Generational Philanthropy

by Pamela Weinsaft (New York City)

In June 2008, Town & Country ran an article “A Woman’s Guide to Giving: How to Find Your Cause and Make an Impact with Your Money” and a related survey of 2000 women. As quoted on the website The Philanthropic Family, the survey results indicated that 73% of the Town & Country readers think that there’s a gender divide in the philanthropic community. To generalize, the respondents believe that women give more from the heart, while men give from the wallet, i.e., because of an ulterior motive such as a tax deduction.

However, according to the report “Women’s Giving: A Generational Perspective,” a 2007 survey conducted by Sondra Shaw-Hardy and Carmen Stevens, in connection with the Falconer Group, the bigger gap in the approach to giving could be between generations of women, namely Generation X women—those born between 1961 and 1980—and baby boomers, born between 1945 and 1960.

Both generations identify education as the cause that receives their largest support. Both generations want “to give money based on their values and their desire to transform society.” Both generations identify peace as the change most important for the world, and causes that support and advance world peace as those most worthy of financial support. And both generations see their role as supporting education, setting an example for future generations and helping to change leaders.

But the differences are more telling:

Boomers:

• Give between 4 and 7 percent of their income, and would like to give between 11 and 25 percent
• Are more likely to give with a spouse than Gen Xers
• Prefer to give their contributions through their children and successive generations
• Are prepared to give money and time at least equally
• Prefer to give to larger organizations
• Are more comfortable with public recognition of their donations, and want private recognition that their gift was received

Generation Xers:

• Give between 1 and 3 percent of their income, and would like to give between 8 and 10 percent
• More women from this generation expect to receive some sort of inheritance and use part of it to fund donations through a family foundation, before gifting with a spouse or partner.
• Prefer to give their charitable contributions during their lifetimes
• Give more easily when someone her age is the solicitor of the contribution
• Value their time more than money
• Prefer to give to local organizations
• Are not as concerned about receiving recognition from an organization after they make a gift

This echoes the patterns set forth in a 1995 report Eastman, Charles L. “Philanthropic Cultures of Generational Archetypes. Charles H. Hamilton & Warren F. Ilchman, Cultures of Giving II: How Heritage, Gender, Wealth and Values Influence Philanthropy. San Francisco: Jossey-Bass, 1995.

Eastman’s report defines the Boomers as Idealists, and says, “Their idealism embraces both liberal and conservative viewpoints. The influence of television on this generation, however, may have fostered a habit of snap judgments and an expectation of quick resolution of personal and social problems. They are engaged by hands-on charitable and volunteer efforts that are part of grand moral movements, according to the author, as evidenced by the popularity of organizations like Habitat For Humanity and those providing HIV/AIDS support and environmental advocacy.”

By contrast, the Generation Xers “are a Reactive generation. They question the ideological and civic orientations of previous generations. Many grew up in dysfunctional families during times of high unemployment, low wages and little promise of personal advancement and wealth. They are disenchanted with politics but work hard for charitable causes, events and institutions that build their individual and collective relationships, perhaps seeking to replace what they missed in their early family life.”

Still, as Shaw-Hardy explains, women of every generation give “to create, change, commit, connect, collaborate and celebrate.” Fundraisers would do well to give the generational divide its due, and then find ways to reach out to all women, regardless of those differences.