The Anxious Generation

If you want to build lasting relationships with the next generation of donors, it helps to understand what’s keeping them up at night.

Jonathan Haidt’s The Anxious Generation gives us a front-row seat to the mindset of younger folks—mainly Gen Z and Millennials. Now, these aren’t just names on a demographic chart. These are your future board members, your future donors, and maybe even your future executive directors. Ignore them, and you risk watching your mission grow old while the world moves on.

What’s clear from Haidt’s work is this: growing up today is a different ballgame. These young people were handed smartphones before they were handed house keys. They came of age in a world where likes and followers carry real weight, and where bad news travels faster than ever. That kind of constant exposure creates a heavy fog of anxiety, uncertainty, and self-doubt.

But here’s the good news: this generation cares. They care about fairness, about mental health, about climate, and about purpose. They’re not looking for fluff or spin. They’re looking for truth. And when they find it—when they see an organization walking its talk—they show up with passion and loyalty that money can’t buy.

So, what should we do with that knowledge? First, speak plainly. Drop the buzzwords and be honest about your challenges and your goals. Second, show your work. Transparency isn’t a feature anymore—it’s the price of entry. And third, connect your mission to their values in a way that feels personal. Help them see the impact they can make, not just the donation they can give.

Every generation brings its own strengths and struggles. The trick is not to complain about the differences, but to learn from them. If we’re willing to listen—really listen—we’ll find that this next wave of leaders and givers is ready to get involved. They just want to know they’re being invited to something real.

And in a world that often feels off-kilter, offering something real might just be the most valuable thing you can do.