Partaking Multigenerational Donors [With Workplace Giving]


Tons of corporations provide office giving packages as a solution to incentivize staff to offer again to their communities. To take advantage of these philanthropic initiatives, qualifying nonprofits are taking more and more proactive steps to drive supporter participation. However with a necessity for participating multigenerational donors within the workforce, selling the alternatives is just not a one-size-fits-all activity.

As a substitute, we suggest exploring efficient methods as you tailor your strategy to every age group. And also you’ve come to the appropriate place to take action! On this information, we’ll discover every thing you want to find out about participating various generations of supporters, together with:

Keep in mind: the extra you modify your fundraising strategy to your meant viewers, the extra seemingly the phase is to actively interact along with your efforts.

Able to create impactful and inclusive office giving packages that resonate with each technology in your supporter base? Let’s dive in.

The Unmatched Worth of Multigenerational Donor Engagement

Your group is probably going backed by a variety of donors of all ages, races, genders, backgrounds, and extra. However do you’re taking a common strategy to engagement? How precisely does an individual’s stage in life issue into their relationship along with your group? The place do worker giving alternatives come into play for any age group?

These are the questions you ought to be asking your self in case you’re trying to develop a multigenerational engagement technique.

A look at the different generations to engage with your workplace giving strategy

And doing so is important. In spite of everything, facilitating long-lasting connections with supporters of all age ranges empowers your group to construct a sustainable donor community.

As of findings from 2022 annual giving, the estimated generational giving breakdown is as follows:

  • Matures ⁠— 20.2%
  • Child Boomers ⁠— 40.8%
  • Technology X ⁠— 22.9%
  • Millennials ⁠— 13.9%
  • Gen Z ⁠— 2.2%

In the meantime, the make-up of the present workforce appears like this:

  • Matures ⁠— 1.3%
  • Child Boomers ⁠— 25.6%
  • Technology X ⁠— 33.1%
  • Millennials ⁠— 35%
  • Gen Z ⁠— 5%

All in all, office giving packages proceed to go considerably underutilized, with an estimated $4 to $7 billion in company funds going unclaimed from matching items every year⁠—with volunteer grants and different worker giving initiatives falling quick as nicely.

In the end, a method that focuses too narrowly on the older generations is more likely to miss out on the immense alternatives made accessible by the up-and-coming (and, in lots of circumstances, already right here) youthful donors in your community. Conversely, centering an excessive amount of on youthful donors may cause missed potential from older generations who stay and nonetheless possess invaluable expertise, deep connections, and a robust dedication to philanthropic help.

The reply? A well-balanced, multigenerational fundraising and office giving technique that prioritizes the strengths of every group to maximise general success.

Prime Fundraising + Office Giving Methods by Technology

With completely different traits defining every phase, efficient office giving efforts can range accordingly. Right here, we’ll present an summary of the 5 generations presently within the workforce⁠—and partaking in philanthropy⁠—and our really helpful practices for participating with the group.

Supply: Giving USA’s Particular Report – Giving by Technology
How to engage Mature donors with workplace giving

The Matures

  • Age in 2023: 77 years and older
  • Key Traits: Reliable, easy, and dependable
  • Influenced by: Custom, loyalty, recognition, and authority
  • Most well-liked Communication Channels: Unsolicited mail, telephone calls
  • Most well-liked Giving Strategies: Unsolicited mail, verify/money donations

Born previous to 1946, the Matures (also called the Traditionalists or the Silent Technology) exhibit robust values of loyalty, self-discipline, and respect for authority. They’ve a strong sense of responsibility and sometimes prioritize stability and custom. Although the causes they help are widespread, the Matures are typically drawn to established establishments with long-standing, optimistic reputations.

Although the overwhelming majority of the Mature technology is now retired, the group continues to offer generously to the organizations they care about. In actual fact, retirees contribute an estimated 42% of all charitable {dollars} within the U.S. every year.

Our Prime Tip: Familiarize your self (and your group) with matching present and volunteer grant packages which can be inclusive of retirees!

Fortunately, lots of corporations embody retired staff of their office giving packages⁠—akin to ⁠the Coca-Cola Firm, Johnson and Johnson, Chevron, Hole (and its subsidiaries), and plenty of extra.

Nonetheless, there’s an excellent likelihood that eligible retirees (and even these nonetheless working for the businesses) stay unaware of those packages. Thus, it’s a good suggestion on your group to analysis accessible packages and talk the chance to your viewers.
How to engage Baby Boomer donors with workplace giving

Child Boomers

  • Age in 2023: 59 to 77 years outdated
  • Key Traits: Optimistic, pushed, and worth private development
  • Influenced by: Social change, civil rights, and financial prosperity
  • Most well-liked Communication Channels: Conferences, telephone calls, Fb
  • Most well-liked Giving Strategies: On-line donations, verify/money donations

Born between 1946 and 1964, Child Boomers are a technology recognized for his or her robust work ethic and dedication to social causes. This group believes in making a tangible affect on particular communities or people via their charitable contributions. Plus, they typically search alternatives to actively interact with causes they care about.

When participating Child Boomers in office giving, it’s essential to emphasise the outcomes and measurable outcomes of their doubled donations. Recognizing their long-standing dedication to creating a distinction and offering volunteer alternatives may also resonate nicely with this technology.

Our Prime Tip: Spotlight the chance for Child Boomers to go away an enduring (and multiplied) legacy via office giving.

As this group approaches or enters retirement age, Boomers typically take the time to replicate on their life’s accomplishments⁠—and the affect they wish to have made. By emphasizing how their contributions, mixed with company funding, can create a significant and enduring affect on the causes they care about, nonprofits can faucet into their want to go away a optimistic mark on the world.

You should definitely present tangible examples and motivational tales that display how matching items and volunteer grants have made a distinction on your group!How to engage Gen X donors with workplace giving

Technology X

  • Age in 2023: 43 to 58 years outdated
  • Key Traits: Impartial, adaptable, and acquainted with important modifications
  • Influenced by: Genuine storytelling and tangible giving outcomes
  • Most well-liked Communication Channels: E mail, social media
  • Most well-liked Giving Strategies: On-line donations, event-based giving

Born between 1965 and 1980, Technology X is thought for his or her unbiased, resourceful, and self-reliant nature. Gen Xers typically search causes that align with their private beliefs, they usually admire effectivity in communications. Plus, this group values flexibility and giving experiences that present a way of which means.

When participating Technology X donors in office giving, it’s a terrific thought to supply choices that cater to their particular person desires and wishes. Offering customizable and streamlined methods to get entangled with matching items, volunteer grants, and extra, highlighting tangible outcomes, and providing alternatives for skills-based volunteering that align with their skilled experience will be efficient methods to have interaction with this technology.

Our Prime Tip: Harness Gen X’s want for monetary effectivity by selling the potential to double their donation affect via matching items.

Technology Xers, who are sometimes on the peak of their incomes potential, admire maximizing the worth of their giving. Spotlight the truth that their donations will be matched by their employers, successfully doubling the affect they make on the causes they care about. And it’s all with out reaching again into their very own wallets in any respect!

How to engage Millennial donors with workplace giving


  • Age in 2023: 27 to 42 years outdated
  • Key Traits: Tech-savvy, socially acutely aware, and end result centered
  • Influenced by: Peer-to-peer communication, transparency, and affect
  • Most well-liked Communication Channels: E mail, textual content messaging
  • Most well-liked Giving Strategies: On-line donations, peer-to-peer fundraising

Born between 1981 and 1996, Millennials are a technology characterised by their tech-savviness, ardour for social justice, and want for significant experiences. They grew up within the age of technological developments and are sometimes extremely related via social media and different digital platforms.

Total, this group values transparency and tangible affect and is often extra motivated to offer to causes slightly than particular establishments. Millennials noticed a 40% enhance in common annual family giving from 2016 to 2022⁠—the one technology with a optimistic change within the interval. Offering alternatives for hands-on involvement, peer-to-peer fundraising, and highlighting the collective affect of their contributions can additional interact this phase.

Plus, the group is already extremely concerned in office giving, with greater than 86% of Millennial staff donating to nonprofit causes. To not point out, a 2020 research reported that 58% of younger professionals had given via an worker giving program, in comparison with solely 37% general.

Millennials additionally volunteer at a better charge than every other technology, which implies that volunteer grants are a wonderful alternative to pursue.

Our Prime Tip: Point out office giving alternatives in your Millennial-focused donation appeals to incentivize giving within the first place!

A latest research indicated that whereas 64% of donors say that the presence of an identical present is more likely to encourage them to offer, Millennials usually tend to be impacted by a match (over 78%) than every other technology.

To not point out, youthful generations of donors are more and more more likely to work for socially acutely aware corporations that provide matching present and volunteer grant packages, thus elevating their probabilities of eligibility.

How to engage Gen Z donors with workplace giving

Gen Z

  • Age in 2023: 11 to 26 years outdated
  • Key Traits: Tech-native, prioritizes variety, and values social justice
  • Influenced by: Want to create social change
  • Most well-liked Communication Channels: Messaging, texts
  • Most well-liked Giving Strategies: On-line donations, crowdfunding, month-to-month giving

Gen Z represents the youngest group getting into the workforce and, subsequently, turning into potential donors. Born between 1996 and 2012, Gen Z is commonly ignored for its comparatively restricted capability to offer. Nonetheless, this group presently has the “quickest rising financial energy throughout all generational cohorts.”

With an estimated $360 billion in disposable earnings in 2021, Gen Z is anticipated to develop its mixture earnings to over $33 trillion by 2030. As their disposable earnings grows, organizations can anticipate donation quantities to comply with. And securing them as supporters now can go a good distance ultimately!

Additionally price noting is that Technology Z is the almost definitely to go for month-to-month giving (62%), which is commonly attributed to their familiarity with paying for subscription-based companies. They favor common communications as nicely, usually preferring month-to-month updates from the organizations they help.

Our Prime Tip: Talk the potential of office giving initiatives to additional amplify recurring donations.

A typical misunderstanding surrounding matching present packages is that recurring donations don’t qualify for employer matching. However most often, that’s typically not true! Make an effort to analysis your month-to-month donors’ company giving pointers and talk related data to your supporters.

By collaborating of their employers’ philanthropic initiatives, recurring donors could make an excellent larger affect on the causes they care about. You simply want to interrupt down the myths which can be holding your match potential again and take a proactive strategy to advertising and marketing office giving alternatives to your youngest donors.

Amassing Donor Information to Phase Your Engagement Technique

As with all efficient segmentation technique, you’ll want the appropriate data to tell your group’s efforts. As you goal to raise your office giving initiatives with generational information, you’ll want two key sorts of particulars.

Demographic Info

What’s it? Outlined as “quantifiable attributes of a inhabitants, group, or particular person,” demographic data contains particulars akin to age, gender, earnings, schooling degree, marital standing, location, and extra. Relating to multigenerational engagement, probably the most important metric you’ll want is your donors’ (in addition to volunteers’ and different supporters’) age teams.

Why does it matter? Having this data will help you goal your office giving methods accordingly! For instance, you would possibly decide {that a} high matching present alternative falls into the “Mature Technology” class. In that case, it’s possible you’ll resolve to ship a direct mailing that highlights the chance and shares the knowledge they should take part slightly than rely solely on digital outreach.

How can I get it? The best manner is simply to ask. However you don’t have to return proper out and ask for his or her actual age. As a substitute, add an non-obligatory donation kind subject that prompts donors to enter their date of delivery (trace: you may also ship a birthday card!).

Collect age data to engage multigenerational donors with workplace giving

Or, ask supporters to verify a field for the age vary they fall into (ex: 18-24, 25-34, 35-44, 45-54, 55-64, 65+).

Employment Information

What’s it? The opposite key data you’ll must market office giving methods successfully has to do along with your supporters’ employment information. Although the businesses your viewers works (or labored) for is probably the most important piece, it might additionally assist to know their working standing⁠—akin to full-time, part-time, or retired.

Why does it matter? This data will assist your group (or your software program) establish accessible alternatives for office giving packages. Whenever you see that your donors work for corporations that match items or your volunteers work for corporations that present volunteer grants, you’ll wish to comply with up with details about how they will get entangled.

How can I get it?Add one other subject to your donation kind that prompts supporters to enter the identify of their firm, or embed our employer search software immediately into your giving web page or affirmation display. With Double the Donation, you possibly can even enlist follow-up messaging to offer one other alternative for donors to share the knowledge with ease. Soar to the subsequent part to study extra about how automation helps drive outcomes!

Collect employment data to engage multigenerational donors with workplace giving

Prime tip: Whenever you present context for the ask (e.g., “See if your organization will match your present! Choose your employer right here.”), donors usually reply significantly nicely. However, a information appending service will help fill within the blanks for many who don’t present it themselves.

Our #1 Suggestion for Partaking All Generations: Automating Office Giving

In relation to participating multigenerational donors in office giving, there’s one technique that stands out above the remainder… And that’s automating the method.

Office giving automation not solely streamlines the method on your group behind the scenes but additionally enhances comfort, accessibility, and engagement for donors throughout all age teams.

Right here’s how automation elevates matching items and volunteer grants:

Will increase consciousness of the chance for all supporters.

There’s a major information hole concerning office giving packages amongst each technology. In actual fact, an estimated 78% of eligible donors do not know that their employer matches. Fortunately, office giving know-how automates advertising and marketing and promotions across the alternative, making certain that each donor receives data concerning the packages. When supporters are conscious of their likelihood to stretch their affect additional with matching items and volunteer grants, they’re typically desirous to take part!

Facilitates simple personalization.

People of all generations admire customized outreach. From seeing their identify in an electronic mail topic line to being supplied with insights for his or her employer’s giving program, tailor-made messaging strengthens relationships⁠—and produces outcomes. With an identical present software, the software program fills within the blanks in customizable templates, offering extremely particular communications with no added effort.

Appeals to all ranges of tech savviness.

In as we speak’s digital age, youthful generations, akin to Millennials and Gen Z typically want digital engagement. In spite of everything, they have a tendency to have ample expertise with on-line transactions. And whereas older generations might not be as acquainted with the know-how, an automatic software can go a good distance in serving to information them via the method with detailed help and step-by-step directions. Now, they received’t want to search around of their firm’s intranet for an identical present kind to finish⁠—as a result of they have been supplied with a direct hyperlink to the submission portal of their electronic mail.

Tracks and drives extra matches to completion.

In the end amplifying giving with extra matches making it throughout the end line, automation permits for seamless matching present monitoring and follow-ups. The tip result’s fewer matches left unclaimed and extra company funds accessible to your group. And when supporters of all ages see the affect of their contributions being multiplied, they’ll turn into more and more engaged along with your trigger.

Engaging multigenerational donors with workplace giving software

Remaining Ideas

Partaking multigenerational donors is a dynamic and multifaceted course of that requires cautious consideration of your viewers. In spite of everything, every phase performs a key function in your general fundraising and office giving success. Thus, you’ll wish to account for the varied wants and preferences of each technology.

The higher you perceive the first traits, values, and motivations that describe every group, the extra successfully your group can tailor its giving packages. Plus, there are a number of key methods that may lend themselves to highly effective office giving outcomes throughout all generations⁠—akin to investing in devoted matching present and volunteer grant know-how⁠—that you simply actually don’t wish to miss.

In the long run, your nonprofit might be higher funded, your donors really feel strengthened connections to your trigger, and the communities you serve expertise larger programming made accessible via office giving income.

Better of luck!


Engaging multigenerational donors through workplace giving is easy with Double the Donation.


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