Millennials have the potential to be one of the most significant philanthropic generations, but at the bottom of the millennial giving list are arts and cultural institutions.

"Though millennials like Van Nostrand and Salvatier are a generosity-minded bunch, this data-driven approach has left a traditional beneficiary of charitable giving out in the cold: the arts.

"Cultural institutions, which have historically been high on the list of those with flush pockets, as well as smaller arts nonprofits, are straining to attract a new generation of donors that demands a metric for each dollar spent."--Tricia Romano, The Seattle Times