Thursday, August 21, 2014

Increase your donations by understanding generational differences.

Four Main Groups 

There are four different generations and each has a different way they can help with your cause and each generation has different giving patterns. If you can learn these patterns and put them into practice for your marketing you may be able to increase your giving.

Generation Y ages 18-32: 

11% of Giving

This is the generation that uses social media and would work great for crowdfunding. This group will be more motivated by projects versus a general fund. For example, if your organization builds wells in Africa, feeds local children, buys clothes for orphans, then instead of having one general fund where people can donate have different projects associated with each way your organization is making a difference in the world. This gives a sense of intimacy between the donor and the cause. It’s like they are almost buying a can of beans right off the shelf and then handing them to a person in need. There is more donor satisfaction this way. This generation wants to see where their donation is going and exactly how they are helping make the world a better place. 

Generation X ages 33-48: 

20% Giving

This generation is busy with raising families and furthering careers. They need a simple convenient fast method that they can donate through and then get back to what they need to do. Things such as online giving that is simple and right on your organizations website will work.  Also, connect with a corporate business and have them market you as their charity to their workers and have easy ways for donations. Email marketing with a link to your donation form would also be a quick and easy way for donors to donate. Since this generation is all about time the quicker they can donate the better.

Baby Boomers: 49-67: 

43% of Giving

This is the largest group of all the generations and this may be your focus point. This generation wants to know that the company is reputable. Maybe have some facts of what your organization has done over the years or what credentials it has. Don't let their age fool you they are just as willing to donate on their mobile phone as they are to donate to you through the mail.

Matures 68 and up: 

26% of Giving

This generation is willing to give with the new technology avenues but are very responsive to a phone call or mailing.

Cited sources:


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