As a fundraiser, you’ll know that supporters are the backbone of nonprofit organisations, charities, and causes. So, for you, understanding what drives these individuals is essential. It helps build stronger relationships and raises more money for the causes you care about. 

Recently though, generational change is upending traditional charitable giving patterns – often in ways you may not expect. 

That’s why, now more than ever, fundraisers must look at the current trends, drivers, and preferences of nonprofit support across the generations. Fortunately, Blackbaud recently surveyed over 1,000 individuals in the UK and Ireland – focusing primarily on Generation Z, Millennials, Generation X, and Boomers – and the insights are useful for fundraisers as we enter another year of fundraising.

Below you’ll find six actionable tips (supported by the comprehensive research findings) that will help you tailor your strategies and connect with supporters and prospects from each age group. By doing so, you’ll build stronger relationships with your donors and improve your fundraising this year. 

68 per cent of participants said they research organisations before deciding to support. 

Your organisation’s website and charity review sites are an important destination for supporters across generations, while the younger generations also focus on social media research. 

Supporters want to readily find information about your mission, reputation, impact, and efficiency. Having a robust online presence and clear digital storytelling is essential to ensure supporters and prospects alike find the information they are looking for. This is especially important in today’s digital age, as you can reach your audiences where they naturally go for research. 

Ensure your website is informative and up to date, and your social media profiles are active. Tap into the strengths of each channel to engage with supporters and encourage convenient and spontaneous giving by communicating about your mission and sharing the impact of support.

Younger generations are the future of charitable giving. By connecting with them now, you can start fostering a sense of loyalty and commitment that can turn into long-term recurring giving. 

Both Gen Zers and Millennials are already active supporters, and they have a balanced approach to support; they donate to causes, volunteer their time, promote causes on social media, and participate in advocacy. What’s more, while most participants plan to maintain their current giving levels, Gen Z shows a notable inclination to increase their monetary donations. 

In fact, more Gen Zers aspire to increase their giving in the next 12 months than maintain their current levels of support. These younger generations want to hear personal stories on how their support has made an impact, but they are also interested in facts and figures. As many are active social media users, creating a comprehensive social media marketing plan can be a good place to start building these relationships. 

To deepen their connection to your cause, consider going ‘live’ with more interactive experiences, like behind-the-scenes tours or question and answer sessions with team members. Lastly, ensure that your donation process is seamless and convenient, supporting their preferred payment methods.

Expressing gratitude is important, but the form of appreciation should match generational preferences. 

Insights from the report reveal that thank you emails are favoured by each age group, and individuals like to receive information on the impact of their support. There are, however, big differences between generations: 42 per cent of Boomers and 30 per cent of Gen Xers say they don’t need a thank you for their support, while only seven per cent of Gen Zers say the same. 

Younger generations are also receptive to more visible appreciation, including recognition on social media, email newsletters, annual reports, or other publications, while Gen Xers and Boomers find these less appealing. An informative email is a great way to show appreciation, but you should test if public recognition works with your supporters. Try, for example, a monthly supporter spotlight post on social media or as part of your email newsletter.

Trust is a known issue in the nonprofit sector – and one of the reasons highlighted by those who have not supported any causes in the last 12 months – especially so for Gen Zers and Millennials. This makes trust and transparency a critical factor in charitable giving. Establishing trust across your presence is vital. For many organisations, sharing detailed accounts on how donations are utilised, and the impact support can make on the cause, is a key element of trust building. Consider your supporter demographics and what engenders trust among your supporters. Is it certifications? Quotes from trusted authorities? Transparent and comprehensive impact reports? Open communication is also essential. Make sure to listen to questions your supporters raise. Recurring questions give you a good idea of what kind of content or messaging is missing from your current communications.

Most donors – 72 per cent of Gen Zers, 82 per cent of Millennials, 85 per cent of Gen Xers, and 72 per cent of Boomers – agree that they are more likely to give to an organisation if it’s easy to donate. Yet, different generations have unique preferences when it comes to giving. 

Organisations’ websites are a good opportunity to engage all generations to donate, and fundraising events are important for the three youngest generations. In turn, Boomers find it convenient to support charities through donations at checkouts or purchases where a portion of proceeds goes to the nonprofit. 

Gen Z is the generation most receptive to email appeals, text messages, crowdfunding sites, and phone calls. Tailoring your appeals and offering a variety of donation and payment methods ensures that you can accommodate the preferences of all donors, making it easier for supporters to contribute in a way that is most convenient to them.

One third of Gen Zers, Millennials, and Gen Xers shared that recommendations from family members, friends, or colleagues have triggered them to donate to a charity or good cause in the last 12 months.

Each generation also says that word-of-mouth is an important source of information when researching causes and deciding to become a supporter, and older generations also rely on personal recommendations. 

Tapping into the power of your promoters – those who spread the word about your organisation and mission – can significantly amplify your outreach efforts and build trust. This can be done through referral programmes, social media campaigns, and encouraging satisfied supporters to share their positive experiences.

If you want to download and save these tips so you can share them with your fundraising friends and colleagues, you can do so here. 

And if you are interested in more insights on how different generations prefer to support causes that matter to them, then don’t hesitate to download Blackbaud Institute’s Charitable Support Across Generations in the UK and Ireland report, here.

IMAGES: © All images courtesy of Blackbaud