The document summarizes findings from surveys on generational giving patterns in the United States. The surveys examined how Generations X, Y, Boomers, and Matures donate to non-profits in terms of amounts given, causes supported, and engagement methods. Key findings include: (1) Boomers contribute the most total dollars of any generation due to higher average donations amounts; (2) older generations are more likely to donate and support more causes than younger ones; (3) digital engagement increases with younger generations while direct mail remains important for older donors.

1. The Next Generation of American Giving Report: How
Generations X, Y, Boomer and Matures give to non-profits
Dennis McCarthy
Director, Target Analytics -
division of Blackbaud

2. The 2013 Next Generation of American Giving Review

3. What will we learn today
• Review the Next Generation of American
Giving Report & Diversity in Giving
report(to be released soon)
• What’s the fuss about Millenials.
• The truth about who gives and why.

4. The Next Gen Report Methodology
 Survey instrument developed and refined
from 2010 survey – identical methodology
 Online survey of 1,014 US Donors
 Adults 18+ who report donating
to a charitable cause in the last 12
months (beyond school, place of
worship, union)
 Conducted May 13-24, 2013
 Follow CASRO/industry best practices
 Data is self-reported, not transactional
Gen Y ages 18-32
(b. 1981-1995)
Gen X ages 33-48
(b. 1965-1980)
Boomers ages 49-67
(b. 1946-1964)
Matures age 68+
(b. 1945 or earlier

5. So Generational Giving and Engagement, what’s to
learn?
• What’s the relationship between your supporters
generation and how they give and engage.
• Why Boomers are your most important generation
(Ignore your leadership and PAC Board of Directors)
• What’s the role of email, social media, Peer to Peer,
crowdfunding and direct mail for each generation

6. Americans’ Generosity Increases With Age
59% Give
39.5M donors
$732 yr/avg
3.9 charities
$28.9 B/yr
60% Give
32.8M donors
$481 yr/avg
3.3 charities
$15.8 B/yr
Gen X
Gen Y
Boomers
72% Give
51.0M donors
$1212 yr/avg
4.5 charities
$61.9 B/yr
Matures
88% Give
27.1M donors
$1367 yr/avg
6.2 charities
$37.0 B/yr

7. The Significance of Boomers to your
organization
Gen Y
11%
Gen X
20%
Boomers
43%
Matures
26%
Generations Contribution to Total Giving
(% of total dollars)

8. Omni-channel is the new norm for all non-profits
Which of the following charitable giving methods have you used in the past two years?
Checkout Donation 52%
Online Donation 47%
Purchase for Proceeds 39%
Retail giving 29%
Street Canvassing 25%
Pledge 22%
Responded to mailing 10%
Checkout Donation 51%
Purchase for Proceeds 42%
Online Donation 40%
Pledge 39%
Street Canvassing 29%
Retail giving 27%
Responded to mailing 22%
Checkout Donation 53%
Online Donation 42%
Honor/Tribute Gift 42%
Purchase for Proceeds 41%
Responded to mailing 40%
Pledge 39%
Street canvassing 26%
Responded to mailing 52%
Checkout Donation 44%
Honor/Tribute Gift 42%
Pledge 38%
Purchase for Proceeds 36%
Online Donation 27%

9. What’s the future of Direct Mail
66%
53%
10%
64%
58%
22%
61%
61%
40%
56%
64%
52%
Mail from a charity
is very or smwt
acceptable
Mail is important
way for charity to
stay in touch
Gave a donation
in response to a
mail appeal in the
last 2 yrs
Gen Y Gen X Boomers Matures

10. Generational Giving
Again no surprise - Matures & Baby boomers carry the day
Generation Years
$100K+Max
Gift
$25K-
$99999 Max
Gift
$10K-
$24999 Max
Gift
$1-9999
Max Gift
$0 Total File
US Pop
(2010)
Greatest
Gen
1901-1924 0.00% 0.17% 0.03% 0.32% 2.77% 1.00% 1.78%
Matures 1925-1945 27.12% 29.43% 22.11% 23.07% 18.92% 21.73% 11.26%
Baby
Boomer
1946-1964 53.75% 50.51% 50.87% 48.14% 47.75% 47.99% 26.40%
Gen X 1965-1981 12.11% 12.06% 18.06% 19.73% 17.89% 19.26% 26.60%
Gen Y 1982-2000 1.94% 2.53% 3.14% 4.11% 3.70% 4.04% 14.13%
Other/
Unknown
N/A 5.08% 5.31% 5.79% 4.63% 8.98% 5.98 19.83

11. Who Is Connecting Online?
86%
78%
74%
58%
Gen Y Gen X Boomers Matures
engage
with
charities
online

12. What Inspires Online Giving?
80%
47%
77%
40%
60%
42%
52%
27%
Visiting website is
important way to stay in
touch with charity
Made a donation through
org's website in last 2 years
72%
12%
66%
12%
60%
16%
60%
17%
Receiving email is
important way to stay in
touch with charity
Responded to email appeal
with a donation in last 2
years*
Website E-mail

13. Does Money Matter Most?
8686%
engage
with
charities
online
How do you feel you can make the biggest difference?
Word-of-
mouth 18%
Volunteer
30%
WOM
11%
Volunteer
31%
WOM
13%
Volunteer
20%
Other 14%
Volunteer
24%
Other 23%
Other 19%
Other 16%
WOM
8%
Y
X
B
M
Donate money
25%
Donate money
36%
Donate money
45%
Donate money
48%

14. Spreading the Word
Comfort-level Sharing Info about Charities Support
8686%
engage
with
charities
online
Gen Y
65% very comfortable telling
others
Gen X
56% very comfortable
telling others
Boomers
45% very comfortable
Matures
47% very comfortable

15. How Social Are Donors?
8686%
engage
with
charities
online
55%
50%
30%
8%
47%
38%
22%
10%
27%
19%
5%
5%
12%
9%
2%
1%
Follow on social media
Share about charity on FB
Follow charity’s Twitter feed
Made a donation through FB, Twitter, etc
43% Y
and X
Think OK to post
on social
networking site
and ask for
donation
20%
Boomers
6% Matures

16. 8686%
engage
with
charities
online

17. 8686%
engage
with
charities
online

18. 8686%
engage
with
charities
online

19. October 22-24, 2014 Annual Conference, Scottsdale, Arizona
8686%
engage
with
charities
online
Crowdfunding: Amanda Palmer, DIY, platforms

20. 8686%
engage
with
charities
online

21. Who Gets the Money?
All causes give to
% giving to cause
Priority cause
would continue to give if had only
half as much money to give
Average 3.6 causes Average 2.3 causes
Other
organizations
97%
Local
social
services
44%
Place of
worship
41%
Other
organizations
84%
Local
social
services
31%
Place of
worship
36%
% Give
%
Priority
Give
Local social
service
44% 31%
Place of worship 41% 36%
Health charities 39% 21%
Children’s
charities
34% 25%
Education 29% 16%
Emergency relief 27% 14%
Animal rescue/
protection
25% 17%
Troops/veterans 23% 13%
Top Causes
#nextgengiving

22. Future Giving is Status Quo
22
15%
52%
21%
16%
54%
18%
14%
63%
10%
13%
64%
10%
%
anticipate
an
increase in
$ amount
%
anticipate
no change
%
anticipate a
decrease
+6 +2 -4 -3Net
(increase – decrease)
#nextgengiving

23. 8686%
engage
with
charities
online
Now let’s spend a few minutes with the
Millennials

24. Now let’s take a peek
Diversity in Giving Study.
October 22-24, 2014 Annual Conference, Scottsdale, Arizona

25. The Diversity in Giving Report Methodology
 Online survey of 1,014 US Donors and was
offered in English and Spanish.
 Adults 18+ who report donating
to a charitable cause in the last 12
months (including school, place of
worship, union)
 Conducted in October, 2014
 Follow CASRO/industry best practices
 Data is self-reported, not transactional
Gen Y

26. So what did we learn…
Gen Y

27. Giving is not related to....
o Age
o Gender
o Ethnicity
o Race
o Time you’ve lived in this country
o Education
Gen Y

28. Giving is related to....
Two factors:
• Income
• Connection to their faith and house of
worship
Gen Y

29. What are your takeaways....
o Peer to Peer works though its mature
o Explore DIY if permissible
o Direct mail is not dead (yet)
o Donors want authenticity and impact
o Know your members (age, disposable income,
inclination to give, target gift range)
o Income drives the size of gifts
o Faith drives giving – North Dakota & Mississippi
Gen Y

30. Thank you for your time
Gen Y