Giving by the Generation

Motivations, experiences and economics influencedonations by various age groups, and different charities benefit.

We know how important it is to give back to our communities and to support charitable causes. However, recent research from the Blackbaud Institute indicates that the overall number of philanthropic donations in America has steadily declined since 2013 – for most generations.

“There are significant differences that apply to charitable giving between generations, and these are formed largely by the greatest social influences of their time – war, depression, innovation … and technology,” says Lindsay Goble-Jordan, founder and chief philanthropic adviser for Write On Fundraising. “Traditionally, the more mature a generation, the greater their collective giving. This is a reflection of increased giving capacity and accumulation of wealth over their lifetime.”

Monica Champ, president-elect of the Association of Fundraising Professionals of Eastern Oklahoma, agrees.

“Generally speaking, among individuals who do charitable giving, the greatest generation [from the World War II era] and baby boomers are making larger gifts more frequently because they have more capacity to make gifts,” she says.

These older generations, comprising the majority of charitable givers, usually focus donations toward causes related to religion, disaster relief, social services and the military. Generation X and millennials, often unable to match the charitable volumes of their elders, are passionate about and donate to services for youth and women, humanand civil-rights groups, health-related causes and animal welfare. For the so-called generation Z (people in their early 20s or younger), the environment is of increasing concern.

Donations to religious organizations used to dominate the charity landscape, but Jordan says that trend appears to be changing.

“Baby boomers are the only generation to list religion in their top three [causes], and it ranks No. 1,” she says. “This is extremely interesting because religious giving in the United States still generates the greatest share of donations every year – in 2017 accounting for 32 percent of all giving. This implies a changing landscape for philanthropy in the near future, and one that many organizations and donors should begin to prepare for now.”

While each generation may differ in the amount and choices of donations, Jordan says what brings everyone together is the method – online giving.

“Even baby boomers, who have had the fewest technological privileges among the generations, prefer to receive a fundraising appeal in the mail and make their gift online,” she says. “The days of returning a pre-printed envelope with a check are winding down.”

Jordan says individual giving habits and preferences mirror American society.

“Philanthropy is simply a tangible expression of our value systems,” she says. “Both the organizations that donors choose to support and the manner in which they choose to give are deeply personal, intimate reflections of the belief systems they hold dear. We are defined in many ways by who we choose to help and how.

“This is an ideology embedded within American culture, drafted in between the lines of our very U.S. Constitution, and brought to life every day by the tireless work of millions of dedicated nonprofit staff members, volunteers and community leaders.”

TARA MALONE