These days, it seems every non-profit wants to woo the young crowd. We hear reports about the expendable income of the Gen Y (18-32) and younger folks and we think, we could be receiving more monetary donations from that crowd—if only we can craft a message that reaches their hearts. We spend lots of well-intentioned energy on social media and “younging down” our communications to appeal to them.
Nothing wrong with this. It’s an investment in the future of your organization. But if you’re thinking it will yield short-term rewards in terms of monetary gifts, the odds are against you.
A great new report, The Next Generation of American Giving, outlines where most of the philanthropic giving is coming from. It turns out, 69% comes from people 49 and up. 20% comes from Gen Xers (22-48) and11% from Gen Yers. A full 26% of giving comes from people 68 and older.
Take a look at this infographic which lays out the research in easy-to-see terms. (As a matter of fact, take a moment to think about the use of infographics while you’re there. Infographics are a wonderful way to clearly display complicated concepts and stats to your supporters.)
As far as social media is concerned, research shows older generations are connecting through these venues as well. So keep up the good work in that regard!