‘Young donors show greater potential, desire for philanthropy’

Our Bureau Kolkata | Updated on July 14, 2014

Young India is taking an active role in philanthropy, recent studies suggest. Consulting and research firm Bain and Company found out that as the decision-makers in 32 per cent of urban households, the young often set their family’s philanthropic vision. Young donors showed higher potential and propensity than other age groups to increase their support.

According to Smile Foundation, an NGO, people in the age group of 28 to 37 years are principal backers of its programmes. People between 30 and 40 years donate more in terms of volume. It got major support from Bangalore, Mumbai, Pune, Chandigarh, Punjab and Lucknow, followed by Hyderabad and Chennai.

Two consecutive studies Bain & Co (2012 and 2013) revealed the trend that the under-30 donors, instead of merely writing cheques, directly involved themselves, either through volunteering time or skills.

“Currently, 43 per cent of our donors are young individuals and it is expected to move up to 75 per cent in the next few years,” said Santanu Mishra, Co Founder and Executive trustee of Smile Foundation.

Bain & Co, which surveyed 180 high-net-worth individuals across four major cities as well as leaders at more than 40 NGOs, also found that the areas such as food, clothing and education attracted donors’ attention the most, around 75 per cent.

Published on July 14, 2014

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