Generational Giving: How to Engage with Donors of All Ages

Understanding what motivates donors is the lifeblood of any successful fundraising strategy. Knowing how supporters prefer to give, how they want to be contacted, and the platforms they prefer to use is crucial for maximising impact. In our increasingly digital world, where convenience is king, charities must make giving as seamless as possible, boosting both initial donations and long-term engagement.

However, it’s essential to remember that charity donors are not a homogenous group. They are a diverse collective of regular givers, passionate advocates, and one-time supporters. To supercharge fundraising efforts, charities need to understand the nuances of their supporters and tailor their approaches accordingly. One key factor to consider is the generation of your supporters.

A recently published report, "Charitable Support Across Generations in the UK and Ireland," from charity software partner Blackbaud, has shed light on the differing behaviors of different age groups. This report offers critical insight for charities, allowing them to connect with supporters of all ages more effectively as we head into 2025.

Different Strokes for Different Folks: How Generations Engage

The report categorises support into four key areas: donors (those who give funds or goods), volunteers (those who give their time), promoters (those who spread the word), and advocates (those who actively rally for causes or policies). While engagement levels are high across all generations, the method of support varies significantly.

Here's a snapshot of the key findings:

• Donation Levels: While donation levels are relatively consistent across all age groups, the way people give differs. Charities must offer a variety of ways to give, from traditional methods to digital options, to accommodate all.
• Volunteerism: Millennials and Gen Z demonstrate a significantly higher inclination towards volunteering. A striking 52% of Millennials, and half of Gen Z respondents, identified themselves as volunteers, compared to just around a quarter of Boomers. This suggests that charities seeking volunteer support should focus their efforts on engaging younger demographics.
• Making a Difference: While all generations agree donating money is a good way to make a difference, Gen Z and Millennials are more likely to also view volunteering and active advocacy as ways to impact a cause.
• Advocacy: While participation in advocacy actions like signing petitions and writing letters is generally consistent across generations, younger generations see it as more impactful. Boomers, while perhaps less likely to see themselves as active advocates, also place importance on advocacy actions, suggesting an opportunity to empower them to share their support.
• Promoters: Younger groups are more likely to share information about causes they care about. However, Boomers, while maybe not promoting as actively, consider it a more impactful way to support a charity. This underscores the importance of making it easy for all demographics to share information about your work.

Beyond the Method: Donor Motivations

The report also delves into what drives these different generations, exploring the types of causes they support and the factors that influence their choices. Health, children's, and animal welfare charities are popular across all groups. However, motivations differ:

• Research is Key: All supporter types prioritise research before donating. A charity's website is the first port of call, highlighting the need for a clear, informative, and user-friendly online presence.
• The Power of Social Proof: Promoters, and advocates, are more likely to conduct social media research, emphasizing the growing importance of a strong social media presence. They're also more likely to gain information from the news, highlighting the value of consistent media coverage.
• Impact, Reputation, and Efficiency: Regardless of their support method, all donors prioritise impact, reputation, and efficiency. They want to see their contributions are going to good use and that their chosen cause is trustworthy.

What This Means for Charities

The Blackbaud report underscores the importance of segmentation. Understanding generational nuances isn't just about demographics; it's about tailoring engagement to connect with supporters most effectively. Some key takeaways include:

• Targeted Outreach: Recognising that Gen Z and Millennials are more inclined to volunteer, charities seeking volunteer support should focus their recruitment on these groups.
• Empower Boomers: Despite not readily identifying as promoters, boomers consider promoting a key way to support a cause. Charities should look for ways to convert their older supporters into more active champions.
• Multi-Channel Approach: Different generations prefer different avenues to give, so charities need to offer options that accommodate everyone, from traditional cash donations to digital payment systems.
• Highlight Impact: All generations want to see the impact of their donations, so be transparent and communicate your achievements clearly.

Looking Ahead

As charities navigate the ever-changing landscape of fundraising, it’s vital to understand the motivations of their supporters. By segmenting their approaches, and tailoring their communications to the needs and preferences of each generation, charities can harness the power of generational giving to truly make a difference.

If you'd like to find out more about which age ranges fall into which category EG: Millennials, Gen Z, Baby Boomers etc. Click HERE to find out more in a short BBC Bitesize article.

To delve deeper into Blackbaud's findings and gain a complete understanding of generational giving, download the full report by clicking HERE