9/20/13
Baby boomers (ages 49-67) make up 34% of all donors to charity, but they give 43% of all charitable dollars, according to Blackbaud. Boomer donors give an average of $1,212 per year, distributing it among 4.5 charities. Their total annual giving amounts to nearly $62 billion.
Though their smaller numbers mean they represent a smaller share of total donations than baby boomers, matures (those ages 68 and older) are the most likely generation to give to charity (88% donate). They also donate the most money per capita-an average of $1,367 per year, distributed among 6.2 separate charities.
Members of Gen X (those ages 33-48) and Gen Y (those ages 18-32) are about equally likely to donate to charity-59% and 60%, respectively, donate each year. Members of Gen Y give more modestly-an average of $481 per year, compared with $732 among Gen Xers. Members of both of these younger generations are more likely than older adults to say they plan to give more in the next 12 months than they did last year.
Monetary donations are the most popular form of giving (65% of donors participate), though the majority also donate goods (58%). Members of Gen Y are less likely than those in other generations to donate goods. Boomers are the most likely to participate in monthly giving programs.
Members of the two younger generations are more likely than those in the older generations to believe doing volunteer work for charitable organizations has the greatest impact. Gen X and Y adults are also most likely to be receptive to giving money via mobile devices-62% of Gen Y and 47% of Gen X would consider it, compared with just 20% of boomers and 11% of matures.
Younger adults are more receptive than boomers or matures to purchasing cause-related products (commercial products in which part or all of the proceeds are donated to a charitable organization). More than half of Gen Y (53%) and 49% of Gen X adults have purchased cause-related products, compared with 36% of boomers and 20% of matures. Among those who have purchased such products, supporting the cause is most frequently cited as the motivation, but Gen X and Y shoppers are more likely than their boomer and mature counterparts to be motivated by the appeal of the product itself.
More than half of Gen Y (59%) and Gen X (53%) adults have participated in charitable efforts at their workplaces. Almost half (46%) of boomers and 22% of matures have done so. The most popular types of workplace giving among Gen Y adults are participating in fundraisers and volunteering, while Gen Xers and boomers are most likely to participate in payroll-deduction-giving efforts.
SOURCE: “The Next Generation of American Giving: The Charitable Habits of Generations Y, X, Baby Boomers, and Matures,” August 2013, Blackbaud, Dennis McCarthy, VP Strategy, Target Analytics, 2000 Daniel Island Dr., Charleston, SC 29492; 800-443-9441 or 843-216-6200; solutions@blackbaud.com; www.blackbaud.com/nextgen. Price: Available online at no charge.
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