Why is nobody talking about Gen X?

July 14, 2023

In today's rapidly changing world, the landscape of charitable giving is undergoing a significant transformation. With the rise of the digital era and the emergence of new generations, it's crucial for nonprofits and charitable organizations to adapt and cater to the preferences of younger donors. While millennials and Gen Z often dominate conversations about technology and giving, there is another generation that has quietly emerged as a force in the philanthropic arena - Generation X. In this blog post, we will explore why it's Gen X's time to shine and how staying up to date with technology is essential for engaging this influential donor base.

The Rise of Generation X in Philanthropy:

Generation X, loosely defined as those born between the mid-1960s and early 1980s, is now reaching a stage in life where they are established professionals, leaders, and decision-makers. As they enter their peak earning years, Gen Xers are becoming a significant force in the philanthropic landscape. This generation possesses a unique set of characteristics that distinguishes them from their predecessors and successors.

Embracing Technology as the Key to Success:

One crucial aspect that sets Gen X apart from previous generations is their familiarity with technology. While they may not have grown up in a digital-first world, Gen Xers have witnessed the rapid advancements of technology and have adapted to its changes. They are comfortable navigating the digital realm and utilizing various platforms and tools for communication, networking, and research.

To engage Gen X donors effectively, nonprofits must prioritize technological integration in their strategies. This includes optimizing online donation platforms, developing user-friendly websites, leveraging social media for outreach, and embracing emerging technologies such as artificial intelligence and virtual reality to create immersive giving experiences.

Meeting the Expectations of Younger Donors:

As Gen X rises in prominence, it's important to remember that younger generations, particularly millennials and Gen Z, are still significant players in the philanthropic landscape. These digitally native individuals have grown up with technology at their fingertips and have high expectations for seamless online experiences and personalized interactions.

Nonprofits need to strike a balance between catering to Gen X and staying relevant to younger donors. By adopting modern technologies and platforms, organizations can create a seamless giving experience that appeals to both generations. This includes embracing mobile giving web-apps, implementing text-to-donate campaigns, and providing real-time updates on the impact of donations.

Engaging Gen X: A Multichannel Approach:

To effectively engage Gen X donors, nonprofits must adopt a multichannel approach that combines online and offline strategies. While technology is crucial, it's essential to recognize that Gen X still appreciates personal connections and experiences. This generation values face-to-face interactions, networking events, and opportunities to get involved directly.

By combining traditional fundraising efforts with digital strategies, nonprofits can create a holistic approach to engage Gen X effectively. Hosting hybrid events that incorporate both physical and virtual elements, providing opportunities for hands-on volunteering, and leveraging social media for networking can all contribute to building meaningful relationships with Gen X donors.


In the ever-evolving landscape of charitable giving, understanding and adapting to the preferences of different generations is crucial for the sustainability and success of nonprofits. Generation X, with its unique characteristics and increasing influence, demands attention and engagement. By prioritizing technology integration and embracing a multichannel approach, organizations can effectively cater to the needs and expectations of both Gen X and younger donors. As we recognize the transformative power of Gen X, it's clear that staying up to date with technology is not just an option but a necessity in harnessing the full potential of this emerging donor base.

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