The Wall Street Journal is providing public access to the results of a Harris Interactive DonorPulse survey telephone survey about attitudes toward giving. The report suggests that older people volunteer more and are more likely to give, but that they are more skeptical about charity performance and trustworthiness.
On the other hand, the report also shows that 85% of the respondents did not have strong feelings about charity performance one way or the other, with adults from 30-64 just slightly more likely (17% vs 15%) to have strong feelings than older or younger folks. What many people in the charity and fund raising business tend to forget is that most donors are not strongly interested in what charities do and how they do it.
Another interesting survey result shows how the popularity of giving to different charity causes varies by age group. The oldest donors favor churches, disaster relief, community organizations, groups that serve the aging, and hospitals.
The youngest donors 18-24 favor human service organizations, avoid culture, environment, and groups that serve the aging.
The 25-29 year olds turn strongly to other healthcare and environmental organizations to the relative exclusion of most other causes.
Those in their thirties favor arts & culture and educational institutions and are least inclined to give to church.
In the forties, youth groups become popular, but not to the exclusion of other causes.
People in their fifties give widely, having no area that they can call their own, but none they avoid, either.
| |
Most Popular for |
Least Popular for |
| Churches or religious organizations |
65+ (58%) |
30-39 (38%) |
| Disaster relief organizations |
65+ (51%) |
25-29 (42%) |
| Community groups and programs |
50-64 & 65+ (37%) |
25-29 (14%) |
| Human service organizations |
18-24 (37%) |
25-29 (28%) |
| Organizations that serve youth and children |
40-49 (35%) |
25-29 (14%) |
| Educational organizations |
30-39 (30%) |
25-29 (10%) |
| Other healthcare organizations |
25-29 (20%) |
18-24 (4%) |
| Conservation and environmental organizations |
25-29 (17%) |
18-24 (9%) |
| Arts and culture organizations |
30-39 (18%) |
18-24 (8%) |
| Organizations that serve the aging and elderly |
65+ (22%) |
18-24 & 25-29 (1%) |
| Hospitals |
65+ (11%) |
25-29 (2%) |