Generational Giving & Communication Tips  

Understanding generational differences in philanthropy is crucial to effectively engage donors and develop tailored strategies. We have created a breakdown of the characteristics and giving patterns associated with each generation and tips to help engage individuals in each generation:  

 Baby Boomers (born between 1946 and 1964):  

• Baby Boomers experienced significant social and cultural changes, including the civil rights movement and the advent of technology.  

• They are known for their strong work ethic and desire to make a difference.  

• Boomers are generally generous donors, and they may contribute larger sums of money than younger generations.  

• They often prefer to give through traditional channels, such as direct mail, events, and personal interactions.  

• Baby Boomers are quite generous, with a total giving of an average of $1,212 per person per year. That is nearly three-fourths – 72% – of the entire Baby Boomer Generation, accounting for 43% of all donations made each year.  

• The Baby Boomers are the old hippies of the 1960s, and many who were activists then are still supporting causes today. While their long hair may be thinning and even gone, their love of social justice, world peace, and environmental issues is still going strong.  

• This may explain why Baby Boomers’ donations are the biggest supporters of:  

• Local social services nonprofits  

• Animal organizations  

• Children’s charities  

• Human rights and international affairs  

• Local places of worship  

Communication Tips:  

• Make it convenient: include a paper pledge form, flyer and a self-addressed stamped envelope for their convenience.  

• Tap into retirees: an employee representative is a great resource, find a well-respected retiree to help you with your messaging. You can include campaign information wherever you include pension correspondence. 

 Generation X (born between 1965 and 1980):  

• Gen Xers witnessed the rise of technology and globalization, shaping their perspectives and giving habits.  

• They value authenticity, work-life balance, and are often motivated by causes that align with their personal values.  

• Gen X donors may be more inclined to research and vet organizations before donating.  

• They are comfortable with online giving platforms and are more likely to engage with organizations through digital channels.  

• While there are fewer Gen X donations than their younger Millennial counterparts, Gen Xers are more likely to start fundraising campaigns, as well as more likely to volunteer their time and efforts to worthy causes.  

• The average Gen X donation totals $732, with 59% of Generation X being regular donors.  

• And while Millennials are most often influenced by social media posts and online donations, Gen Xers report that email is the most influential method of reaching them.  

• Gen Xers give to the following:  

• Local social and human services organizations  

• Animal organizations  

• Children’s charities  

• Local places of worship  

Communication Tips: 

• Top donors: review your donor report and reach out to top donors with new information and campaign updates.  

• Don’t spam: do not overcommunicate with them, only thank them once. They are loyal and are consistent givers.  

Millennials (born between 1981 and 1995):  

• Millennials, also known as Gen Y, grew up in the age of the internet and are considered digital natives.  

• They are socially conscious and passionate about causes that address social and environmental issues.  

• Millennials are more likely to engage with organizations through social media and online platforms.  

• They appreciate transparency and want to see the direct impact of their contributions.  

• Crowdfunding and peer-to-peer fundraising initiatives are often successful with millennial donors.  

• The average charity or nonprofit will have Millennials making up 5 to 10% of its donors. Millennials prefer to donate money through online platforms. They like setting up recurring donations. Over 40% who give do so with a monthly deduction to their credit or debit card.  

• Millennials are also the most likely to use their mobile devices — their phones, tablets, and laptops — to research charities, donate money, and advocate for their latest cause.  

• Millennials give $481 to charity annually. 84% of millennials give to charity and nonprofits.  

• Millennials tend to support the following charities:  

• Children’s charities  

• Health and medical nonprofits  

• Local places of worship  

• Human rights and international affairs groups  

Communication Tips:  

• Take it online! Utilize online giving platforms that provide easy ways for them to give – check out our online platform for more information. (LINK TO ONLINE PLATFORM SITE WE HAVE UP…not sure which one it is right now) 

• Quick Clips: create content that quickly captures their attention, their attention span is a whole 8 seconds!

Generation Z (born after 1995):  

• Gen Z is the youngest generation and has grown up in an era of rapid technological advancements.  

• They are highly connected, socially aware, and concerned about global issues.  

• Gen Z donors value authenticity, diversity, and inclusivity in the organizations they support.  

• They are adept at using digital platforms, including mobile giving apps and social media campaigns.  

• Unlike millennials who grew up in a mostly positive and stable economic environment, Gen Z has been exposed to things like economic instability, polarizing social issues, and larger-than-life global challenges. As a result, and partly because of the hyper-awareness of this driven by technology and social media, Gen Z is hungry to make this world a better place.  

• For example, look at some of their charitable giving habits: 

• 32 percent of Gen Z donate their own money.  

• 26 percent of 16 to 19-year-olds practice volunteering on a regular basis  

• 10 percent want to start their own nonprofit organization. 

Communication Tips: 

• Giving apps: giving apps like Zelle, CashApp, Venmo and text to give campaigns are great ways to engage and encourage these potential donors. 

• Gen Z Committee member(s): no one knows Gen Z better than Gen Z! Recruit a Gen Z committee member for assistance in identifying the most engaging methods for giving.  

It’s worth noting that these generational traits are generalizations, and individual preferences and behaviors can still vary within each generation. Strive for a multi-channel approach, adapting their strategies to cater to the preferences and communication styles of different generations. Personalized engagement, transparency, and demonstrating the impact of donations are important factors across all generations.