Key Takeaways from Blackbaud’s Next Generation of American Giving Report

Blackbaud recently released a report on generational donor giving, breaking down the donation habits of different age groups: Generation Y, Generation X, Baby Boomers, and Matures. In this interactive report, you can find the social media habits of different generation groups as well as how different segments like to give. See below for five key takeaways.

Direct mail is not dead. 40% of Baby Boomers, and 52% of Matures (ages 68+) gave in response to direct mail solicitation.

A multichannel communication plan is essential. In order to appeal to all ages of donors, you must incorporate aspects of direct marketing, web marketing, and social media. With such varying trends in media habits among age groups, a multichannel presence needs to be established.

Update your social media with interesting content. No one wants to see the same “Donate now!” link all the time on social media. 28% of Gen Y and 25% of Gen X follow organizations they give to on Facebook.

Email is the ultimate equalizer. Email is commonly used amongst all generations: 86% of Generation Y, 86% of Generation X, 87% of Baby Boomers, and 80% of Matures. Make sure to test your email strategy to see what works.

Your organization must optimize for mobile. Whether it’s your website or email blasts, your content has to be optimized for viewing on all mobile devices. 62% of Generation Y say they would give via mobile phone. Mobile is key for donors of the future.

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