Generational Giving Trends: What Nonprofits Need to Know in 2025

March 20235 / Anastasiia skurtul

Fundraising is evolving, and one of the most significant factors influencing donor behavior is generational differences. Each generation has unique values, communication preferences, and giving habits. As we move into 2025, nonprofits must adapt their strategies to engage donors effectively across age groups. Understanding these trends will help organizations build stronger relationships, increase donor retention, and maximize fundraising success.

Baby Boomers (1946-1964): The Loyal Philanthropists

How They Give: Baby Boomers are the most generous generation in terms of total giving. Many have accumulated wealth over decades and are committed to supporting causes they trust. They often contribute through direct mail, checks, and traditional fundraising campaigns. Many also prioritize planned giving and bequests in their estate planning.

How to Engage Them:

  • Personal connections matter—phone calls, handwritten notes, and in-person meetings go a long way.
  • Direct mail remains effective, but integrating digital touchpoints like email follow-ups can enhance engagement.
  • Offer planned giving opportunities to secure long-term support.
  • Emphasize trust and transparency with impact reports and testimonials.

Generation X (1965-1980): The Pragmatic Donors

How They Give: Gen X donors are highly independent, skeptical of institutions, and value efficiency. They tend to research nonprofits thoroughly before giving and prefer flexible, convenient donation options. Many give online and are inclined toward monthly giving programs.

How to Engage Them:

  • Provide clear, data-driven impact reports that validate your organization's effectiveness.
  • Make online donation processes seamless and mobile-friendly.
  • Offer subscription-based giving (monthly or quarterly) to align with their budgeting habits.
  • Engage through professional networks like LinkedIn and in-depth email newsletters.

Millennials (1981-1996): The Socially Conscious Donors

How They Give: Millennials prioritize causes over organizations. They are digital-first donors who expect easy online giving options, peer-to-peer fundraising, and social proof before committing. They also value engagement beyond financial contributions, such as volunteering and advocacy.

How to Engage Them:

  • Use social media storytelling to highlight real-world impact.
  • Encourage peer-to-peer fundraising to leverage their networks.
  • Optimize mobile donation platforms to make giving quick and effortless.
  • Show transparency with behind-the-scenes content and financial accountability.
  • Offer experiences, such as events or volunteer opportunities, to deepen engagement.

Generation Z (1997-2012): The Digital-Native Activists

How They Give: Gen Z donors demand authenticity, action, and speed. They care deeply about social justice and expect nonprofits to take strong stances on issues. They favor crowdfunding, one-time digital giving, and micro-donations. Their philanthropy is often driven by influencers and viral social media trends.

How to Engage Them:

  • Be bold and take a stand on social issues.
  • Create bite-sized, visually engaging content on TikTok, Instagram, and YouTube.
  • Utilize influencers or ambassadors to amplify your message.
  • Enable fast, mobile-first donation options, including Venmo, CashApp, and crypto donations.
  • Offer gamified fundraising experiences and interactive donation challenges.

Emerging Trends in 2025 for All Generations

  1. AI-Powered Personalization – Nonprofits leveraging AI to personalize donor outreach and engagement will see higher retention rates. AI-driven recommendations for giving and impact tracking will enhance donor satisfaction.
  2. Recurring Donations & Membership Models – More donors across all generations prefer set-and-forget donation models. Nonprofits should offer flexible subscription-style giving options.
  3. Cryptocurrency & Alternative Payments – Digital assets are becoming more mainstream. Accepting crypto, stock donations, and digital wallets can attract younger donors.
  4. Hybrid Fundraising Events – Combining virtual and in-person events ensures accessibility while maximizing participation.
  5. Sustainability & Ethical Transparency – Donors, especially younger ones, are scrutinizing nonprofits' ethical practices. Clear sustainability initiatives and transparency will be essential.


Nonprofits that understand and adapt to generational giving trends will have a competitive edge in 2025. Whether through direct mail, social media, or AI-powered engagement, meeting donors where they are—and in the ways they prefer—will foster stronger relationships and greater fundraising success. By crafting tailored strategies for Baby Boomers, Gen X, Millennials, and Gen Z, nonprofits can build a sustainable donor base that lasts for years to come.