Irish Millennials prefer to give through events - Eventbrite study

Events are, by far, the most preferred way for Irish millennials to donate or to raise money for charity. This is one of the key findings of a new study into the minds of Irish millennials, defined as people born 1980-1996, now ages 18-34, which was commissioned by online event registrations platform Eventbrite.
 
As most millennials are soon to enter their prime earning years, over two thirds of them said that they either generally sponsor friends or family members who do something exciting or funny for charity (69 percent) or that they have raised funds by taking part in charity events (66 percent). Women are more likely to give by sponsoring friends or family participating in charity events (73 percent, compared to 64 percent of men). Events are even more popular in the younger age bracket (respondents aged 18-25): 3 out of 4, or 75 percent of respondents, have raised funds by taking part in charity events. The least popular way to donate among millennials is via direct debit: only 23 percent of millennials give money this way. 
 
Millennials value events over things
The key driver behind this continuing and growing importance of events as a fundraising tool is a profound change in millennials’ perception of what is valuable: The vast majority of them (70%) say that if they had to choose between buying something desirable or experiencing something desirable, they would typically choose the experience. Furthermore, more than two in three millennials surveyed (67%) say that they feel much more fulfilled after a live experience compared to purchasing items of the same value. 
 
Trust in Irish charities remains eroded
The study also found that only less than half of respondents, or 39 percent, trust charities to use the funds they raise responsibly, and almost a third does explicitly not trust them. While the younger age bracket (aged 18-24) seems to regain some trust in charities (55 percent agree; 18 percent disagree), trust seems especially eroded in the older age bracket (aged 25-34: 31% agree; 37% disagree). An overwhelming majority also said that they are now more selective about what charity they give money to than they were a year ago (65 percent agree; 9 percent disagree).
 

In a world where live experiences are broadcast across social media, the fear of missing out drives millennials to show up, share and engage...

 
Fear of Missing Out (FOMO) is rampant
In a world where live experiences are broadcast across social media, the fear of missing out drives millennials to show up, share and engage. More than two-thirds (70%) of the surveyed millennials say that when they can’t go to something that their friends or family are going to, they feel like they’re missing out. This fear of missing out, or FOMO, is especially pronounced among women: 75% of female respondents experience FOMO. 
 
Millennials are comfortable donating online
Unsurprisingly for the first generation that has grown up with domestic computers and the internet, 54 percent of Irish millennials say that they are comfortable using online tools to donate to charity, 25 percent were undecided and only 21 percent said that they were uncomfortable doing so.
 
Impact on charities
Marino Fresch, Eventbrite’s Country Manager in Ireland, comments the findings: “Real life experiences are something millennials value highly, even over possessions. To them, a successful life is measured in moments and experiences. Despite a general disillusionment with Irish charities, a vast majority of millennials is still happy to donate to or raise money for charities as long as an experience or event is involved. Charities should note that the Ice Bucket Challenge may not be an isolated phenomenon, but a sign of things to come, reinforced by FOMO, the ubiquity of social media and the ease of donating online.”
 
The survey was conducted by IPSOS MRBI between 23 October and 3 November 2014. IPSOS invited 300 18-34 year olds in Ireland to take part in the Market Research Survey, recruited via an online panel. Broad quota controls, using the latest census results, were applied to ensure the data is representative of the population in terms of age, gender & region.