Know Who You’re Talking To?

Why Audience Clarity is Essential for Christian School Sustainability

By Lara Gopp
Marketing Manager| Fortify Foundation

Early in my career, I took part in a leadership training that focused on the study of taxonomy, examining how different demographics receive, interpret, and respond to language. The research was rigorous and practical, and it reshaped how I approached communication. What stayed with me most was a simple but enduring truth: people don’t receive messages the way we intend them; they received them the way they are wired to hear them.

Decades later, after working across both faith-based nonprofit and education sectors, that lesson remains unchanged. Platforms and tools continue to evolve, but the importance of speaking in language that resonates with the listener has not. In fact, it may be more critical now than ever as Christian schools navigate enrollment pressure, rising operational cost, and a historic generational shift in wealth.

Before discussing strategy, campaigns, or tools, leaders must ask a couple of foundational questions: Who is actually listening and just as importantly How did they hear?

 Let’s take a closer look at how this pays out, generation by generation.

Silent Generation: Language of Legacy and Stewardship
(born between 1928-1945)

The Silent Generation often represent the longest standing supporters of Christian schools. Many are grandparents, founding families, or donors who view giving as a spiritual act of stewardship rather than a transactional decision. Giving USA consistently reports that donors aged 75 and older are among the most reliable givers year over year. (Giving USA 2024 Report).  In addition, research from the pew research center shows that adults in this age group strongly prefer print communication and personal contact when receiving important or financial Information. (Pew: Internet & Technology by Age).

This generation responds best to language centered on legacy, faithfulness and permit. Printed newsletters, handwritten notes, and personal phone calls communicate respect and trust. When Christian schools frame giving as a way to preserve Christ centered education for future generations, Silent Generation donors often respond with long term commitment, including planned and estate gifts.

Baby Boomers: Language of Impact and Stability
(Born between 1946-1964)

Baby Boomers, currently represent the most financially influential donor group. According to the Blackbaud Charitable Giving Report, Boomers account for more than 40% of total charitable giving in the US (Blackbaud Institute). They are deeply value-driven, yet they also want evidence that their generosity is producing tangible outcomes.

Boomers are comfortable with digital communication, particularly e-mail, but still expect professionalism and clarity. Impact reports, testimonial videos, and invitation-based events work well because they combine transparency with relationships. Giving USA data shows that Boomers are more likely to give generously when they understand how their gift strengthens long-term sustainability, not just short-term needs (Giving USA Trends). Language emphasizing institutional stability, mission continuity, and measurable impact resonates strongly with this group.

Generation X: Language of Clarity and Value
(Born between 1965 – 1980)

Generation X often files under the radar in donor conversations, despite playing a pivotal role in Christian School communities today. Many are current parents, board members, and emerging major donors. Research from Google and the Edelman Trust Barometer shows that Gen X donors are among the most research-driven and trust-conscious generations, placing a high value on efficiency, transparency, and credibility (Google Think Insights | Edelman Trust Barometer).

This group responds best to concise communication that respects their time and intelligence. Short form video, clear e-mail messaging, and data supported presentations are effective because they allow Gen X donors to quickly assess impact and value. When schools clearly articulate the “why” behind initiatives, particularly around endowment, tuition stability, or faculty excellence, Gen X donors are more likely to engage and remain involved over time.

Millennials: Language of Purpose and Belonging
(Born between 1981 – 1996)

Millennials now make up a growing portion of Christian School parents and alumni while their average gift size may be smaller today, their long-term influence is significant according to Nonprofit Tech for Good (cite). 75% of Millennials prefer to give online, and many report being more likely to support organizations that demonstrate authentic impact and values alignment (Global Trends in Giving Report).

Millennials respond best to storytelling that fills personal and transparent social media, mobile friendly giving platforms, and video testimonials are especially effective. Research shows that Millennials are more engaged when they feel invited into a mission-driven community rather than approached solely for financial support (Deloitte Millennial Survey). Language focused on belonging, shared mission, and real-life stories of impact resonates far more than institutional language alone.

Generation Z: Language of Authenticity and Voice
(Current students and young alumni)

Generation Z includes today’s learners and tomorrow’s advocates. While they are not yet financial donors, they play a critical role in shaping perception and trust. According to Morning Consult, Gen Z consumes more video content than any other generation and places a high value on authenticity over production quality (Morning Consult: Gen Z Media Habits). Additional research from Pew Research Center confirms that Gen Z trusts peer voices more than institutional messaging (Pew: Teens, Social Media & Technology).

This generation responds most strongly to student led storytelling, short format video, and interactive content. How Christian schools communicate with Gen Z today will influence future enrollment, alumni engagement, and donor confidence for decades to come.

Why This Matters Now

The taxonomy work I participated in years ago reinforced a lesson that has proven timeless: effective communication is not about saying more; it’s about saying the right thing in the right way to the right audience.

 As wealth shifts and leadership transitions accelerate, Christian schools that honor generational differences will steward both relationships and resources more faithfully. Knowing who you’re talking to isn’t a marketing tactic, its leadership wisdom. And in this season, it may determine which schools thrive for generations to come.

IF There is roomn work together, ensuring every effort supports students, teachers, donors, and the broader mission.

Contact us for more information.