Original published on PR Wire.

KANSAS CITY, Mo., Nov. 30, 2015 /PRNewswire/ -- They are said to be one of the most charitable generations of all time, but when it comes to #GivingTuesday—designed to be the most charitable day of the year—just 38 percent of Millennials say they plan to participate, according to new research from Crossroads, a Kansas City-based PR firm with a specialty in cause branding.

"While this is up from the eight percent of Millennials who said they participated in #GivingTuesday last year, there's room for improvement," said Mike Swenson, president of Crossroads and cause branding expert.

A big hurdle to Millennial participation? Thirty-four percent of those who don't plan to participate this year said they simply can't afford to donate. Of the Millennials who will participate in #GivingTuesday, to take place on Dec. 1, 2015, the primary way they will engage with the day is by donating food, clothing or other items (62 percent).

Other interesting finds from the study include:

  • Of the Millennials who won't participate, nearly half (45 percent) say they have never heard of #GivingTuesday
  • When it comes to top cause passions for Millennials, human services, education and health-related causes make up the top three (at 56 percent, 46 percent, and 34 percent, respectively)
  • Of the Millennials who will make a financial donation on #GivingTuesday, nearly a quarter of them (24 percent) will donate $1 - $10
  • Of the Millennials who won't participate in #GivingTuesday, 28 percent said knowing exactly what their donation will be used for would convince them to participate, while 14 percent said they'd be convinced to participate if their donation was matched, such as by a large business or foundation

About Crossroads

Crossroads is a full-service public relations firm with a specialty in cause branding. The agency has developed national cause campaigns for brands such as Lee Jeans, SONIC Drive-In, Vanity Fair Lingerie and H&R Block, and has worked with nonprofits such as the March of Dimes and the Susan G. Komen 3-Day. Crossroads' cause work has been recognized by PRWeek, Cause Marketing Forum, The One Show, The Holmes Report, Public Relations Society of America (PRSA), American Advertising Federation (AAF) and Forbes. Headquartered in Kansas City, Mo., Crossroads is a Barkley partner company and member of IPREX, a global network of independent communication agencies. Learn more at www.crossroads.us or @crossroadsus on Twitter.

About The Study: All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 589 adults aged 18-34. Fieldwork was undertaken between November 18 - 20, 2015.  The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).