Say you mail an appeal to your donors. It’s a friendly letter conveying your needs, and you even include a handy return envelope. Older constituents will reach for their checkbook without a second thought, but the younger adults on your list? They may not even own a checkbook. 

Generational giving is more than another trendy topic; it’s shaping the future of fundraising. Each generation has unique giving behaviors and communication preferences that fundraisers and marketers must know to engage them effectively.  

Sandwiched between two of the largest generations in the U.S. sits Gen X, often called the “Forgotten Generation.” The oldest are nearing retirement age, while the youngest are at the peak of their careers. Many are entrenched not only in work but also in raising kids and caring for aging parents. 

This group is easy to overlook. We talk a lot about Gen Z, the newest group to enter the workforce. Baby boomers own more than half of the wealth in the U.S., so they’re an obvious focus for fundraisers. And the top 10% of millennials have amassed more wealth by their 40s than previous generations, which makes them a clear target for stewardship and engagement.  

However, Gen X and their kids, Gen Alpha, are two generations worth your time and effort. After all, Gen X is set to inherit $30 trillion in the Great Wealth Transfer. If you wait too late to engage them, you could miss out. 

Let’s dig into how these generations stand to transform the landscape for nonprofits in the coming years. 

Who Is Gen X?

In general, Gen Xers were born between 1965 and 1980. That makes them about 44 to 59 years old this year. They represent approximately 20% of the U.S. population and around 22% of giving. 

This group likely takes up a significant portion of your available donor base. Gen X leads all generations in volunteer hours served, averaging about eight monthly. A philanthropic mindset is inherent, whether they’re giving money, time, or advocacy. 

Donor Behavior

Because of their caretaking responsibilities, Gen X is at a stage when they must be more mindful about their spending and giving. In fundraising, that translates to zeroing in on a few causes they consider most meaningful. The good news is that they tend to be extremely loyal to their chosen causes.  

Gen X also tends to focus more on how they can make an immediate impact, such as improving things for their community or children. They’re less likely to play the long game because they’re still on the cusp of saving for retirement, finalizing their estate plans, and thinking about inheritance. 

It’s also essential to remember that Gen X is used to a more personalized relationship with brands. Nonprofits should strive to mirror this in their appeals and interactions. 

Channel Preferences

Unlike some generations, Gen X is comfortable giving both online and offline. These adults were raised by parents who balanced their checkbooks and paid bills by mail, habits that many of them likely continue. Yet they also lean toward digital solutions, like credit card payments and recurring gifts, that make things easier. 

An omni-channel strategy is critical. Emails, ads, direct mail, phone calls, and texts can all be effective with Gen X — the goal should be to break through the clutter with effective messaging. 

More so than any other generation, Gen X is likely to be put off by bad testimonials, negative reviews, and outdated websites. They value impact, transparency, and effectiveness.  

As fundraisers, it’s crucial to consider the public impression your organization is cultivating. To win over Gen X, you must be able to articulate your story clearly and present it in a way that feels both professional and authentic. 

How Fundraisers Can Engage Gen X

Don’t be afraid to explore different types of connections with Gen X. Knowing that this group is more inclined to volunteer, nonprofits should look for ways to engage with them beyond donations, such as inviting them to serve on a board or as consultants. The opportunity to share expertise with a cause they’re passionate about is especially meaningful for Gen X.  

From a major gifts perspective, think about the boomers on your list. Are you effectively developing relationships with their children — Gen X — to ensure the family gifts and support continue?  

As fundraisers, we tend to take a more transactional approach because it’s often easier. However, stewarding the estate caretakers will be crucial. This is one long game that Gen X is willing to play — they want to know that you appreciate and value the financial gifts their parents gave.  

The care that your organization provides as you start to receive estate gifts can make or break your relationship with Gen X. Focus on building family-based donor relationships with time and intention to foster deeper and long-lasting connections. 

Who Is Gen Alpha?

Speaking of family-based donor relationships, enter Gen Alpha. These are the children born between 2010 and 2025, so the generation is still growing. At this point, they’re all under 18 years of age. Their parents are Gen Xers and millennials.  

Gen Alpha is growing up immersed in digital technology, from YouTube and gaming to social media. The COVID-19 pandemic accelerated their adoption of tech, which is now embedded in every part of their lives. This is translating into the causes they care about.  

For instance, one study showed that about half of 12- to 15-year-olds want to protect people from bullying and see everyone treated equally. And while most kids want to be YouTubers or influencers when they grow up, they acknowledge that such a path isn’t necessarily the best for their mental health. 

As a result, Gen Alpha tends to align with causes that give them a voice. Anti-bullying yes, but also equity and mental well-being — causes that already resonate with them. 

How Fundraisers Can Engage Gen Alpha

Obviously, you can’t communicate directly with Gen Alpha just yet. Instead, partner with the platforms they use. Twitch, for instance, enables you to create and cultivate an audience within the gaming community.  

You could also connect directly with a gamer or influencer to develop a peer-to-peer campaign in which they talk about your mission and why they support it. This may seem like a foreign strategy for some nonprofits, but it’s a long-term way to create connections with future donors.  

Information bias is a significant factor facing Gen Alpha as online content becomes less trustworthy thanks to artificial intelligence (AI) tools. To counter this, nonprofits must be responsible with the information they put out there. 

Even though this generation is young, they still want to see causes grounded in transparency, authenticity, and honesty about their impact. 

Bridging the Generational Gap Through Giving

Gen X’s passion for volunteering and directly impacting an organization’s mission allows fundraisers to invite both parents and their children to give together. That may be through a joint service project or a content collaboration.  

How can your nonprofit rethink the event space and create opportunities for more personal connections? Look for ways that both parents and kids can make memories through the impact of their giving. You might invite them to develop their own ways of volunteering, such as through a mini food drive they can share with their friends and classmates.  

At the end of the day, Gen X and Gen Alpha want to feel like they’re doing more than just showing up — they want to contribute their insight, wisdom, and creativity in the process. Use this drive to bring your mission to life by offering unexpected experiences to these groups. In doing so, you’ll pass down a culture of philanthropy and create a more sustainable giving environment that you can rely on for years to come. 

Not sure where to start? Our team at Allegiance Group + Pursuant would love to chat with you about the opportunities in your donor base. Contact us today to learn more. 

This blog post was based on an episode of the Go Beyond Fundraising podcast. Listen to the entire episode now.