This is a study on the multichannel preferences and charitable habits of Generation Y, Generation X, Baby Boomers and Matures in the USA. The study looks at how charities should adapt by surveying donors about their behavior and attitudes. In particular, the study explored how four generations of Americans give. How much do they give, and are they worthy targets? Via what channels do they prefer to make their donations, receive communications and solicitations? How and from whom do they gather information? What role do family, friends and colleagues play in driving donation decisions?

The report is attached in pdf format.