Report for fundraising

Overview

  • Subject: The charitable habits of different generations: Gen Z, Millennials, Gen X, Baby Boomers, and Matures.

  • Organization: Blackbaud Institute for Philanthropic Impact

  • Date: April 2018

Contributors

  • Principal Authors:

    • Mark Rovner, Sea Change Strategies

    • Pam Loeb, Edge Research

    • Lisa Dropkin, Edge Research

    • Sarah Rodgers, Edge Research

    • Erin Wagner, Edge Research

  • Editing Team:

    • Ashley Thompson, Blackbaud Institute

    • Erin Duff, Blackbaud Institute

    • Ginny Perkins, Blackbaud

  • Design: Anna Key

Key Insights

  • The charitable giving landscape is evolving, heavily influenced by generational attitudes and values.

  • Understanding the unique preferences of each generation can enhance fundraising methods and donor relationships.

Generational Focus

  • Matures (before 1946): Wealth consolidation and a significant giving force; give more per capita than other cohorts.

  • Boomers: Largest generational group donating; contributes 41% of total funds in philanthropy; showing slight decline in per capita giving.

  • Generation X: Increasingly significant in philanthropy; on the verge of prime giving years, poised to overtake Matures.

  • Millennials: Not yet at peak giving years; increasing their overall contribution.

  • Generation Z: Emerging as digital influencers in philanthropy with limited current financial impact but strong potential for future engagement.

Trends in Giving

  • Decline in Giving: Except for Boomers, all other generations see a decrease in the percentage of givers.

  • Concerns: Donors are increasingly concerned about how donations are utilized, focusing on organizational efficiency and program impact.

Communication & Engagement

  • Channels: Direct mail giving has seen a significant drop, while online giving is becoming more prevalent but not replacing direct mail effectively.

  • Social Media: Especially for Millennials and Gen Z, social media gives rise to new fundraising opportunities despite low current impact.

  • Mobile Giving: Growth in willingness to give through mobile devices, particularly among younger generations.

Fundraising Recommendations

  1. Focus on Engaging Boomers and Gen X: These groups currently hold the key to fundraising success.

  2. Retention Strategies: Emphasize donor retention as a critical component of fundraising strategies.

  3. Embrace Technology: Adapt fundraising strategies to current technology trends to engage younger donors effectively.

  4. Plan for the Future: Prepare for shifts as Millennials and Gen Z mature into a significant donor base.

Final Thoughts

  • Philanthropy is not just transactional; building meaningful relationships with donors based on generational insights will elevate engagement.

  • Continuous monitoring and adaptation will be key in navigating the changes in donor behavior and expectations.