Share this article
We’re on the verge of the largest transfer of wealth in North American history — nearly $84 trillion is estimated to transfer from the Baby Boomer generation to their children and younger counterparts over the next 30 years. What are you doing to engage the next generation of donors? Don’t worry—this is an open-book test! We surveyed 1,000 donors to help you answer that question and compiled the findings in the new Generational Giving Report.
The first edition of this report was created in 2020 by Qgiv, just before the onset of the COVID-19 pandemic. So much has changed since then, including the generational makeup of North American donors! Bloomerang and Qgiv are excited to release the second version of this report in collaboration. Bloomerang acquired Qgiv in January 2024, and together, we aim to create a holistic solution for fundraising and relationship management needs with deep insights to help nonprofits thrive.
“Given the latest Fundraising Effectiveness Project (FEP) data, it’s crucial for nonprofits to understand and engage with their donor base to overcome declines in giving,” said Dennis Fois, CEO of Bloomerang. “By tailoring their approaches to align with generational preferences, organizations can optimize the giving experience and build stronger relationships with their supporters. This not only helps save time and resources, but also maximizes the outcomes of their efforts, ensuring they connect with donors in ways that resonate and encourage increased support.”
The information and action items presented in this report will help nonprofits engage donors of all generations so they can raise more and better steward their donors.
Key findings
Some of the fundraising report’s findings include:
- Donors of all ages rely on online platforms to learn more about an organization before donating. Prior to making a gift, 85% of donors will research a nonprofit by visiting their website and 70% will visit their social media profiles.
- Digital wallet preference has surpassed more traditional giving methods. Digital wallets are the third most popular way for donors to give to nonprofits after giving via debit or credit card and cash, surpassing checks.
- When asked why they stopped donating, 44% of donors said they no longer trusted their donations were being used wisely, followed by 39% who said they no longer felt connected to the nonprofit they’d previously supported.
- Generation Z is the most enthusiastic about attending fundraising events. Despite favoring online methods of communication and giving, Gen Z prefers attending in-person fundraising events more than any other generation.
- Donors have low stewardship expectations. 60% of donors do not expect to be thanked for making a donation, indicating a significant opportunity for fundraising professionals to steward their donors.
- Gen X and Gen Z are the generations most willing to participate in peer-to-peer fundraising for organizations they support. 62% of Gen X and 56% of Gen Z will fundraise for causes they care about, while members of the Baby Boomer generation are the least likely to fundraise on behalf of an organization.
Read the full press release for the Generational Giving Report here.
Get your copy of the report
To learn how your organization can better cater to the unique preferences of each generation of donors, download the Generational Giving Report below!
