If your nonprofit’s fundraising arm has largely neglected younger generations in favor of Baby Boomers, you may need to revise your outreach strategy. Boomers currently make up the largest demographic of charitable donors. But, according to consulting firm Cerulli Associates, Americans born between 1965 and 1996 (Generation X and Millennials) are expected to inherit $84 trillion in wealth by 2045 — at least $16 trillion in the next decade.
Generation Z has fewer financial resources (with its oldest members in the early stages of their careers), yet this demographic is passionate about giving back. More than half volunteer for the charities they’ve supported with financial donations. So this group is also well worth your time. Here are some tips for reaching all three younger generations.
Behavior by demographic
Research has shown that Gen Xers generally give consistently to causes they trust, often through recurring donations. So if you can win their support, they may be willing to sign up for automatic bank account or credit card withdrawals. And as a relatively wealthy demographic, Gen Xers are more likely than younger supporters to attend fundraisers with higher ticket prices and participate in charitable auctions.
Millennials are also big supporters of recurring giving programs. And as digital natives, they frequent websites, use donation apps and engage in peer-to-peer fundraising. Marketing agency Nonprofits Source reports that 58% of Millennials follow charities on social media. However, they may have less time to volunteer or attend events because this demographic is of prime age to be raising children.
As the youngest generation of potential donors, Gen Z tends to give by making micro-donations via text or participating in social impact purchasing. This group is also likely to support causes through activism and volunteer work. Although only 28% donate money to charity (GivingTuesday), 64% support causes through other means (Data Commons).
Media preferences and workplace giving
If you want to roll out a new campaign, know your social media platforms. Gen X and older Millennials are the biggest users of Facebook and LinkedIn. Younger Millennials and members of Gen Z favor Snapchat and TikTok. Also, watch for emerging social media platforms such as Bluesky and Threads and new media options such as podcasts. Podcasts have grown exponentially in listenership in the past 10 years, and Pew Research has found that 67% of adults under age 30 and 58% between ages 30 and 49 listen to podcasts.
Gen Xers and Millennials make up the majority of employees requesting corporate matching donations and are the main participants in corporate volunteer programs. According to Double the Donation, 56% of Gen Xers and 48% of Millennials prefer to donate to charity through workplace giving programs. If you don’t already, publicize companies that match employee donations and reach out to employers in your community about setting up a corporate volunteer program.
Your nonprofit’s niche
There are also generational differences in the types of nonprofits these groups typically support. Charity Navigator says that Gen X prefers to support community development, education and disaster relief organizations. Millennials and Gen Z are more likely to favor environmental, civil rights and mental health nonprofits. Of course, individual donors will have preferences that differ from what’s typical for their generation.
So whatever your nonprofit’s niche, be sure to strategize the best ways to reach different generations. Even if the youngest adults are unlikely to make big donations, Gen Z is the future — so engaging its members now can nurture relationships that may produce flourishing donations later!
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