Four Surprising Findings from Qgiv’s Generational Giving Report

Qgiv’s Generational Giving Report is here to help you better understand how different generations discover, give, and stay connected to the causes they care about. Giving preferences have changed in the last few years since the COVID-19 pandemic, and fundraisers are facing challenges, like overall donor numbers being down and donor retention rates also being at a low.

But don’t worry! One way to combat the dip in fundraising revenue is to know how different generations prefer to engage with the nonprofits they support. Whether it’s through increased email communications or exciting volunteer events, meeting your donors’ preferences and connecting with them is more crucial than ever.

The Generational Giving Report has some unexpected findings, such as Gen Z preferences and universal areas of improvement for fundraisers. Let’s dive into four exciting findings, but remember, there’s much more to discover in the full report!

1. Gen Z supporters are excited to amplify their impact

Curious about Gen Z? The Generational Giving Report polled members of Gen Z between 18 and 27 years old, and the findings were exciting! Especially the ways Gen Z is looking to amplify the impact they have on the organizations they care about.

Gen Z is the generation most excited to attend in-person fundraising events and they are very interested in volunteering their time. In fact, 51% of Gen Z donors also volunteer! The best way to connect with Gen Z volunteers? Social media. Also, ensure your volunteer opportunities offer a variety of time commitments to appeal to this generation.

While Gen X and Baby Boomers are often seen as the ideal event attendees, don’t forget about Gen Z! Gen Z is also eager to gather and support the causes they care about! Start by including them in your event invite list and offer ways to participate that don’t require a pricey gala ticket.

2. Word-of-mouth referrals are powerful across every generation

When asked how they discover nonprofits, donors across all generations turn to their network of family, friends, and coworkers. This means encouraging your staff and supporters to become advocates for your cause is a powerful strategy.

Fundraisers can capitalize on word-of-mouth momentum by creating advocacy content, hosting peer-to-peer events and campaigns, and more! Creating advocacy content can be a great way to encourage supporters (and employees) to become brand ambassadors. Social media posts from them can spread the word about your organization’s work like wildfire!

3. Donors have low expectations for personal thank-yous

Surprisingly, donors of all generations don’t expect a personalized thank-you note after making a donation. This is a huge opportunity for you! The Sustainable Giving Report found that over 80% of donors are more likely to give again after receiving some form of personalized acknowledgment.

Go beyond a formal tax acknowledgement. Show your gratitude with a personal note, video message, or thank-you call. These extra efforts show donors how much you appreciate their support.

4. Only 20% of donors have had their gift matched by their employer

Across all generations, only 20% of respondents have had their donations matched by their employer. Double the Donation reports that 65% of Fortune 500 companies provide a matching gift program as a benefit to their employers! Yet, between $4 and $7 trillion of matching gift funds go unclaimed each year.

Make your supporters aware of employer matching gifts and their impact. Simple ways to do this include adding a search bar from Double the Donation on your donation page. This is a quick and easy way for supporters to determine if their gift is eligible to be matched during the checkout process. Including a QR-code on direct mail appeals that go directly to a landing page answering frequently asked questions on matching gifts is also a great place to start! 

Want to learn more?

The Generational Giving Report is packed with insights you can use to amplify your fundraising efforts. Finding ways to connect with members of Gen Z can have a long-term impact at an organization, and using the findings from the Omni-Generational section of the report is a great guide to best connect with the most constituents.

Download the complete Generational Giving Report! It includes a breakdown of the entire survey, plus profiles and summaries for each generation. It also includes an Omni-Generational section that details the 8 universal findings for donors of every generation.