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July 6, 2026 – The charitable giving landscape is shifting as donor habits evolve and younger generations gain influence. The 2025 Giving USA Generations and Giving Report, one of the most comprehensive analyses of donor behavior, highlights how generations differ not only in how they give, but why they give and what they expect from the organizations they support.

Below are the most important insights and what they mean for your nonprofit’s donor strategy.

Understanding the Generations

• Silent Generation: 1928–1945
• Baby Boomers: 1946–1964
• Gen X: 1965–1980
• Millennials: 1981–1996
• Gen Z: 1997–2012

The Great Wealth Transfer

Baby Boomers and the Silent Generation currently hold 65 percent of the country’s private wealth despite representing only a quarter of the population. These donors tend to give large gifts and are expected to leave significant estate gifts in the coming years.

At the same time, a historic shift is underway. Over the next two decades, tens of trillions of dollars are projected to transfer to younger generations. The organizations that thrive will be those that can steward aging major donors while simultaneously building trust and visibility with next-generation donors.

Shifting Priorities in Giving

Generational differences in giving are real but are often tied to life stage as much as age.

• Older generations tend to:
  • Support a wider range of causes
  • Maintain long-term loyalty to specific organizations
  • Prefer structured, strategic giving
• Younger generations tend to:
  • Prioritize causes rather than specific nonprofits
  • Give more informally and in response to urgent needs
  • Expect transparency, authenticity and measurable impact
  • Trust people and peer networks more than organizations

Across all generations, religious causes remain the top giving category, followed by basic needs, combination purpose organizations and health.

Engagement Methods: A Clear Generational Divide

Younger donors, especially Millennials and Gen Z, are digital-first. They:

• Prefer online and mobile giving
• Rely heavily on social media to research causes and organizations
• Expect frictionless giving experiences
• Welcome more frequent communication
  • 82 percent of Gen Z donors welcome monthly outreach after giving (compared to only 19 percent of Boomers)
  • 52 percent of Gen Z donors subscribe to email lists
• Often identify as givers, advocates, or changemakers rather than “philanthropists”

Older donors continue to respond strongly to direct mail, which remains an important driver of giving across generations. They also tend to embrace more traditional philanthropic identities.

A few universal truths:

• Volunteering and giving are deeply connected. Donors who volunteer are significantly more likely to give financially.
• Video is becoming a dominant communication format across all age groups.
• Most donors prefer occasional giving over monthly commitments.

What Now? Action Steps for Nonprofits

1. Prepare for diverse gift types. Be equipped to accept noncash gifts and immediate impact gifts.
2. Foster deeper relationships with younger donors. Younger generations want transparency, regular impact updates and education about giving options. The report shows that 30 percent of Millennials and Gen Z have never heard of donor-advised funds, more than one-third are not familiar with impact investing (35 percent) or trust-based philanthropy (36 percent).
3. Track and engage volunteers. Volunteers are strong giving prospects across all generations. Maintain accurate records and keep them connected to your mission.
4. Strengthen your digital presence. Younger donors primarily learn about the causes online. A strong website, active social media presence and mobile-first giving experience are essential.

The Bottom Line

Despite generational differences, donors of all ages remain eager to support the causes they care about. The next decade will reward nonprofits that adapt quickly, communicate authentically and build trust across generations, while also honoring long-standing donor relationships.

If you are interested in learning more about the generational shifts in giving, the full Giving USA Generations and Giving report is available here.

Questions about donor relations or accepting charitable gifts? HighGround’s Trust and Legal team works with nonprofits across the country to strengthen gift development, administration and donor relations. Contact us at 214.978.3300 or legalteam@highgroundadvisors.org.