by George Rattin, Associate Vice President, HUB Philanthropic Solutions
A recent study conducted by the Lily Family School of Philanthropy entitled “A Tradition of Giving: New research on giving and volunteering within families” provides data that supports the idea that generational modeling has a significant effect on future philanthropy. The study finds that for every 1% increase in a parent’s incidence of volunteering, their children’s odds of volunteering increased by 0.8%, and their odds of donating grew by 0.7 %. This study finds that engaging generations of families (grandparents, parents, children) with a cause builds affinity and connection in a more effective way than simply trying to build connections separately. The study finds that the following:
- Parents’ decision to give to charitable organizations positively influences their children’s decision to give to charitable organizations.
- Parents and their children give similarly to:
- Religious organizations,
- International charitable organizations,
- Environmental organizations
- Arts-related organizations.
- Parents whose giving is more concentrated (they give to fewer sub-sectors) positively influence their children’s religious giving.
- Parents’ decision to volunteer with charitable organizations:
- Positively influences their children’s decision to volunteer with charitable organizations, and
- Positively influences their children’s decision to give to charitable organizations.
- The philanthropic giving priorities of parents and their children are more closely matched than are the philanthropic giving priorities of grandparents and their grandchildren.
- Grandparents and their grandchildren give:
- Similarly to arts-related organizations (high-net-worth sample only)
- Dissimilarly to basic needs-related organizations.
As you look to build philanthropic support fro your organization, remember the power of role-modeling especially between parents and children. Creating opportunities that allow parents and their children to volunteer, interact or support your organization will bear long-term fruit and help build support in a new generation of donors.