Millennial Parents More Likely to Research Before Giving, Survey Finds

Millennial Parents More Likely to Research Before Giving, Survey Finds

Millennial parents are more likely than Gen X, boomer, or Silent generation parents to research charities before making a donation and to discuss giving with their children, a survey by the BBB Wise Giving Alliance finds.

Based on a poll of more than a thousand American parents, the survey found that 50 percent of millennials (born between 1981 and 1998) said they always researched charitable organizations before making a donation, compared with 37 percent of Gen Xers (1965-80), 37 percent of boomers (1946-64), and 29 percent of Silents (1928-45). Millennial respondents (60 percent) also were more likely to have made a donation in support of relief efforts after Hurricanes Harvey, Irma, and Maria than were Gen Xers (54 percent), boomers (52 percent), or Silents (49 percent). In addition, the survey found that men were more likely than women to research a charity before giving (46 percent vs. 36 percent), to have donated in support of hurricane relief, and to talk with their children about giving and/or volunteering (66 percent vs. 58 percent).

The survey also found that while almost a fifth (18 percent) of millennial respondents said their children were too young to engage in a discussion of charity and charitable giving, almost two-thirds (61 percent) of millennials said they had talked to their children in the past year about giving to or volunteering with a charity working in areas such as the environment (38 percent), health (47 percent), animal protection (55 percent), disaster relief (64 percent), and human services (65 percent). Unsurprisingly, 49 percent of such conversations among millennials were prompted by social media, compared with 29 percent, 23 percent, and 11 percent among Gen Xers, boomers, and Silents.

"Millennials are lazy, selfish, participation-trophy-hoarding, basement dwellers — or so say the headlines," said Art Taylor, president and CEO of BBB's "Our survey begs to differ: Research-savvy millennials are raising the most charity-conscious generation in history. With American generosity reportedly in decline, charities can only hope millennials’ children will take engagement and transparency to new heights."

"New Survey: Millennials Are Raising the Next Philanthropic Superheroes." BBB Wise Giving Alliance Press Release 11/14/2017.