This week the Christopher and Dana Reeve Foundation hosted its first annual benefit concert “Reeve Rocks” in New York. The foundation is at the forefront of philanthropic efforts to raise money and awareness for spinal injury research but has been suffering from something like an image crisis as of late due to the fact that the Reeve name alone no longer carries much cultural currency with a youthful audience. As a result, The Reeve Foundation is undergoing a radical transformation, converting itself from a face (Superman) to a mission that must take precedence over the celebrity attached to it.

For the older, established generation at the helm of myriad philanthropy organizations, appealing to youth audiences and enticing them to a charitable mission can seem like a difficult hurdle, but they need only look to young leaders in the field for valuable lessons.

One such individual is Ian Marvy, founder of Added Value, an organization that has trained more than 85 teenagers in areas of business and agriculture. The group has transformed vacant lots located in Red Hook, Brooklyn, into viable farm land. The produce raised is either sold or donated to the local community, with the proceeds funding the program’s future. In an example of outreach that would make any established businessperson proud, Marvy has managed to obtain sponsorships from over 20 foundations and individuals.

Stoked Mentoring (Successful Teens with Opportunity, Knowledge, Experience, and Determination) takes a different approach. The non-profit action sports organization is geared toward the development of at-risk youth through the use of action sports, mentoring and coaching. Executive Director Steve Larosiliere founded Stoked after recruiting for Mentoring USA in New York City and advocating for youth in foster care by presenting the benefits of mentoring to government officials as well as corporations. With additional background in the business world, Larosiliere knows how to get positive attention for the organization’s programs and create a workable structure primed for efficiency and growth.

Young people often take a multidisciplinary approach to their careers, which serves them well in the field of philanthropy. Knowing how to instill business sense into a charitable mission while appealing to younger generations is a tough job, but it’s inspiring to hear that it can be done well.