Multi-Gen Marketing: How To Reach Donors of All Ages

Imagine a long-time donor in their 70s who prefers handwritten checks and thank-you notes. Now, imagine a young professional in their 30s who donates on your website after exploring your nonprofit’s Instagram profile. Both care deeply about your cause but engage in different ways.

Reaching donors of all ages is about meeting each generation where they are and leveraging your tools to build connections.

By understanding their communication preferences and giving habits, you can craft a marketing strategy that resonates with all donors and sets your nonprofit up to thrive for years to come. Let’s explore a few ways to craft messages that transcend generational divides.

Target Donors With Google Ads.

People of all ages use Google when seeking information. While internet usage varies across generations, donors from 18 to 65+ actively use Google to search for information and causes to support. Unlike traditional advertising that pushes messages to a broad audience, Google Search Ads attract high-intent users—those actively searching for charitable causes.

Whether a potential donor is searching for “best charities for climate change” or “local animal shelters,” Google Search Ads ensure participating nonprofits appear at the very top of search results. With the Google Ad Grant, eligible nonprofits can receive up to $10,000 per month in free search ads, making this channel a smart move for your organization’s budget.

Here’s how to reach donors of all ages with Google Ads:

• Target high-intent keywords. Avoid broad terms like “donate” and focus on specific, mission-related keywords. Use long-tail phrases that reflect how people use search engines, such as finding a cause to support or researching how to make a planned gift. Then, craft ad copy that speaks directly to users’ motivations.
• Use sitelink assets. Sitelink assets let you add additional landing pages to your ads, helping donors find information relevant to them. For example, you can link to impact reports or highlight legacy giving.
• Optimize ad copy to emphasize impact. A clear message ensures donors of all ages understand the value of their potential contributions. Keep headlines mission-driven, emphasizing impact and urgency, such as “Provide Meals for Families in Need” or “Every $25 Saves a Life.” Descriptions should reinforce trust and action, like “100% of donations go to clean water projects.”

Check out this example nonprofit ad from the Breast Cancer Research Foundation (BCRF):

This ad appears when users search for “breast cancer research.” It highlights the BCRF’s credibility and how donations directly support its work. To ensure all potential donors find a giving option that resonates with them, the ad includes sitelinks to impact reports, planned giving options, and recurring donation setup.

Create A Helpful and Navigable Nonprofit Website.

To accommodate donors of all ages, your nonprofit’s website should be clear, accessible, and easy to navigate. A well-designed site removes barriers to giving by making information easy to find and donations simple to complete.

Here’s what we recommend for a donor-friendly website:

• Prioritize simplicity and accessibility. Use clear language, avoid jargon, and ensure readability with large fonts and strong color contrast. A clutter-free layout helps donors quickly understand your mission.
• Make it mobile-friendly. While older donors may browse on desktops, younger donors are more likely to use mobile devices. Optimize your site to have fast load times and responsive design.
• Make key information easy to find. Donors should be able to quickly access mission information, impact reports, testimonials, and giving opportunities. In your navigation menu, provide clear pathways to donation pages, employee giving programs, and event sign-ups.

To help donors find your site, link to it in your donor communications and follow search engine optimization (SEO) best practices. A strong SEO strategy improves your site’s ranking in organic (unpaid) search results, driving more traffic. 

Nexus Marketing’s guide to nonprofit SEO explains that there’s no secret formula for SEO. However, there are specific elements that your web content needs to rank, such as optimized headings and alt text. Use a tool like Google Keyword Planner to research keywords. Then, design site content centered around those topics. 

Aim to build a user-friendly, discoverable website that removes friction from the giving process, ensuring donors of all generations can support your cause.

Provide Easy Online Giving Options.

Donors of all ages enjoy giving online. It’s convenient and fast, allowing them to support causes they care about when they feel inspired. Make donating easy with giving methods, such as:

• A social giving app. With a social giving app, donors can turn their everyday shopping into acts of charity. They’ll enroll, select a nonprofit to support, and go about their regular shopping. To support their chosen charity, they can send a percentage of every transaction (think of it as a tip), round up their purchases to the nearest dollar, or set a fixed dollar amount to give each week.

• Online giving page. Your donation page is the core of your nonprofit’s fundraising efforts. Simplify the donation process by limiting the number of information fields and providing suggested gift amounts. Win donor trust by using a secure payment processor, and enable recurring donations to encourage donors to make giving a regular habit.
• Text giving. Donors simply text a keyword to a designated number, confirm their gift amount, and watch as the donation is processed instantly. While mobile giving is especially effective for younger donors, this method makes giving easy for all ages, particularly during urgent campaigns.

For each giving method, provide instructions when necessary so everyone can participate. For instance, you might provide a step-by-step guide to setting up gifts in your social giving app. This helps older donors who may be less tech-savvy.

Tell Stories That Move All Generations.

Storytelling is one of the most effective nonprofit marketing strategies for engaging donors of all ages. Whether through a compelling video, heartfelt blog post, or inspiring social media story, sharing the impact of your work can bridge the generational gap and create a lasting emotional connection with donors.

Here’s how to harness the power of storytelling in your nonprofit’s marketing:

• Use visuals. Getting Attention’s guide to nonprofit digital marketing explains that visuals put a face to your cause. For example, spoken testimonials in videos or before-and-after photos of a project can speak to all generations in a way that words alone might not.
• Focus on universal values. Values of generosity, community, and impact resonate with all donors, regardless of generation. Craft stories that highlight how their support improves lives, reinforcing the shared desire to contribute to something greater.
• Incorporate diverse perspectives. Stories that include a variety of voices are more likely to resonate across generations. Show how people from different generations contribute to your cause in their own ways, whether it’s an older donor funding a scholarship or a younger volunteer mentoring students. By showing your diverse range of supporters, you make the story more inclusive.

Above all, be authentic. All donors want to feel like they’re contributing to a cause they trust, so tell honest stories. Showing vulnerability and sharing successes and setbacks alike builds trust and deeper connections with donors.

By embracing a multigenerational marketing strategy, you can expand your reach and create a lasting, intergenerational support system that sustains your nonprofit for years to come. Implement these strategies and watch all your donor relationships grow stronger.

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