ARLINGTON, Va. – New research finds that 35% of Americans expect to donate less money or no money to charitable causes in the coming year as the economic crisis and high unemployment linger. But, the research also indicates, there are demographics that plan to increase their donations. More younger Americans (ages 18-34), for example, plan to increase their giving in the coming year when compared with Americans age 35 and older.
The causes that Americans support also vary by age. Younger Americans (18-34) are more likely to direct their giving to racial justice, education and health-related causes while older Americans (55 and older) are more inclined to give to religious organizations.
These findings are contained in the Eagle Hill Consulting 2020 Non-Profit Charitable Giving and Volunteering Survey conducted by Ipsos in October 2020. The survey included 1,005 respondents from a random sample of people across the U.S.
“As charitable organizations approach Giving Tuesday and plan for 2021 during a tough economic climate, it will be increasingly important for nonprofit teams to dig deep into the preferences and plans of their donor and volunteer base,” said Melissa Jezior, president and chief executive officer of Eagle Hill Consulting. “Nonprofit teams may need to recalibrate both who and how they are asking for support so that it is more personalized and responsive to the specific preferences and values of their stakeholders.”