A massive generational transfer of wealth is underway, and to capture it, your messaging must meet donors where they actually spend their time. While many believe older donors only want direct mail, the reality is shifting: Baby Boomers now spend 56% of their time watching online video and on social media.

However, a "one size fits all" strategy won't work:
Baby Boomers: Value authenticity and information; they still read content but are increasingly moved by passionate, impact-driven video.
Gen X: These upcoming high-net-worth donors spend 78% of their time on video. They prefer practical, "behind-the-scenes" content over flashy production.
Millennials & Gen Z: These "digital-first" givers demand transparency, mobile optimization, and interactive formats like polls and quizzes.
By tailoring your media types to these generational preferences, you can nurture relationships from the current HNW Boomer to their heirs.