Why Nonprofit Fundraisers Should Give More Attention to Gen X Donors

There is a lot of discussion in the nonprofit sector about Millennials (a.k.a. Gen Y) and Baby Boomers and a growing interest in Gen Z, a.k.a. #Philanthrokids, but almost no analysis of Generation X (aged 35 to 50 years). As the first generation to donate online and the generation that pioneered web design, email, blogging and online advocacy, ignoring Gen X is a big mistake.

As Gen X rebounds from the Great Recession, Gen Xers are entering their peak giving years and nonprofit fundraisers would be wise to pay more attention to how they give and why.