Supporters are the backbone of any nonprofit, charity, or social cause. But with changing generational behaviours, organizations need to rethink their engagement strategies. The Blackbaud Institute’s 6 Tips for Building Stronger Relationships with Supporters Across Generations pulls from a survey of over 1,000 Canadians across all generations to show how to lock in their loyalty.
To ensure lasting relationships, here are 10 actionable strategies to engage supporters across generations.
1. Build a Dynamic Online Presence
First impressions matter. 75% of donors research an organization before donating, relying on websites, charity review platforms, and social media. A well-designed, informative, and up-to-date website is crucial, along with active social media profiles that highlight impact stories.
Ensure your online presence is effective by:
- Keep your website updated with clear messaging and easy navigation
- Maintain an active presence on platforms where your audience spends time
- Use digital storytelling—such as videos, testimonials, and data-driven impact reports—to build trust
2. Engage Younger Generations Early
Gen Z and Millennials aren’t just future donors—they’re already giving in multiple ways, from volunteering to social media advocacy. Engaging them now builds long-term commitment.
- Use social media to highlight real stories and behind-the-scenes content
- Make donating and participating easy with modern payment options and mobile-friendly experiences
- Provide interactive opportunities like live Q&As, virtual events, or ambassador programs
3. Show Appreciation in Meaningful Ways
Supporters across all generations appreciate gratitude, but their preferred recognition methods differ.
- Gen Z & Millennials: Public recognition (social media, email spotlights, annual donor lists)
- Gen X & Boomers: Personal thank-you messages (emails, letters, impact reports)
Find a balance by expressing appreciation in ways that resonate with each group.
4. Leverage Word-of-Mouth and Peer Influence
People are more likely to support a cause if someone they trust recommends it. Younger generations, in particular, rely on peer recommendations when choosing where to donate.
Ways to encourage word-of-mouth advocacy:
- Develop a referral or ambassador program
- Feature testimonials and user-generated content on social media
- Encourage existing supporters to share their experiences with your organization
5. Be Transparent to Build Trust
Trust is a major factor in donation decisions. Older donors, especially, value financial transparency and accountability.
Ways to build credibility:
- Share clear reports on how funds are used
- Offer insights into your impact through data and real-life stories
- Be open to questions and feedback, addressing concerns promptly
6. Make Giving Easy and Accessible
Supporters are more likely to donate if the process is convenient. Different generations have different preferences for how they give.
Offering multiple donation options ensures no one is left out:
- Gen Z & Millennials: Digital payments (PayPal, Apple Pay, Google Pay), crowdfunding, monthly giving subscriptions
- Gen X & Boomers: Traditional online donations, event-based giving, and donation add-ons at checkout
7. Optimize for Mobile Giving
With mobile usage increasing across all age groups, a frustrating donation process can cost you potential contributions.
Ways to create a seamless mobile experience:
- Ensure your donation page is mobile-friendly and loads quickly
- Offer easy payment options like one-click donations
- Reduce form fields to streamline the process
8. Use Storytelling to Deepen Engagement
Emotional connections drive donations. Different generations respond to different storytelling styles.
Effective approaches:
- Younger donors: Engaging social media stories, video testimonials, real-time updates
- Older donors: In-depth case studies, newsletters with impact reports, long-form blog content
By combining facts, visuals, and emotional appeal, you can connect with a diverse audience.
9. Create Engaging and Interactive Campaigns
Younger supporters, particularly Gen Z, enjoy interactive and community-driven initiatives. Passive donation requests may not be enough to capture their attention.
Consider these engagement tactics:
- Gamified fundraising challenges
- Virtual or in-person events with exclusive content
- Behind-the-scenes experiences and Q&A sessions with your team
10. Communicate on the Right Channels
Each generation has preferred ways to receive information. Adapting your communication strategy ensures you reach supporters effectively.
- Gen Z & Millennials: Social media, email, text messaging
- Gen X: Email, blogs, and digital newsletters
- Boomers: Email, direct mail, phone calls
A multi-channel approach allows you to engage supporters where they feel most comfortable.
Final Thoughts
Building relationships with supporters across generations requires flexibility, transparency, and engagement strategies that meet them where they are. By strengthening your online presence, making giving easy, and offering meaningful recognition, you can foster long-term loyalty and increase donor retention.
At Anchor Marketing, we’ve guided organizations to stronger bonds that drive real impact. Ready to make your supporters stick? Contact us now—let’s build something solid.
