里确实贴切。因为这一代的大额捐赠人愿意对现有的捐赠做法和惯例做出任何必要的改变，以推动解决他们的父母、祖父母或过去的其他大额捐赠人长期以来一直试图解决的问题。” 

Moody added that while these young philanthropists strive to help others, they need help themselves. 

穆迪还说，这些年轻的慈善家在努力帮助他人的同时，也需要他人的帮助。 

“They are very much amenable to engaging with advisors to help them understand the best way to achieve that impact — the how, the where, the when, the what — everything associated with embracing that legacy of philanthropy and charitable giving,” he said. 

他说：“这些年轻的慈善家非常愿意与顾问合作，帮助他们自己了解实现这种影响力的最佳方式，包括如何做、在哪里做、何时做以及做什么，涵盖了与接受慈善遗产和慈善捐赠相关的一切。” 

While the wealthiest young donors are changing the way giving is done at the highest levels, young Americans of more modest means are also evolving, according to another webinar panelist, Jon Bergdoll, associate director of data partnerships at the Lilly School. 

另一位网络研讨会小组成员、礼来家族学院数据合作副主任乔恩·伯格多尔表示，虽然最富有的年轻捐赠人正在改变最高级别的捐赠方式，但家境较为普通的美国年轻人的捐赠方式也在发生变化。

The most notable trend among young donors — and all Americans — is “donors down, dollars up,” Bergdoll said. Fewer people are giving to nonprofit organizations, but the total amount of donations has increased. “About 2008, the Great Recession, we start to see a long-term decline begin across all generations’ giving, and it’s about 10 percentage points in every generation,” he said. 

乔恩·伯格多尔表示，年轻捐赠人乃至所有美国人中最显著的趋势是“捐赠人数下降，捐赠金额上升”。也就是说，向非营利组织捐赠的人数减少了，但捐赠总额却在增长。伯格多尔说：“自2008年金融危机以来，我们开始看到所有世代的捐赠率出现长期的下降趋势，每个世代的下降幅度大约为10个百分点。” 

One theory is that as older people leave the potential donor pool, fewer younger people are giving, so that net population replacement is slowly dragging that overall incidence rate down, Bergdoll said. 

伯格多尔表示，一种理论认为，随着老年人逐渐退出潜在捐赠人群体，更少的年轻捐赠人参与捐赠，从而导致净人口替代率缓慢地将整体捐赠率拉低。 

Another theory is that as the general population trends less religious, religious-themed giving also should decline. But Bergdoll said that’s not exactly what has happened among younger donors. 

另一种理论是，随着普通民众的宗教信仰减少，宗教类的捐赠也应当会减少。但伯格多尔表示，这并不是年轻捐赠人中实际发生的情况。

“While younger households in general are less religious, those who are religious are likelier to give,” he said. “And so, the pool of young donors is actually going to look a lot more religious than a pool of young people more generally.” In a trend Bergdoll called “a little troubling,” younger religious donors are becoming less likely to give to secular organizations. “You see with millennials and then with the early data on Gen Z, it’s very strong. We see it very starkly,” he said. 

乔恩·伯格多尔说：“虽然年轻家庭普遍变得不那么宗教化，但那些有宗教信仰的家庭却更愿意捐赠了。所以，年轻捐赠人群体实际上会比普通年轻人群体显得更具宗教性。在伯格多尔称之为“有点令人担忧”的趋势中，年轻的宗教捐赠人变得不太愿意捐赠给世俗组织。他说：“从千禧一代到早期的Z世代数据来看，这种趋势非常明显，我们可以明确看到。” 

Bergdoll said in most cases, religious giving means donating to one’s own congregation. However, many people who donate to social causes do so through religious organizations, so their donations are counted as religious. “In Indianapolis, for example, there’s not a single nonprofit homeless shelter that’s not somehow tied to a Christian organization or church,” he said. 

伯格多尔表示，在大多数情况下，宗教捐赠意味着向自己所属的教堂会众进行捐赠。然而，许多人也通过宗教组织向社会事业进行捐赠，因此他们的捐赠也会被算作宗教捐赠。他说：“例如，在印第安纳波利斯，所有的非营利性无家可归者收容所，都与基督教组织或教会有所关联。” 

Among secular donations, giving to human services like shelters and food banks has been popular with older generations and also has strong support from younger donors, with over 10% of next-gen households donating to these organizations, Bergdoll said. 

伯格多尔表示，在世俗捐赠中，向人类服务机构（如收容所和食品银行）的捐赠，一直受到老一代的欢迎，但同时也得到了年轻捐赠人强烈的支持，超过10%的下一代家庭会向这些组织捐赠。

However, charitable giving for education has been declining among younger generations and now accounts for 5% of next-gen donors, he said. One possible cause is increasing student debt, Bergdoll said. 

乔恩·伯格多尔表示，然而，年轻一代的教育捐赠一直在下降，目前只占下一代捐赠人的5%。伯格多尔说，一个可能的原因是学生债务的增加。 

“Alumni are a lot less likely to give to their alma mater if they are still paying for college,” he said. “And this obviously would be an issue sort of concentrated among younger households.” 

伯格多尔说：“如果校友仍在偿还大学学费，那么他们向母校捐赠的可能性就会大大降低。这显然是一个会集中在年轻家庭的问题。” 

In addition, younger donors tend to be “issue-driven” and are less likely to maintain loyalty to a few charitable organizations, Bergdoll said. “What are you addressing?” he said a younger donor might ask. “I want to fix a thing. Let me find who I need to be able to fix that thing.” 

伯格多尔表示，此外，年轻的捐赠人往往“以问题为导向”，不太可能对少数慈善组织保持忠诚。伯格多尔说，年轻的捐赠人可能会问：“你要解决什么问题？我想解决一件事。让我找到能够解决这件事的人。” 

But he added that the biggest nonprofits are thriving. “The largest organization have outpaced the growth of everyone else, so that even a larger share now of the dollars is at the very top 5-ish percent of organizations in the nonprofit world,” he said. This may be due to the larger organizations’ ability to pivot quickly and address the concerns of the giving public, he said. 

但伯格多尔补充道，最大的非营利组织正在蓬勃发展。他说：“规模最大的组织的发展速度超过了其他所有组织。因此现在，捐赠的更大份额流向了非营利领域前5%左右的组织。”他表示，这可能是由于这些大组织能够迅速调整方向，解决捐赠公众所关注的问题。 

Bergdoll said his research is representative of the general population and skews away from wealthy households. That’s because it’s based on the Philanthropy Panel Study, or PPS, a project led by the Lilly Family School of Philanthropy that’s been surveying a fixed group of respondents for over 20 years. The study is designed to be most accurate at the lower end of income and wealth “so, it’s not necessarily the best tool to ask questions about high-net-worth households or aggregate amounts of giving, but it’s great for general population,” he said. 

伯格多尔表示，他的研究代表了普通人群，而不是偏向于富裕家庭。这是因为该研究基于由礼来家族慈善学院主办的“慈善面板研究”（Philantropy Panel Study，简称PPS），该项目20多年来一直对固定群体的受访者进行调查。该研究旨在准确反映低收入和低财富群体的情况。伯格多尔说：“所以它不一定是用来询问高净值家庭或捐赠总额问题的最佳工具，但对于普通人群来说非常有价值。” 

If the wealthiest young donors were added to the PPS data, some of the results would be different, because they give the largest amounts, Bergdoll said. “The biggest donors among young people are the very well off, especially those who have inherited their wealth,” he said. “We typically found that while wealthier households do still give strongly to religion, it’s at a much lower share of their giving overall than what we do see in a general population.” 

伯格多尔表示，如果将最富有的年轻捐赠人加到PPS数据中，一些结果可能会有所不同，因为他们捐赠的金额最大。伯格多尔说：“年轻人中最大额的捐赠人通常是非常富裕的人，尤其是那些继承了财富的人。我们通常发现，尽管富裕家庭仍然在宗教捐赠上表现突出，但其宗教捐赠金额占总体捐赠的比例，要比普通人群低得多。”

While Bergdoll’s data is weak when it comes to the wealthiest young donors, Moody has made them his specialty. And the changes they are making are transformative. “Those who are in the next generation are promising to be the major donors in the scheme of ‘dollars up, donors down,’” Moody said. 

虽然乔恩·伯格多尔的数据在涉及到最富有的年轻捐赠人时较为薄弱，但迈克尔·穆迪已将他们作为自己的研究重点。他表示，最富有的年轻捐赠人所带来的变化是具有变革性的。穆迪说：“下一代捐赠人有望成为‘捐赠人减少，捐赠金额增加’模式中的主要捐赠人。” 

The theme that runs through the giving of so many young wealthy donors is “impact,” Moody said. “They don’t always agree on what that impact is. For some of them, it’s numbers on the spreadsheet. For some of them, it’s the faces of the kids in the classroom. The key is that they want to see the impact. They want to see the difference and the results that they’re having.” 

穆迪表示，贯穿许多年轻富裕捐赠人捐赠行为的主题是“影响力”。穆迪说：“他们对‘影响力’的定义并不总是一致。对一些人来说，影响力是电子表格上的数字；对另一些人来说，影响力是教室里孩子们的面孔。关键是他们想看到影响力。他们想看到自己所带来的变化和结果。” 

At their core, young philanthropists have inherited their values. “When we asked them, who influences their giving, parents and grandparents were very clearly at the top,” Moody said. “But when we said, what did you learn from parents and grandparents? It wasn’t strategies or technique, it was values.” 

在核心上，年轻慈善家们的价值观是继承而来的。穆迪说：“当我们问他们谁影响了他们的捐赠时，父母和祖父母显然排在首位。但当我们问，你从父母和祖父母那里学到了什么？答案不是策略或技巧，而是价值观。” 

Wealthy younger donors tend to be more focused on single issues than their parents, who often gave to many causes, Moody said. “One of our interviewees said their parents just liked to ‘spread peanut butter around the community,’ so everybody gets a little bit of the money.” 

穆迪表示，与他们的父母相比，年轻的富裕捐赠人往往更专注于单一问题，而他们的父母通常会捐赠给许多事业。他说：“我们的一位受访者说，他们的父母只是喜欢‘把花生酱涂遍整个社区’，这样每个人都能分到一点钱。” 

And the old ways of giving often fall short for next-gen philanthropists. “They still may want to give to basic needs, but they want to do that to new kinds of organizations in new ways that are more innovative, and that they think are going to lead them to have greater impact,” Moody said. 

对于新一代慈善家来说，旧有的捐赠方式往往无法满足他们的需求。穆迪说：“他们可能仍然想资助人们的基本需求，但他们希望以更加创新的新方式，来支持新的组织，并且他们认为这种方式能够带来更大的影响力。” 

In many cases, these wealthy young donors have inherited their money and are more willing to take risks than previous generations. “This idea that you change things and take risks has always been somewhat challenging, particularly in the multi-generational giving families. But the next generation wants to push those envelopes. They’re coming into their roles as major donors,” he said. “And if they’re if they fail, they want to fail forward in ways that they can learn and do and build and develop their strategy in greater ways.” 

在许多情况下，这些富有的年轻捐赠人继承了财富，比前几代人更愿意承担风险。穆迪说：“这种改变现状并承担风险的想法一直以来都具有挑战性，尤其是在多代捐赠的家庭中。但新一代人希望推动这些界限。他们正在走上作为主要捐赠人的角色。如果他们失败了，他们希望能够通过失败来学习和实践，并以更好的方式建立和发展他们的战略。” 

However, these young donors still want to be part of their family’s philanthropic efforts, Moody said. “They don’t want to leave the next generation in the dust. They want to be on the team, on the field at the same time. They want to be seen as a rookie that has amazing skills and energy and new ideas but can also benefit from mentoring by the veterans on the field.” 

然而，这些年轻的捐赠人仍然希望成为家族慈善事业的一部分。穆迪表示：“他们不想让下一代被抛在身后。他们希望与家族一起参与，站在同一场上。他们希望被看作是拥有出色技能、充沛精力和新点子的新人，但同时也能从场上的老将那里获得指导。”

Another way wealthy young donors are looking to make an impact is through direct involvement with the organization they fund, using all their “assets,” including their knowledge and skills. This can lead to friction, Moody warned. “There’s a lot of consequences for fundraisers and for nonprofit professionals. 

富有的年轻捐赠人希望通过直接参与他们资助的组织来产生影响，运用他们的“所有资源”，包括他们的知识和技能。穆迪警告说，这可能会带来一些摩擦，“对于筹款人和非营利专业人士来说，会带来很多后果。” 

“These are much more high-maintenance,” he said. “But they could end up being the greatest, biggest donors of all time, if we’re able to engage them in that right way.” 

穆迪说：“他们会需要更多的关注和管理。但如果我们能够以正确的方式与他们互动，他们可能最终会成为有史以来规模最大、最伟大的捐赠人。” 

Some young philanthropists take a do-it-yourself approach, Moody said, citing the example of tech investor Hadi Partovi. Instead of simply donating to established nonprofit organizations, Partovi channeled his tech expertise to pursue his passion — teaching coding to children from disadvantaged communities. Partovi created his own organization Code.org, is its top donor, runs it as the executive director, and focuses all his work on its mission, Moody said. 

穆迪表示，一些年轻的慈善家采取了亲力亲为的方式，他举了科技投资者哈迪·帕托维的例子。帕托维没有简单地向已有的非营利组织捐款，而是将自己的技术专长应用于他所热衷的事业：向来自弱势群体的儿童教授编程。穆迪说，帕托维创建了自己的组织Code.org，他是该组织的头号捐赠人，并担任执行董事，他的所有工作都专注在该组织的使命上。

Moody said there is a misconception that young philanthropists are more transactional when they’re giving. “They really want to align all of their assets with their values,” he said, noting that one way is through impact investing. 

穆迪说，有一种误解认为，年轻的慈善家在捐赠时更倾向于交易。他说：“他们真的想让自己的所有资产与自己的价值观保持一致。”穆迪指出，其中一种方式就是影响力投资。 

In an innovative twist, two members of the Rockefeller family, Justin Rockefeller and his sister, Valerie, turned impact investing on its head while chairing the Rockefeller Brothers Fund family foundation. The family fortune was made in petroleum, but siblings pushed the foundation to divest from fossil fuel stocks, Moody said. “According to Justin, using that tool of changing the investment into impact investments actually can do as much, if not more good in the world for their mission of environmental sustainability and other things as their grant making,” Moody said. 

洛克菲勒家族的两位成员，贾斯廷·洛克菲勒和他的妹妹瓦莱丽，在担任洛克菲勒兄弟基金会主席时，以创新性的方式转变了影响力投资的概念。穆迪表示，这个家族的财富是通过石油赚取的，但兄妹俩推动基金会从化石燃料股票中撤资。穆迪说道：“根据贾斯廷的说法，将投资转变为影响力投资，实际上可以为他们的环境可持续性等使命，做出和他们的资助一样多甚至更多的贡献。”

Although many wealthy young donors are going down new paths, financial advisors have a big role to play, Moody noted. “They really are more and more amenable to, and in fact, dependent upon engaging with professionals who can really help them to achieve their maximum impact by establishing and implementing a really strategic and thoughtful plan on how to give where and when,” he said. 

穆迪指出，尽管许多富有的年轻捐赠人正在开辟新的道路，但财务顾问可以在其中扮演重要角色。穆迪说：“他们越来越愿意，也越来越依赖与专业人士合作。这些专业人士可以真正帮助他们通过制定和实施一个有战略性的、深思熟虑的计划，来最大化他们的影响力，确保他们在正确的时间和地点进行捐赠。”