The charity sector always seems to be looking for the next big donor group. And from what I see and hear, more often than not, all eyes turn to Millennials.

The thinking seems to go: if we just find the right way to ask, they’ll start giving.

But here’s the real question: why aren’t they giving already? Is it just because they’ve not been asked? And more importantly, asked in the right way? Because over the last few years we’ve seen the development of Millennial friendly brands and innovations that haven’t really shifted the needle.

It’s not because Millennials don’t care – far from it. They are passionate about social change. But caring and giving are not the same thing. And when you look at the numbers, their charitable donations are actually declining compared to the same age group twenty years ago.

At Bluefrog, we believe it’s not particularly useful to view donors purely by age. Instead, we need to think about financial ability, emotional bandwidth, and life experience – because that’s what actually shapes giving behaviour. After all, we know from our research that some Millennials give loads. Whilst some boomers don’t give anything.

That’s why we’ve ditched the generational labels and started thinking about fundraising in terms of a sandwich.

But what does a sandwich have to do with fundraising?

In today’s video, whilst I make my lunch, I’d like you to show you why you should think about the population as a sandwich.

  • The Fresh Slice (under 35s) are engaged and passionate but financially stretched—giving isn’t a priority yet.
  • The Filling (35-55s) are the ‘Sandwich Generation’—caring for children and parents whilst working.
  • The Top Crust (55+) are likely to have increased financial stability, more time, and a lifetime of caregiving experience – so many give, and many tend to be generous.

This is particularly important because we estimate that just 6.5% of UK adults account for nearly HALF of all charitable donations. And they’re overwhelmingly in that Top Crust.

So, in the face of the evidence, if you’re trying to recruit younger donors, you look like you are destined to struggle.

Watch the video to find out why targeting the right audience today sets you up for a sustainable donor base tomorrow.

And if you want to understand more about how being in the sandwich generation influences a life-long attitude to giving and find out better ways to engage the Top Crust – and learn why they might give to you – drop me a line. Via LinkedIn or contact details are in the video.

We speak to so many donors across so many countries that if you want to improve your IG fundraising, I’m pretty certain we will have the insight that you are looking for.