Generational Giving: Generation X Fundraising Trends, Preferences, and Patterns

When it comes to fundraising trends, it’s easy to get caught up in the buzz around Gen Z and Millennials. However, there’s a generation of givers that often flies under the radar but holds immense potential for your nonprofit: Generation X.

Born between 1965 and 1980, Gen Xers are between 44 and 59 years old and are currently in their prime earning years. They strongly desire to support their favored causes and have distinct giving preferences that set them apart from other generations. Delve into the findings from the Generational Giving Report to learn more about Gen X and their preferences!

Who are Gen X donors?

As of 2024, Gen Xers are between 44 and 59 years old. Most members of Gen X will donate between $100 and $499 this year. They will likely support human services, pet and animal welfare, environmental and conservation causes, and wildlife missions. Their preferred method of giving is with a credit or debit card, followed by a digital wallet as their second most preferred payment style. It’s important to note that Gen X is the most likely generation to give to a nonprofit through a digital wallet.

Gen Xers are motivated by impact–they want to know their donations are making a tangible difference. Impact stories showcasing the outcomes of their support are essential for building trust and long-term relationships.

How do Gen X donors connect with nonprofits?

To connect with Gen X donors, your organization needs to consider wehre Gen X is learning about nonprofits. Members of Gen X are learning about nonprofits through their personal connections, including their family, friends, peers, and coworkers. They also discover nonprofits to support on Facebook and by meeting or getting to know a member of the nonprofit’s staff. 65% of Gen X is subscribed to a nonprofit’s email list and is most excited to read about program updates and client stories.

The Generational Giving Report also found that Gen X wants a hands-on connection with the causes they’re supporting. 65% of Gen X has volunteered their time at a nonprofit in tandem with financial support–this is the highest of any generation! Gen X is also the generation most likely to participate in a peer-to-peer fundraiser, with 62% being willing to participate, which is also the highest of any generation! 

How do you retain Gen X donors and supporters?

Effective communication is key to engaging your Gen X donors. Members of Gen X want to receive non-fundraising related communications on a monthly basis via email and social media. For reference, a non-fundraising communication includes updates on programs, newsletter updates, and general updates that don’t include an ask for a financial contribution.

The study also found that 24% of Gen X has intentionally stopped donating to a nonprofit. Gen X members reported that they stopped their support because they didn’t trust that the nonprofit was using their donation wisely and because they no longer felt connected to the organization.

Top strategies to engage with Gen X donors and supporters

Ready to tap into the generosity of your Gen X donors? Here are some proven strategies:

1. Peer-to-peer fundraising

Gen Xers are highly likely to participate in and support peer-to-peer fundraising campaigns. This approach raises vital funds for your mission while also strengthening relationships with your supporters, expanding your donor base, and increasing awareness of your cause. Empower your Gen X supporters to become ambassadors for your organization and watch your impact grow!

2. Leadership opportunities

Encourage your Gen Xers to play an active role in your organization by joining your board or committees. Their skills, experience, and passion are invaluable assets. With established careers, they offer a wealth of professional knowledge and extensive networks. Gen Xers will also likely excel as peer-to-peer fundraisers, using their connections to broaden their reach and amplify your impact. Inviting them to contribute their expertise and enthusiasm shows appreciation for their valuable input and fosters a more collaborative and impactful environment.

3. Digital giving

Enhance your online giving experience by providing a range of payment options, including digital wallets. Start by optimizing your donation forms for mobile devices and ensuring the process is swift and intuitive. Incorporating digital wallet choices, like Apple Pay and Google Pay, on all online donation forms is crucial. This approach aligns with Gen X’s preference for convenient and secure payment methods, making the donation process as smooth as possible and boosting the likelihood of completed donations. By simplifying this process, you’ll decrease form abandonment for all generations, especially Gen X, and raise more for your organization! 

Final thoughts

Gen X has proven to be a robust cohort of donors excited to support the missions that are important to them. Staying ahead of the giving trends for every generation is the best way to set your organization up for success! Get your copy of the Generational Giving Report to learn more about ways to engage with Gen X and donors from all generations!

Qgiv can help you engage this generation with a complete suite of fundraising tools. Get a personalized demo of the Qgiv platform to learn how!