Most nonprofit fundraisers target donors based on gift size – about 80 percent, according to our recent Donor Engagement Study. Only 34 percent, however, have ever targeted based on age/birth year. Yet, we see in this study – and plenty of others – that there are big differences in preferences by generation.
Just take a look at the generation channel preferences breakdown from our study:
The key takeaway, here? If you’re not targeting appeals or communications generationally, you could be missing out on HUGE opportunities.
We really shouldn’t be having a conversation about engagement these days without discussing the different generations – Millennials, Gen Xers, Boomers, and Matures – because there are some significant aged-based hits and misses.
When you look at the table above from our Donor Engagement Study, you’ll see that the Millennial Generation, for example, is the only one where volunteering gets a higher engagement score than giving.
It makes sense if you think about it. Millennials are launching their careers, and typically don’t have as much disposable income, compared to older generations.
Our study also unveils that every single generation feels more connected to the NPOs they support through personal stories. And Matures are the only generation that feels tied to a nonprofit’s mission through updates and accomplishments.
While I tend to geek out over insights like this, you might be thinking, “Okay, great, Rich. But what do I do with these little morsels of wisdom. I’ve got the answer!
Join me and Abila’s Director of Product Management, Jamy Squillance, next Tuesday for the “What’s Next” webinar. We’ll turn these study findings – and more – into tactical recommendations to engage your donors and boost your fundraising results.
See you online!