Recent study examines the giving patterns of different generations
In March, a study was released showing that members of Generation Y tend to give less than older generations and loyally support a fewer number of charity organizations. Perhaps this can be largely explained by the fact that Generation Y members are in their twenties and therefore probably have less cash to burn. Despite the fact that members of Generation Y give less than those in Generation X or the baby boomers, Generation Y is still a compassionate bunch that wants to help others. And they are more flexible givers than their parents and grandparents; they are willing to give in multiple ways, for example via mail, Internet, or cell phone.
What does this mean for charity organizations? It means that the modern charity should diversify how they promote their causes and reach out to potential donors in ways that include all generations. This will most likely require use of Internet in addition to mail as well as fundraising events. Ideally, all such approaches should be used in concert with one another to maximize fundraising capabilities and support for the organization.
For more on this study, visit http://philanthropy.com/article/Charities-Must-Find-Multiple/64673/
