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Generational Giving Research: Think Mobile First

Is there really a clear difference in how each generation views giving? According to a recent Dunham+Company study, yes, there is.

In an effort to better understand Millennials, Dunham+Company embarked on a donor study in 2016 to look at donor behavior among generations in the US, UK and Australia. In 2022, we decided it was time to revisit with up-to-date data that speaks to generational differences, commitment to giving, and church attendance. Here are just a few key takeaways emerging from the study:

  1. Make giving through your website easily accessible.
  2. Mobile giving should remain a top priority.
  3. Multichannel communication is more important than ever, regardless of your generation.

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