In this conceptual paper we propose a reconceptualisation of the individual giving model in response to consumers being bombarded with requests for assistance from the ever increasing non-profit sector. We adapt Sargeant and Woodliffe’s (2007) model to take into account this phenomenon and also introduce the concept of generational effects on giving behaviour. Specifically, we examine the notion that iGen, Generation Y, Generation X, Baby Boomers behave differently to each other when they receive multiple donation requests. The reconceptualised model provides important research propositions which generate the need for future research on individual giving behaviour. This paper has implications for not-for-profit fundraisers as it captures the reality of the competitive marketplace for donor dollars.