Using Linear TV for Non-Profit Fundraising: Targeting Generational Audiences  

Linear TV remains one of the most powerful tools for fundraising, especially when targeting older generations who are historically the most generous donors. However, as patterns of generational giving change, your messaging across linear campaigns needs to change. 

Understand Generational Giving Patterns 

Different generations have unique giving habits and preferences, and understanding these patterns can enhance the success of your fundraising efforts. 

Older Adults (65+) 

• Frequent and Generous Donors: Older adults, particularly those aged 65 and over, tend to donate more frequently and in larger amounts than younger generations. They are often more financially secure, with disposable income and a desire to leave a legacy. They have a sense of civic duty & community involvement that makes them particularly supportive of both local & national organizations. 

• How to Reach Them: Linear TV  

Baby Boomers  

• Most Generous Generation: Baby Boomers account for nearly half of all charitable contributions in the United States. They often give to causes related to social services, children, and animals. They tend to appreciate honest message that demonstrates the clear impact of their contributions. 

• Where to Reach Them: National & local broadcasts, cable networks, and prime-time 

Gen-X 

• Connected and Engaged: They regularly check email, are active on social media and respond to text messages. They like to stay involved and informed and are very comfortable with all forms of media. 

• Where to Reach Them: Combine Linear TV with digital follow ups 

Millennials 

• Socially Conscious and Digital Natives: Millennials are less likely to donate through traditional channels but are highly responsive to mobile and online giving platforms. They are more inclined to donate to international causes and through work-sponsored initiatives. Highlight social causes and demonstrate transparency to build trust. 

• Where to Reach Them: Linear TV with online engagement strategies (send a text to donate) 

Gen-Z 

• Social Media Influenced Giving: While not major contributors compared to older generations, Gen Z is inspired by social media-driven campaigns. Over half of Gen Z donors are motivated by messages and images seen online. 

• Where to Reach Them: Use Linear TV to direct them to social media platforms where they can learn more and take action 

Crafting the Perfect TV Fundraising Campaign 

To maximize impact, consider these best practices: 

1. Storytelling: Focus on personal stories that demonstrate the tangible impact of donations. 

1. Clear Call to Action: Make it easy for viewers to respond, whether through a phone number, website, or text code. 

1. Multi-Channel Integration: Leverage Linear TV to drive traffic to digital platforms, where younger audiences can further engage and contribute. 

1. Data-Driven Optimization: Analyze viewer data to adjust messaging and timing for the best results. 

Takeaway 

Linear TV remains a powerful tool in fundraising, especially for reaching older, more generous donors. By tailoring your approach to the unique giving patterns of each generation and combining Linear TV with digital strategies, your campaigns can maximize reach and donations. Engage, inspire, and empower audiences to make a difference through effective storytelling and targeted outreach. 

_{Source: TrueSense Marketing’s annual DonorGraphics study. Base: U.S. adults, N=2,229 in 2023; N=3,509 in 2012.}