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What Motivates Donors of each Generations to give on Giving Tuesday?

What is Giving Tuesday?

Giving Tuesday is a generosity movement done worldwide, it started back in 2012 by New York’s 92nd Street Y in partnership with United Nations Foundation as a day to encourage people to do good. It kicks off the giving season - directly following three major shopping days: Black Friday, Small Business Saturday, and Cyber Monday. It’s done every Tuesdays after Thanksgiving.

This day allows nonprofit organizations to highlight their mission, solicit donations and gain new supporters, as well as using this day as an opportunity to launch end of year giving campaigns – even more using this as an advantage for people looking to make tax deductions, and benefiting from their generosity.

Best Tips for getting Donations from these Generation

Generation Z (1997-2012)

This group is motivated by having a relationship with the staff at the nonprofit they are donating to.

1. Generation Z likes feeling as if they are making a difference in the world, so keep them engaged on a regular basis. This means that the nonprofit organization needs to build personal relationships.

2. Because they tend to be computer savvy, they mainly use computers to research the topics most interested in before deciding to donate. You will find Generation Z seeking this information through social media channels as well as local media outlets. You will have to develop relationships with local news outlets as well as share the donors’ impact on your social media channel, so stay active that your presence is seen by this generation.

3. Generation Z tends to donate quickly and easily once they have decided. It helps to add a donate button or a link to your social media posts. They like to donate through text messages or apps, so consider adding a text fundraising keyword they can use.

Reasons for not continuing to give:

a. When they are no longer able to afford to give, since many are still attending School.

b. Not receiving updates on gifted money, as well as being asked for continual support.

Millennials ( 1981-1996)

This generation is also like the Generation Z, in that they also like to have good relationship with the staff members at the nonprofit they support. They are more interested in making an impact on the world and prefer making connections with the staff than the organization.

1. They will research a nonprofit organization before gifting, so giving them the information they need is very important. Social media and the local media are the best way to share stories on how donors’ money is making a real impact.

2. Make it easy for them to give through text messages, apps or online. Include links to your donation forms on your social media channels and make it easy by putting donate button on your website. Have a text-to-donate keyword ready to share in your commercials and news stories.

3. Because they are a demographic group who more likely will give a few extra dollars more to offset the processing fees, try adding the option for your donors to give a little extra to make sure more their intended gift amount goes to the community cause in which they support.

Reasons why they may not continue to give:

a. If they have lost connections to the mission and is feeling as if their donations is not making a difference. To do this the nonprofit organization needs to have updates on the impact and their money, plus reinforce with them the feeling that first inspired them to give.

b. Giving a personal call is highly appreciated by this group seeing that they enjoy personal relationships with the staff members. Furthermore, try using a person’s name instead of the organization’s which helps to make it more personal.

Generation X (1965-1980)

Usually, this group will give to nonprofits that focus mostly on research, public policy, internal affairs, and communication development.

1. Because they do extensive research, nonprofits need to provide testimonials - this generation likes to know if money is being used wisely and keeping up with updates.

2. Generation X prefers to give online, so set up online donation forms, make sure you enable the ability to give via echecking than using a debit /credit card.

3. The greatest incentive is Gift Tax Deductible status for this group, so mentioning this is important.

Reason why they may stop:

a. Having a bad experience and not receiving their receipts through email right after donating. Build good donor experiences and set up automated receipts that include the donor’s transaction information, note on how their gift will make a difference along with a heartwarming image.

Baby Boomers (1946-1964)

Being the largest group to make donations, this generation tends to prefer well established and respected nonprofit organization. They want their gift to be spent wisely and used to make a real difference.

1. Baby Boomers are more likely to check the nonprofit financial records, media coverage and testimonials. Best practice is to have your financials easily accessible and include testimonials from donors and volunteers in your marketing materials. Using third parties such as Navigator and GuideStar will help with credibility by using their trust indicators, such as seals and client testimonials. Make sure to have full page remits slips and self-addressed stamped envelopes to mail back their donations.

2. This group also prefers sending paper check through mail, so send direct mail appeals to your active donors. In your appeals make sure you highlight how their gift is being used.

3. Sending receipts by emails are best, and usually it’s preferred within a week after donation. Have an automated receipt set up for online donations and a process that sends these receipts to donor who gave by physical check.

Baby Boomers tend like updates periodically – communicating through surveys will help find out when, how and what works best for them.

Reason why they may stop donating:

a. They may feel their money is not being used wisely - refer their past gifts and what it was able to accomplish before requesting more donations.

In summary, it seems that each generation just needs to know their donation is being used wisely and they are updated with what is going on in the nonprofit organization they are supporting.


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