Company included non-donors in the survey for the first time and found a notably higher level of distrust toward charities among that group. Rick recommends building trust through impact stories, financial transparency, board visibility, and especially donor testimonials; letting current supporters explain why they believe the organization is worthy of support.Bill and Rick close by looking at two areas with major implications for the future: tax policy and Gen Z. Many donors remain unaware of newer charitable tax provisions, including the Universal Charitable Deduction, even though Rick notes that about 67% of donors likely take the standard deduction. That creates an opportunity for nonprofits to educate supporters through receipts, newsletters, and simple “did you know?” messages. Meanwhile, Gen Z continues to challenge assumptions about younger donors. Rick points to survey data showing that 40% of Gen Z respondents attend religious services almost every week, and he connects that engagement with charitable behavior. The takeaway for fundraisers is to keep one eye on the coming transfer of wealth while refusing to ignore the donors already coming up behind it.