Generational fundraising is still a hot topic at the conferences I attend. I see numerous articles about Millennials, Baby Boomers and even a growing interest in Generation Z, sometimes called PhilanthroKids, but I often feel that there is a generation that is being omitted from the conversation – Generation X. Here is a bit of information worth noting: The youngest Boomers are now 50. That means the leading edge of Gen X will be 50 this upcoming year and primed for top giving levels.
So why is there so little discussion within the nonprofit sector on Generation X? I believe that there is a perception that Gen X is a difficult segment for fundraising appeals. As a simplistic example: Mature/Silent and Boomers give at a higher rate by mail then through a website. Not surprising, Millennials prefer giving through a website or mobile versus through mail. Generation X is almost equal to the amount of donations that are given online versus through the mail.
With more research on Generation X we will begin to see a flood of articles discussing the tips and tactics for Gen X fundraising over the next few years. In the meantime, I came across an interesting article that gives ten reasons why Gen X fundraising is important.