Nonprofit Communications Strategy: A Generational Guide

As organizations look to deepen relationships with their supporters and drive transformational change, one truth has become clear: a nonprofit communications strategy is no longer just about reaching donors. It’s about reaching the right donor, with the right message, at the right time, through the right channel. This is important now more than ever; as Baby Boomers age, an estimated $84.4 trillion in assets is expected to transfer to Millennials and Generation Z by 2045, with $72.6 trillion passing directly to Boomer heirs.

New findings from the 2024 Giving by Generation report, combined with CCS’s on-the-ground experience supporting fundraising leaders, highlight how donor communication preferences vary widely across age groups, and why nonprofits must embrace more personalized, multi-channel strategies to connect effectively.

The Modern Donor Expects More, and Less

Donors today want to feel known, not targeted, through personalized engagement rather than broad appeals. At the same time, they’re more selective in the messages they welcome and the causes they support. Research from the suggests that nonprofits that tailor outreach based on donor behavior and values outperform those that rely on one-size-fits-all campaigns.

According to Giving USA’s report, 65% of Millennial donors and 58% of Gen Z donors believe charities are doing a good or excellent job at executing on their mission—a promising sentiment. But with that optimism comes higher expectations. These donors want transparency, measurable impact, and alignment with their personal values, particularly around DEI and social justice.

Generational Insights: One Nonprofit Communications Strategy Doesn’t Fit All 

Donor preferences differ across age groups, and engagement strategies should be responsive to these differences. The below breaks down key generational communication trends from the report: 

• Gen Z is highly connected, checking their phones more than 200 times per day. While they prefer digital-first experiences, they are also surprisingly open to traditional channels. Eighty percent (80%) are open to monthly mailings, and 81% would accept monthly emails after giving.

• Millennials are the most responsive generation overall, scoring highest across nearly every channel, including email (3.9/5) and direct mail (3.5/5). They are also the most likely to use smartphones (54%) and QR codes (54%) to donate.

• Gen X continues to bridge the digital and analogue worlds. While their likelihood to respond to texts or social media is lower than younger generations, 45% have used a desktop to give—more than in 2022.

• Boomers, while less responsive to digital outreach, still represent a powerful philanthropic force. Eighty-eight percent (88%) have donated in response to direct mail, and 28% say that a mailed appeal led them to give online.

How do these preferences actually play out across generations? Here’s what the data shows:

Integrate Data and Digital in your Nonprofit Communications Strategy

With over 41% of all donors now using smartphones to make gifts—and more than half of younger donors open to QR-code-activated giving—nonprofits must adopt a mobile-first strategy. Websites should be intuitive, fast-loading, and optimized for small screens. Calls to action need to be prominent, and donation forms must be clean, minimal, and fast to complete.

Beyond interface design, data is becoming the backbone of modern fundraising communication. As CCS has seen in campaigns across healthcare, higher education, and human services, the most effective organizations use behavioral data to test timing, channel mix, and messaging strategy in real time. But while automation enables scale-ability, the experience must still feel personal.

Matching Gifts, Storytelling, and Peer Influence Still Win

Beyond channel preferences, matching gift campaigns remain a powerful motivator, especially for younger donors. According to the Giving by Generation report, seventy-two percent (72%) of Millennials and 71% of Gen Z say matching gifts increase their likelihood to give.

Similarly, peer-led messaging outperforms branded messaging on social media. While overall influence from social platforms is softening, younger donors remain significantly more likely to respond to a personal request shared by a friend or family member than to a traditional organizational post.

Nonprofits should equip supporters with compelling, shareable content, especially during time-sensitive campaigns like GivingTuesday or year-end appeals.

Bridge Traditional and Digital Channels

What’s perhaps most surprising and encouraging is that younger donors still engage with traditional channels. Direct mail, email, and even phone calls are welcome when paired with digital follow-ups, clear impact updates, and options to respond online. In fact, among Millennials, 53% prefer to give online in response to a mailed appeal. This data offers a reminder that integration is better than isolation when it comes to communication approach.

CCS recommends that for greatest success, organizations pursue layered, integrated campaigns that allow donors to interact in the channel they prefer, at the cadence they find comfortable. CCS’s own fieldwork has shown this layered approach works particularly well in campaigns that combine physical and digital touchpoints. For instance, pairing a direct mail invitation with a QR code or personalized short URL can drive conversion especially when followed by an email reminder or text prompt.

Looking Ahead for an Effective Nonprofit Communications Strategy

As we enter the next chapter of nonprofit communications, the mandate is clear: don’t just communicate, connect. Understanding your donor’s generational preferences, motivations, and values is no longer optional, it’s essential.

Now more than ever, it’s not just about what you say. It’s about how, and to whom, you say it.