‘Me, me, me’ tag refuted as millennials lead charity push

YOUNGER people (18-24) are ahead of every other age group in responding to requests for support from charities hit by the Covid crisis.

The research, carried out by Amárach, also found that there has been a major shift to online donations, with a preference for supporting Irish charitable services rather than overseas causes.

Liz Hughes, CEO of Charities Institute Ireland, told the Sunday Independent that the 18-24 cohort have responded most to the pressures on the most vulnerable in society.

She said: “Perhaps the lockdown and the curtailment of our normal social lives has given this cohort a fresh perspective on charities and the work we do. Seven out of 10 18- to 24-year-olds rated the work charities do as important or very important — more than any other age group.”

The research found that over one in two 18- to 24-year-olds have donated more than normal at this time, compared to an average for all age groups of 38pc. Almost two in 10 (18pc) 18- to 24-year-olds have given “significantly” more.

It also found that only 15pc of 18- to 24-year-olds have not engaged with a charity in recent months, compared with almost double that for all other groups.

Completing an activity or challenge has been a big focus for 18- to 24-year-olds, with more than a third (37pc) taking part. This compares to just 11pc for all other groups.

The news comes as many charities have responded to a collapse in traditional fundraising, including events and face-to-face donations, by seeking donations online or by mobile phone.

The research also shows that almost two thirds of respondents (62pc) had little (24pc) or no (38pc) concern about donating via these channels.

As Ms Hughes explained: “This is encouraging because it is impossible to envisage a future without a significant level of fundraising being carried out online or remotely.”

The survey also showed a strong preference across all ages for supporting charities focused on providing services in Ireland (79pc), with 20pc donating to both Irish and overseas-focused charities.

“This is an understandable result based on the focus there has been on the huge domestic impact, socially and economically, of the pandemic,” said Ms Hughes.

However, she added:

“We should be conscious that the needs of others, especially in severely disadvantaged countries in the third world, should not be forgotten.”