How Different Generations Give: What Nonprofits Need to Know in 2025

Nonprofit fundraising isn’t a one-size-fits-all endeavor, especially when your donors span multiple generations. From Baby Boomers to Gen Z, giving habits and expectations are shaped by life experiences, technology adoption, and communication preferences. Understanding these differences isn’t just helpful. It’s critical to your mission’s success.

Here’s a look at how four key generations give, and how nonprofits can adapt to reach them more effectively in 2025 and beyond.

Baby Boomers: Loyal Givers Who Value Clarity

Age in 2025: 60s to 70s+
Giving Style: Traditional, committed, and steady
Preferred Channels: Direct mail, email, phone calls but increasingly online

Baby Boomers may have grown up giving through the mail, but many now give online too, if the experience is intuitive and respectful of their needs. They’re loyal supporters and often long-time monthly donors, valuing trust, familiarity, and clarity.

Boomers are still an important part of monthly giving programs, often converted through personalized outreach and a strong sense of mission. If your organization isn’t focusing on retention and upgrades for this group, you’re leaving value on the table.

🔍 Pro Tip: Make your donation forms large-font, high-contrast, and easy to navigate. Keep messaging straightforward and focused on impact, not flashy gimmicks.

Gen X: Digitally Capable and Impact-Driven

Age in 2025: Late 40s to 50s
Giving Style: Strategic and skeptical
Preferred Channels: Email, social media, websites

Generation X came of age during the tech boom and they expect smart, seamless digital experiences. They’re generous, but also cautious. They want their donations to matter, and they don’t tolerate clunky donation forms or vague messaging.

This generation often gives online and is warming up to monthly giving. They appreciate transparency and may be drawn in by authentic testimonials and outcome-based messaging.

💡 Optimization Tip: Simplify the donation process with fewer steps, clear calls-to-action, and personalized impact storytelling. Avoid low-contrast visuals or overuse of blue and red on buttons, which can become hard to read as vision declines.

Millennials: Mobile, Mission-Driven, and Socially Savvy

Age in 2025: 30s to Early 40s
Giving Style: Emotion-led and loyalty-focused
Preferred Channels: Mobile, email, social media

Millennials have become the backbone of many online fundraising efforts. They expect mobile-first experiences and emotionally resonant stories that connect them directly to the cause.

Millennials value relationships with organizations. If you engage them with transparency and give them an easy way to advocate, they’ll become long-term supporters.

📱 Engagement Must-Haves: Mobile-optimized forms, storytelling landing pages, and interactive tools like peer-to-peer fundraising and recurring gift options.

Gen Z: Social-First Changemakers With Mobile in Hand

Age in 2025: Teens to late 20s
Giving Style: Spontaneous, social, and advocacy-driven
Preferred Channels: TikTok, Instagram, YouTube Shorts, text, QR codes

Gen Z is reshaping philanthropy with their digital-first, purpose-driven approach. They don't just give. They share, fundraise, and mobilize.

SMS, QR code donations, and digital wallets (Apple Pay, Google Pay) are second nature to this group. And when they’re moved, they’ll bring others along for the ride, making them your most powerful peer-to-peer fundraisers.

🚀 Engagement Tip: Empower Gen Z with creative, mobile-friendly content that’s easy to share. Think short-form videos, donation stickers, social challenges, and QR codes. They prioritize authenticity, so brands must live up to their branding and marketing and be responsive, not just present.

SMS, QR code donations, and digital wallets (Apple Pay, Google Pay) are second nature to this group. And when they’re moved, they’ll bring others along for the ride — making them your most powerful peer-to-peer fundraisers.

The Bottom Line: Tailor the Experience, Build the Relationship

In 2025, smart nonprofits won’t ask “How can we get more donations?” but rather “How can we create the best giving experience for each generation?”

• For Boomers: Build trust with clarity and ease of use.

• For Gen X: Meet high standards with smart design and clear impact.

• For Millennials: Lean into mobile, storytelling, and relationship-building.

• For Gen Z: Prioritize authenticity, social sharing, and mobile-first tools.

The common thread? Convenience, transparency, and creativity. By respecting generational preferences and creating frictionless donation paths, nonprofits can unlock deeper engagement and long-term support across all age groups.

Is your fundraising strategy built for all generations?
Now’s the time to optimize, personalize, and future-proof your donor experience. because every generation has a role to play in changing the world.