How are millennials, gen X, baby boomers, and matures defining “making a difference?” A new Blackbaud study that examines generational giving provides a little insight.
Take a look at the chart below.
Priorities shift from “spreading the word” to “giving donations” as generations get older. While giving money may not be a priority for millennials, most young donors are more likely to demand to see the direct impact of their donation should they donate. This has important messaging – and possibly wider – implications. To the extent that courting younger donors is a priority, charities need to take greater pains to show where their money goes and how it makes a difference. Younger donors are more likely to ask pointed questions about return on investment (ROI) and reject superficial answers. On the other hand, marketing experts who specialize in communicating with Boomers and older audiences argue these generations are more responsive to an emotional appeal, and more concerned about the charity’s overall reputation.
What do you think?