In the realm of nonprofit organizations, comprehending the diverse characteristics of your donors is paramount for cultivating a sustainable and thriving support base. Each generation comes with distinct preferences, communication styles, and viewpoints. To ensure your nonprofit’s success, it’s crucial to customize your outreach strategies to resonate with the unique traits of each generation.
The Silent Generation (Ages 79-96):
Honoring Traditions and Personal Connections
Born between 1928 and 1945, the Silent Generation experienced the Great Depression and World War II. Despite their shrinking numbers, they remain the most generous per capita donors and actively support multiple charities. To effectively engage this generation:
- Direct Mail: Traditional outreach methods like direct mail strongly resonate with the Silent Generation. An astonishing 88% of this cohort responds positively to appeals via direct mail. Utilize personalized donation letters to establish a sense of connection and familiarity.
- Physical Checks: A majority of this generation prefers donating through physical checks. Remarkably, 72% of the Silent Generation chooses this method. Offering options for check-based donations maintains their sense of comfort and familiarity.
- Phone Calls: Phone calls continue to be a fruitful means of engagement. Surprisingly, 66% of this generation responds to phone-based appeals. They show more responsiveness to this outreach method compared to most younger generations.
- Planned Giving: Since many of them are retirees, planned giving is an ideal approach. Cultivating one-on-one relationships is key, as they highly value personal connections. A significant proportion of their resources flow through planned giving.
Donation Stats
- 88% give to charity, donating an annual average of $1,367 across 6.2 organizations
- 11.8% of the US population and account for 26% of total US giving
Baby Boomers (Ages 60-78):
Engaging Through Personalization and Appreciation
Born between 1946 and 1964, baby boomers are responsible for a significant portion of donations. Their commitment to causes makes them valuable supporters. Tailor your outreach as follows:
- Email Appeals: Baby boomers respond well to personalized, targeted emails. Craft individualized messages that cater to their preferences for unique communication.
- Online Donations: Despite being comfortable with technology, baby boomers still value online donations. Easy-to-use forms enhance their giving experience.
- Thanking and Recognition: Acknowledge baby boomers’ contributions and their role in transformative historical movements. Appreciation strengthens their loyalty and encourages further support. Let them know how their funds are being used and keep them engaged in your organization.
Donation Stats
- 72% give to charity, donating an annual average of $1,212 across an average of 4.5 organizations
- 23.6% of the US population, but account for 43% of total US giving*
Generation X (Ages 48-59):
Embracing Technology and Empowerment
Generation X, born between 1965 and 1976, displays resourcefulness and a willingness to donate time and money. Engage with them through:
- Social Media Fundraising: Leverage social media for peer-to-peer fundraisers, tapping into Gen X’s familiarity with platforms like Facebook.
- Transparency: Gen X values transparent communication. They want to know what is being done with their contributions.
- Volunteer Opportunities: Highlight volunteer opportunities, aligning with Gen X’s high volunteer rates. Easy access to information can motivate them to contribute their time. This is important as individuals that donate their time also donate money at a higher rate.
Donation Stats
- Average annual gift of $732 across four charities.
- Lead in annual volunteer hours served.
- 20.4% of the US population and account for 22% of giving in the US
Millennials (Ages 29-47):
Advocacy and Digital Engagement
Born between 1977 and 1995, millennials are engaged advocates who leverage their online presence for social causes. Connect with them through:
- Social Media Engagement: Millennials value social media for advocacy. Create engaging content and encourage them to share your mission.
- Trust and Transparency: Gain their trust by communicating your organization’s goals transparently.
- Recognition and Leadership: Recognize millennials’ contributions and showcase how their support drives change. Highlight their leadership potential within your cause.
- Emerging Trends: Millennial Giving and Beyond A significant trend that has emerged is the substantial increase in giving by millennials. According to a report from the Giving USA Foundation, average annual household giving by millennials increased by 40 percent between 2016 and 2022. This rise underscores the growing economic security among millennials, enabling them to make more substantial donations.
Donation Stats
- 84% give to charity, donating an annual average of $481 across 3.3 organizations**
- 25.9% of US population but account for only 11% of giving in the US*
Generation Z (Ages 12-28):
Tech-Savvy and Socially Conscious
Generation Z, born between 1996 and 2012, is a digitally native and socially conscious generation that is beginning to make its mark on charitable giving. With their upbringing in the era of smartphones and social media, Gen Z is uniquely positioned to engage with nonprofits through technology-driven approaches. Here’s how you can effectively engage them:
- Tech-Forward Outreach: Embrace technology-driven approaches like text-to-give to cater to their preference for virtual experiences. Gen Z is comfortable navigating digital platforms and responding to online appeals.
- Environmental Focus: Highlight your organization’s efforts toward environmental causes, as Gen Z places a strong emphasis on sustainability and environmental initiatives. Demonstrating your commitment to these causes can resonate with their values.
- Transparency and Authenticity: Gen Z values honesty and transparency. To engage them, showcase your organization’s genuine commitment to social good. Clearly communicate how their contributions are making a difference. Show your impact.
- Emerging Trends: Insights into Generation Z’s Giving
- Prioritizing Environmental Causes: Generation Z stands out as the only generation that prioritizes giving to environmental causes over faith-based organizations. Highlight your organization’s dedication to environmental initiatives to capture their attention.
- Tech-Savvy Engagement: With a strong familiarity with digital platforms, Generation Z is more likely to participate in virtual events, online charity streams, and challenges. Utilize technology-driven strategies to engage them effectively.
- Monthly Giving Preference: Generation Z is the most motivated generation to give on a monthly basis. They are accustomed to subscription-based models and are likely to embrace recurring giving campaigns.
- Impact of Social Media: Gen Z is heavily influenced by what they see on social media. Messages and images shared on these platforms can inspire them to donate. Craft compelling content that resonates with their values.
Donation Stats
- Prefer smaller, grassroots causes and organizations.
- Donate their time and spread the word on social media.
- 59% of Gen Zs are inspired to donate to charity by a message/image they saw on social media
As Generation Z continues to mature and become financially independent, their impact on charitable giving is expected to grow. Nonprofits that adapt their strategies to align with Gen Z’s preferences for digital engagement, environmental causes, and transparent communication will be well-positioned to capture the support of this emerging generation of donors. Understanding and embracing the unique traits of each generation, including Gen Z, will pave the way for a more inclusive and impactful philanthropic landscape.
Every generation has its distinct traits and preferences, which influence their engagement with nonprofit causes. By understanding these characteristics and adapting your outreach strategies accordingly, your nonprofit can foster meaningful connections, cultivate loyal supporters, and secure a brighter future for your cause. Embrace the diversity of your donor base, tailor your approach, and continue building bridges that connect generations through philanthropy.
Mahnaz Cavalluzzi, CPA
Director
Mahnaz has been a member of Cerini & Associates’ audit and consulting practice area for over 8 years where she focuses on serving nonprofit organizations, education, and healthcare clientele. Mahnaz has experience in financial statement audits, financial statement reviews, tax return preparation, cost report filing, and other consulting. Mahnaz brings her expertise, diversified background, and helpful approach to all of her engagements.
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