A new Giving USA special report focuses on giving by elders*. While the primary audience for the report is professionals working in aging services, the report includes some truly startling stats which any nonprofit fundraiser should be aware of.
How many U.S. households are headed by someone 65+ — 10%, 15%, 20% or more?
Nearly one quarter of U.S. households are headed by someone who is 65+.
What proportion of philanthropy comes from those born in 1964 or earlier (Boomers and beyond)?
You read that correctly, 69% of charitable giving comes from Boomers and beyond.
What’s a nonprofit to do with this data?
First ask yourself where you are spending the majority of your fundraising time and resources. Have you been focusing on Gen X, Gen Next and Millennials? Building your base is important because, unfortunately, donors eventually leave the fold due to illness or death. However, these statistics suggest your time would be well spent focusing on cultivating older donors who are more likely to make major or planned gifts to your nonprofit.
I have been honored to work with many elders who were funding major or planned gifts and will be writing more about this topic in future posts. In the interim, if you would like to learn more about how to cultivate and solicit older donors, please contact me here:
or give me a call at (814) 206-6731 to discuss my coaching and consulting services.
*Giving and the Golden Years: The Role of Philanthropy in Aging Services Organizations, Giving USA Special Report. Nathan Dietz, Jonathan Durnford, and Laura MacDonald, 2017.