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Dave French thinks about Gen X coming into the marketing spotlight

Often overshadowed by their Baby Boomer and Millennial counterparts, Generation X is used to being overlooked—both in their day-to-day lives and by nonprofit organizations. But thanks to some research we commissioned to gather much-needed insights into Gen X, we can safely say that these latchkey kids are poised to make a big splash in charitable giving in the coming decades.

We shared our findings in our latest eBook, “Don’t You Forget About Me: The Nonprofit Marketer’s Guide to Generation X.” But we couldn’t stop there. Over the next few weeks, we’re diving deeper into conversations with thought leaders across the industry on different aspects of the research.

In our second episode, we sit down with Memphis Brand’s President and Chief Marketing Officer Dave French to discuss how nonprofits can market to Gen X as they come into their moment in the spotlight. Having worked at MTV and the National Park Foundation, French brings a unique perspective on how to connect with this generation.

Understanding Generation X

When it comes to charitable giving, each generation is a little different. Influenced by their childhood environments, a Younger Gen Xers’ attitudes and core values are much different than those of Older Gen Xers. The same can be said for Millennials and Baby Boomers.

The reason this is so important is because these factors change the way each generation views charitable giving.

To get a better understanding of how each generation is different, we put together donor personas for each of the four age groups mentioned above:


You can download the full persona guide in our eBook.

To better understand how to use these personas to reach Gen X, we sat down with French, an expert on brand and marketing, to discuss:

  • How nonprofits can use personas as a marketing strategy
  • Why an omnichannel strategy is essential when speaking to Gen X
  • How technology has shaped their giving patterns and the way they see brands

Meet our guest

Dave French HeadshotDave French

Memphis Brand

President & Chief Marketing Officer

“It would be irresponsible as a marketer to fly by Gen X. Gen Xers, quite frankly, are in their moment, and they will be for the next decade or so. You’re seeing the largest transfer of wealth from Boomers to Gen Xers. That is significant.”


Listen now



Want more?

Groupthinkers is the podcast for nonprofit marketers by RKD Group. This is a must-listen experience of thought-provoking content that inspires insight on the industry and strategic decisions. Groupthinkers brings together innovators and curators in nonprofit marketing, branding and direct response to tackle the major issues facing nonprofits today. Be sure to tune in for Season 6, as we drop new episodes over the next few weeks.

RKD Group

RKD Group is North America's leading fundraising and marketing services provider to hundreds of nonprofit organizations, including hospitals, social service, disease research, animal welfare, rescue missions, and faith-based charities. RKD Group’s omnichannel approach leverages technology, advanced data science and award-winning strategic and creative leadership to accelerate net revenue growth, build long-term donor relationships and drive online and offline engagements and donations. With a growing team of professionals, RKD Group creates breakthroughs never thought possible.

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