Millennials likelier to support smaller, tech-savvy charities

Two of 3 millennials would rather support multiple smaller charities than one large one, finds a charitable giving survey by Capital One.

The survey found that while millennials favour such charities, the majority of those who have interacted with smaller, local charities say they rate poorly in their use of technology.

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The shift to supporting tech-savvy charities has made it hard to compete for some organizations, particularly small ones with limited digital resources, and can result in thousands of dollars in lost donations. In fact, the recent Charitable Giving survey also found that millennials are more likely to donate to charities that offer digital payments (53%), and are more likely to trust charities with a strong digital presence (50%).

Also read:

Charities are chasing more aggressive returns

Setting up your own charity

Staff

The staff of Advisor.ca have been covering news for financial advisors since 1998.