Generational Giving: Unpacking Gen X and Gen Alpha in Nonprofit Fundraising

When we look at generational giving, it’s easy to focus on baby boomers, millennials, and Gen Z. But tucked in between these groups is Gen X, which is projected to inherit $30 trillion in the Great Wealth Transfer through 2040. Could Gen X be the hidden key to the future of philanthropy? In this episode of the Go Beyond Fundraising podcast, we welcome Alyssa Boger, EVP of Client Strategy, as she unpacks this question and more. The oldest Gen Xers are nearing retirement age, while the youngest are reaching their peak earning years. These stages of life stand to shape their giving today and tomorrow. This is a group that seeks to make an immediate impact with their time, money, and advocacy. We also talked about Gen X’s children, Gen Alpha. While they’re too young to engage with direct messaging, this generation’s online behaviors point to strategies that could reshape how you think about fundraising.