Ellie Burke
Ellie Burke
3 min
Image of the different generations

INFOGRAPHIC: Generational Giving

Different generations of donors tend to be driven by varying motivations and giving preferences. As a nonprofit organization, it’s helpful to understand generational giving differences in order to create tailored communications materials for each audience and engage with them effectively.

When you better understand the interests and habits of each generation, you might even discover a new age demographic to actively target and build your fundraising strategy around.

The following infographic breaks down key characteristics and giving trends for each generation and even sheds light on the very near future of giving—Generation Z. Use these data points to build an informed engagement strategy that fuels your organization’s fundraising efforts.

Generational Giving infographic


As Generation Z enters the workplace, we’ll likely see further shifts in generational giving trends. This young generation’s consciousness of the world around them seems to fuel a desire to improve their communities. Despite generational giving differences, an increasing number of minds are focused on solving social problems, moving us closer to a better world everyday.

Interested in learning more about the millennial generation that represents 11 percent of total giving? Download the guide below to learn how to build an effective strategy that inspires this generation to give.

  • Rachel Winter

    Is this applicable to countries other than America?

    • Ellie

      Hi Rachel! This is U.S. data. While we can’t say for sure which characteristics might apply elsewhere, it can serve as a good place to start. Thanks for reading!

  • Daniel Redman

    Wow, that age range for Millenials…not sure I’ve seen them dating back to ’77 before. Did 40 year olds all of a sudden stop caring about their careers?

    • Kent Castleman

      I was born in ’78 and I always considered myself a Gen Xer. I thought it was more of a 1982 cutoff for the start of millennials.

      • Katherine Caudle

        I was born in 83 and consider myself on the older edge of Millenials. But I also have students who were born in 2000 who consider themselves the end of the millennial generation…My cousin was born in 79 and she considers herself a Gen Xer….Definitely the first time I’ve seen the age spread like this.

  • Karin Turer

    Generation ending in 1945 is commonly known as the Silent Generation. And just about every source shows Gen X ending in 1981.

  • Jessica Lee

    Great infographic! Just wondering why you chose to have every generation represented by a white male? Millennials are an incredibly diverse generation; and women are half of every generation. Given the wealth predicted to be in the hands of women ($20+ trillion by 2020 by some accounts) I think including the face of a woman would be more representative. This may seem tiny, but representation matters!

    • Amy Faulkner

      I agree with your statements but when I saw the white male I assumed it was the same person aging through the different stages

      • Elizabeth Chung

        Hey Jessica and Amy, thanks for reading! Totally agree that representation matters and is incredibly important. To Amy’s point, we simply chose one character to age through the different stages.

        • Kent Castleman

          Except for the fact that if they were born a millenial, they could never be one of the Matures….or any other generations for that fact….

  • Emily Taylor

    Is there an option to download this for printing? Our office loves it and wants to share it at some meetings.

  • Genna Freed

    I think one of the misrepresentations here is that as generations age, women statistically become the primary givers in the family.


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