As a former fundraiser, I always love when new reports come out like the most recent Giving USA Giving by Generation report. But I usually have one question in mind: What are we supposed to do with this?
Thereโs no shortage of data in the nonprofit world. But unless weโre willing to dig into that data and let it challenge our assumptions, it just becomes noise. The 2025 update from Giving USA and Dunham+Company is full of helpful takeaways and a few surprises.
Millennials and Gen Z Are No Longer “Emerging”โThey’ve Arrived
One thing is clear: Millennials and Gen Z are not just โemergingโ donors anymore, they’re giving in serious ways.
Millennial giving is up 22% since 2021. Gen Z giving rose 16%. And while Boomers still outgive every other generation (more than double the amount), itโs obvious that younger generations are stepping into philanthropy in a more consistent, committed way.
Millennials Love Direct Mail (Seriously)
And hereโs where things get really interesting: Millennials are now the most likely generation to respond to direct mail.
My mouth literally dropped open when I read that.
The generation we tend to associate with digital-first habits, those who check their phones 150+ times per day, are showing up for something as seemingly โold schoolโ as a letter in the mail. But hereโs the nuance: theyโre not necessarily writing checks. Theyโre reading your letter, and then going online to give.
What This Means for Your Fundraising Strategy
This is more than just a fun fact. Itโs a shift that should shape the way we build campaigns. It tells us two things:
- Direct mail is far from dead. (Weโve been saying this for years.)
- Donor behavior is more multi-channel than ever.
Weโve been conditioned to think in either/or terms: digital vs. print, online vs. offline, modern vs. traditional. But the truth is, donors donโt think that way. They just want to be seen, known, and invited into something meaningful. They want to support the causes they care about, through the channels they prefer and find convenient.
Why Responsive Fundraising Is Non-Negotiable
Thatโs where responsive fundraising comes in.
At Virtuous, we talk a lot about responsiveness and this data proves why it matters. If a Millennial donor opens a compelling direct mail appeal and decides to give via your website, you should know that. More importantly, your systems should be ready to track it, personalize their next experience, and continue the conversation seamlessly.
What you canโt afford is a siloed approach where your direct mail team, digital team, and major donor team are working off separate lists, tools, or strategies. Thatโs how you miss opportunities with your donors.
Younger Donors Actually Want More Intentional Communication
Another insight I found interesting is that younger donors, especially Gen Z, are open to frequent communication. This makes sense since they are a digital-first generation but they want to be engaged.
But that engagement has to feel intentional, not like a blast to a giant list. Thatโs what makes modern fundraising both more complex and more rewarding. Itโs no longer just about reaching donorsโitโs about responding to them. Learning their preferences. Honoring their behavior. Giving them a better experience every time they give.
Embrace the Data (Even When It Surprises You)
So hereโs my encouragement: Let the data stretch your thinking. Donโt assume you know where your donors are or how they want to engage. Test more. Integrate your systems. Make space for surprising trends, like Millennials loving direct mail, and build strategies that can flex with changing behavior.
The future of giving is bright. But only for those who are paying attention and responding.
