New Research on Charitable Support Trends Across Generations
The Blackbaud Institute, a sector research lab at Blackbaud (NASDAQ: BLKB), the leading provider of software for powering social impact, has released a new report, Charitable Support Across Generations in Australia and New Zealand, that provides insights into the evolving charitable behaviors and support preferences of Gen Z, Millennials, Gen X, and Boomers. Through survey responses from over 1,000 participants, this comprehensive study uncovers generational attitudes toward nonprofit support, identifying factors influencing giving and highlighting the unique challenges facing the nonprofit sector in a dynamic philanthropic landscape.
The findings reveal that, across all generations, monetary donations remain the most impactful way to support causes. However, Gen Z places a high value on volunteering and advocacy, reflecting a shift toward active engagement beyond financial contributions. While health, animal welfare, and children’s causes remain widely supported, each generation brings unique perspectives and priorities to their charitable activities.
“Understanding the motivations and preferred support methods of each generation is essential, especially in a time of rising economic pressures,” said Kevin Sher, president and general manager of Blackbaud’s operations in Asia Pacific. “Our findings show that while financial support is universally valued, younger generations—particularly Gen Z—are redefining their approach to social impact through direct engagement in volunteerism and advocacy. Older generations, who are typically more financially established, donated the most, highlighting the continued importance of engaging Gen Xers and Boomers in the next decade. By adapting to generational supporting trends, nonprofits can deepen connections across age groups.”
Key Findings from the Report:
- Generational Support Preferences: While financial donations lead across generations, Gen Z demonstrates a notable emphasis on volunteering (47%), and Boomers are more inclined to promote causes they care about. These insights suggest varied but complementary approaches to support.
- Top Influencing Factors: Trust, belief in the mission, and perceived urgency drive support across all generations. Transparency and privacy are especially important for younger generations, shaping their expectations for nonprofit communication.
- Barriers to Support: Economic constraints and time limitations are significant deterrents. A notable number of Gen Z and Millennial respondents report hesitancy due to concerns about nonprofit transparency and impact, underscoring the need for nonprofits to communicate their effectiveness.
- Acknowledgement Preferences: Email remains the most preferred form of recognition. However, Millennials and Gen Z value public recognition and detailed impact reporting, emphasising the importance of digital and personalised nonprofit engagement.
The report further provides actionable recommendations for nonprofits to effectively engage supporters across generations, including strategies to build trust, enhance volunteer programs, and diversify donation methods to meet evolving preferences. Get more information on Charitable Support Across Generations and access the full report here.
Taken from The Blackbaud Institute Media Release on November 19, 2024.
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