Nearly nine in ten (87 percent) respondents to a survey intend to give to charity in 2021, while 19 percent plan to give more than they did in 2020, a report from the fundraising platform FrontStream finds.
Based on an online survey of more than a thousand adults in the United States who gave to charity in the past three years, the company's first annual State of Charitable Giving and Donor Engagement survey found that the millennial cohort was the most generous, with 55 percent of millennial respondents planning to give at least $500 to charity in 2021, followed by members of Gen X (44 percent), Gen Z (33 percent), and boomers (26 percent). According to the survey, 87 percent of respondents made at least one donation in a calendar year, with 57 percent donating four or more times a year. When asked about their motivations, respondents were most likely to say "to help others" (31 percent), "personally impacted by the cause" (30 percent), "friend or family impacted by the cause" (27 percent), and to "make an impact" (24 percent).
The survey also found that 46 percent of respondents said they donate "online to friends, families, or co-workers fundraising on behalf of a charity/nonprofit," while 38 percent "donate money directly via the charity website"; 37 percent "donate money in-person to fundraisers outside of my network"; 36 percent "donate money in-person directly to friends, families, co-workers who are fundraising on behalf of a charity/nonprofit"; and 29 percent prefer to mail their donations. When asked what type of virtual fundraising event they would be interested in participating in, the most popular option was "virtual activity-driven fundraising event" (39 percent), followed by "donate directly online" (38 percent), "virtual livestream videos" (34 percent), "virtual auctions" (23 percent), and "virtual galas" (22 percent).
"Our aim with this survey is to uncover emerging trends in giving that will enable nonprofits of all sizes to maximize donations and drive deeper donor engagement," said Bryna Dilman, senior director of corporate communications and product marketing at FrontStream. "We're excited to see that the desire to support others is still a top priority for many people. Regardless of the challenges and chaos happening all around us, the passion for spreading kindness and goodness is apparent and vibrant."