New study shows how peers within connected groups inspire each other to become committed givers
In our hyper-connected world, with news and social media more accessible and far-reaching than ever, it’s impossible not to know of countless causes in need of our support. But what inspires people to support them?
Many people take their cue from campaigns run by charities who’ve become sophisticated in working with the media to promote themselves. Others choose to donate to a certain charity because of a close personal connection with its cause.
But another big incentive to give comes from our peers, according to new research from Jumpstart Labs. The ‘connected to give’ series looks at how people from within certain demographics tend to support similar causes and inspire each other to become more committed givers. In other words, people who share heritage, belief systems, professions or other common identities often form ‘giving circles’, where they collaboratively donate to the same causes and reinforce their bonds in the process.
The ‘community circles’ study within the series found that one in eight American donors – almost half under the age of 40 – has participated in a giving circle. Not only do they strengthen communal identity but they also expand philanthropic reach.
“Highly connected people become deeply committed givers, and it’s in giving circles that we see people creating philanthropic traditions that speak to their identity and community,” Dr Shawn Landres, CEO & director of research at Jumpstart, told PRWeb.
What’s exciting about all this is that it reinforces some of the central aims of City Philanthropy: to mobilise and support young professionals in the City and Canary Wharf to find common causes, strengthen their relationships with each other and put London on the map as a hub of smart giving.
To help get the ball rolling, we’ll be hosting City Philanthropy mixers in the next few months to get those interested together for a chat. Email firstname.lastname@example.org for updates. In the meantime, find out more about philanthropy and the organisations doing great work to promote it.