The Giving Gap

As in most things, there is a difference in how each generation gives to charitable institutions and therefore a difference in how philanthropic organizations should approach potential donors.

Baby Boomers give to organizations they feel they have a personal connection to. As with their careers, they are more likely to be loyal to one charity or cause over the course of their lives.

Gen X and Gen Y give to non-profits based on causes they are passionate about.  They tend to give more to topical causes, such as war, politics and natural disasters.

While older generation tend to send in checks, and respond to solicitations by the mail, younger generations appreciate convenient and quick methods, such as the Haiti Text to Donate initiative.  Interestingly, all generations have a high incidence of donating a few dollars at the checkout at the grocery store.

When marketing causes to younger people, I believe it is important to focus on results and the track record of the charity.  Results are also important to Baby Boomers, but they also seek causes that they can identify with.  Both generations are likely to respond to calls by friends and family, either in person or online. Facilitating the sharing of information by creating easy to use apps and content will help current supporters take your message to their networks.

Are you a charitable or philanthropic organization looking to increase the effectiveness of your campaigns? I’d love to hear about your experience in messaging to the different generations.