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How Age Group Considerations Can Equal Donation Success

How well do you know your donors in terms of their age group? The age group of your donors is significant for a few reasons. Firstly, each age group donates a different amount of money to charities annually. Secondly, each group has their own collective ‘personality’. And thirdly, you will need to interact with each group differently in order to get the donations you need for your charitable organisation.

Knowing even a few details of each major donation group can help you fine-tune your campaign strategy.

Generation Y

Generation Y are the youngest. Born between the years of 1981 and 1991, this generation on average donates to just over 4 causes each year, and their yearly donation amount average is £113.

Generation Y donors represent the future of all charitable organisations. In order for these individuals to become life-long donors, they need to be educated and then they must be kept engaged. For the charity, they must ensure that this generation is communicated with in such a way as to reach them. This means using social media and other methods like text messaging.

Generation X

Generation X represents those born between the years of 1965 and 1980. And on average, they donate to the same amount of charities as those in Generation Y: just over four per year. However, the amount of their donations is more than that given by Gen Y: £166 yearly.

Generation X is the group with the most potential opportunity as far as revenues for charities go. Over the next few years, donations by this group are expected to continue to grow.

Baby Boomers

Baby boomers, born between 1946 and 1964 are donating an average of £153 yearly to just over 5 causes. Baby Boomers are passionately concerned about many things, which make them optimal candidates for donations to charities.

Baby boomers are expected to be the generation which will lead nations with their optimistic and principled outlook. This leadership role may possibly see many Baby Boomers in high positions in charitable organisations rather than donating to them. However, it must not be forgotten that not all Baby Boomers will fall under the same description. There are plenty who enjoy making regular charitable donations.

The Matures

Matures were born in 1945 or before and they represent the highest group in terms of donation amount: £211 per year. They donate to just over 5 causes annually. This group represents not only the most loyal, but the most generous in terms of charitable donations. Although these are the individuals who can provide a charity with the bulk of the money it needs to meet its goals, they should not be considered to be the best or the only source of funds, as they simply won’t be present for a lifetime.

Balance

Balancing donation strategies that speak to all age groups is a difficult and daunting task for even the savviest of organisations. But public perception of age groups can also colour donation strategies. For example, many think that the older a generation is, the less likely they will be to use the internet when making a donation. In fact, these days, both Gen Y and Mature donors are equally likely to donate online.

A multi-pronged approach is what most charities find works best when trying to solicit donations from individuals. This can include a way to donate via a web site or social media pages as well as ensuring directions are made clear as to how they can donate cash via offline methods, such as visiting a charitable organisation’s headquarters personally. Email also continues to be a very effective means of reaching individuals, especially those in older age groups. The management of several channels can be accomplished with the use of modern technology, such as CRM software which tracks all interactions, donations and the media used to obtain them.