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.https://www.continuetogive.com/
Cited sources: blackbaud.com/nonprofit-resources/generational-giving-report
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