Reaching the Next Generation of American Giving


By: Sarah Marczynski

The Next Generation of American Giving by Blackbaud

I sat in an Association of Fundraising Professionals (AFP) luncheon recently discussing different generational traits from the four generations currently in the work force and how best to market to, work with, and, since it was AFP, how to raise money from them.

The speaker showed Blackbaud’s The Next Generation of American Giving before his presentation and I thought it was a great visualization of generational traits and trends.

[box type=”note”]Take-aways from the video:

  • Fundraising is about people connecting to people.
  • Generation Y/Millenials: Make giving mobile friendly and show them how their contribution directly impacts your organization
  • Generation X: Make giving convenient through your website or through corporate giving programs
  • Baby Boomers: Demonstrate responsible stewardship and develop monthly giving programs
  • Matures/Silent Generation: As keepers of tradition, more responsive to direct mail and telemarketing[/box]

Blackbaud has also produced a full report detailing and further breaking down generational giving trends.

Photo of author
Sarah Marczynski
Sarah joined the Chattanooga Symphony & Opera in 2010 working with the Marketing and Development staffs and quickly became interested in community engagement and education. She holds a Master’s of Public Administration focusing in Nonprofit Arts Management from the University of Tennessee at Chattanooga where her capstone and other work under Dr. Christopher Horne examined attendance patterns in high-art cultural institutions and network relationships between local arts agencies and cultural partners. She also holds a Bachelor’s of Vocal Music Education from UTC, where she studied under Dr. Kevin Ford and Ron Ulen. Sarah has been active in the Chattanooga arts community, serving as the founding chair of the Chattanooga Young Artistic Network (CYAN), graduating from the Holmberg Arts Leadership Institute, and working with the Chattanooga Boys Choir, the Choral Arts Society, the Hunter Museum of American Art, the Chattanooga Bach Choir. Outside of the arts world, Sarah pretends to be an excellent cook (but she's broken 2 ovens), reads Jane Austen novels, and watches way too much House of Cards.
Author Archive

Leave a Comment