Understanding the Shifting Sands of Generational Giving

Understanding the Shifting Sands of Generational Giving

Would we have predicted that any GenZ donor would want monthly mail or an occasional phone call from a charity they support? Or that mail and email would be so close to each other as channels likely to generate a donation from a Millennial? Yet, not surprisingly, you can expect them to be the most likely generation to be influenced by a charity’s website and to give through that website, being so tied to technology. In addition, with smartphones being so ubiquitous among GenZ and Millennial donors, every charity website had better be designed for mobile. If not, charities stand to lose a vital engagement channel with their donors. VIRTUAL | FEBRUARY 12 | 11am EST
U.S. Millennial and the emerging generation of GenZ donors are indeed surprising in many respects. Their level of involvement in religious services and how they interact with traditional media shows that they are not substantially different from other generations.
Would we have predicted that any GenZ donor would want monthly mail or an occasional phone call from a charity they support? Or that mail and email would be so close to each other as channels likely to generate a donation from a Millennial?
Yet, not surprisingly, you can expect them to be the most likely generation to be influenced by a charity’s website and to give through that website, being so tied to technology. In addition, with smartphones being so ubiquitous among GenZ and Millennial donors, every charity website had better be designed for mobile. If not, charities stand to lose a vital engagement channel with their donors.
Overall, we believe the data points to one important thing: there is reason for optimism for the future of philanthropy as Millennials and GenZ donors mature.

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