What Motivates Wealthy People To Give?
Three of the top four major motivations were consistent for men and women:
- believing their gift will make a difference (81.7% women, 70.9% men),
- giving to an organization that is efficient in its use of donations (80.5% women, 69.2% men),
- and feeling financially secure (77.1% women, 69.5% men).
What Types of Charities Do They Tend To Support?
Respondents reportedly gave the largest share of their giving in 2009 to foundations, trusts and funds (22.1 %). The rest of their giving was distributed as follows:
- educational organizations (19.3%)
- religious organizations (13.3 %)
- youth or family services (8.8%)
- basic needs such as organizations that provide food and shelter (4.7 percent)
- environment/animal care (3.5 %)
- international aid or the promotion of world peace (2.8 %)
The participants were also asked about their family history – did their family have a tradition of giving? A majority of both high net worth women (66.3 %) and men (67.9%) reported that they have family traditions (such as volunteering as a family) as a part of their annual charitable giving.
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