An individual’s age is one of the most common predictors of differences in attitudes and behaviors, which can be some of the most eclectic and most illuminating. There are fundamental differences across generations—and given that donor retention is one of the biggest issues in nonprofit fundraising, understanding what drives generational differences can strengthen our understanding of how and why different generations donate.
Charitable giving has recovered from the recession, and although year-over-year growth shows slowing, overall donations to charitable organizations are still rising. In 2015, donations rose by 1.6 percent with online donations growing by 9.2 percent. While online giving accounts for only 7.1 percent of total contributions, the growth is still remarkable.
Age denotes two important characteristics about an individual: their place in the life cycle and their generational counter-parts. Most donors don’t give because of who you are but rather because of what you do and each generation may be driven by different motivators. But all in all what truly matters is that each generation is giving, either of funds, time or physical goods.
Check out the infographic from Mobile Cause that illustrates charitable giving findings by generation: