PULSE POINTS
Giving Back Matters to Millennials
mong all the different generations, millennials
are more likely to say it matters to them that
businesses give back to society. This is the
finding from a poll conducted by Morning
Consult for Fortune magazine.
Of more than 2,000 individuals surveyed, nearly two-thirds
(more than 60 percent) between the ages of 18 and 34 were at
least “somewhat more likely to want to work for a company that
gave to charity.” In comparison, 59 percent of those between 35
and 44 years old, and 47 percent of baby boomers (ages 45 to 64)
are more likely to prefer companies with strong social responsibility. Young people were also more inclined than their elders to
say they would buy products from a company that contributes to
charity, or to recommend the business to a friend. How are you
communicating your philanthropic initiatives to millennials who
find these efforts highly important?
A
Study Identifies 3 Barriers Stopping
Canadians from Giving Back
A
ccording to the World Giving Index, Canada ranks as a top-five global leader in
philanthropy. There is no question that the majority of Canadians have a big heart
but a recent study called the Ronald McDonald House Charities (RMHC) Family
Pulse Survey reveals the three barriers that are holding Canadians from donating
financial help or volunteering their time.
1. Money: Nearly 70 percent of Canadian parents felt they did not have enough money to donate.
2. Time: 46 percent of parents feel there isn’t enough time for their family to give back.
3. Too Many Causes: 22 percent of parents feel there are too many charitable causes to
support.
Because the study also shows that more than 75 percent of Canadian parents and children feel it’s
important to give to charity, but wish it was easier to do so, the Ronald McDonald Houses in Canada
launched a new online giving platform called Make Fun Matter, which makes giving fun, easy and
personal.
When launching your own giving back program, how are you making your initiative hassle-free
and personal to help encourage staff and clients to be part of your corporate social responsibility
(CSR) program?
14
PULSE
■
October 2016