As America’s population ages, it’s important to understand who is—and will be—driving philanthropy. Each generational cohort brings different capacities, motivations and timelines for giving, making strategic segmentation essential for long‑term fundraising success.
A closer look at the generations
Greatest Generation (or GI Generation)—Born before 1928 and now in their late 90s and older, this group accounts for a large share of current bequest revenue. Their numbers are rapidly declining, but their philanthropic impact remains significant.
Silent Generation—Born 1928-1945, now in their 80s and 90s, this small but generous cohort continues to contribute meaningfully to planned giving.
Baby Boomers—Born 1946-1964, the wealthiest generation in history. The oldest Boomers are turning 80, but most remain in their 70s—still active, engaged and planning their estates.
Generation X—Born 1965-1980, now ages 45–60, entering peak earning years and increasingly positioned for major current gifts.
Millennials—Born 1981-1996, now the largest living generation, moving into their 30s and 40s with growing philanthropic influence.
Generation Z—Born after 1996, still young, forming early giving habits and values.
Demographic shifts that will reshape the future
Looking ahead to the next three decades, several powerful trends could redefine planned giving:
- The 100‑year‑old population will quadruple, expanding the pool of donors with long lifespans and extended estate planning horizons.
- By 2030, most Baby Boomers will still be in their 70s, but the oldest will enter their 80s.
- The 85+ population is the fastest‑growing age segment and will surge as Baby Boomers age into it.
- The GI Generation will have passed, and the Silent Generation will be dramatically smaller.
- A sustained “Boomer Bequest Boom” is expected from 2030 through 2055, representing one of the largest wealth transfers in history.
Now and later
To maximize realized bequest revenue and build your planned gift pipeline, organizations need a multi‑tiered and dedicated senior strategy:
- Target older donors in the GI and Silent Generations with tailored planned giving messaging.
- Develop a distinct plan for the oldest Baby Boomers, who are entering the prime window for estate planning.
- Prepare strategies for younger Baby Boomers and Gen X to maximize current gifts during their peak earning years.
- Promote larger gifts of cash, noncash assets and other planned giving vehicles aligned with donor capacity and propensity.
- Expand communication channels and adopt new technologies to reach donors digitally, socially and personally.
Well within reach
In the coming decades, planned giving will be shaped by aging Boomers, a shrinking Silent Generation and the rise of Gen X and Millennials. Organizations that invest now in generational fundraising, particularly around planned giving, will be best positioned to reap the benefits.
Don’t know what generations your donors fall into? Sharpe Data can help by appending age, wealth, gender, marital status and more. Start here with our free “Know Your Donors Guide.”
