Over 55% of those who stopped giving say they don’t earn enough to afford donating to charity.
A woman places money into the red kettle outside the Hobby Lobby store in Laguna Niguel for The Salvation Army on Tuesday, December 15, 2020. — Older generations were more likely to have donated over the past five years, with 72% of respondents age 76 and above maintaining or increasing their contributions, compared with 67% of boomers, 57% of Gen Xers, 57% of millennials, and 42% of Gen Zers.
More than 45% of Gen Zers said they haven’t been asked to donate, compared with 3.8% of boomers. When it comes to younger donors, "we have to learn how to reach them where they are rather than hope that they will come to us," says Elvia Castro, associate director of charity evaluation at BBB’s Give.org, and lead author of the report.
"We have to look at some of the engines that powered small donations for lots of people and ask ourselves if those engines are still as effective," he says.Americans’ trust in the charities soliciting them also plays a role in their decision to donate, according to the report. Beyond financial concerns, those who stopped or decreased their contributions over the past five years pointed to concerns about transparency and how their donations were being used.
"Just because people express general distrust of the sector doesn’t mean that your donors don’t trust you and your cause is not worthwhile," she says.
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