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Survey breaks down Giving Tuesday donors, engagement by generation
Publication year - 2020
Publication title -
nonprofit business advisor
Language(s) - English
Resource type - Journals
eISSN - 1949-3193
pISSN - 1531-5428
DOI - 10.1002/nba.30756
Subject(s) - baby boomers , generation x , donation , generation y , public relations , business , psychology , political science , marketing , demographic economics , economics , law
A new survey of donors from across generations finds that awareness levels and engagement with Giving Tuesday campaigns vary widely. The survey, from fundraising software company Qgiv, finds that baby boomers had the lowest donation rates for Giving Tuesday 2019, followed by Generation Z, Generation X and then millennials at the top of the list. Surprisingly, Gen Z had the highest number of respondents that weren't even aware of Giving Tuesday, a seemingly contradictory finding, as the bulk of Giving Tuesday campaigns focus on the younger demographic. Nonprofit Business Advisor spoke with Abby Jarvis, nonprofit education manager at Qgiv, about the results and what they mean for charities.