Good Scout Research Study Unveils How Men Really Feel About Philanthropy

(Press release, March 17, 2015) — In a groundbreaking new consumer study, social good consultancy Good Scout Group digs into the minds of men in order to determine the motivations behind their philanthropic decisions. The findings of Good Scout’s The Forgotten Man Report illustrate the donation and volunteer-based preferences of men, while also analyzing solicitation and specific cause preferences.

According to The Forgotten Man Report, men are not only giving, they are also volunteering, engaging and activating around charitable causes. However, the specific nuances in how men engage in charitable activity may explain why their gender is often “forgotten” by fundraisers and nonprofit marketers.

The report finds that 73% of men donate money to causes and 71% volunteer their time to charity. While baseline research shows that the amount of money men donate annually has indeed declined in recent years, overall volunteer rates have skyrocketed—increasing by over 70% in two years.

According to Good Scout’s research, men rank Children/Youth as the number one cause they either currently support or would like to support in the future, regardless of age segmentation. “This preference suggests that the family dynamic may play an even larger role in motivating and activating men at every age to engage with causes,” states The Forgotten Man Report. “Infusing family in smart and strategic ways to motivate men to give could move the needle for your mission.”

57% of men prefer to be solicited by a charity through peer communication. Men are also more likely to support a charity when they have a personal connection to the cause. The rise of male-focused online communities like theCHIVE and fundraising initiatives like Movember support these findings, as they thrive on peer-to-peer connectivity.

“When it comes to cause marketing and fundraising, nonprofits often focus on the female audience because of their purchasing power and perceived greater likelihood of giving to charity,” said Philips McCarty, CEO of Good Scout. “The goal of our study was to take into account that men do, indeed, support nonprofits, but how we approach them for the ask and how we motivate them to engage is the critical differentiator for successful nonprofit marketing.”

For complete statistical findings and additional insights, download The Forgotten Man Report.