Giving USA – Giving by Generation Report

The Giving USA Giving by Generation Report is a comprehensive study that examines the charitable giving behaviour of different generations in the United States. The report provides valuable insights into the factors that motivate people to give, the causes they support, and the ways in which they prefer to donate their time and money.

Five Key Highlights of the Giving USA Giving by Generation Report

1. Baby Boomers are the largest donors

According to the report, Baby Boomers (born between 1946 and 1964) are the largest donors, accounting for 43% of all charitable giving in the United States. This generation is also more likely to give to a wide range of causes. That range includes religious organisations, health charities, and education-related causes. Baby Boomers also tend to donate larger amounts of money, making them a crucial source of funding for nonprofit organizations.

2. Millennials prefer to give online

Millennials (born between 1981 and 1996) are the largest living generation, and they have a different approach to charitable giving than their predecessors. The report shows that Millennials prefer to give online, with 84% of them using the internet to make donations. This generation is also more likely to donate to social and environmental causes, such as climate change, animal welfare, and human rights.

3. Gen Xers prioritize local causes

Generation X (born between 1965 and 1980) is sandwiched between Baby Boomers and Millennials, and their giving behaviour reflects a mix of both generations. The report shows that Gen Xers prioritise local causes, with 58% of them supporting nonprofits in their own community. This generation is also more likely to give to social and human services, such as food banks and homeless shelters.

4. Women give more than men

The Giving by Generation Report also reveals that women are more likely to give to charity than men. Some 63% of female respondents reported that they had donated to a nonprofit organisation in the past year, compared to 56% of male respondents. Women are also more likely to volunteer their time, with 30% of female respondents reporting that they had volunteered in the past year, compared to 23% of male respondents.

5. Education is a key factor in giving

Finally, the Giving by Generation Report shows that education is a key factor in charitable giving behaviour. The report found college graduates are more likely to donate to charity. Some 72% of college-educated respondents reported they had donated to a nonprofit organisation in the past year. This is compared to 52% of respondents with a high school education or less. College-educated respondents were also more likely to donate larger amounts of money and volunteer their time.

The latest report suggests nonprofits continue to focus their sights on baby boomers. However, as the greatest wealth transfer in history is underway, nonprofits will need to adjust their thinking. They will also need to futureproof their donor databases and find ways to connect with younger generations. After all, the wealth transfer has been estimated at $30 trillion.

According to a summary article by NonProfitPro, donors have become more receptive to giving by text message or SMS; places of worship remain on top even as donations shift to other types of charity; and, online giving has become more popular across all generations.

Nonprofit organisations worldwide can use these insights to better understand their donors and tailor fundraising strategies to maximise their impact.