SVP, Client Services
If you’re like most nonprofits, your core donor base leans older. The average donor in the U.S. is 64, which means Baby Boomers, and even the Silent Generation, are still driving the bulk of giving. Boomers alone give over $1,200 a year on average, and the generation before them gives even more.
That loyal support is essential, but you also know the future depends on bringing younger donors into the fold. The challenge? Finding ways to engage new audiences without losing the ones who’ve been with you for years.
That’s where peer-to-peer (P2P) texting comes in. With a 99% open rate, texting reaches people in a way email often can’t. And it’s not just for younger folks—every generation is texting more than ever.
If you’re already seeing success with direct mail, email, or social, adding P2P texting can help amplify what’s already working. It’s a natural fit for a multi-channel strategy that meets your supporters where they are, whether they’re 25 or 75.
Texting may seem like a tool for younger audiences, but the data tells a different story. Each generation is adapting to text-based communication, often in surprising ways.
Baby Boomers (61–79 years old) still make up the core of most nonprofit donor files, and they’ve adopted texting more readily than many expected. Today, 7 in 10 Americans over age 50 own smartphones, and over 60% of those 65 and older are now mobile users.
Boomers are also increasingly using texting for meaningful exchanges. They may still prefer phone calls or face-to-face conversations for deeper interactions, but they’re comfortable using text for updates, reminders, and quick check-ins, especially when the message feels personal.
Gen Xers (45–60 years old) grew up with personal computers and adapted to smartphones in adulthood. That mix makes them uniquely comfortable moving between analog and digital tools. Most own smartphones and regularly use both email and text.
This group tends to favor direct, efficient communication. They still respond to phone calls and email, but they appreciate how texting allows them to keep things short and move quickly.
With near-universal smartphone ownership and a deep reliance on mobile devices for internet access, Millennials (29–44 years old) turn to text messaging as their go-to communication method. They open messages quickly—often within minutes—and prefer texting over more intrusive formats like phone calls.
They’re also more likely to engage in longer, ongoing conversations via text, particularly when they can respond on their own time.
While Gen Z has grown up entirely online, they still prefer texting for most communications. They’re also highly attuned to tone and authenticity. If a message feels impersonal or generic, they’ll tune out.
Interestingly, even this digitally native generation values face-to-face conversation for serious topics. That means when they do text, they’re looking for connection, not automation.
P2P texting works because it meets people where they are, regardless of age, while honoring how they prefer to communicate.
Every generation wants to feel like they’re talking to a real person. Unlike bulk SMS or chatbot-style messaging, peer-to-peer texting puts a human on the other end of the message. That real-time, one-on-one engagement creates the trust and warmth donors respond to, regardless of age.
Some donors love quick updates. Others want to ask questions or get reminders. With P2P texting, your outreach can flex in real time based on the conversation, not a pre-written script. That adaptability makes people feel seen, not segmented.
Texts are usually read within minutes, but they don’t interrupt the recipient the way a call might. That balance is perfect for Boomers who prefer directness, Gen Xers who prize efficiency, Millennials who expect speed, and Gen Zers who want control over when and how they respond.
The real power of P2P texting emerges when it’s woven into a comprehensive omnichannel strategy. Rather than replacing existing channels, P2P texting amplifies their effectiveness by providing personal follow-up that keeps conversations alive across touchpoints.
Word in the nonprofit community is that direct mail is working surprisingly well these days. Email inboxes are overflowing. Social feeds are noisy. But a thoughtful piece of mail still feels personal.
For older donors, physical mail taps into something familiar. For younger ones, it’s so rare that it feels premium. In fact, almost half of Millennials and over a third of Gen Z say they’ve visited a company’s website after receiving relevant mail.
Now imagine following up that mail piece with a personalized text. You build trust with a tangible piece, then reinforce the message with a timely digital follow-up. This kind of layered communication creates a richer experience and boosts engagement across the board.
As Baby Boomers continue to adapt to digital communication and Millennials and Gen X enter their prime giving years, peer-to-peer texting offers nonprofits a sustainable way to reach across generational divides.
The key is recognizing that while generations may prefer different communication styles, they all value authentic, personal connection with the causes they support. P2P texting provides the perfect vehicle for creating those connections at scale.
In a fundraising landscape where donor acquisition costs are rising and attention spans are shrinking, peer-to-peer texting offers something rare: a single channel that can not only strengthen relationships with your existing supporters but also help you reach new donors. It’s one of the few tools that works across your entire base while still honoring each generation’s communication preferences. That’s both efficient fundraising and smart relationship building that pays dividends across all age groups.
If you’d like to learn more about our new peer-to-peer capabilities, reach out.
Nate has nearly 30 years of nonprofit marketing expertise with a proven track record of strengthening donor relationships through multi-channel, mobile-first engagement strategies.
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