This report by Convio, Edge Research and Sea Change Strategies explores how four generations of American donors give. The generations are
- Mature: Born before 1945
- Boomers: Born between 1946 and 1964
- Gen X: 1965 – 1980
- Gen Y: 1981 – 1991.
Let me highlight a few key findings.
- Older people give more than younger people, because they give to more organizations. Per cause, they don’t give more than younger generations.
- The main reason, by far, that people give, is because a friend asked them. This is true among all generations.
- Word of Mouth is Critical.
- Direct mail is the second most important form of solicitation. Email is following very closely among the younger generations.
- Multi-channel asks are important. You can no longer rely on any one method to ask for money.
- In most cases, donors of all generations first engage with an organization because of mainstream media. Gen Y is relying more on the internet for news and this will therefore change in the future. We think.
- The quality of your message is the most important element.
In short, be prepared to tell your story and equip others to tell your story for you.
If your supporters cannot tell your story, there is no word of mouth and you will fail.
Start here!
Leave a comment