Humanity has undergone drastic changes throughout its existence, influenced by various external factors such as economic conditions, social and cultural shifts, government policies, humanitarian crises, climate change, technological innovations, and social media.
These changes can be observed when comparing the behaviors of people of different ages. Each generation exhibits very particular shaped by their context, which influences how they act, including when it comes to donating!
Knowing your audience is essential to crafting an effective fundraising strategy. Regarding donations or any other human behavior, it is crucial to consider audiences of different age groups and their respective perspectives.
In this article, we highlight the main characteristics and how different generations donate in 2024.
Who’s Who
- Baby Boomers (born between 1946 and 1964)
For this generation, the keyword is tradition. Despite the numerous technological innovations developed over the past decades, Baby Boomers are attached to their comfort zones and, consequently, to habits considered somewhat “outdated.”
They may be resistant to digital solutions, prioritize in-person work, and spend decades dedicated to the same company. It is no surprise that their favorite donation option is fundraising events. After all, what could be more traditional?
Corporate loyalty also reflects in their donation habits. Baby Boomers are faithful to the nonprofits they engage with, often passing on their donation habits to their heirs, introducing them to their favorite organizations.
- Generation X (born between 1965 and 1980)
Generation X is slightly more flexible than the previous one, valuing the traditional but also appreciating the practicality of novelties. They enjoy fundraising events and physical thank-you letters but feel comfortable with online donations.
They value financial transparency and third-party evaluations, frequently opting for volunteer work and recurring donations to the nonprofits they support. Regarding causes, Gen Xers are more likely to support those that impact their communities, such as local social services, religious institutions, and animal rescue organizations.
- Millennials/Generation Y (born between 1981 and 1996)
Those who grew up close to the advent of the internet have an evident characteristic: they do everything online! If grocery shopping, pharmacy orders, clothing purchases, food deliveries, bill payments, and bank transfers are done virtually, why would donating be any different?
Millennials love to experiment, and this behavior also influences their donation habits. They are always discovering and recommending new online donation platforms and social networks on the subject.
As pioneers of eco-anxiety – a heightened concern for environmental issues – they are often driven to support environmental causes and seek sustainable practices.
When engaged, they look for causes that align with their personal values and organizations that are transparently accountable. They research these organizations and donate to them through various devices, but that’s just their way!
- Generation Z (born between 1997 and 2012)
Have you ever thought about the fact that those born in 2000 are now 24 years old? Indeed!
Gen Z is the first generation that does everything through their phones and computers. Practically digitally literate from birth! Fluent in technology and social media, they use these platforms not only for entertainment but also for learning and sharing information about what they believe in.
Adept at donation apps and practices like crowdfunding and micro-donations, they tend to support causes related to the environment, mental health, diversity, and inclusion.
How to Win Their Hearts (and Donations)
- Baby Boomers
Although Boomers appreciate a good in-person event, you might not want or have the budget for something so extravagant. Therefore, it is interesting to explore another characteristic of this generation: loyalty!
Consider alternatives that offer regular updates on the impact of donations and the possibility of recurring donations to the same nonprofit, with options to schedule them.
- Generation X
Platforms that show user progression are perfect for Gen Xers. This way, they can track their digital engagement and maintain the consistency they value so much.
Having more than one cause option is also a great way to keep them engaged since those born between 1965 and 1980 tend to support only organizations they truly identify with.
- Millennials
The word is TRANSPARENCY; Millennials need receipts! Opt for tools that provide donation reports and make sure to share the stories of the people receiving the donations.
Social media is also very important for them! Seasonal campaigns and authentic content are always very welcome.
- Generation Z
Gen Z needs movement! Prioritize gamified platforms that socially impact while entertaining.
For them, it’s always about purpose, ideally paired with practicality. After all, doing good doesn’t need to be so bureaucratic.
The Best of All Worlds
In general, it is easy to identify the common factors among how different generations donate: it’s all about credibility!
Finding a platform that provides enough information to be considered reliable and transparent is the first step to making an assertive and multigenerational choice. In the end, regardless of their ages and preferences, everyone seeks the same thing: to do good safely.
That is why we consider security and transparency in every aspect of building Ribon, without neglecting a smooth and enjoyable user experience.
Our CSR program caters to all generations and delivers what they seek in a philanthropy-focused tool.
We invite you to try our app and understand better what we are talking about. If you like it, get in touch, and we will create the best strategy to engage your audience – regardless of which generation they belong to.
