U.S. adults enjoy donating to their favorite charities but they don’t intend to increase what they are giving in the near future. Charities will have to compete hard to improve their bottom line and one way to accomplish this goal is to target specific age groups with certain marketing strategies. A new report from Blackbaud can help charities determine how to proceed.
Blackbaud research reveals that while Matures have the highest rate of giving compared to all other age groups, 88%, charities would do well to target Baby Boomers. About 72% of Boomers make charitable donations but they make up a significantly larger portion of the population than Matures. Members of the Gen X and Y generations give at a lower rate, 60%, but charities shouldn’t ignore them because eventually they will be relying on these groups for donations.
When determining which age group to solicit, charities should also know that each generation has a type of nonprofit cause they are most likely to support:
- Matures and Boomers: Veterans’ causes
- Gen X: Human rights and international causes
- Gen Y: Children’s charities
The analysts who conducted the research for Blackbaud also note that charities continue to spend most of their marketing resources on the Matures group. To increase their yield, they'll likely begin targeting more Baby Boomers and will do so with a digital plea. Currently, about 42% of Baby Boomers report that they are responding, and giving more, when they are solicited online as opposed to through direct mail (40%). The importance of online marketing tactics for charities is likely to grow as younger generations become more important donors.
To learn more about hunger and health charity supporters, check out the AudienceSCAN report available on the Research Store at ad-ology.com.