Takeaways from a Report on Generational Giving for Nonprofits

Bloomerang and Qgiv released a second iteration of their research into how generational differences influence giving and engagement for nonprofits. Let's explore takeaways across all generations and on a per generation basis.

Based on my review of the report and experience working with and advising nonprofit organizations, here are the key takeaways based on reading their summary and full report.

For all generations:

• Debit and credit cards, plus digital wallets (e.g. Apple / Google Pay, PayPal) are your go-to ways to accept financial contributions

• Ask them for in-kind donations that align with their demographics and giving capacity

• Engage them with communications that focus on new initiatives, program efficacy, and success stories of your served population

• Provide them talking points so they know how to talk about your organization (mission, programs, and impact) within their literal social network

• Make it easy to get answers to potential questions they might ask about your organization as they conduct research before giving

For Gen Z (18 to 27 years old):

• Ask them to volunteer with your organization's staff

• Target this group via Instagram and Google ads

• Engage them learn about peer-to-peer fundraising that they could do on your behalf

For Millennials (28 to 43 years old):

• Ask them to become a sustainer

• Target this group via Facebook and Google ads

• Engage them to learn about the impact that donors and volunteers are having, especially as peers within this generation

For Gen X (44 to 59 years old):

• Ask them to join an advisory group, committee, or your board

• Target this group via Facebook and news / radio ads (potentially podcast as a proxy)

• Engage them to solve an urgent need (if one exists, don't use this deceptively)

For Baby Boomers (60 to 78 years old):

• Invite them to learn about how you're fiscally responsible by highlighting your annual report and any audits

• Target this group via Facebook and news / radio ads (potentially podcast as a proxy)

• Engage them via direct mail to ensure that they have visibility across both digital and physical channels

As a contrarian, I suggest exploring the following:

• Dedicate more time to LinkedIn, as this is underrepresented in responses, meaning that you have low competition in this space, especially for young and mid-career professionals

• Plan in-person events as opportunities to collect in-kind donations, volunteer their time, and for them to simply meet the people that work and are served by your organization

TLDR: Communicate your value through email, social, and ads. Focus events on engagement, not fundraising. Reduce focus on financial transactions.