It was when I ran the fundraising department at a university that I first developed a deep interest in people's giving habits. Those of us in the fundraising world knew that Americans, especially people of faith, have long been the world’s gold standard for generosity. Lately, though, others have become interested: there is a spike in the public’s interest in philanthropy. Major organizations like the University of Pennsylvania, Indiana University, Boston College, and even Bank of America have gotten in on the act, all conducting major research studies.

While many of the reports’ observations are obvious or old news, there are also some new nuggets of insight. I have listed many of the points that jumped out at me, and somehow I’ve refrained from editorializing. You may find this list to be interesting.

(From a September 2008 report published by the Center for High Impact Philanthropy in the School of Social Policy & Practice at the University of Pennsylvania)
Major donors who were interviewed provided the following responses about their giving:
• They don’t want their giving to feel like “work.”
• They obtain most of their information about charities from friends and other major donors.
• They desire anonymity when giving, and are wary of personally researching causes, for fear it will attract attention and unwanted solicitations.
• Their most common area of giving is education, followed by health, poverty and social welfare, children and youth, religion, and arts and culture.
• When deciding how to give their money, they give to causes they’re passionate about, and causes in which they or their friends are personally involved.
• They are reluctant to ask too many questions before making a gift, either because it will appear too demanding or because “you can drive yourself nuts.”
• Their desire to give away large sums of money can be dampened by feelings of being overwhelmed with information, and the inability to evaluate the true effectiveness of their giving.
• They rarely view themselves as “philanthropists,” either feeling they do not have the experience or the wealth to merit that label. Some also felt it sounds “hoity-toity.”
• They usually wish to serve their favorite charities in ways beyond just writing checks, but are often unable to give their time because of personal and professional commitments.
• They have a great desire for access to a network of other major donors, especially in relaxed, “no-fundraising zones.”
• They rarely glean insights from academic writing on areas they support, but would like “reports that are readable, that aren’t bureaucratic.”
• They are somewhat skeptical about evaluating grants, either because the process is onerous or because numbers can’t tell the whole story.

(from a 2008 paper produced by the Center on Philanthropy at Indiana University)
• 10% of tax filers in the U.S.—those with incomes over $100,000—account for 51% of all individual charitable gifts, according to Giving USA.
• The wealthier the household, the more likely the donors will give to secular (as opposed to religious) causes.
• Wealthy individuals increasingly consult on philanthropy issues with accountants, attorneys and other advisors.
• Many major donors avoid viewing themselves as “philanthropists” because they do not have a personal strategy for giving money thoughtfully.
• Donors typically give at their most generous level when they are in their 60s.
• Generous giving generally increases with the donor’s education level, but there are exceptions to the trend.
• People with high wealth and income give at the same level, regardless of race.