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."