Learn about giving trends and what makes Generation X different than Baby Boomers and Millennials when it comes to generosity. Presented in the Chief Development Officer Forum by Brent Hafele at the Christian Leadership Alliance #Outcomes18 conference.

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Generation X
And Generosity
By Brent A. Hafele, M.A.

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Generation What? Generation X
• “America’s Neglected ‘Middle Child’” ~ Pew Trust
• "Over 30 years after their birthday, they didn't have a name. I
think that's germane.” ~ Neil Howe
• 13th American Generation
• Birth year begins 1961-65 (after birth control pill)
• Birth year ends 1980-82 (before internet took over the world)

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X: Not to be ignored
• 10% of Xers “Upscale”
(Defined as income of $250,000 or Net Assets of $1M)
• $24 Trillion Wealth Transfer in Next 15 Years (after Tax & Phil)
• Xers will get the largest share
• Collective assets will be $22 trillion by 2030
• Boomers will be $26T (peak in 2029)
• Millennials will be at $11.3T Source: American Express (2018). Gen X: How to Market to the Forgotten Generation.
Deloitte. (2015). The future of wealth in the United States.
Real Money!

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America’s Neglected ‘Middle Child’
Source: Pew Trust (2014) Generation X: America’s neglected ‘middle child’

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Source: Giving USA. (2017) Special Report Giving to Religion.

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America’s Neglected ‘Middle Child’
(Pew Trust)
Source: Pew Trust (2014) Generation X: America’s neglected ‘middle child’
• Religious “unaffiliation”
• Political leanings
• Education level
• Wealth
• Influence of Women
• Diversity
• Propensity to Give
• And on and on and on

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America’s Neglected ‘Middle Child’
RARE
Source: Pew Trust (2014) Generation X: America’s neglected ‘middle child’

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RARE
• Not unique
• Smaller than Boomers or Millennials
• 55-66M vs. 77M (B) or 83M (M)
• Social media devotees
• Entrepreneurial (55% of Startups in 2015)
• Volunteer the most
Xer Outliers

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Data Available on Xers
• Very limited, especially related to Xers and Generosity
• Most focus on Boomers or Millennials
• Questionable findings: correlation does not equal causation
• Lacked controls for life stage, changes in technology, etc.
−Limited impact, and/or, misguided application
−Leads to overgeneralization

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Generations or Life Stage?
Source: Giving USA. (2017) Special Report Giving to Religion.

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Generations or Life Stage?
Which form of support do you feel makes the biggest difference for the causes you support?
Source: Blackbaud. (2013, August). Next Generation of Amerircan Giving.

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Generations or Life Stage?
Source: Blackbaud. (2013, August). Next Generation of Amerircan Giving.

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“most of the research
findings showing distinct
generations are explained by
other causes,
have serious scientific flaws,
or both.”
~ David Costanza
Source: Costanza, D.B. (April 2018). Can we please stop talking about generations as if they are a thing?
Costanza D. P., Badger, J. M., Brown, A. R., & Severt, J. B. (2017). A review of analytical methods used to
study generational differences: Strengths and limitations. Work, Aging and Retirement, 3(2), 149-165.
➔ e.g. age effect, period effect, etc.
➔ e.g. lack of longitudinal comparison data

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Source: Costanza D. P., Badger, J. M., Brown, A. R., & Severt, J. B. (2017). A review of analytical methods used
to study generational differences: Strengths and limitations. Work, Aging and Retirement, 3(2), 149-165.
Whipped
Cream
Chocolate
Mousse
Orange
Sherbet
Whipping Cream & Sugar
(Raw Generational Data)
ANOVA CTMA CCHLM

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Fundraiser Checklist
üKnow thy donor (ministry and nurturing is critical)
üPrioritize life stage over generation
üBegin targeting 38-53 year olds in giving, especially middle and
major giving
üFocus on the impact of women’s and minorities’ growing
influence on philanthropy
üPray for the salvation of a growing population of non-Christians
WANTED: more and better research on Xers

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Generation X
And Generosity
By Brent A. Hafele, M.A.
brent@dickerson-bakker.com
715.379.7235
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