Date of Graduation
Master of Nonprofit Administration (MNA)
This study entailed the administration of a mail survey of 2,000 donors to determine if baby boomers (aged 40 to 58) would be more inclined than mature donors (aged 59 and older) to value efficiency, organizational outcomes, and information when making a charitable gift. There were no statistically significant differences between donors of the baby boomer generation and mature donors concerning the variables efficiency and outcomes, but there were statistically significant differences between baby boomers and mature donors regarding the variable information: baby boomers valued information more than mature donors did.
Moreover, significant differences were found between young donors (aged 18- 39), baby boomers, and mature donors regarding efficiency, where young donors valued efficiency the least and mature donors valued efficiency the most. Young donors were less demanding than baby boomers and mature donors regarding both the percentage charities should spend on overhead, and their desire to be informed of that percentage. Young donors were also more likely than baby boomers and mature donors to give to a charity that spent a high percentage on overhead.
The research also demonstrated that there were differences between young donors and mature donors regarding the value they accorded to organizational outcomes when making a decision to give, such that young donors valued organizational outcomes more than baby boomers and mature donors. Young donors read and desired information about an organization's accomplishments, such as program outcomes, more often than baby boomers and mature donors. Young donors were also more likely to give more money to a charity if they had more information regarding how their gift would be used.
Finally, young donors were more likely than baby boomers and mature donors, respectively, to use the Internet, a charity's web site, or friends or family, to search out information about a charity when making a decision to give. Young donors used a greater range of sources of information when making a decision to give than did baby boomers and mature donors, respectively.
Williams, Stephanie Roderick, "A Study on Donor Preferences and Charitable Giving" (2005). Master's Theses. 1107.