How and why people give looks different depending on their generation. Giving USA’s 2024 report, Giving by Generation, along with a recent Chronicle of Philanthropy webinar, explored how different generations approach giving and the messages that resonate with them.
The big takeaway? Knowing your audience is everything.
In this post, we’ll break down the highlights and share how you can tailor your communication to connect with every generation of donors.
Boomers (1946-1964)
Boomers currently represent the largest portion of total giving for nonprofits (49%) and often this group makes up a good portion of the major donor pool. They are also transitioning from income-based giving to asset-based and planned giving. Boomers’ motivation to give is driven by a concern about their legacy. They focus on an organization’s history and legacy as well as their own. To appeal to Boomers, ask: what are people remembering you for? In terms of content, Boomers reported that email, direct mail, and phone communication are still important to them. Within that communication, they want to see data, newsletters, and donor spotlights. They like seeing their peers getting recognition and look forward to seeing themselves featured as well.
Messaging example: Leave a lasting legacy – include us in your estate plan and transform lives for generations.
Gen X (1965-1980)
Like the previous generation, Gen X primarily takes part in traditional giving (large gifts). Although they only make up about 20% of total giving, they are the generation most likely to be volunteering. It’s important to understand that while Gen X is in their prime earning years, they are also often “sandwiched” between paying for children’s college tuition and parental care. However, they do respond well to reasoned appeals. Direct mail, email, and Facebook are likely your best ways of reaching Gen X. This generation wants things to be more personalized – they are more interested in learning about the impact of your organization rather than the data reports Boomers favor.
Messaging example: Support the cause your kids will thank you for – become a sustaining member today.
Millennials (1981-1996)
Millennials currently make up the largest portion of the US workforce. Because of this, they may be the best to target as the next generation of major gift funders, filling the gap Boomers will leave. Growing up during two economic downturns has made Millennials more skeptical about giving. They research the organizations they give to and need your values to match theirs, so having an online presence is crucial in gaining their support. Millennials are more interested in feelings and visuals than data. They want updates from your organization through video storytelling and infographics on social media. Digital engagement is key!
Messaging example: Join the change circle – just $25/month educates 10 girls a year.
Gen Z (1997-2012)
While Gen Z might not have reached their prime earning years, they are planning for philanthropy more than any previous generation has. They aren’t waiting for their career to advance before giving; they’re diving right in. Transparency is very important to Gen Z. They want to see tangible impact – where is my money going? Because of this, annual giving feels too generic to them; they’re more interested in giving to a specific cause. The key to reaching Gen Z is videos. They want to learn about the impact your organization is delivering through TikTok, Instagram, and YouTube. You will also need to keep them constantly engaged – just because they give once doesn’t mean they’ll give to you again.
Messaging example: You + $5 = Big change. Share it. Tag 3 friends. Be part of the shift.
HOW generations are giving and what it means for nonprofit organizations
Today, more than 40% of donors use their smartphones to make gifts online – but that doesn’t mean direct mail is unimportant. In fact, in 2024, 88% of donors said they’ve given in response to a direct mail appeal. What’s changing is how people donate. Most generations (aside from Boomers) prefer to respond online instead of mailing a check. For example, 53% of Millennials say they give online after receiving mail, compared to just 21% who still mail their gift. Direct mail continues to grab attention, but the gift itself is increasingly digital. For nonprofits, that means online infrastructure must be prioritized. The importance of optimizing websites for mobile giving, direct mail that connects to online giving through QR codes or personalized URLs, and consistent digital communication cannot be understated.
In short, both what you say and how you say it should be adjusted to effectively reach each generation. Attention spans are decreasing, so prioritize simplicity and consistent communication. At the same time, the shift toward online giving means having a strong digital presence is essential. By tailoring communication styles and creating user-friendly online giving experiences, nonprofits can ensure they capture attention and inspire meaningful and sustained generosity across all generations.
written by Kennari Intern, Allie Klopp