According to recent research published by the Charities Aid Foundation (CAF), younger people are not donating as much as older people born between the wars. If this trend continues, UK charities will face a “donation deficit” as the older, more generous generation is replaced by those born after 1965.
Another study carried out by Professor Sarah Smith of Bristol University found similar data. In her paper Mind the Gap: The growing generational divide in charitable giving Smith shows that more than half of all donations now come from the over-60s, compared to just over one third of donations 30 years ago.
However, one thing we are not told is why this is so. Is this due to education, a perceived higher cost of living or scepticism towards charities?
In any case, many companies are creating great opportunities for charitable giving that are focused on younger people; they use social media and their online presence as an effective tool for helping good causes.
Gorilla Wines are a delicious and well-priced wines, which are available in Wine Rack and Booths in the UK as well as in Belgium, Germany and the Netherlands. By buying a bottle of any Gorilla Wine, you will be supporting a charity because part of the profits from sales goes to gorilla conservation. They are also cleverly using Twitter to raise awareness and money for their cause – for every 100 followers, Gorilla Wines donates a further £5 to gorilla conservation.
Pikolinos, a Spanish shoe company, is a good example of a business that uses its online presence to reach out to a wide global audience. Its multi-lingual site (Spanish, German, English and French) displays all its shoes including its special Maasai collection. This particular range is made up of beautiful and colourful (but very wearable) shoes and bags, all of which have been decorated by hand by the Maasai women in Kenya. The profits from the sales of these items go to help fund various development projects in the Maasai Mara area. These are not only fashionable accessories and shoes, but by buying them you know you have directly helped a small group of Kenyan women and their families.
Perhaps younger people do not directly donate as much to charity as older generations, however, as avid social media and Internet users, they do indirectly help good causes.