Generation X, often called “The Lost Generation,” is sandwiched between the Baby Boomers and Millennials. While they may not receive as much attention as the surrounding generations, they are a crucial demographic that nonprofits should not overlook. Here are some essential points to consider when engaging Gen X donors:
- Causes that Matter: Gen X donors will likely support nonprofits focusing on research and public policy, international affairs, and community development. Many donors in this age group see charitable giving as an integral part of their identity and invest in causes that hold personal importance to them.
- The Power of Testimonials: One of the most compelling ways to connect with Generation X donors is by sharing testimonials from individuals who have directly benefited from your organization’s programs. It’s important to show them how their donations are making a real impact. Feeling that their contributions are being used wisely is crucial to retaining their support.
- Embrace Online Giving: Gen Xers are comfortable making online donations, and some even prefer it. Nonprofits should provide user-friendly online donation forms to attract more donors to their cause. A seamless online giving experience can make a significant difference in donor engagement.
- The Value of Volunteering: Giving their time and talents is essential to this generation. Charities should make information about volunteer opportunities easily accessible, empowering Gen X volunteers to make a bigger impact. Clear pathways for them to contribute their skills and time can enhance their connection to your organization.
- Leverage Social Media: More than 88% of Generation X is on Facebook, making peer-to-peer fundraisers hosted on the platform highly effective with this generation. Social media can also share stories and testimonials, further connecting Gen X donors to your organization’s mission and impact.
- Highlight Tax Deductibility: Remind Gen X donors periodically that their gifts are tax-deductible. This can be a motivating factor for some and may encourage more substantial contributions.
- The Art of Thanking: Effective thinking is key to reaching Generation X donors. Create a compelling narrative around your giving strategy to attract more supporters to your cause. Acknowledging their contributions and showing the difference they make can reinforce their commitment.
- Prime Giving Years: One study suggests that Gen Xers may be approaching their prime giving years. Over 15% of Gen Xers expressed their intent to increase their giving. Nonprofits should be ready to engage this generation during a pivotal time in their philanthropic journey.
- Giving Habits: Despite the reputation of Gen Z as the change-maker generation, many fundraising preferences and expectations began forming with Gen Xers. They are receptive to social media for fundraising and peer-to-peer fundraisers hosted on Facebook.
- Time and Talents Matter: Giving one’s time and talents remains significant to this generation. Nonprofits should provide accessible information about volunteer grants to empower Gen X volunteers to have a more substantial impact.
In conclusion, nonprofits should recognize the importance of engaging Generation X donors. These individuals are passionate about the causes they care about and are willing to invest in them. By providing user-friendly online donation options, sharing compelling stories on social media, and periodically highlighting the tax benefits of giving, nonprofits can effectively reach and retain Generation X donors. Acknowledgment and appreciation are essential components of donor engagement, helping to build stronger connections and support for your organization.