The Giving Generation DisruptsThird-sector

Research just released by money collection platform Leetchi, sheds light on Millennials’ attitudes towards charity fundraising and their increasing mistrust in charity organisations. The research, conducted by YouGov, surveyed 2,500 people and reveals that Millennials are nearly twice as likely to donate to charity than those aged 55+ (79% compared to 42%), proving that Millennials have been unfairly labeled and are in fact the ‘giving generation’. There are currently 13.8million people in the UK aged between 18 – 35, and as the UKs number one source of charitable donations, this generation is firmly in the driving seat when it comes to reshaping the third-sector. Half (50%) of those aged 18 – 24 and 40% of those aged 25 – 34 and would prefer to use a crowdfunding platform to donate money directly to individual than donate via an established charity organisation. When questioned on why they would not donate directly to charity organisations, more than a third (38%) of 18 – 35 year olds believed that only a small amount of their donation would go towards supporting the actual cause. A further 37% of 18 – 34 year olds stated that they don’t trust the source or organisation collecting it. Millennials (people aged 18 – 34) ranked ‘health’ as a top donation priority at 29%, closely followed by ‘wildlife preservation / animals’ and ‘community projects’ (27% and 24%). Then, Personal stroke of fate (for example illness, being homeless) (23%); Humanitarian projects (22%); Advocacy groups projects (human rights, women’s rights) (18%); and Youth and education (17%). Culture (13%), Sports organisations (13%), and Technological development (10%) were place at the bottom of their concerns. Only 19% stated that they would not donate to any of these causes compared to 58% of 55+ year olds, 40% of 45 – 55 years olds and 25% of those aged 35 – 45. Céline Lazorthes, CEO and founder of the Leetchi Group, comments on the findings; “Charity organisations need to encourage transparency in how their funds are spent, particularly as today we have the ability to donate to specific causes in a matter of minutes from our phones. This hyperconnectivity opens channels for scrutiny and we need to determine how we can fundraise for a good cause and instill confidence in Millennials.” “With the trust in UK charities at a record low, people are relying on donation-based crowdfunding to help fulfill fundraising targets and remove charities from the equation all together. Millennials are an extremely generous generation, however, they are also very money-savvy and aware that direct donations to individuals are the best way to ensure their money is being donated to the cause that they want it to.”