Giving USA Report: Charitable Giving and the Millennial Generation

16/12/2010 at 12:33 Leave a comment

Press Release: A new report published by Giving USA Foundation and researched and written by the Center on Philanthropy at Indiana University highlights the differences – and challenges – in reaching “Millennial” donors – adults born since 1981.

Because the majority of Millennials and even Gen Xers (born 1964 to 1980) have lower income than their parents and grandparents, they tend to give smaller amounts of money to charitable causes, whether secular or religious, the study found. One conclusion? Engage the younger generation as volunteers.

Generation X is entering its peak earning years and the Millennials are not far behind. Engaging people under 45 now as donors and volunteers using methods that appeal to their giving nature makes sense.

Una Osili, Ph.D., director of research at the Center on Philanthropy added, “The data are clear: The average person under 30 may have lower income and wealth (compared to older groups).  However, ideas, enthusiasm, and energy are important for charities. A relationship formed now based on volunteering can become a strong donor relationship as a person’s income grows over time.”

The most current data from Center on Philanthropy Panel Study forms the dataset used for analysis. In this nationally representative sample of households, based on contributions in 2006:

  • 33% of households headed by a Millennial gave, and the average total contributions were $557.
  • 59% of households headed by a member of Gen X gave, and the average total contributions were $1,488.
  • 69% of households headed by a Boomer gave, and the average total contributions were $2,613.
  • 77% of households headed by someone born before 1946 gave, and the average total contributions were slightly lower than Boomers’ average, at $2,540.

The report, entitled “Charitable Giving and the Millennial Generation,” is available for purchase ($15) and immediate download in the Spotlight e-newsletter section of the on-line store at

Entry filed under: Nonprofit Research, Resources You Can Use!. Tags: , , , .

New Study: Consumers Demand Companies Implement CSR Programs The Sharpe Group Whitepaper 2010 Tax Law Changes – Impact on Giving

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Trackback this post  |  Subscribe to the comments via RSS Feed

Enter your email address to follow this blog and receive notifications of new posts by email.


Barbara’s Twitter Feed

Beyond Melbourne

Food Travel Markets Artists

Annual Fund Lab

The Annual Fund Isn't Annual At All

Gippsland Unwrapped

Zero waste, plastic free and no palm oil. My life 'unwrapped' in Gippsland.

Just another site


Leaders Not Managers

Susan Sink

life on these 80 acres

The Net Naturalist

A field guide to social media.

Good By Choice

philanthropy. kindness. insights. observations

Pretty Prints & Paper

Using the bullet journal and calligraphy to cultivate an intentional life

Passion Themed Life

multi-passionate mom learning as i go


Life with Labs in Las Vegas

No Small Change

All things pertaining to communications, from the bunch of us at Barapani

Activate Learning Solutions

Learning Solutions that Activate Performance in Your Company

Clay Myers-Bowman

Producer, Photographer & Fundraising Consultant

Startups and Burritos

Mostly about startups but sometimes about burritos too.

Nonprofit Nate

Helping people help causes.

Talisman Thinking Out Loud

Philanthropy - Fundraising - Nonprofit Management

%d bloggers like this: