UK Millennial Attitudes to Charity Fundraising
Earlier this week global online money-collection platform Leetchi released a report shedding light on UK millennial attitudes to charity fundraising. The research, which analysed data from 2,500 respondents across the UK, highlighted their increasing mistrust of charity organisations. Key findings include:
- The Giving Generation: Millennials aged 18 to 34 are nearly twice as likely to donate to charity than those aged 55+ (82% compared to 42%). Despite their charitable tendencies, however, 50% of those aged 18 to 24 and 40% of those aged 25 to 34 would prefer to use a crowdfunding platform to donate money directly to individuals rather than donate via an established charity organisation.
- Skeptical Philanthropists: When questioned why they would not donate directly to charities, more than a third (38%) of 18- to 35-year-olds believed that only a small amount of their money would go towards supporting the actual cause. A further 37% said they don't trust the source or charity organisation collecting donations.
- Call for Transparency: "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," said Céline Lazorthes, founder of Leetchi. "This hyperconnectivity opens channels for scrutiny, and we need to determine how we can fundraise for a good cause and instil confidence in millennials."
For more on how millennial activists are embracing new ways to streamline change – from holographic protests and emoji action, to drone deliveries and photo-led donations – see Next-Gen Activists.