Study Shows No Generation Gap in Giving

“We thought we would see some real differences, but giving across generations is not all that different,” says Edith Falk, chair and CEO of Chicago-based fundraising consultancy Campbell & Co.

The study, funded by Campbell & Co., examined the giving habits of more than 10,000 people from five generations. Results show those born after 1981, known as the Millennial generation, are less likely to give and tend to give less when they do make a donation. However, it further revealed that this trend is associated with income, education level and religious affiliation rather than the time period during which they were born. All other factors being equal, the study showed, the average giving level of Millennials is about the same as that of other generations.