In 2011, the largest source of charitable giving came from
individuals at $217.79 billion, or 73% of total giving; followed by foundations
($41.67 billion/14%), bequests ($24.41 billion/8%), and corporations ($14.55
billion/5%).
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Online Fundraising Growth Rates
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Retail E-Commerce Growth Rates
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2006 – 27 percent
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2006 – 23.5 percent
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2007 – 26 percent
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2007 – 20.8 percent
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2008 – 14 percent
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2008 – 18.6 percent
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2009 – 14 percent
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2009 – 17.2 percent
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2010 – 20 percent
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2010 – 16.0 percent
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2011 – 16 percent
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2011 – 15.0 percent
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Of the people who gave to charity in 2011, 1 in 10 did so
online. Analysts say it could be a much bigger percentage. Increased access to online
or electronic giving can support the fact that Americans do not know about all
of the various options they have to support their causes. According to an
American Express study, 28% of people who gave offline said they couldn't
locate a donation website, didn't know how they could make a gift online, or
didn't think of it.
The 80 million Americans now in there 20’s have shown
tremendous interest in charities and promoting the common good. But many
charity groups struggle to figure out how to attract them to their specific
cause. Today's Millennials are transforming communities, relieving suffering
and pursuing social change in a way that may run counter to the traditional
ways of organizing, but it's because they are wired to work differently:
collaboratively, transparently, interactively, and entrepreneurially, to affect
positive change in their local communities and around the world.
This generation has grown up with a new way of learning.
Asking questions in a non-linear fashion and then finding the answers, all
while connecting with their peers, friends and colleagues to financially
support and make change happen. When a cause message is linked to a brand in an
authentic and relevant way, it can gain the attention and respect of young
people today. Furthermore:
A shared passion for a cause can foster a strong personal
relationship between a brand and its target consumer.
Millennials are ready to reward or punish a company
depending on its commitment to social and/or environmental causes.
Cause marketing should be considered as a loyalty strategy for
engaging Millennials.
Technology has made this participation easier than for past
generations. For Millennials, there is no life before computers, mobile phones
or the Internet. As a by product of being reared in a culture of speed,
technology and choice, they are savvy early adopters who quickly master
whatever new programs come to the market. Growing up with the Internet has
exposed Millennials to an entire Global Community and increased their awareness
of news and world events.
