# Millennials seek two-way conversation with charities in return for greater giving & advocacy

- Link: https://fundraising.co.uk/2018/01/19/millennials-seek-two-way-conversation-charities-return-greater-giving-advocacy/
- Published: 2018-01-19T09:30:47+00:00
- Author: Melanie May

**The majority of donors, especially millennials, want to donate to specific causes
or campaigns within charities and to know when their donations are spent, a survey
by Giftcoin has revealed.**

 

[Giftcoin](https://www.giftcoin.org/) questioned over 2,000 consumers and found 
that overall, 69% of consumers would like to choose specific causes or campaigns
to donate to within charities, rising to 75% for those aged 18-34. In addition, 
52% of adults, and 70% of millennials, would like to be told when their money had
been spent.

## Advertisement

 

In return for a two-way conversation with charities, 25 per cent of consumers and
35 per cent of millennials would share these notifications on social media. Providing
donors with more information could also help encourage greater giving, the survey
suggests. It found that people believe almost half of their donations are absorbed
by overhead costs, with significant portions going on salaries, office rent and 
advertising.

 

According to the survey, given the option of more transparency from charities about
where donations are spent, the average reported consumer increase in giving was 
49 per cent, while one in six would double their donation or more.

 

Alex Howard, Co-founder of [Giftcoin, the blockchain start-up](https://fundraising.co.uk/2017/12/05/blockchain-based-giftcoin-to-provide-greater-transparency-for-donations/),
said:

 

> “It’s no longer the case that consumers are happy to give money into one big shared
> pot, they now expect to have a say in how their donation is spent.
> “Charities need to start a two-way conversation with their supporters. In this
> connected world, people expect openness and transparency to make the experience
> of giving more rewarding. In return, charities can expect their supporters to 
> become advocates for the charity and through social media, they can share their
> experiences with their network.
> “At a time when everybody is tightening their belts, charities need to adapt to
> consumers’ desires and changing habits to succeed.”

 * **[UNICEF offers funding for socially beneficial blockchain start-ups](https://fundraising.co.uk/2018/01/24/unicef-offers-funding-socially-beneficial-blockchain-start-ups/)**(
   24 January 2018)
 * **[Entries open for first DADI Foundation charitable grant](https://fundraising.co.uk/2018/07/11/entries-open-first-dadi-foundation-charitable-grant/)**(
   11 July 2018)
 * **[Can the blockchain help to rebuild trust in charities?](https://fundraising.co.uk/2015/12/16/can-the-blockchain-help-to-rebuild-trust-in-charities/)**(
   16 December 2015)

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