Whether direct mail or DMs, it’s important to know how to communicate with donors of different generations. The individual giving market is the largest and most flexible segment of philanthropy available to nonprofits, with the Silent Generation (born 1925-1945) and Baby Boomers (1946-1964) making up 70% of giving. That means there are multitudes of ways to tailor your messaging to engage the diverse demographics that support your organization.
Just as you and your parents likely prefer different news sources, donors from distinct generations respond better to tailored outreach. You don’t have to master trendy lingo or etiquette to connect. Simply understanding core motivations allows you to go beyond the philanthropic surface to build deeper relationships and cultivate sustainable support.
Know Your Donors: The Five Generations
While every donor is a unique individual with their own life story, perspective, and insights, categorizing your supporters by generation allows you to organize a focused outreach strategy. It’s good to know some basics about each generation before we get started.
The Silent Generation were born between 1925 and 1945. They’ve seen a lot of change, from indoor plumbing to landing on the moon…and FaceTiming their great grandchildren through a touchscreen, for example. A whopping 88% give to charity, donating an annual average of $1,367 across 6.2 organizations.
The Baby Boomers were born between 1946 and 1964. Maybe they were drafted in the Vietnam War, or perhaps they were coming of age when disco was hitting the airwaves. Either way, they make up 23.6% of the US population, but account for 43% of total US giving.
Generation X came on the scene between 1965 and 1980. They were the first to ask for a walkman for their birthday and can tell you where they were when they heard the Berlin Wall fell, ending the Cold War. The average annual gift equals $732 spread across four charities. They lead in annual volunteer hours served.
Millennials made a splash from 1981 to 1996. They were the last generation to know what it was like to be a kid without easy access to a cell phone. They are known for being vocal about social responsibility, prioritizing causes and companies that align with their values, and their affinity for avocado toast. Eighty-four percent of millennials give to charity and nonprofits. And they most likely make their donations online.
Gen Z stepped into the spotlight from 1997 to 2012. They’re digital natives, known for their grassroots activism, mind-boggling social media consumption, and bringing back ‘90s fashion. They’ve grown up with active shooter drills and are acutely aware of the impacts of climate change (spoiler alert: They want to do something about it.) True to form, 59% of Gen Zs are inspired to donate through a message/image they saw on social media.
No matter who you’re speaking to or when they were born, one thing is certain: They are motivated to see change in the world. All you have to do is speak to that motivation in their generational language.
Crafting Your Messaging and Communication to Resonate With Each Generation
Appealing to donors is part art and part science. It takes understanding your audience and what drives them to engage with your nonprofit. It requires paying attention to the people who are connecting with your organization—their demographics, yes, but also what’s behind their passionate calls for change. And it demands a listening ear to hear and respond to new or different opinions.
That may sound overwhelming. But it doesn’t have to be. Rather than chasing every potential supporter, zero in on those truly aligned with your mission. It’s simply not going to be worth it to try to engage every demographic. To make the most of your resources, focus your outreach on those who authentically share your values. Analyze who believes in your cause enough to devote time, talent, and money.
We’ll break down each generation so you can sharpen your efforts.
The Silent Generation
- Main causes they support: Local places of worship, veterans causes, emergency relief efforts, and local social services.
- Preferred communication methods: Send snail mail or call them up! Some may receive and respond to email, but that’s not a guaranteed method for this age group.
- Tips for tailoring appeals and stewardship: Older generations are more driven by outcomes, and tangible successes and impact. They want to know that the money that they’ve invested has resulted in a change. When you’re communicating with them, focus on what their giving has enabled and how much they make a difference. Mailed thank yous aren’t optional; they’re required.
Baby Boomers
- Main causes they support: Local social services nonprofits, animal organizations, children’s charities, human rights and international affairs, and local places of worship.
- Preferred communication methods: They’ll still pick up the phone and will respond to direct mail, but you can also catch them on email, Facebook, and sometimes through text messaging.
- Tips for tailoring appeals and stewardship: Like their parents, Baby Boomers want to know the tangible change their donation enables. Tell them what you were able to achieve with their gift, and thank them for their donation with a piece of direct mail or email (we’d err on the former). When engaging them for their support, keep in mind that Boomers attend events and generally write checks.
Generation X
- Main causes they support: Local social and human services organizations, animal organizations, children’s charities, and local places of worship.
- Preferred communication methods: Don’t even think about calling them! You’ll go straight to voicemail and won’t hear back. Catch them over email, text, social media, and the occasional direct mail.
- Tips for tailoring appeals and stewardship: This generation does their research before donating to an organization for the first time. Proactively offering financial reports can go a long way in earning trust. Otherwise, be transparent in your communications and encourage them to volunteer — they’re most likely to sign up.
Millennials
- Main causes they support: Children’s charities, health and medical nonprofits, local places of worship, human rights and international affairs groups, gun control organizations, and climate change nonprofits.
- Preferred communication methods: Don’t even think about calling them! You’ll go straight to voicemail and won’t hear back. Catch them over email, text, and social media.
- Tips for tailoring appeals and stewardship: Millennials aren’t just interested in making a donation. They want to engage with an issue and take action. When you contact them, ask them for more than a donation. Ask them for their time, their ideas, and their dialogue. Give them the tools to support the work you’re doing through a fundraiser of their own.
Encourage different ways for them to get involved, and get their friends involved. After they’ve engaged, no need to send direct mail to thank them. An email acknowledging their contribution, whether time, talent, or monetary, will do just fine. It’s less transactional for generations from here on out. To them, values are everything; if they’re supporting you, they’re doing what they believe is the right thing to do, and that’s enough.
Gen Z
- Main causes they support: Diversity, equity, and inclusion groups; gun control organizations; climate change nonprofits.
- Preferred communication methods: Don’t even think about calling them! You’ll go straight to voicemail and won’t hear back. Catch them through social media and text.
- Tips for tailoring appeals and stewardship: Right now, social media is the name of the game. It’s how this generation communicates, connects, informs, and learns. Forty-four percent of TikTok users are from this generation, so yeah, it’s a big deal. This group likes to take matters into their own hands, grassroots style. Do what you can to foster that creativity, and you’ll build relationships and gain fierce advocates for your cause.
Like millennials, they aren’t interested in making donations for transaction’s sake; they’re looking to be involved—to be the change. And they, too, put their values above all else. When you communicate, acknowledge that you’re not the only message they’re hearing in a world rife with challenges, atrocities, and injustices that seem insurmountable. It will go a long way and allow you to avoid taking a stance on everything.
To Connect With Any Generation, Be Ready to Listen
These generational generalities only scratch the surface. You won’t really know what your donors respond to until you talk to them. The simplest way to do that is reach out after they’ve given their first gift. So, express your gratitude and welcome them to your community. Then, ask them what prompted their support. What inspired them to give? What about your mission resonates with them?
It doesn’t matter if they’ve given $5 or $50 — reaching out can answer questions, prompt new ones, and lead you on an insightful journey into the minds of your donors. Each conversation can uncover valuable pathways of connection to other like-minded donors. The more information you gather, the better story you can craft to resonate with others, creating a deep and wide community of motivated game changers.
Your donors may have been born in different decades, but they all care about changing the world — or at least your little corner of it.