The Next Generation of American Giving

Publication date: 
August, 2013

Identifying and appealing to the unique sensitivities and behavioral trends of donors in different generational groups has long been a challenge for the nonprofit fundraiser. And the proliferation of new communication channels and rapid evolution of digital technologies have made interpreting the generational landscape more confusing today than ever before. The Next Generation of American Giving is designed to help answer tough questions about generational giving habits. Understanding how and where to apply the information in the study is no small task, but there is a lot you can do to incorporate generational giving principals into your organization’s fundraising strategy.

Resource type: