Differences in Generational Giving

2016-03-30 09.09.10
Amanda Neumann

As a new generation of philanthropists take their place in the nonprofit sector, it’s important to address changes in giving trends. While the Baby Boomer generation has long been the driving factor behind US philanthropy, trends are quickly changing.

Think About This (x):

  • Millennials (18-34) and Generation X (35-50) make up two-thirds of the US workforce
  • In less than 4 years, Millennials and Gen Xers will make up over 70% of the workforce
  • 87% of Millennials donated to charity last year
  • Generation Xers gave an average of $465 annually
  • Both Millennials and Generation Xers are motivated by passion to donate

Tips for Gaining & Retaining Gen X and Millennial Donors:

  • Use online methods of communication (emails, social media) to interact with donors
    • Snail mail is often ignored or thrown in the trash
  • Use online or credit card methods for donations (no cash or checks)
    • Online donating is accessible, easy, and can used for promotional or impulsive donating (both are popular with Millennial donors)
  • Engage donors in volunteering, brainstorming, and decision-making (for events, social media campaigns, community engagement)

While donation and outreach methods are changing, the passion for philanthropy is still thriving.

Sources & Resources

[Infographic] A New Generation of Giving via Philanthropy News Digest

Understanding What Motivates Millennials to Give to Your NPO via Nonprofit Hub

How Millennials Are Changing Nonprofits via Fortune


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