Images of money
Those born before 1945 give on average nearly 38% more to charity than Baby Boomers in the generation below, born between 1948 and 1964. ‘The Next Generation of UK Giving’, a report by fundraising software specialist Blackbaud, reveals that while those classified in the ‘Mature’ generation give £211 a year, younger generations are giving significantly less. However, the youngest generation surveyed, born between 1981 and 1991, were the most likely to lend their support by volunteering and are the most active online, with 27% following a cause they care about on a social network. Two thirds of the Mature group were active on Facebook, but they were also the most likely to receive information about charities in the mail. Martin Campbell, Blackbaud Europe’s Director of Strategy and Innovation, believes each generation uses channels of information in different ways: “Adopting an integrated and multi-channel approach will play a major role in bridging this generation gap, targeting the right people, at the right time via the most appropriate channel.” Across all age groups the arts remain the least popular cause, with just 3.7% donating to causes in the sector.