Middle-income donors give more than others [VIDEO]

When you think of high-profile nonprofit donations, what comes to mind? An affluent individual standing behind an oversized check with the charity's executive board? If so, you may not be alone.

However, recent research actually shows the wealthiest people aren't donating as much of a percentage of their income, in comparison to their counterparts in lower tax brackets.

 

Transcript 

Though this may come as a surprise, annual income does not, in fact, have anything to do with how much donors give to charities. According to a recent study conducted by the Chronicle of Philanthropy, middle- to low-income donors were found to give a higher percent of their income than their wealthier counterparts. In fact, donors who earned less than $100,000 donated 4.5 more of their income in 2012 than they did in 2006. Conversely, donors who earned more than $200,000 reduced the share of their income they donated to charity by 4.6 percent in the same time period. Middle-income donors are more likely to give, which highlights the need for nonprofits to connect with this demographic. Tune in next time for more nonprofit donation advice!

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