Let’s start with a number that’s hard to picture without squinting: $84 trillion. That’s the estimated amount of wealth expected to move from Baby Boomers to younger generations over the next 20 years. And nonprofits are projected to receive $12 to $15 trillion of it.
Big opportunity, right? Also a little intimidating, like realizing you’ve been invited to a potluck where everyone else is bringing something impressive, and you’re holding a bag of chips.
The good news: you don’t need to reinvent your fundraising program to get ready. You do need to make sure your year-end plan is built for the way giving decisions are changing, with multiple generations in the mix, multiple channels in play, and GivingTuesday acting more like the kickoff than the finale.
Here’s a simple, practical checklist to help you prepare for GivingTuesday and the rest of year-end with a multigenerational lens, without adding unnecessary complexity.
1) Start with a quick donor reality check
We all have a “default donor” in our heads. Sometimes that donor is real. Sometimes it’s a donor we met once in 2019 and have been mentally fundraising to ever since.
It’s true that older donors are still a major driver of revenue today. In the U.S., Baby Boomers account for 43 percent of all charitable donations. Stewardship here matters. At the same time, the wealth transfer means younger generations will increasingly influence where money goes, especially within families.
Action step (about one hour): pull a quick snapshot of your donor file.
- One-time donors versus recurring donors
- Donor age (if you have it), or a proxy like first gift year, channel source, and average gift
- Share of revenue from your top 10 percent of donors
- New donors acquired during GivingTuesday, and how many gave again in December
You’re not chasing perfect segmentation. You’re looking for two things: where you’re over-dependent on one segment, and where you’re under-invested in the next one.
2) Create one message hierarchy, then tailor the entry point
Multigenerational fundraising can go off the rails in two ways. Either we try to say everything to everyone and end up saying nothing memorable, or we create five different “campaigns” that don’t feel connected.
A better approach is one story with multiple doors. Start with a simple message hierarchy:
- Core story: the impact your organization exists to create
- Proof points: three to five concrete outcomes, numbers, quotes, and credibility markers
- Calls to action: two to three actions such as donate, join monthly giving, start a fundraiser, or share
Then tailor the first 10 seconds based on channel and audience. An email to a long-time donor might lead with credibility and track record. A social post aimed at younger supporters might lead with urgency, community identity, and participation. Your GivingTuesday landing page might lead with a clear goal and a time-bound reason to act, like a match or challenge.
Action step (about 90 minutes): put your core story and proof points in one shared doc and make it the source of truth for every email, landing page, and social post.
3) Treat GivingTuesday as the top of your year-end funnel
GivingTuesday can bring a surge of attention. The mistake is treating that surge like a one-day event, then going quiet until the final week of December.
Strong year-end programs treat GivingTuesday as the start of a journey with three stages: acquisition, conversion, and retention.
Action step (same day): map a post-GivingTuesday journey with three tracks.
- New donors: quick thank-you, a clear impact story, and an invitation to become a monthly donor
- Returning donors: gratitude, results update, and a next step that fits their history
- Engaged non-donors: progress update, social proof, and a second chance to jump in
This keeps new supporters warm and gives you multiple opportunities to convert interest into revenue over the full season.
4) Make the donation experience easy on mobile (because it’s 2026)
Multigenerational giving is also multi-channel giving. People will arrive from email, social, peer-to-peer links, and search. Many will donate on a phone while standing in line for coffee.
Quick conversion checklist:
- Donation page loads quickly on mobile
- One clear primary call to action
- Suggested amounts feel sensible, and a monthly option is visible
- Forms are short and easy to complete
- Confirmation page thanks the donor and offers a next step, like sharing or upgrading
Action step (30 minutes): ask someone on your team to complete your donation flow on their phone and screenshot every moment they hesitate. Fix the top three issues before your peak traffic hits.
5) Add one offer that builds long-term commitment
The Great Wealth Transfer isn’t just about year-end gifts. It’s about values, identity, and long-term commitment. You don’t need a full legacy giving program to respond, but you do want at least one offer that supports sustained support.
Simple options:
- Join as a monthly donor to fund impact year-round
- Start a fundraiser and invite your community to participate
- Give in honour of someone who shaped your values
- Sponsor a specific outcome with a tangible result
Action step (two hours): pick one offer and build a mini-campaign around it: one landing page, one email, three social posts. Consider running it as a December phase after GivingTuesday, when people are still motivated and looking for ways to help.
Jesse Walsh is the Director of Raisely Marketing at Velora, focused on helping nonprofits grow fundraising revenue through stronger donor experiences, campaign strategy, and conversion-focused digital journeys. Velora’s fundraising products, including Raisely, support nonprofit teams with tools and resources designed to acquire, convert, and retain donors across every generation.
The views expressed in this article are the author’s alone and do not necessarily represent those of CharityVillage.com or any other individual or entity with whom the authors or website may be affiliated. CharityVillage.com is not liable for any content that may be considered offensive, inappropriate, defamatory, or inaccurate or in breach of third-party rights of privacy, copyright, or trademark.
