Philanthropy among the African American community is well known and in fact, studies have shown that African Americans are biggest givers when compared to other racial minority groups. Philanthropy in the African American community has been a long-lasting tradition and shows no signs of lessening as millennials pick up on the charitable ways of other generations before them.
Black Americans giving to their communities has been documented since at least the eighteenth century. While actions of time, talents and treasures may not have been called “philanthropy,” they clothed, fed and funded generations of blacks just the same. Black millennials are following in the footsteps of those who have come before them. But although millennials are continuing on the path towards charity, research proves that they give in greater numbers than any other generation before them. They are leading, volunteering and donating to causes that matter to them and impact their communities. For black millennials the numbers are impressive. According to a 2013 survey, 92 percent of black millennials responded that they spent time volunteering. 65% of those same black millennials donated more than $100 in one year.
For nonprofits it is important to know in what ways these black millennials prefer to give their donations. African American donors tend to give to nonprofits in smaller ways such as toy and food drives and donations at grocery store registers. The Network Journal reports, that today African-Americans give 25 percent more of their income per year than whites.
A 2012 W.K. Kellogg Foundation report found that nearly two-thirds of African-American households donate, giving $11 billion each year. For nonprofits it is of most importance to find ways to meet black donors where they are and leverage all gifts, whether large or small, as this will begin to establish relationships necessary for long-term sustainability.
It is good to learn that the spirit of giving continues to thrive with millennials.