Charitable Giving Demographics For Nonprofits

We’ve listed the latest charitable giving demographic data providing insights on how each generation prefers to give to charity.

Millennias

Charitable Giving Demographics - Nonprofits Source

25.9% of US population.
40% of Millennial donors are enrolled in a monthly giving program.
26% gave tribute gifts.
46% donate to crowdfunding campaigns.
15% gave on #GivingTuesday 2017.
16% give through Facebook fundraising tools.
64% volunteer locally, 9% internationally.
55% attend fundraising events.
11% of total US giving comes from Millennials
84% of Millennials give to charity, donating an annual average of $481 across 3.3 organizations.
Millennials are active on their phones and respond best to text message and social media, but rarely check personal email or respond to voice calls.
Millennials are most likely to contribute to work sponsored initiatives, donate via mobile and watch online videos before making a gift.
47% of Millennials gave through an organization’s website in 2016.
88% of Millennials find their job more fulfilling when they have opportunities to make a positive impact on society and the environment.
52% of Millennials are more likely to give monthly over a large one-time donation.
77% of the respondents believe that offering employee engagement opportunities is an important recruitment strategy to attract millennials.
Among millennials, YouTube accounts for 2/3rds of the premium online video watched across devices
44% of millennials said that would rather use their mobile phones than use cash to pay for small items.

20.4% of US population.
49% of Gen X donors are enrolled in a monthly giving program.
31% give tribute gifts.
45% donate to crowdfunding campaigns.
14% gave on #GivingTuesday 2017.
19% give through Facebook fundraising tools.
64% volunteer locally, 8% internationally.
56% attend fundraising events.
Gen Xers are most likely to fundraise on behalf of a cause, make a pledge, and volunteer their time to an organization.
Gen X prefers text messages or voice calls. These donors regularly check email and stay up to date on social media feeds.
Email prompted 31% of online donations made by Gen Xers
59% of Gen Zs are inspired to donate to charity by a message/image they saw on social media.

23.6% of the US populations.
49% of Baby Boomer donors are enrolled in a monthly giving program.
41% give tribute gifts.
35% donate to crowdfunding campaigns.
15% gave on #GivingTuesday 2017.
21% give through Facebook fundraising tools.
71% volunteer locally, 9% internationally.
58% attend fundraising events.
24% of Boomers say they were promoted to give an online donation because of direct mail they received.
72% of Boomers give to charity, donating an annual average of $1,212 across 4.5 organizations.
Boomers answer voice calls, check email regularly, and also use text messaging and social media. Though initially slow to adopt new technology, they take to it quickly once they do.
Boomers are most likely to make recurring donations on a monthly, quarterly or yearly basis.

11.8% of the US population.
30% of donors aged 75+ say they have given online in the last 12 months and on average give 25% more frequently than younger generations.
88% of the Greatest gen gives to charity, donating an annual average of $1,367 across 6.2 organizations.
They represent 26% of total US giving
Greatest prefer voice calls and direct mail. These donors are late adopters of email and do not typically use text messaging or social media.
Greatest are most likely to give through direct mail campaigns and donate physical goods.