Charitable Support Habits of Gen Z, Millennials, Gen X, and Boomers

This blog was contributed by Blackbaud as part of an ongoing partnership with ONN.

Understanding how different generations engage with and support charitable causes is crucial for effective fundraising and sustained impact. The Blackbaud Institute surveyed over 1,000 individuals, researching the charitable behaviours of Canadian generations. This article focuses on the distinct habits and preferences across generations, providing valuable insights for nonprofits looking to better connect with their supporters.

Current levels of support are high

Most participants reported that they have supported charitable causes in some way in the last 12 months. Donations—whether money (38%) or goods and services (37%)—have been the most prevalent supporting method in the last 12 months for all age groups. Volunteering is also a prominent way of support, with the youngest generation being the most active (26%), followed by Millennials (21%) and Gen Xers (21%), and Baby Boomers (18%). Just 13% of participants say they have not supported nonprofits in the last 12 months, reporting a range of challenges preventing them from supporting causes. Not having enough disposable income is the main barrier—77% of non-supporters say this describes them.

Research is an important part of becoming a supporter

75% of participants said they research organizations before deciding to support. This is especially important for Gen Z (85%) but declines with age: 78% of Millennials, 71% of Gen X, and 60% of Boomers say the same.

While the younger generations heavily rely on social media to research causes, Boomers prefer traditional news channels. Regardless of age, organizational websites remain an important destination for supporters seeking information, and reputation, impact, and efficiency are key focus points. Efficiency, in particular, is a notable focal point for Boomers. At 61%, Boomers are also more interested in finding out about operating costs when compared to the other generations.

Supporting preferences and engagement differ per generation

Organizations’ websites and fundraising events are a good opportunity to engage all generations to donate. Donations through organizations’ websites play an especially important role for Gen Z and Gen X. Boomers and Gen Xers also like to donate at checkouts, and Boomers also find purchasing products or services where a portion of proceeds go to a charitable cause a good way to support causes. Surprisingly, Gen Z is the generation most receptive to email appeals, postal mailings, and phone calls.

The youngest generation tends to be spontaneous supporters and give to causes based on appeals and promotional messaging. This kind of spontaneous giving declines with age: while 47% of Gen Z engage spontaneously, only 27% of Gen X and 13% of Boomers say the same.

Nonprofits should seek to make it easy to find information and support the cause by ensuring the organization’s website is informative and the donation process is convenient. Enabling a variety of donation methods can also cater to different preferences and encourage spontaneous support. Similarly, tailoring donation appeals is essential to reach audiences where they are most receptive to asks.

‘Thank You’ email is the favoured type of recognition

All generations favour a ‘thank you’ email as appreciation after supporting causes. Participants also like to receive information on the impact of their support.

There are, however, big differences between generations: 38% of Boomers and 24% of Gen Xers say they don’t need a thank you for their support while only 12% of Gen Zers say the same. Younger generations are also receptive to more visible recognition, including recognition on social media, email newsletters, annual reports, or other publications.

As such, nonprofits should express gratitude through informative emails, but taking these differences into consideration can help nonprofits strengthen their relationships with supporters.

Younger generations aspire to increase support

Most participants plan to maintain their current giving levels. Gen Z, however, shows a notable inclination to increase their donations, with more Gen Zers aspiring to increase their charitable support than maintain their current levels of support.

In contrast, Boomers are the generation most likely to decrease their recent giving amounts—giving
essential insights for nonprofits seeking to attract new supporters or increase gift amounts.

Looking for more insights on how to engage each age group? Download our research
report, Charitable Support Across Generations in Canada, for free.