The document discusses findings from research on millennials and charitable giving. It conducted interviews and surveys of millennials in western Massachusetts and analyzed national data. Key findings include: 1. Millennials are motivated to donate to causes related to personal experiences or passions. They want transparency into how donations are used and an organization's effectiveness. 2. Millennials expect brands and non-profits to be authentic, emotional, and cause-oriented. They value transparency and trustworthiness. 3. Many millennials do not have disposable income to donate or have not made giving a priority. Engaging social networks and prior involvement can increase giving. 4. The document recommends non-profits engage