What Nonprofits Can Learn from Gen Zers’ and Seniors’ Mobile Habits

As mobile devices continue to dominate communication, nonprofits should be encouraged to engage with donors via these channels — especially since all generations have more in common than perhaps realized. While Generation Zers (ages 13 to 28) and millennials (ages 29 to 44) have earned the reputation of being tech-savvy and frequent users of mobile technology, an often-overlooked fact is that seniors, particularly baby boomers (ages 61 to 79), are also embracing smartphones and text messaging. With both younger and older audiences demonstrating high mobile use, there’s a tremendous opportunity for nonprofits to respect preferences and see a higher impact.

Generosity of Younger Generations

For decades, baby boomers have been the backbone of charitable giving in the United States. Fundraisers often question what the future of giving will look like as baby boomers grow older. 

According to the recent Giving USA special report, “Giving by Generation,” millennials and Gen Z may be poised to help bridge the gap. Not only are millennials already contributing 18% more than older Generation Xers (ages 45 to 60) donors annually, but their annual giving has shot up over the past decade. Since 2015, millennials have increased their annual donations by 72%, compared to Gen X’s modest 8% increase. 

How does Gen Z compare to millennials' giving habits? After adjusting for inflation, in 2024, Gen Z’s generosity trends were ahead of where millennials’ giving was in 2015 when millennials were similar in age.

Related story: An Inside Look: Nonprofit Texting Programs

With this level of growth, millennials and Gen Zers are quickly becoming key philanthropists, making it vital for nonprofits to engage them where they are — on their mobile devices.

Connecting Donors Across Generations Via Smartphones and Texting

One noteworthy statistic from the Giving USA special report is that smartphone ownership among younger generations and boomer donors is similar. While 94% of millennials and 89% of Gen Z donors use smartphones, 88% of boomer donors also own them. This commonality is significant, as smartphones have become central hubs for communication and connection across generations — especially through text messaging.

Text messaging is a preferred communication channel for younger generations. Gen Z, which makes up 32% of the world’s population, has the highest daily mobile screen time of any generation — an astounding 6 hours and 5 minutes per day. With mobile screens occupying a significant portion of their day, it’s no surprise that Gen Z is the most likely to respond to a text from a nonprofit. Gen Z’s likelihood to respond to text messages from charities is higher (3.8 out of five) compared to other channels like email (3.6), social media (3.6) and direct mail (3.4). 

Baby boomers have an average daily screen time of 3 hours and 31 minutes, which is significant enough to suggest a strong engagement with mobile devices. In fact, more boomers are open to receiving a monthly text (29%) than a monthly mailing (19%) according to the report. This is a significant rise from just two years ago, when 23% of boomers were open to receiving a monthly text.

This trend shows that even the most established generations are beginning to embrace text messaging, signaling a shift toward more modern and instantaneous ways to stay connected with nonprofits.

The Growing Acceptance of Texting in Fundraising

The acceptance of text messaging as a fundraising tool is on the rise, too, with 48% of all donors currently open to receiving at least one monthly text from a charity. This figure has grown steadily over the years — from 28% in 2016 to 45% in 2022. Notably, as baby boomers age, the likelihood of their engagement via text is also increasing. While 16% of baby boomers were open to receiving a monthly text from a charity in 2016, that percentage increased to 29% in 2024.

For nonprofits, engaging younger and older generations on their mobile device via text messaging is a significant opportunity. Text messaging immediacy is unique within multichannel campaigns. A text message demands attention, with 90% being opened within three minutes. 

Adapting to an Aging Donor Base and Younger Generations

As baby boomers continue to age, nonprofits must adapt their strategies to continue engaging this key demographic while also focusing on the increasingly generous younger millennial and Gen Z donors. One key to success will lie in meeting these donors where they are most comfortable — on their smartphones.

For younger and older generations, using text messaging alongside traditional communication methods like email or direct mail can add immediacy to timely campaigns or announcements. When the San Diego Humane Society sent a timely giving day text to over 23,000 supporters, an impressive 1.1% responded with a donation.  

Additionally, texting’s 99% open rate can ensure donors hear about the impact of a past donation. International Medical Corps launched texting as a channel to provide value to its donors. Over the past two-plus years, the organization has started to re-engage and reactivate deeper lapsed donors via text messaging.  

The mobile and texting habits of both younger and older generations reveal a critical opportunity for nonprofits to enhance their fundraising strategies. While baby boomers continue to represent a substantial portion of charitable giving, the increased generosity of millennials and Gen Z is significant. Nonprofits should be ready to connect with donors and embrace the chance to unify some campaigns across generations by focusing on where everyone comes together — on their mobile devices.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.