Do you know your donor demographics? What is the most common age range of your donors? What communication styles do they prefer? How do they show support for nonprofit organizations?
Recognizing and understanding the behavioral trends of donors in different generational groups has always been a challenge for nonprofit organizations. The more you know about your donors, the greater you can get your fundraising messages to stand out and drive engagement. Here are some statistics for each generation that can help you better target your various demographics.
Generation Z (Born 1996 – Present)
- Often referred to as “Philanthroteens,” Generation Z is motivated to support nonprofits and drive social impact.
- Generation Z has already been exposed to issues like economic instability, polarizing social controversies, and global weather changes. As a result, Generation Z is eager to make this world a better place. 60% of Generation Z wants their workplace to do social good.
- Generation Z trusts social media influencers over celebrities and athletes to endorse products, causes, and brands.
- This generation wants authenticity and transparency from companies asking for donations. It is important to be authentic when marketing your organization’s cause.
- Generation Z is most likely to donate to causes related to the planet and environment.
Generation Y or Millennials (Born 1981 – 1995)
- 86% of Millennials donate to charity and 40% of them are enrolled in a monthly giving program.
- Millennials are tech-savvy, well informed and results driven. They respond best to mobile-friendly and online platforms.
- Millennials spend an average of 18 hours a day consuming general media with a total of 5.4 hours per day on social media. They are more likely to donate to a nonprofit directly from a social networking site or through a mobile platform.
- Trust is key – 60% of Millennials say that their decision to donate to an organization greatly depends on whether they can see their donation’s impact. They want to know who will benefit from their donation.
- Millennials are most likely to donate to causes related to human rights and international development, child development, and victims of crime or abuse.
Generation X (Born 1965 – 1980)
- Generation X represents about 20% of the total population and almost 50% of them are enrolled in a monthly giving program.
- Generation X has adapted well to the rise of mobile and social media and is more likely to own a tablet than any other generation.
- This generation needs a convenient, easy way to give online as 40% of them donate through an organization’s website.
- Keep your social media up to par – 60% of Generation X is inspired to donate to charity by a message or image they saw on social media.
- Generation X is mostly like to donate to causes related to health services, animal rights and welfare, and environmental protection.
Baby Boomers (Born 1946 – 1964)
- Baby Boomers represent 43% of total giving made by individuals.
- A total of 21% of Baby Boomers give to organizations on a monthly basis. They are dependable donors and are usually generous.
- Baby Boomers respond well to digital communications and direct mail. They have adopted mobile and social media at a rapid rate. 71% use a social networking site daily with Facebook being the most popular.
- A total of 36% of Baby Boomers over the age of 50 use a smartphone and 32% own a tablet.
- Baby Boomers are most likely to donate to causes related to religious and spiritual efforts and first responder organizations.
The Silent Generation (Born 1928 – 1945)
- This group relies the most on direct mail to support causes they care about. They will continue to respond to print mail and phone calls.
- Don’t rule them out from the digital world – 35% of the Silent Generation has made an online donation in the last year.
- This generation has a rapidly growing social media presence. Seniors account for 11% of all Facebook users combined.
- This is the most important group in terms of giving their assets instead of cash.
- The Silent Generation is most likely to donate to causes related to emergency relief, troops and veterans, the arts, and political campaigns.
Understanding how donors view your organization and their behavioral trends will provide key insights into how you can better engage donors for your Derby Duck Race. Continue watching our blog for more insights on fundraising trends, nonprofit news, and tips about promoting your own event.
Sources: Mgive, Tech Impact, Donation Pay, Blackbaud, Fundraising Counsel, Classy
