Institute of Fundraising examines young donors' reasons for giving

Researchers will report their findings next year

The Institute of Fundraising is set to launch a new project to examine why young people give to charity. Alan Clayton, managing director of consultancy Clayton Burnett, has been appointed chair of the scheme, called the Greater Good Project.

He will carry out the research with a team of about a dozen people from business, politics and sociology. The research will be published in the second quarter of 2011.

Clayton said the voluntary sector must learn to adapt to the values of younger generations, rather than trying to make them behave like older donors. He said he expected the research to be controversial because the sector is generally run by people with old-fashioned values.

"The main fear of the younger generation is loneliness," he said. "This means they are more likely to hold fundraising events than send a cheque in the post, unlike older generations, whose principle fear was poverty."

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus