Report reveals effect of age on donor behaviour
Younger donors are more than twice as likely to give to charity via mobile device than Baby Boomers and are significantly more likely to turn to social media for information about a charity.
Younger donors are more than twice as likely to give to charity via mobile device than Baby Boomers and are significantly more likely to turn to social media for information about a charity – this is according to a new report looking at different generations and their online giving behaviours by donor management software firm, Blackbaud.
In the report, it was revealed that 92% of Millennials (born after 1980) and Gen Z (born after 1995) would be willing to give via a mobile device, compared to just 44% of Baby Boomers and 26% of Mature givers.
39% of Millennials and Gen Z find information about charities through social media, compared to only 9% of Baby Boomers.
Baby Boomers and Mature givers, however, are much more likely to find information about a charity directly through the organisation’s website, with as much as 79% of Matures saying they prefer the organisation’s website as a source of information.
They’re also more likely to search for a charity organically – 55% of Baby Boomers prefer to find sources of charity information through Google search, and far more Boomers pay attention to the news (55% compared to just 36% of Millennials).
Understanding who your supporter groups are and which channels they prefer to engage on is key to building relationships with them and building a strong fundraising strategy.
The report argues it’s vital to know where to focus your efforts since the number of different channels available to fundraisers can cause ‘choice anxiety’ and put off donors. It also reveals the types of charities that different generations prefer to give to, highlighting the similarities and differences of supporters of different age groups.
Other recommendations from Blackbaud involve focusing on retention and actively seeking feedback from donors instead of making assumptions about their behaviour.