A disengaged generation
See The Difference is a UK charity with a bold ambition: to get people aged under 40 to start donating regularly to charity and to increase overall UK donations by transforming the experience of giving online.
The charity has found that this generation is generally not engaged with – or even frustrated by – the current range of giving experiences. As a result, they make fewer charitable donations and give far less frequently than their parents or grandparents.
Appealing giving models
Supported by funding from Nominet Trust, See The Difference has developed a programme called The Giving Lab to investigate how digital technology can be used to address this worrying trend.
The project will conduct a number of experiments to test appealing methods of donating and to develop new scalable giving models – with the ultimate aim of increasing participation rates and the overall frequency of charitable donations among adults under 40.