Trends Across Boomers, Gen X, Millennials & Gen Z
While Baby Boomers have long been the largest source of charitable funds, a new generation of donors is shifting the landscape. Here’s a look at how giving habits differ and how generational giving is evolving.
Grandma and Grandpa Still Give the Most
Baby Boomers remain the most generous donors. About 72% of Boomers give to charity, with an average annual gift of $1,212, and they account for roughly 43% of total U.S. giving. They’re more likely to support causes like health, education, and religious institutions. Boomers also favor recurring donations and respond well to mail or phone outreach.
Gen X: The Bridge Generation of Impact and Pragmatism
Generation X donors represent about 59% participation in philanthropy, averaging $700–$732 per year, and contributing around 22% of total U.S. giving. They support causes like environmental protection, health, and local community issues. Gen X tends to research organizations before donating and is responsive to email or social media prompts.
Millennials: Values-Driven and Impact-Oriented
Millennials are stepping up. They may give less per person than their Boomer parents, but they are rapidly increasing their engagement. In recent years, average contributions jumped from $942 to $1,323.
Millennial donors make up 11% of total U.S. giving, but that number is growing. Around 84% of Millennials donate, often through digital platforms, crowdfunding, and workplace giving programs. They prioritize values-driven causes like social justice, environment, and disaster relief. A Vanguard Charitable survey found that 60% of Millennials and Gen Z plan to give more over the next 12 months, versus just 40% of Gen X and 39% of Boomers.
Gen Z: Emerging Donors with Big Ambitions
Gen Z may not yet match Boomer giving in raw dollars, but their giving patterns are shaping the future. In 2022, the average Gen Z donor gave $747 annually—surpassing their Gen X parents in some reports.
They’re also highly likely to give regularly, with 62% preferring monthly giving, compared to 35% of Gen X and just 18% of Boomers. Gen Z donors are drawn toward grassroots organizations, environmental causes, and innovative fundraising events, including gaming and social media campaigns. Nearly 60% say they are inspired to give after seeing a social media message or image. They favor transparency and often engage through volunteerism or advocacy as much as financial support.
What This Means for Foundations and Donors
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Boomers and Gen X are critical for sustained funding and legacy planning. Their lifetime giving and planned gifts remain vital.
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Millennials are fast-growing contributors. Their giving rose by nearly 40% between 2016 and 2022, and many are embracing recurring gifts and values-aligned causes.
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Gen Z may not have the same wealth, but they offer early, consistent engagement and they plan to grow their giving as they earn more over time.
This evolution reflects shifting values, new digital tools, and an increasing desire among donors to see measurable change in areas like education, sustainability, and opportunity.
How The Becky Valentine Foundation Meets Every Generation
No matter which generation a donor belongs to, there is a meaningful way to help build our collective future:
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Boomers and Gen X can help sustain core programs through legacy giving, recurring contributions, and major gifts.
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Millennials may engage through workplace giving, recurring donations, and sharing our mission within their networks.
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Gen Z can amplify support through activism, volunteering, micro-donations, and storytelling in digital spaces.
Each generation brings unique strengths and together, they shape a diverse, enduring culture of giving. Shifting values and economic circumstances are reflected in how generational giving is evolving.