Gen X turns 60: Are we ready?
Where does the time go? Gen X will start turning 60 next year.
And while there usually is a positive correlation to age and giving charitably, non profits haven’t yet ushered the Nirvana generation into high-value donors.
![Generation Graph](https://seachangestrategies.com/wp-content/uploads/2024/05/Screenshot-2024-05-20-at-6.37.16-AM-800x0-c-default.png)
According to our latest study The Missing Middle Part IV, a survey of nearly 6,000 midlevel donors from 36 organizations, only 13% of midlevel donors are Gen Xers compared to 61% who are Baby Boomers.
![U.S. Population Generation Graph](https://seachangestrategies.com/wp-content/uploads/2024/05/Screenshot-2024-05-20-at-6.37.30-AM-800x0-c-default.png)
More importantly, we see an underrepresentation among Gen X midlevel donors as an overall percentage in population. Gen X makes up 26% of the overall U.S. adult population (which is slightly larger than the Boomer cohort numerically), but only 13% of midlevel donors.
Conversely, Boomers are overrepresented. They make up 25% of the overall U.S. adult population, but over 60% of midlevel donors.
With the oldest Xers turning 60 next year, it’s arguably surprising that they are not better represented among midlevel donors.
![Single Donations](https://seachangestrategies.com/wp-content/uploads/2024/05/Screenshot-2024-05-20-at-7.00.19-AM-800x0-c-default.png)
The bright spot? Gen X is financially primed to give.
Xers in the study look a lot like Boomers when comparing their largest donation to a single group. For Boomers, the average largest donation was $12,857 with Xers just behind at $10,586. Millennial’s highest gift was far behind, averaging $3,527.
![Net worth](https://seachangestrategies.com/wp-content/uploads/2024/05/Screenshot-2024-05-20-at-7.00.25-AM-800x0-c-default.png)
Further, Xers are also nearly as likely as Boomers to have amassed a net worth of $1 million or more.
![Behaviors](https://seachangestrategies.com/wp-content/uploads/2024/05/Screenshot-2024-05-20-at-7.22.42-AM-800x0-c-default.png)
But that’s where the similarities end. Our study found that Xers are significantly different from Boomers in the following ways. They are more likely to rely on word-of-mouth in making donations, to respond to a personal request from a friend or colleague, to support a cause that has helped someone they know or with which they have a personal connection and to respond to match offers.
With many Boomers deep into retirement and with their numbers declining, a question arises: How will non profits usher Gen X into high-value giving?
We look forward to being part of this generational shift conversation.