Who gives to charity? Here's a look at a recent study reported at Advice for Good. What the research says about who gives to charity
It's a more European take on the topic, but it's pretty much the same as what we experience in North America. Some important factors for charitable giving include:
- Religion: "...the more often someone attends religious services the more likely they are to donate to charity and donate larger amounts."
- Education: "higher education = higher charitable giving."
- Age: There's a "positive correlation between age and donation amount, with a leveling off or decreasing after a certain age."
- Socialization: "People who grow up in a religious household give more to charity; parental volunteering likely increases children's propensity to give; volunteering as teenagers increases giving as adults."
The important takeaway from this, or any other study of who gives, is this reminder: Your donors are not you. If you want to be persuasive to them, don't tangle yourself up in trying to be persuasive to yourself.
Here's the study: Who Gives? A Literature Review of Predictors of Charitable Giving (PDF).