For charitable nonprofits and associations with charitable foundations, the holiday season is crunch time. Events like Giving Tuesday, a global initiative to spark contributions while people are already thinking about shopping, is among the many methods fundraisers take advantage of.
There are reasons to believe that people are indeed opening up their wallets: According to a recent survey conducted by Avocado Green Mattress, 43 percent of Americans step up their charitable giving and volunteering at the end of the year. The numbers are especially high among Gen Z and Millennials—59 percent say they’re doing so. And 38 percent overall say events like Giving Tuesday make it easier for them to contribute.
But while the ask might be easier this time of year, soliciting contributions can still be tricky. Nearly half (45 percent) of respondents said that financial constraints are a barrier to their giving, and younger generations want a clearer sense of what their contributions will be doing on the ground: 42 percent of Gen Z and Millennials said "their actions are too small to make a difference in the world."
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