From Moon Landings To Livestreams: Understanding How Technology Shapes Generational Giving

As I stood in front of the audience at a recent non-profit sector event, one thought kept running through my mind: we’re living in the most diverse giving landscape in history. Having snuck into the Millennial generation (hello, 1981!), I’ve watched fundraising evolve from traditional mail appeals to livestreaming charity events. But here’s the thing – understanding how each generation gives isn’t just about knowing their age; it’s about understanding how technology has shaped their worldview and, consequently, their giving habits.

Research Before Giving: The One Thing All Generations Agree On

Before we dive into generational differences, let’s talk about what unites today’s donors – research. An impressive 75% of donors across all generations research an organization before opening their wallets, primarily through websites and social media¹. This isn’t just a Gen Z behaviour, it’s the new normal. While each generation might approach their research differently, they all share one crucial need – clear, accessible information about the impact of their donations.

The Space Age Meets The Digital Age: Baby Boomers (59-78 Years Old)

When Baby Boomers watched Neil Armstrong take that first step on the moon, they witnessed technology changing the impossible to the possible. This generation grew up with the wonder of rocket ships, the novelty of TV dinners, and the convenience of microwave ovens. These technological leaps taught them to trust in progress while valuing traditional approaches.

This dual nature shows in their giving habits. While they’re comfortable with traditional giving methods (40% donate at checkout), they’re not digitally adverse. About 33% give through non-profit websites¹. They’re our most consistent givers, with 58% preferring to maintain their giving levels rather than change them¹. When they give, they’re motivated by hope and a desire to make a tangible difference. And speaking of adapting to new technology, an impressive 42% of Baby Boomers report playing video games⁷, showing just how willing this generation is to embrace new forms of engagement.

The Bridge Builders: Generation X (44-58 Years Old)

If Baby Boomers watched technology emerge, Gen X watched it become personal. From portable calculators to personal computers and cassette players, this generation experienced technology becoming something you could own and control. They’re the bridge between analog and digital worlds, and their giving patterns reflect this perfectly.

Our data shows Gen X combines traditional and modern giving approaches. Like Boomers, they’re likely to give at checkout (40%)¹ and interestingly, they’re big TV watchers (33% cite it as their favorite activity)³. This makes them particularly receptive to multi-channel fundraising approaches that combine traditional media with digital touchpoints.

The Digital Natives: Millennials (28-43 Years Old)

As a Millennial myself, I remember the evolution from massive desktop computers to sleek laptops, from Walkman to iPod, from Nintendo to PlayStation. We didn’t just adapt to portable technology, we expected it. This expectation of convenience and mobility directly influences how we give.

The numbers tell the story: Millennials show high participation in monthly giving programs (26% – the highest of any generation) and are 85% more likely to donate if the process is easy¹. We’re also optimistic about giving more in the future (36% likely to increase donations). For us, supporting causes isn’t just about the donation. It’s about the ongoing relationship and convenience of giving.

The Connected Generation: Gen Z (12-27 Years Old)

Born into a world of WiFi, smartphones, and social networks, Gen Z approaches giving differently than any previous generation. They’re the most spontaneous givers (47%) and, fascinatingly, show the highest level of anxiety when donating (21%)¹. Having recently read “The Anxious Generation” by Jonathan Haidt⁶, this statistic doesn’t surprise me. It reflects broader generational patterns of engaging with the world’s challenges.

Despite this anxiety, or perhaps because of it, Gen Z shows remarkable engagement with causes they care about. They support more organizations (average of 3 compared to 2 for other generations)¹ and are the most likely to increase their giving (47%)¹. This generation is also the most digitally immersed, with 81% reporting that they play video games⁷ making gaming-related fundraising events particularly effective for reaching this audience.

The Power Of Peer-To-Peer Events: A Universal Connection Point

Across all generations, about 30% of people give through peer-to-peer fundraising events¹. This consistent engagement presents a unique opportunity, but it comes with a challenge: creating events that resonate across generational lines. While Baby Boomers might prefer traditional walk-a-thons, Gen Z might be more drawn to gaming marathons or social media challenges. The key is offering diverse experiences that allow each generation to participate in ways that feel authentic to them.

The Future Of Giving: Where Do We Go From Here?

The fundraising landscape is evolving rapidly. Online donations have doubled between 2019 and 2023⁴ with new online donors giving 48% more in their first year than offline donors⁵. The rise of alternative giving platforms shows just how quickly these channels are growing. Twitch fundraising alone jumped from $140 million in 2022 to $400 million in 2023², a remarkable increase in just one year. This explosive growth demonstrates how emerging platforms are becoming increasingly vital to fundraising success.¹

What This Means For Your Organization

1. Create program resiliency by embracing both traditional and emerging channels. Integration at its best.
2. Ensure your digital presence clearly communicates impact. Remember, 75% of donors are researching before giving.
3. Design peer-to-peer events that offer multiple ways to participate, appealing to different generational preferences.
4. Make giving easy across all platforms. Remember, ease of donating matters to 85% of younger donors.
5. Recognize and address emotional drivers, from hope to anxiety, in your donor communications.

As we look toward the rest of 2025, with experts predicting a 3.9% increase in giving⁵, the organizations that will thrive are those that understand and adapt to these generational nuances. After all, whether your donors watched the moon landing on TV or watched a charity livestream on Twitch, they all share one thing: the desire to make a difference.

References

¹ Blackbaud Institute. (2023). “Charitable Support Across Generations Report.” [Generational giving habits, research behaviors, and emotional response data]
²Twitch Together for Good. (2023). “Twitch Charity Fundraising Growth.” Esports News UK. Retrieved from https://esports-news.co.uk/2023/11/23/twitch-together-for-good-charity/
³ Deloitte Digital Media Trends Survey. (2023). “Understanding Generation-Specific Media Consumption Patterns.” Retrieved from https://www2.deloitte.com/us/en/insights/industry/technology/svod-social-media-gaming-trends.html
⁴ Blackbaud. (2023). “Impactful Regular Giving Strategies Report.” [Online donation growth statistics]
⁵ NonProfit Pro. (2024). “15 Compelling Stats from 2024.” [New online donor giving patterns]
⁶ Haidt, J. (2024). “The Anxious Generation.” Penguin Press.
⁷ Newzoo. (2024). “Generations Report: How Different Generations Engage with Games.” Retrieved from https://newzoo.com/resources/trend-reports/newzoos-generations-report-how-different-generations-engage-with-games