Generation Y: The future of philanthropy

gen-y-mainSocial media has never been more pervasive than it is today: 80% of the ‘millennial’ Generation Y (those born between the early ‘80s and late 2000’s) log on to Facebook, Twitter and other social media sites every day.

This, coupled with the surge in ownership of smartphones, laptops and tablets has led to the creation of a society that is ‘always on’.

As anyone with teenagers will know, Generation Y in particular is more or less constantly online and well attuned to the shifting landscape of social media.

The online world isn’t just a place for big brands and pictures of cats, it is also fertile ground for charities, especially those keen to get ahead of the game and bring on board Gen Y, the next generation of philanthropists.

This is what spurred the creation of Give as you Live, a platform that combines the height of 21st century convenience – online shopping – with the enduring British belief in philanthropy.

In case you weren’t aware of us, Give as you Live is a website and browser plug-in that lets shoppers raise money for their chosen at no extra cost, just by shopping online. It’s free for consumers to use, because the retailer makes the donation on their behalf.

Since 2010, we’ve helped to raise over £4.5 million for UK charities, grown to well over 3,500 participating retailers – most recently signing up eBay and Ralph Lauren.

Any registered charity can benefit – and we supply marketing materials, downloadable reports and access to our bi-annual Digital Donor Review, free of charge. We supply this insight because we believe that ultimately, the key to effective, sustainable fundraising has got to be understanding donors.

That’s why we’ve commissioned renowned web psychologist Nathalie Nahai to conduct research and produce a report on Generation Y and their charity giving habits.

If you want to future-proof your fundraising, Gen Y is the key. At 10:30am on July 7th we will be presenting our findings to the Institute of Fundraising’s 24th annual convention. Join us to discover the future of philanthropy.

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