We are Generation X — the cohort who pioneered grunge, embraced the promise of the Internet, and demanded that our country Move On from the Clinton/Lewinsky scandal.
We range in age from 34-50. And since the glory days of Reality Bites, we have been getting overlooked by media and marketers everywhere.
We’re smack in the middle. The Pew authors write, “In most of the ways we take stock of generations — their racial and ethnic makeup; their political, social and religious values; their economic and educational circumstances; their technology usage — Gen Xers are a low-slung, straight-line bridge between two noisy behemoths.”
But non profits neglect Gen-Xers at their peril.
According to The Next Generation of American Giving report (a study by Sea Change Strategies, Blackbaud and Edge Research), Baby boomers account for 43% of total charitable revenue in the United States. But Gen-Xers are on the rise — giving 20% of the total charitable giving pie.
How are you creating a pipeline for Gen X donors who are making connections to the charities they will support in years to come now? Here are two shining examples:
- EcoHealth Alliance has developed a young professionals council that hosts networking events in and around New York that relate to the organization’s mission.
- The International Rescue Committee has created Generation Rescue, which also hosts networking events in and around cities where the IRC is active.
Mark and I will be writing on Gen Xers in the months to come and will be sharing other ideas for stewarding this important cohort of donors.