What if the secret to growing your nonprofit’s impact isn’t just about asking for more—but knowing who to ask in the right way?
The Blackbaud Institute’s Charitable Support Across Generations in Canada study gives a behind-the-scenes look at the giving habits of 1,005 Canadians across Gen Z, Millennials, Gen X, and Boomers.
Generosity isn’t one-size-fits-all. Each generation brings its own way of showing generosity, and understanding these differences can transform your outreach.
1. Most Canadians Are Giving — But How?
Here’s the good news: Canadians are generous! The majority support non-profits in four key ways:
- 38% donate cash
- 37% donate goods
- 21% volunteer
- 21% advocate for causes
2. Giving by Generation
- Gen Z (1997–2010): 71% donate, 53% volunteer, and 46% promote causes online. They’re all about action and amplification.
- Millennials (1981–1996): 74% donate, 48% volunteer, 42% promote. They’re balancing busy lives with generosity.
- Gen X (1965–1980): 72% donate, 37% volunteer. Less vocal online, but consistently deliver where it counts.
- Boomers (1946–1964): 71% donate (47% with cash), though volunteering dips to 27%. They’re the reliable backbone of Canadian nonprofits.
How to use this data: If you need boots on the ground volunteers, Gen Z’s are your target audience. Looking for consistent donors? Boomers, Gen X and Millennials anchor supporters.
3. What Motivates Canadians to Give?
People don’t give blindly—they give when they feel inspired and confident in their impact.
Here’s what gets them moving, with steps you can take:
- Trust in Action: 71% of Gen Z & 72% of Gen X give when they believe in an organization’s integrity.
→ Try this: Post a breakdown of how donations fueled last year’s impact on social media.
- Personal Connection to the Cause: If donors resonate with your mission, they are more likely to give.
→ Try this: Share real-life stories from volunteers or beneficiaries.
- Quick Impact: Donors want to know how their money or time made a difference.
→ Try this: Highlight the tangible outcome of their donation on the donation page of your website (e.g. “Your $50 provided 10 meals”)
- Due Diligence: 75% research before giving, from website, social media, or charity reviews. They’re looking for impact, reputation, and mission clarity.
→ Try this: Create a “How We Work” page with stats, financials, and safeguards.
4. How Each Generation Prefers to Give
Giving styles reflect life stages and financial flexibility.
- Gen Z (26%) prefers volunteering—they have time but less disposable income.
- Millennials (15%) lean into workplace giving, embedding generosity into daily routines.
- Gen X & Boomers favour cash donations—especially in $100–$200 amounts.
Most Canadians support 2–3 causes. Healthcare, social services, and children’s charities dominate, but Gen Z stands out for supporting animal welfare.
5. How Canadians Prefer to Pay
Convenience is key. The easier you make it to donate, the more likely supporters will follow through.
- Gen Z → Digital wallets (Apple Pay, Google Pay, PayPal) for quick, mobile-friendly giving.
- Millennials & Boomers → Direct debit & recurring donations for set-it-and-forget-it support.
- All Generations → Credit cards & cash remain standard, but ease of use matters.
6. Saying Thank You Matters
Gratitude isn’t just polite—it’s strategic.Gratitude builds loyalty—but how you say thanks should match donor preferences.
- Gen Z & Millennials: Appreciate public recognition (social media shoutouts, donor spotlights).
- Boomers & Gen X: Prefer personal, impact-driven thank-you emails (“Your gift helped 10 kids”).
To say thank you effectively to all demographics, match the gesture to their journey and you’ll deepen their connection to your organization.
7. Your Move Counts: Turning Insights into Action
Understanding these generational quirks is your secret weapon. These aren’t just stats—they’re your edge.
Ready to put these trends to work? Here’s your cheat sheet:
- Need Volunteers? Target Gen Z with mobile-friendly signups—they’re 26% likely to volunteer.
- Want Reliable Donors? Engage Boomers & Gen X with impact-driven email campaigns.
- Boosting Workplace Giving? Appeal to Millennials—15% already donate through payroll programs.
- Building Trust? Showcase clear results—75% of donors research before giving.
At Anchor Marketing, we’re here to turn these insights into action that boost donations, engagement, and impact. Want to refine your strategy? Contact us today—let’s drive your mission forward.
