How Each Generation Gives: Optimizing Fundraising Across Donor Groups

In today’s philanthropic landscape, understanding how different generations give is more than a marketing tactic — it’s a strategic imperative.

As wealth continues to shift across age groups, nonprofit leaders must tailor their fundraising approaches to resonate with the values, behaviors, and communication preferences of each generation.

In this article, we take a look at the distinct characteristics and giving styles of generations to help with identifying which fundraising strategies might work best. A chart at the end provides a convenient reference for how to design your fundraising methods.

Silent Generation (born 1928–1945): The traditionalists

Due to the Silent Generation growing up during the Great Depression and World War II, their values were shaped mainly around frugality, loyalty, and civic duty. They are often described as disciplined individuals who are respectful of authority and community oriented. These traits influence how they live as well as how they give.

This generation values long-standing relationships and is more likely to give to organizations they’ve supported for years. Acknowledge their years of support with personalized thank-you notes, donor spotlights, or legacy societies. Consider dedicating a staff member or volunteer to maintain regular contact and deepen trust.

They’re less likely to risk experimenting with new or unfamiliar causes. Be sure to emphasize your organization’s history, mission continuity, and long-term results in your campaigns and communications.

As expected, they respond best to traditional communication methods like direct mail, phone calls, and in-person meetings. Avoid relying solely on digital channels to reach them.

Planned giving through bequests or charitable trusts is important to this generation for preserving their legacy, as well as fulfilling their perceived obligation to contribute to the greater good. Provide clear information on wills, trusts, and other legacy giving vehicles as a way to support your organization.

Baby Boomers (born 1946–1964): The bridge builders

Baby Boomers represent one of the most financially influential donor groups. Many are retired or approaching retirement, with accumulated wealth and a strong sense of civic responsibility. They tend to support causes that align with their personal values and life experiences such as health care, veterans’ services, education, and religious organizations. They’re also more likely to support national or regional nonprofits over international ones.

Boomers are cautious and value credibility and accountability. They often research organizations before giving, seeking out official websites and third-party reviews. While more digitally savvy than the older generation, this generation is still responsive to direct mail, phone calls, and email communications and not just social media.²

Many Boomers are considering their legacy and are receptive to planned giving options such as bequests, charitable gift annuities, QCDs, and donor-advised funds. This makes them a prime audience for long-term fundraising strategies that focus on preserving their legacy and family values.

They tend to plan their charitable contributions around tax season and year-end holiday campaigns. Highlight the potential tax benefits of donations through planned giving vehicles and donating non-cash assets in your communication channels including your website.

Generation X (born 1965–1980): The pragmatic givers

Gen Xers are often described as pragmatic, independent, and skeptical, shaped by economic uncertainty and the rise of dual-income households. They tend to be strategic givers, seeking clear evidence of impact before committing their support. They are more likely to support local causes, education, and health-related nonprofits. Like other generations, Gen X donors most frequently support places of worship.

Many are in their peak earning years, balancing careers, children, and aging parents so they value efficiency and convenience in giving. Provide opportunities for recurring donations and employer-matching programs through websites and mobile apps.

Gen Xers are comfortable with technology and often use it to research and donate, despite not being born into the digital age. However, they still appreciate traditional outreach like email and direct mail, especially when personalized. They are less likely than Millennials to give via social media or crowdfunding platforms, but more likely than Boomers to donate online.

They are more likely to give to nonprofits that provide clear metrics, financial transparency, and regular updates. To build their trust, communicate where their money is going, what its impact will be, and how your organization is managed.

Gen Xers are more likely than older generations to volunteer their time in addition to donating. They value hands-on involvement and may be drawn to organizations that offer opportunities for their families to participate together. This could be an opportunity to invite them to volunteer or support fundraising events on a smaller, family-friendly scale.

Millennials (born 1981–1996): The impact-driven donors

Millennials are entering their peak earning years and are beginning to inherit wealth from older generations. Their giving power is increasing rapidly — they are expected to play a major role in the $18 trillion wealth transfer projected to reach charities by 2048.⁶

Millennials are digital natives who integrate technology into every aspect of their lives, including philanthropy. They rely on social media, online reviews, and peer recommendations to evaluate nonprofits. This generation is also more likely to share their giving on social media, amplifying causes through their networks. Using mobile apps and messages to reach them is not seen as intrusive.

They are highly engaged with social causes and often see themselves as agents of social change. They prefer to support issues over institutions, meaning they are more likely to give to causes they care about rather than specific organizations. Since they enjoy being part of a movement, they often respond to peer-to-peer fundraising, giving circles, and matching gift campaigns.

Millennials want to see the tangible impact of their donations. They are more likely to participate in crowdfunding campaigns, donate through charity streaming events, and engage in volunteerism and advocacy alongside financial support. Like Gen Xers, they also value transparency and authenticity, expecting nonprofits to clearly communicate how funds are used and what outcomes are achieved.

Generation Z (born 1997–2012): The emerging philanthropists

Despite being early in their financial lives, Gen Zers are highly supportive and generous with volunteering, advocacy, social sharing, and monetary donations. They are highly motivated by trust in an organization’s mission and want to see clear community impact.

Gen Z prefers giving opportunities that fit seamlessly into their daily routines or allow them to engage spontaneously. This could be in the form of donating at checkout, during events, or via social media. They are drawn to mobile-first platforms, QR codes, and influencer-led campaigns.

This generation values impact and recognition. They want to see impact reporting, which can increase their likelihood of donating. Surprisingly, the majority say they are also motivated to give again by receiving a postal thank you letter.

Among Gen Zers employed at companies with giving and volunteering programs, 89% participate in workplace giving and 92% participate in volunteering opportunities.⁷ Gen Zers appear to have strong alignment between their professional and philanthropic values. Aligning with companies or executives who support giving opportunities, such as matching programs or “volunteer weeks,” can help increase awareness as well as donations.

Quick reference guide

Final thoughts: One mission, many paths

While each generation has its preferences, they all share a desire to make a difference. The key to successful fundraising lies in meeting donors where they are, whether that’s through a handwritten note, a social media campaign, or a personalized email. By aligning your outreach with generational values and behaviors, your nonprofit can build deeper relationships and drive greater impact.

The work your organization does is vital, and it demands a singular focus on achieving long-term, sustainable results. Our seasoned investment team is made up of investment advisors who have spent decades partnering with endowments and foundations and serving on the nonprofit boards in their own communities. Mercer Advisors would be happy to be your partner in helping your nonprofit make an impact in the communities you serve. Let’s talk.

¹ “Charitable Giving Statistics.” National Philanthropic Trust, 2025.
² “Data Reveals 2024 Charitable Giving Neared All-Time High.” NonProfitPro, Mar. 26, 2025.
³ “New Reports Examine Charitable Giving By Age and By Gender.” NonProfitPro, May 10, 2024.
⁴ “Millennial Donors Give Significantly More Than Gen Xers.” The Chronicle of Philanthropy, Apr. 1, 2025.
⁵ “Millennials Had the Biggest Increase in Giving Among the Generations, New Survey Finds.” The Chronicle of Philanthropy, Feb. 1, 2023.
⁶ “Report: Gen Z, Millennials’ Charitable Giving Interests, Approaches.” NonProfitPro, Feb. 4, 2025.
⁷ “New Report Illuminates Gen Z Philanthropic Giving Behavior.” NonProfitPro, May 8, 2024.

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