Less about ME

It’s less about ME – a refreshing trend — for a small but growing group of children and teenagers who are engaging in charitable giving at a time when most kids are focused on sports, music or just themselves, according to a recent New York Times Personal Business column.

Instead of that lavish birthday party, bar mitzvah or star-studded Quinceañera, socially-minded children feel they are not “giving up” presents or treats but are “giving” in ways that can make a difference to some individual or group.

A study released in June by Fidelity Charitable, which manages donor-advised funds, found that philanthropic giving is increasingly a family affair and that children are getting involved at younger ages. The sophistication of giving and level of commitment is commendable. These young charitable donors are not merely handing over money or toys to an organization. Increasingly, they are becoming hands-on entrepreneurs setting up blood drives, fundraisers, and working in soup kitchens and animal shelters as a way of celebrating their birthday or other special event.

This movement, nascent though it may be in many ways, offers a myriad of opportunities to marketers to engage with families by supporting parents’ efforts to teach their kids about giving rather than getting. Research shows that consumers, moms especially, are far more likely to buy from a brand that supports a cause. How great if that “cause” could be encouraging their own children and others to be philanthropic—perhaps by matching funds or providing other incentives.

Even if a child forgoes all his or her birthday presents for a worthy cause, there will always be ice cream and cake and candles to blow out. As it should be.

Moms, what are you doing to teach your child to be charitable?

Read the entire article at: http://www.nytimes.com/2014/07/05/your-money/teaching-children-philanthropy.html?_r=0