The Dirty Little Secret about the Decline in Generosity

 I came across a study recently that addressed the decline of generosity in the U.S. According to the study, it’s driven by:

• A decline in religiosity

• A decrease in community connectedness

• The aging of Baby Boomers (You can reference the study at http://linkd.in/gXg5rd-X).

I agree. And I thik I understand the problem: less conviction.

For one, we’re losing a generation of donors whose giving was a way of life, reinforced by community from an early age.

They learned about making gifts to charities at an early age on their kitchen table and in the pews of their churches, synagogues, mosques, etc.

They witnessed their parents write checks and fill out donation forms. They helped to pass along the collection plate.

Generosity was baked in from a very early age.  For them, giving was an obligation and socially a very normal thing to do.

Which leads to the question, how do we replace those faithful givers who are going, going, and soon to be gone, unfortunately? I’ve got a few ideas:

1. We all need to have more conversations with our children about generosity and how and when we give because they just don’t see it in action like past generations of children did. I don’t know about you but my giving is done silently, on my phone or computer. Funny, isn’t it? The same technology that has made giving easy, has also made it quiet and invisible. 

2. Generosity needs to be celebrated both loudly and publicly. The greater the perception that others are giving, the more others will give. I believe that.

3. Deliver emotional value. Let donors know what they, not you, have accomplished.

4. Thank and report back to donors often. Donors aren’t interested in the internal operations of nonprofits (legal status, stories about staff, etc). They’re way more interested in how you’re using their generosity to make a difference and the stories of people who have been helped.

5. Create ways for people to feel like a valued part of a group. This isn’t something that everyone responds to, but part of the benefit places of worship have provided for decades is to be a gathering place.

I’m pretty certain that what got us a decline in generosity, if we continue as we are now, won’t get us to what we’re all hoping and working so hard for – a return of generous, loyal donors.

What do you think?