The Next Generation of American Giving

baby boomers
In a recent study conducted by Blackbaud entitled ” The Next Generation of American Giving: the Charitable Habits of Generations Y, X, Baby Boomers and Matures” new data is provided that could help shed insight on key target audiences for fundraising.  In this report  key metrics are distilled for each of the generations from X to Matures.  Within the report, some interesting insights are shared:

  • Baby Boomers represent 1/3 of all adults who give and contribute 43% of all dollars donated.
  • Most donors don’t plan to expand their giving in the coming year.
  • While much has been made of the “death of direct mail” the following multi-channel insights were found:
  •          The future of telemarketing and text-to-give are cloudy at best
  •          Peer-to-peer fundraising and crowdfunding appear to have promising futures
  • Nearly 1/2 of those who give, engage in causes in ways other than giving donations.

This report reminds gives us some key take-aways:

  1. We should be trying to engage, solicit and steward our Boomer aged donors–they are the most likely to support our organizations.
  2. We should be trying to build greater engagement within our communities across all generations.
  3. The best approach is a multi-channel approach, though the efficacy of telemarketing (long-term) is not clear.

By focusing our efforts on our most-willing and supportive generation and building greater engagement across all generations our organizations have the best chance for success.

The following summary and infographic from the Blackbaud study provide a quick snapshot of their findings:

  1. Study Summary
  2. The Next Generation of American Giving – Infographic
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