Generation X

“Generation X is at a life stage right now where it may be very difficult for them to be involved financially,” Smith says. “But the fears and concerns that a lot of [marketers] had initially about Gen-Xers being harder to retain and grow in a relationship have not been borne out yet.”

Their behaviors suggest a need for direct involvement, as well as a personal connection, with a nonprofit organization, Smith says. They also want to be more in control of their marketing and media experiences — when and how they give. And, most importantly, they will show loyalty to organizations that measure up to their standards of integrity and authenticity.