Research: Younger Australians are the most generous generation
According to new research, the younger generation are leading the way when it comes to donations, workplace giving and volunteering.
The 2019 Australia Giving report was released last week by not-for-profit Good2Give, an affiliate to the Charities Aid Foundation (CAF) Global Alliance of organisations. The report is the first of its kind in Australia and forms part of a global assessment of how different countries give, including their motivations, habits and preferences.
The report revealed that younger Australians are more likely to have volunteered in the last 12 months than their older counterparts, with nearly half (47%) of 18-24 year olds having done so, compared to 28% of those aged 55 and over. They are also more than twice as likely as average to give through a workplace giving program.
In addition, more 25-34 year olds made a donation in the last 12 months (74%) than those in older age groups.
Lisa Grinham, Chief Executive Officer of Good2Give, said it’s great to see the younger generation taking the lead when it comes to charity support.
“The need for connection and purpose continues to be a key theme throughout this research and other research activities we’ve been part of. Caring about the cause was the most common reason given by donors as to why they give, which really reinforces the need to connect people with the causes that matter to them,” she said.
“The fact that younger people are more willing to give their time and money presents a real opportunity for corporates to engage these employees in charity partnerships that resonate with their interests; facilitating their contribution to issues they care about.
“We also see this as a really exciting opportunity for charities to engage the younger generation with new technologies that allow them to quickly, easily and regularly see the difference their contribution is making. Again, it’s all about connecting people with the causes that matter to them.”
Other insights revealed in the 2019 Australia Giving report include:
- Nearly eight in ten believe not-for-profits are good for the country
- Two thirds have given money in the past 12 months (68%)
- The typical amount donated or sponsored in the past 4 weeks is $80
- Giving using cash is the most popular method of donation for Australians (43%)
- A third (35%) have volunteered in the past 12 months, and, as with donating money, supporting children is the most popular cause (21% of volunteers).
In terms of barriers to giving, some 41% of Australians stated that they would be likely to donate more money, time or goods over the next 12 months if they knew for sure how their money is spent. More transparency in the sector and knowing that the sector is well regulated are other reasons why people might give more in the coming year (both 23%).
“These results show that although Australians generally trust not-for-profits, more could be done for good causes if there was a higher level of perceived transparency. As a sector we must do our utmost to promote transparency in order to build a more trusting, long-lasting relationship between not-for-profits and the Australian public,” said Grinham.
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