Millennials are spending — and giving away their cash — a lot differently than previous generations, and that’s changing the game for giving, and for the charities that depend on it.
Scott Harrison’s group, Charity: Water, is a prime example. Harrison volunteered to spend two years in West Africa. What he found when he first got to Liberia was a drinking water crisis. He watched 7-year-olds drink regularly from chocolate-colored swamps — water, he says, that he wouldn’t let his dog drink.
He got inspired to start raising money for clean water when he returned to the states, but his friends were wary. “They all said, ‘I don’t trust charities. I don’t give. I believe these charities are just these black holes. I don’t even know how much money would actually go to the people who I’m trying to help,’ ” Harrison recalls.
So his one cause became two: He started Charity: Water to dig wells to bring clean drinking water to the nearly 800 million people without access to it around the globe. But he also wanted to set an example with the way the organization did its work.
“We’re also really trying to reinvent charity, reinvent the way people think about giving, the way that they give,” he says.
Demographic change is a huge reason for rethinking this. With around 80 million millennials coming of age, knowing how they spend their cash on causes is going to be critical for nonprofits. And their spending patterns aren’t the same as their parents.
[Read full NPR article]