Factoring Generational Trends into Your Engagement Strategy
How much do you know about the giving trends of each age group?
We recently attended a Nonprofit Hub webinar that took a closer look at Giving USA’s Giving by Generation Special Report about the changing trends in philanthropy. These insights can be helpful when planning your donor engagement strategy.
Overall, the data shows a positive trend toward increased giving as younger generations age. Interestingly, millennials are already leading the way, out-giving their older counterparts. This is encouraging for the future of philanthropy, as it suggests a shift in the way younger generations engage in the causes they care about.
Here is a snapshot of some of the key takeaways:
Boomers (ages 60-78)
Hold 51% of all wealth in the U.S. and gave 27% more in 2024 than in 2021, more than double what any other generation contributed.
They still favor traditional giving methods like checks and direct mail but are open to online methods.
They’re committed to philanthropy, with 24% saying giving would be the last thing they'd cut if they needed to trim their spending.
Gen X (ages 44-59)
Hold 25% of U.S. wealth and gave 12% more in 2024 compared to 2021.
They’re highly focused on local causes and are more likely to volunteer than donate.
Gen X prefers email and social media for engagement and gave the most to church organizations, despite attending religious services less frequently (only 29% go in person weekly).
Millennials (ages 28-43)
They gave 22% more in 2024 than in 2021, contributing 18% more than Gen X even though they earn $23,000 less annually.
Millennials are most active in online giving, though they respond to both mail and email solicitations similarly.
They believe charities are more effective than government programs when it comes to addressing social issues.
Gen Z (ages 18-27)
Gave 16% more in 2024 than in 2021.
Beginning to embrace more traditional forms of communication and prefer frequent contact.
Most engaged in church (50% attending in-person services).
With each generation showing unique giving behaviors, how is your organization tailoring its approach to effectively engage Boomers, Gen X, Millennials, and Gen Z?