Study Shows No Generation Gap in Giving

The study further revealed that younger individuals will respond better to messages that focus on the global impact of an organization’s work, while older donors are more likely to give to groups that highlight services they provide that the government does not.

But the bigger implication, Keister says, is that organizations shouldn’t underestimate younger donors.

“A lot of nonprofits think younger donors just don’t make big gifts, so they ask for small amounts,” he says in the release, noting that Millennials tend to value the dollar differently than older donors do.

“Young people are willing to give larger amounts, but they won’t if they’re under-asked,” he adds. “A lot of Millennials can easily give $100, but in our experience, organizations are only asking them for $25 or $50 gifts.”

To request a copy of the full results, e-mail study@campbellcompany.com or visit www.campbellcompany.com or www.philanthropy.iupui.edu.