A growing generational divide in giving has been underway for decades, but some charitable organizations still struggle to address this phenomenon. Bridging the generational divide in fundraising is crucial for sustaining support and adapting to changing donor demographics.
Here are some strategies to effectively engage both older and younger generations in fundraising efforts:
Understand generational preferences: Recognize that different generations have distinct preferences in how they engage with nonprofits. Baby Boomers, for instance, often prefer direct mail and phone calls, valuing personal connections and tangible impacts. Millennials and Gen Z, on the other hand, gravitate towards digital platforms, social media, and crowdfunding campaigns where transparency and immediate impact are highlighted. Invest in technology to reach younger donors effectively. Develop a mobile-friendly website, leverage social media platforms and explore digital fundraising tools.
Segmentation and personalization: Tailor your fundraising to the donor, if you know their preferred mode of communication. Use data analytics to segment your donor base and personalize communication. Send personalized messages that resonate with the values and communication styles of each generation.
Storytelling and impact: Messaging that reaches the audience is at the heart of fundraising success. Craft compelling narratives that emphasize the impact of donations across different channels. Use storytelling to convey the real-world outcomes of your nonprofit’s work, appealing to the emotions and values of both older and younger donors.
Engage across multiple channels: Create a seamless donor experience by integrating offline and online channels. For example, promote events through social media and follow up with personalized thank you notes or updates via traditional mail. Encourage intergenerational collaboration through fundraising events or campaigns that appeal to both older and younger supporters. Foster opportunities for mentorship and knowledge-sharing between generations within your nonprofit community.
Long-term relationship building: Focus on fostering long-term relationships rather than one-time donations. Engage donors of all ages in ongoing conversations about your nonprofit’s mission and achievements. Educating and communicating impact can build relationships of trust. Provide transparency about how donations are used and the outcomes achieved. Younger donors value transparency and want to see concrete evidence of impact.
By understanding and respecting the preferences of different generations, your organization can effectively bridge the generational divide in fundraising, ensuring sustainable support and broader community engagement, building your mission for generations to come.
Are you interested in learning more about the Steier Group approach to fundraising across generational divides? Please contact us to begin a conversation on how we can serve your organization.
