In these tumultuous times, where economic challenges and global uncertainties abound, fostering deeper connections with supporters has never been more critical for nonprofits. By understanding the unique motivations and preferences of different generations, organizations can bridge the gap and nurture involvement with empathy and gratitude.
Generations and Giving: Key Insights
A report published in November 2024 by the Blackbaud Institute, titled Charitable Support Across Generations in Canada, sheds light on how Canadians from Gen Z to Boomers engage with charitable causes. While each generation brings its distinct approach, one unifying factor stands out: the desire to make an impact. Here’s how different generations are shaping Canada’s nonprofit landscape:
- Gen Z (1997-2010): Known for their optimism and hands-on approach, 71% of Gen Z participants reported donating to charities, with 53% volunteering their time. They prefer supporting causes like children’s welfare and environmental conservation. As digital natives, they rely heavily on social media for research and want personalized, tech-driven ways to engage.
- Millennials (1981-1996): With 74% identifying as donors, Millennials also value volunteering and advocating for causes. They’re drawn to social justice and youth development initiatives. Transparency and trust are paramount for this group, who prefer detailed information about how their contributions are used.
- Gen X (1965-1980): Often juggling family and work, Gen Xers focus on donations but also emphasize advocacy. Healthcare and social services top their list of supported causes. Efficiency and impact are critical considerations for this pragmatic group.
- Boomers (1946-1964): With the highest percentage of consistent donors, Boomers favor healthcare charities and emphasize long-term, reliable support. They’re less influenced by digital channels, preferring traditional methods like direct mail and in-person connections.
Bridging Generational Gaps
The Blackbaud Institute’s study underscores the importance of empathy in understanding and addressing the challenges supporters face. For instance, many non-supporters cite economic hardships or a lack of trust in nonprofits as barriers. By fostering transparency and showing tangible outcomes, organizations can rebuild confidence and inspire action.
“Hope is the most common emotion across generations when engaging with charities,” the report notes. Younger generations, like Gen Z, also experience heightened feelings of happiness and empowerment, while Boomers report a sense of duty.
The Path Forward
Nonprofits must meet supporters where they are. Tailoring strategies to generational preferences can make a significant difference. For example:
- Use storytelling and detailed data to appeal to younger generations.
- Offer simple, accessible donation methods like digital wallets for tech-savvy donors.
- Emphasize trust-building initiatives and efficiency for older generations.
- Provide recognition through emails, newsletters, or social media to keep younger supporters engaged.
By aligning with these insights, Canada’s nonprofit sector can not only navigate challenging times but also create meaningful, lasting connections with supporters across all age groups.
