How Five Generations Tend to Give Today

With all the talk about the different generations alive today, I felt it may help to get acquainted with how each demographic approaches donations and philanthropy today. The goal of this summary is not to stereotype, but to understand the habits of each of the adult populations.

The Giving Habits of Five Generations That Actively Donate

The Builders

The builder generation, born between 1929 and 1945 are senior citizens. They’re not the oldest generation alive today, but they are the oldest still giving on a regular basis to non-profits and causes they believe in. They’re called Builders since they built so much from so little. They are frugal, resourceful, grateful, and conservative.

They tend to give to programs.

They give out of loyalty to a program they became familiar with years ago and continue to give out of positive history. They esteem the values of yesteryear and seek to sustain or restore them. They are not the largest giving demographic, but they are consistent and committed. To reach them, introduce a program your organization created that meets a real need in society. Even the word “program” is still familiar to builders, and programs feel like a process that will do good. (They often still call television shows: “programs.”) They generally demonstrate longer term commitment to traditional institutions and people they have come to trust.

Baby Boomers

The baby boomer generation was born between 1946 and 1964. Their generational cohort was born between the end of World War II and the public introduction of the birth control pill. They are retiring on average at 10,000 members per day, as they pass age 65. They grew up in a time of expansion, growth and improvement and Boomers value these greatly.

They tend to give to productivity.

Their donor decisions are often made almost purely out of what gets results; what produces and helps you reach your mission. They value getting the job done, so it matters less how you do it and more about what gets accomplished in the end. While there are exceptions to this rule, it is a rule for this generation. When I want to pitch a project or an initiative to an audience of baby boomers, I immediately share the numbers: what does the data show? Stories are helpful for any potential giver, but I never share a story with a statistic to a Boomer. They have become known for “throwing money” at problems, which can be good news and bad news. If a problem requires more than money, you may want to include younger donors.

Generation X

Generation X are called Xers because, as a demographic, they didn’t want to be called anything, so millions requested they be called the X generation. The first title they were given, however, was “baby buster,” because fertility rates dropped measurably after the contraceptive became normalized and the Roe vs. Wade abortion ruling was passed. Post-modern thought prevailed.

They tend to give to people.

Because this generation was the first to voice “keep it real,” as young adults, they tend to give not so much to programs or numbers but to people they’ve come to know, believe in and trust, whether it’s the head of a non-profit, a donor officer or a cross-cultural missionary. If there’s any loyalty among Gen X, it is to people more than organizations. If they have any allegiance, it’s less to a brand and more to an authentic connection or relationship that’s deepened over time. I work to cultivate genuine relationships before I share any data with this cohort. Personal details, family background and behind-the-scenes facts are all inviting to typical Gen X donors.

Millennials

This cohort is now the largest population in U.S. history. They’re called Millennials since they’ll spend their entire adult lives in the new millennium, beginning with the 21st century. They now represent approximately 80 million young professionals, the largest population in the workforce as well. The oldest have hit midlife and the youngest are still young professionals. I still hear employers or donor development officers tell me they can’t understand these young adults. My response is always: we must get to know them—they will soon take over.

They tend to give to their passion.

When I encounter Millennials and want to determine whether they might be a contributor to our organization, I always ask questions first to identify their passions. Often, they have several. If one of them overlaps with our mission, I camp out on that overlap and see if it strikes a cord (chord). Millennials were raised by a generation of parents who taught them to “find your passion” and pursue it. Locating a passion was associated with finding their happiness. Millions of Millennials still show signs of being self-centered, but passions exist, nonetheless.

Generation Z

This cohort represents the new kids on the block. They range from middle school all the way to young professionals. The oldest are in their twenties. They’ve been raised in the 21st century and have been exposed to needs and tragedies earlier than previous generations. They’re a bit smaller than the Millennial population and have been mobilized more as activists: gun control, climate change and equality for minorities all rank high on their list of values.

They tend to give to projects.

They lean toward projects that enable equity and justice. “Project” connotes short term, with a beginning and end. When they see a non-profit serving a cause that serves the marginalized or that helps those who’ve endured injustice, they want to participate. But it may be a temporary commitment. Attention spans for adolescents were 12 seconds long in 2,000. Today they’re 8 seconds. Some are activists; some are “slacktivists” who believe they’re contributing to a cause by merely posting a black square on Instagram. Gen. Z was raised on a smartphone, not just a cell phone, and they’re comfortable making transactions, purchases, and donations on a device. For many, they are still giving their parents money away, via mom’s credit card. Since they still don’t have the income of older generations, they may volunteer time before they give money.

Let’s harness the strengths of each generation as we enlist donors and volunteers.