Giving By Generations

The Giving by Generations study shows that since 2016, Millennial giving has increased by 40%, with faith-based organizations being the second most important use of their charitable giving after places of worship. Donors are increasingly supporting para-Church or para-religious organizations. While Boomers and Gen X are showing a decline in volunteering, Millennials and Gen Z are the most engaged in charitable and online giving, with direct mail still being their preferred means of engagement. Rick Dunham advises nonprofits to optimize their fundraising methods by focusing on mobile optimization, multi-channel communication, and proper engagement of younger generations to ensure healthy growth in the charitable sector.