PNN Online recently posted an article indicating that young people are just as philanthropic with their money as older generations. The article points out that a report by the Center on Philanthropy at Indiana University in a study funded by Campbell & Company of more than 10,000 people over five generations found that the giving level of the Millennial generation (those born after 1981) is roughly equivalent to that of other generations.

Another interesting tidbit – the study showed that Millennials "are more likely than any other generation to cite the ‘desire to make the world a better place to live’ as a key motivation for their philanthropic giving."

So, don’t give up on young donors! Their income levels may not be ‘major-gift material’ now, but cultivating relationships with this generation early is important. People remember what nonprofits they feel an affinity toward, and the pay-off can be beneficial in the long run.

The study also suggests that this age-group tends to be ‘under-asked.’ Oftentimes nonprofits will simply ask for between $25-$50, when this generation’s capacity can be $100 and higher. That’s more than double what many nonprofits typically ask! Simply asking for more money could yield some valuable results.

Read the entire article.

Jacqui Higgins
NOZA