The importance of children and young people in adults' giving behaviour is revealed
The importance of pester power in driving charity giving has been revealed.
A quarter of parents give to charity because their children ask them to - and the same number are talked into fundraising by their offspring while one in ten are inspired by them to live a healthier lifestyle.
The survey, carried out by third sector thinktank nfpSynergy among 240 parents in Britain, shows that 23% were asked by their children to give to good causes and did so as a result.
The same number were talked into taking part in a fundraising event, while 9% became volunteers at their children’s suggestion.
Kids are also persuasive when it comes to living better, with 22% of parents saying they became more environmentally friendly and 18% stopping smoking, eating more healthily or doing more exercise.
Charities have to start thinking about children and teenagers as an important part of their supporter base
NfpSynergy also surveyed 550 11-16 year olds to see what they thought. 60% said they had talked their parents into donating, while 38% said their parents had fundraised and 24% thought their parents had become volunteers because they’d asked them.
When the survey of parents is broken down to those with 11-16 year old children, the real numbers are 27% for donating, 25% for fundraising and 9% for volunteering.
Jo Fischl, senior researcher at nfpSynergy, said: “Pester power is often seen as a negative aspect of modern society, but this research shows that children and teenagers can and do influence their parents in positive ways, whether it be persuading them to recycle, get active or even get involved in supporting charities.
“Charities simply have to start thinking about children and teenagers not just as the supporters of the future, but as an important part of their supporter base today.
“The direct impact that young people have on charitable behaviour in adults provides an exciting opportunity for whichever charities can harness this power.”
