Amidst declining trends in donations and volunteering in the United States, a new study sheds light on the diverse ways Americans are still practicing generosity. Despite a perceived erosion of trust among people in the U.S., research indicates that generosity remains strong, albeit in varied forms.
A team of researchers, including a professor specializing in nonprofits and philanthropy, collaborated with consultants Paige Rice and Veronica Selzler to contribute to the “How and Why We Give” report by the Generosity Commission. This nonpartisan group’s 2023 report draws on a national survey of 2,569 U.S. adults, aiming to understand different motivations and expressions of generosity across the nation.
While the United States faces increasing political, social, and economic divides, the study published in Nonprofit Management & Leadership reveals that 82% of respondents reported donating money annually to people in need, charitable causes, or philanthropic organizations.
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The study delves into how Americans express generosity, segmenting them into five distinct profiles using a technique known as latent profile analysis. These profiles reveal that generosity is influenced by individual aspirations, motivations, and demographic factors.
Change-minded hopefuls comprise 42% of the population, primarily women and low-income individuals eager to help but financially constrained. Flexible moderates, making up 35%, are open to various forms of giving without strong political or religious drives. Values-driven skeptics, about 11%, are older, conservative, and religious, but cautious about how charities use their donations.
The research also identified status seekers, who account for 9% and are affluent and well-educated, motivated by recognition and personal gain. Lastly, frustrated activists, making up 4%, are passionate advocates driven by causes, often preferring direct action over monetary donations.
Why it matters
These diverse profiles highlight that generosity persists across different American mindsets, with donation rates ranging from 77% among frustrated activists to 93% among status seekers. For nonprofits, understanding these distinct motivations and concerns could be key to engaging a broader audience of donors and volunteers.
What other research is being done
The Lilly School of Philanthropy at Indiana University continues to explore American generosity through various studies. They observed a significant drop in nonprofit donations following the Great Recession, as detailed in a 2019 study. Their ongoing global philanthropy research also monitors cross-border donations in 47 countries, including the U.S.
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