Parenting and Philanthropy - Growing the Next Generation of Givers
When it comes to parenting, charitable giving can act as a catalyst for instilling kindness, empathy, and the value of philanthropy in the next generation.
They grow up so fast.” What parent hasn’t marveled at how quickly their child has jumped from walking to running through life? Those formative years are pivotal to a person’s development and sense of self and how they interact with and contribute to our ever-connected, complex world.
Despite a steady birth rate decline in the United States for the past few years, in 2022, 40% of American families lived with their own children under age 18 in the household. During this time together, many parents may feel a sense of responsibility to raise caring, thoughtful members of society.
This study aims to look at the practice of giving back as one of the ways to introduce core values, like kindness, empathy, and generosity. Modeled by parents and instilled at a young age, these values can be a strong foundation for social success—and lay the groundwork for children to carry on the practice and build a legacy of giving.
Summary
As people become parents, philanthropy becomes a higher priority. More than two-thirds (69%) of parents give, and over half of these givers (54%) say that parenting increased the priority of giving in their lives. Six in 10 (60%) of these parents who give identify as committed givers who have participated in one of many giving activities within the last year and who say that giving is a significant or pretty important part of their lives.
Having children changes how parents view giving back, with nearly half (47%) supporting very different or fairly different types of organizations than they did prior to becoming parents, including a greater focus on causes related to their children’s education and activities. Sixty-two percent of parents who give also talk to their kids about giving, either through planned or spontaneous conversation—and actively engage them in planning, giving, and volunteering. And all parents, especially those who give, expressed interest in passing down the values of kindness, empathy, and generosity.
The giving activity of parents directly translates into greater participation in giving activities among their children. Of the parents who give, more than three-quarters (81%) of their children have participated in giving activities within the last year, meaning these children were more likely to volunteer, give directly, or purchase products to donate. While almost three-quarters (70%) participated in these activities with other family members, nearly half (48%) did so independently.
For the purpose of this study:
Parents: Americans with children under age 18 living at home
Nonparents: Americans under age 65 without children under age 18 living at home
Givers: Parents or nonparents who have participated in a range of giving activities within the past year: financial donations to nonprofits or individuals, donations of products or goods to nonprofits or individuals, or volunteering
Key Findings
Having children influences how parents give and the importance of philanthropy in their lives.
Parents and nonparents are about equally likely to give (69% vs. 63%), but, perhaps because of proximity or exposure to more giving opportunities through their children’s school and social life, parents participate in charitable activities (giving, volunteering, and donating products) more frequently than adults without children: 40% of parents engage in giving very or fairly often, compared to 24% of nonparents. While only 26% of parents have increased the amount of their donations since becoming parents, 41% say they give financial donations more frequently.
60% of the parents who give identify as committed givers (compared with 44% of nonparents), reporting they have participated in one of many giving activities within the last year and that giving is an important part of their lives.
2. Having children influences the way parents view charitable causes.
Since becoming parents, nearly half (47%) are supporting more types of organizations, with more than two-thirds (72%) saying they now support different causes, including 47% who support very/fairly different types. Parents are more likely than nonparents to make donations to religious (33% vs. 26%) and educational institutions (29% vs. 14%), such as getting involved in their child’s school.
3. Many parents actively converse with their kids about giving and model philanthropic behavior in the hope of passing down their values.
The dinner table may bring more than a daily classroom roundup: Six in 10 parents talk to their kids about philanthropy and actively engage them in planning, giving, and volunteering.
For parents, philanthropy is tied to values: All parents, regardless of their giving status, hope positive values are instilled in their child through giving and volunteering activities, and parents with children who give are most likely to say they hope engaging in these activities passes on kindness (47%), generosity (35%), and empathy (30%).
4. … and it’s working. Values passed down are creating a legacy of family giving.
While still under age 18, children of parents who give are most likely to:
While 70% performed these activities with other family members, nearly half did so independently: 48% of parents who give say their children completed a giving activity on their own; children participating on their own were most likely to volunteer (27%) or give directly to individuals (24%). Unsurprisingly, older children are more likely to complete activities independently, with almost half ages 14-17 participating in some giving activity on their own. However, 30% of parents who give with children ages 0-5 report having a child or children who performed a giving activity on their own.
5 Ways to Start a Family Giving Tradition
Gathering the family together provides the perfect opportunity to embrace your shared values and start a new tradition of giving:
Share your giving stories and commit to action together.
Create a charity “registry” or sign-up sheet for family members to buy and bring an item from a favorite nonprofit’s wish list— if possible, arrange a time to deliver the items together.
Complete an in-home service project, such as packaging care kits for cancer patients.
Volunteer as a group—and gather afterward to discuss the experience.
Give together by choosing a cause or charity for your family to support as one.
Tip: Setting up a family donor-advised fund or dedicated account to provide support for charities can help provide structure for a strong family giving tradition throughout the year.
Conclusion
As the findings in this report demonstrate, becoming a parent may be one of life’s biggest inflection points, changing how people engage with the world, and sparking significant questions of family and self, such as: What are my values? How do I pass them on to my children? What does the idea of a “legacy” really mean?
We know that legacy is emergent and iterative. It can begin at home, and parents have influence over how it is defined for the next generation. It’s our hope that the sector will begin to embrace legacy as a formative effort—one that is done with intentionality and that is ever-evolving, borne of values, and reflects the needs of the family as well as the end beneficiaries.
When it comes to parenting, charitable giving can play an integral part and act as a catalyst for instilling kindness, empathy, and the value of philanthropy in the next generation.