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Generation X the most generous givers in Australia and NZ

A study has revealed Generation X are the most generous givers, making up 36 per cent of all giving in 2018

A recent study has found Generation X to be the most generous givers in Australia and New Zealand.

The demographic, born between the early 1960s and early 1980s, contributes $2.5 billion to the charity sector per year, making up 36 per cent of all giving in 2018. More than half of Generation Xers are also expected to increase their giving in the next year.

Younger generations are more open to a wider range of solicitation channels, whereas multiple channels for giving has been shown to cause confusion and uncertainty for other generations.

The study also revealed giving priorities are similar across age demographics. All generations prioritise health and childrens charities, animal care, local services, emergency relief and rescue.

However, Generation Xers are more committed to human rights compared to Generation Zers and Millennials who are puts a stronger focus on environmental causes.

The Next Generation of Australian and New Zealander Giving study was conducted by Blackbaud, a leading cloud software company.

“We’re excited to launch the first-ever generational giving trends report for Australia and New Zealand,” Kevin Sher, managing director of Blackbaud Pacific, said.

“We surveyed nearly 1,000 donors across both markets to help enable readers to weigh supporters’ intentions and behaviours against their actions. We offer this study in the hopes that it will help inform both strategic and tactical choices, especially in today’s constantly changing and competitive fundraising landscape. With a deeper understanding of which giving channels your supporters prefer versus which channels are up and coming, there is no limit to the positive change you can achieve.”

The report, presented by the Blackbaud Institute for Philanthropic Impact and conducted by Edge Research, is the first of its kind in the region to share insight into each age group’s giving practices, top giving channels by generation, and evolving donor expectations, attitudes and habits.

Read the full report here.

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