For years, the prevailing assumption was that the world of philanthropy relied primarily on an older generation of businesspeople and wealthy individuals. I, too, heard this quite a bit. About a decade ago, when I spoke with directors of non-profit organizations, nearly all of them identified the younger generation as their greatest challenge. They feared that millennials were less socially involved, less committed to the community, and, above all, less likely to choose to donate. Today, it is quite clear that reality developed differently.
According to JGive's Israeli Giving Report, 61% of leading donors in Israel are under the age of 50. This figure illustrates a generational shift, but above all, a deeper change: Not just who donates, but how they donate.
Millennials grew up in a world where technology, investments, options, and financial management are an integral part of life. Therefore, their philanthropy looks different, too. While in the past a donation was perceived as a one-time act or a response to a specific event, for many of them it has become an integral part of their financial conduct. Just as one plans long-term investments or savings, so too does one plan giving.
This change is also reflected in the tools being used. According to data from the report, over the past year, approximately NIS 85 million worth of stock was donated in Israel, representing a leap of about 240% within a single year. Beyond the impressive number, this statistic tells a broader story: More Israelis understand that philanthropy does not have to begin with a bank transfer or a check. It can be part of smart, long-term financial planning.
This trend has been known for years in the US, but only in recent years has it begun to gain momentum in Israel as well. As more Israelis hold stocks, options, and financial assets, the way they choose to donate is changing accordingly.
The events of October 7 also accelerated this change. The crisis demonstrated the central role of civil society and third-sector organizations during an emergency. At the same time, we saw an entire generation mobilize quickly – entrepreneurs, tech workers, young employees, and families – not just to donate, but to take responsibility.
In my view, this is the truly important point. For years, we engaged with the question of whether the younger generation would donate. Today, it seems the right question is different: How they choose to donate.
The new generation's philanthropy does not abandon values or a sense of mission. It simply operates using tools adapted to the world in which it lives: A world that is digital, calculated, and based more on long-term planning.
It is possible that in a few years we will look back and realize that it was not only the donors who changed. The very definition of philanthropy in Israel changed as well.
The author is the CEO and founder of JGive.