Americans Say Time, Not Money, Most Important Gift to Charity, New Thrivent Survey Shows

Twice as many Americans believe it is more important to volunteer one's time than give money to charity, according to a new nationwide survey by Thrivent Financial for Lutherans, Minneapolis. The survey also found Americans' relationship to faith groups and faith practices dramatically influences their giving of time and money to nonprofit organizations, and that their giving is driven primarily their belief in an organization's mission.

Half (50 percent) of Americans believe that giving one's time is more important than giving money, according to the survey. Twenty-two percent say money is the most important gift to charitable causes while 23 percent say time and money are equally important.

Young adults, ages 18-34, and seniors, ages 65 and older, hold decidedly different views about the importance of volunteerism, the survey revealed. While 58 percent of young adults say giving time to a charitable cause is most important, just 28 percent of seniors agree. Conversely, 29 percent of seniors say "money" is the most important gift one can give to a nonprofit, while 23 percent of young adults and 18 percent of those ages 35-49 agree.

Despite their different perspectives, young Americans and seniors volunteered in 2003 at about the same level. Forty-four percent of young adults reported they had volunteered with a nonprofit, school or church over the past 12 months, while 39 percent of seniors did so. The highest level of volunteerism is with people ages 35-64, according to the survey, who had volunteerism rates of 52 percent to 54 percent.

"This research suggests that there's an emotional, visceral connection to volunteering that just cannot be duplicated by writing a check," said Brad Hewitt, Thrivent Financial senior vice president of charitable programs and volunteerism. "Smart nonprofits can tap the goodwill of the American public by offering opportunities for their supporters to gain new experiences and develop relationships while doing good for others."

Volunteerism tends to increase with income and education levels, as well, the survey showed. Two-thirds (67 percent) of college graduates reported volunteering in the past 12 months compared with 35 percent who have a high school diploma or less. Similarly, 62 percent of those earning $75,000 or more reported volunteering compared with 30 percent of those earning less than $20,000, 40 percent of those earning $20,000 to $34,999, 52 percent of those earning $35,000 to $49,999, and 54 percent of those earning $50,000 to $74,999.

Among the survey's other findings:

• Those committed to prayer and regular attendance at religious services are most likely to report having volunteered with a nonprofit organization, church or school during the past 12 months.
     
• Those who pray and attend religious services also are more likely to report that they plan to increase the amount of money they will donate in 2004 to nonprofit organizations: 30 percent of those who attended religious services every week said they planned to give more to nonprofits in 2004 versus 12 percent of those who never attend services. Similarly, 25 percent of those who pray every day reported that they will donate more money in 2004 versus 17 percent of those whom rarely or never pray.
    
• Faith groups - churches and synagogues - are most likely to receive financial support from Americans. Fifty-seven percent of all Americans say they financially support faith groups, which is a much higher figure than for any other type of nonprofit. Next on the list are schools, colleges and universities at 33 percent, followed by medical research (30 percent), social service organizations (27 percent) and the United Way (27 percent). At the bottom of the list are environmental organizations (17 percent), political organizations (12 percent) and arts organizations (11 percent).
     
• Belief in an organization's mission is the driving force behind Americans' charitable giving, with 76 percent of Americans reporting this as their reason for giving money to nonprofits.

The survey results are based on telephone interviews conducted for Thrivent Financial by Harris Interactive between November 20, 2003, and December 4, 2003, among a nationwide sample of 1,000 U.S. adults ages 18 and older. Figures for age and education were weighted where necessary to align them with their actual proportions in the population.

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