New Survey Gets to the 'Heart of the Donor'

But according to the study, older donors are more generous.

“The point is this: If the goal of a nonprofit is to effectively target today’s best donors, then they should focus significant and smart attention on the donors giving the most money — seniors and boomers,” McIntyre says. “For example, the number of donors in the 18-24 group and 70-plus are comparable, but the 70-plus donor gives three times as much.