BBB’s Give.org is excited to release findings from its national survey highlighting generational differences in charitable giving habits. The findings, collected online from 1,004 American parents, show that millennials are playing a key role in changing the charitable giving world for the better – demanding more transparency, conducting more research, and passing along wise giving habits to their children.
According to their national survey, half of millennial parents always research charities before donating, compared to 37 percent of both Gen X and Baby Boomers, and 29 percent of the Silent generation. But millennial parents are doing more than just modeling wise giving habits. The survey found 61 percent of millennial parents talk about charity with their children, and they are introducing their children to more types of charity than other parents. Millennials were most likely to talk with their young about disaster relief, animal protection, environmental, and health charities.
The survey also found:
- 49 percent of the conversations millennials have with their children are sparked by social media—20 percent more likely than Gen X.
- 60 percent of millennial parents donated to hurricane relief after Harvey, Irma, and Maria, more than any other generation.
- 79 percent of millennials researched a charity before donating to hurricane relief efforts this year, also more than any other generation.
- Midwesterners were far more likely (67 percent) to have talked with their children about charity than Westerners (38 percent). 62 percent of Southerners and Northeasterners talked to their child about charity.
- Dads were more likely (66 percent) than moms (58 percent) to talk to their child about charity.
- Men were also: Ten percent more likely than women (36 percent) to always research a charity before donating; 8 percent more likely to have donated to hurricane relief; and 10 percent more likely to have researched a hurricane relief charity before giving.