If your nonprofit has primarily relied on baby boomers for fundraising, now is the time to shift your focus toward sustainable giving. While Boomers still make up the largest donor demographic, younger generationsโGen X, millennials, and Gen Zโare quickly becoming influential contributors through both donations and advocacy.
To build a strong financial future, nonprofits must be proactive in engaging these next-generation donors. Their values, preferences, and giving habits are key to creating lasting relationships and achieving long-term mission success. Sustainable giving is about more than just recurring donationsโitโs about cultivating ongoing support across generations.
Hereโs what you need to know to future-proof your fundraising strategy.
The Donor Landscape Is Changing
The youngest baby boomers will turn 65 by 2029. And by then, there will be just 61.3 million boomers left. On the other hand, there are over 65 million Gen Xers, 72 million millennials, and 69 million Gen Zers.
Take a look at your current donor base by scheduling a nonprofit audit and digging into your books to determine who your primary donors are. Examining your current donor base will help you future-proof your nonprofit and connect with younger generations of givers.
Looking Beyond Boomers: Donor Habits by Generation
Before you start targeting younger generations, itโs important to understand their willingness to give. Hereโs a breakdown of the three generations you should be focusing on:
Gen X
Gen Xers shine in the volunteer space. They are also big supporters of peer-to-peer fundraising efforts. Over 60% of the generation is willing to work as peer-to-peer fundraisers.
Researchers have also found that Gen Xers are most likely to motivate their family members to join causes they care about. As such, Gen X is one of the most likely demographics to share your nonprofitโs social posts and attend fundraising events.
Millennials
Nearly three out of four millennials regularly donate to charity, giving $481 annually, on average. They are drawn to organizations and causes related to education, the environment, health, and children, and they are also committed to volunteering their time. In fact, 70% of millennials regularly volunteer, which demonstrates that they prefer to be hands-on in support of causes they care about.
Gen Z
Though it can be argued that Gen Zers are still coming into their own, they are already proving to be generous with their energy and time. A sizable 84% of Gen Zers support charities or nonprofit organizations in some way, stating that it is their belief in a charityโs mission that motivates them to get involved.
Gen Z is also prone to spontaneously engaging with organizations and causes. Your nonprofit can use that to its advantage by promoting events on social media and generating buzz about the cause you support. You need to get Gen Z excited about your efforts and show them that they can be part of something bigger than themselves.
How Your Nonprofit Can Connect With Up-and-Coming Donors
Building public trust is the key to connecting with younger (Gen Z and millennial) donors. If they believe in the cause you support and the values of your organization, they are more likely to contribute.
Additionally, itโs important to connect with these donors on their preferred channels. That means turning to social media to promote your cause and showcase your values. Identify the channels that are most popular among each donor group and create a strategy for garnering support for your nonprofit.
Need Help Revising Your Financial Strategy? Contact EWA
Ernst Wintter & Associates LLP offers auditing and consulting services for nonprofits. If you would like to schedule an audit or book a consultation with our team, contact us. We look forward to helping your nonprofit make an impact and drive positive change.
Why Choose Us
Expertise That Supports Sustainable Giving
At Ernst Wintter & Associates LLP, we understand that todayโs nonprofits need more than just accurate financialsโthey need strategies that drive sustainable giving and long-term impact. Located in Walnut Creek, CA, our firm is proud to support mission-driven organizations with tailored tax, audit, and accounting services that help secure financial health and donor trust.
We have years of experience helping both individuals and organizations manage their financial responsibilities with professionalism and integrity. Our team is deeply committed to providing the highest level of service, and we take pride in offering personal attention and proactive guidance to every client we serve.
We believe that sustainable giving starts with solid financial foundations. Thatโs why we work closely with nonprofit leaders to develop accounting practices and compliance strategies that reinforce transparency and donor confidence. Whether you’re seeking to build multi-year donor relationships, strengthen grant reporting, or align your fundraising efforts with your long-term mission, our team is here to help.
Our well-balanced team of professionals brings a wealth of knowledge across tax accounting, nonprofit compliance, and financial audits. We understand the pressure nonprofits face to do more with less, and we strive to deliver timely, accurate services that enhance efficiency without sacrificing quality.
Our team goes beyond the basics. We regularly exceed continuing education requirements to stay ahead of industry changes, helping our clients adopt best practices and respond confidently to evolving donor expectations and reporting standards.
Weโre not just accountantsโweโre your strategic partners in building financial resilience. From campaign budgeting to regulatory filings, we provide the tools and insights you need to foster sustainable giving at every level.
To explore more about sustainable giving strategies, we recommend the National Philanthropic Trust resource center.
If your nonprofit is ready to grow lasting donor relationships through strong financial stewardship, Speak with an Expert at Ernst Wintter & Associates LLP today. We’re here to help you create long-term value for your mission.
