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Top Philanthropy Research Prize Awarded to Book on Next Gen Donors

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(Arlington, VA) The Association of Fundraising Professionals (AFP) has awarded the 2019 AFP/Skystone Partners Prize for Research on Fundraising and Philanthropy to Michael Moody and Sharna Goldseker for their book Generation Impact: How Next Gen Donors Are Revolutionizing Giving, published by John Wiley & Sons in 2017. 

Generation Impact provides a ground-breaking, in-depth analysis of Gen X and Millennial donors, based on five years of research, scores of interviews and a national survey. Not only are these donors critical because they have inherited and earned an unprecedented level of wealth, they are also dramatically shifting traditional philanthropic ideas and norms, which the book explores in detail.

Commenting on Goldseker’s and Moody’s book, the prize jury commented that “despite lots of discussion of Gen X and Millenial donors, there has been little comprehensive study and analysis of such donors and what their philanthropic goals, habits and ideas will mean for the future of the charitable sector. This volume does a remarkable job of filling that gap not just with well-detailed research, but with insightful interviews that present a clear picture of a diverse group of donors that, while still finding their ‘philanthropic way,’ are already having a tremendous impact on philanthropy. Most importantly for fundraisers, the authors take these findings and present the implications and opportunities for charities and how these donors will want to engage philanthropically in the future. The book is a must-read for any fundraiser as generations begin to change dramatically and a whole new group of donors comes to the forefront of giving.”

Goldseker is the executive director of 21/64, the nonprofit practice she founded to serve philanthropic and family enterprises. “It is incredibly gratifying for us to know that the earnest commitment of NextGenDonors, as represented in Generation Impact, is being honored by Skystone Partners,” said Goldseker. “We hope that this recognition inspires more individuals of all ages to explore their philanthropic identity and bring that into their work to revolutionize the impact they have on issues that matter.”

Moody is the Frey Foundation Chair for Family Philanthropy at the Dorothy A. Johnson Center for Philanthropy at Grand Valley State University in Grand Rapids, Mich. “We are thrilled that Generation Impact is being recognized with the Skystone Partners prize, because this assures us that the research and insights in the book are indeed valuable and useful for fundraisers of all sorts,” said Moody. “Here’s hoping this honor means that even more fundraisers, working to advance even more of the causes we all care about, will read it as they plan how to engage the next generation of donors.”

Each year, the AFP Research Council awards the Skystone Partners Prize for Research to the author or authors of a book that contributes substantially to the knowledge and understanding of fundraising or philanthropic behavior. The award is made possible by an endowment established by Skystone Partners, an international fundraising consulting firm, through the AFP Foundation for Philanthropy to encourage advanced research that extends the knowledge of fundraising and philanthropy.

“Once again, Skystone Partners is proud to support innovation in philanthropy with the Prize for Research,” said Elizabeth Kohler Knuppel, president & CEO of Skystone Partners. “As the largest generational transfer of wealth continues and Gen Xers and Millennials mature as philanthropists, we are fortunate that Michael and Sharna have studied our next generation of donors in a meaningful way.  It will indeed benefit the profession and advance the way we interact with and encourage a strong philanthropic identity among our younger philanthropists – who are also our future.”

More information about Generation Impact can be found on the book’s website. The authors have also created a new Best Practice Guide with even more specific lessons from the research for fundraisers.

AFP presented the Skystone Partners Prize for Research at its board meeting on March 30, before the 56th AFP ICON in San Antonio, March 31 – April 2.

Since 1960, the Association of Fundraising Professionals (AFP) has inspired global change—helping nonprofits and charities and supporting fundraising efforts that have generated more than $1 trillion.  AFP advances effective and ethical philanthropy by providing advocacy, research, education, mentoring, collaboration and technology opportunities for the world’s largest network of professional fundraisers. AFP’s more than 33,000 members raise more than $115 billion annually, equivalent to approximately one-third of charitable giving in North America, with millions more generated around the world. For more information, go to

Skystone Partners and its diverse team of fundraising consultants have counseled nonprofits and managed campaigns with goals from $1 million to over $500 million.  Headquartered in Cincinnati, Ohio, the firm and its U.S.-based professional staff members are currently serving institutions throughout North America and the world.  For more information, go to

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