How do you get young City execs to give to charity?

by Stephen Tall on November 1, 2010

How do you get the young, well-paid City high-fliers to give to charity? Executives in their 30-40s have traditionally been the toughest demographic group to encourage to become philanthropic.

It’s not hard to understand why… though they may be well-paid, they’ve also got steep outgoings (mortgage, kids, etc) so don’t feel as rich as their income decile may suggest they are. And on top of that they are probably among the most time-poor group, working long hours while trying to spend quality time with their family. Charity tends to take a bit of a back seat until they’re into their 50s, when both their career and personal circumstances have often stablilised.

So I’m pleased to see a City Philanthropy Club has been established with the dedicated purpose to encourage younger executives to give. Third Sector tells us more:

A group set up to encourage philanthropy among young City executives was officially launched this week.

The City Philanthropy Club was established by Donald Brydon, the chairman of the Lord Mayor of the City of London’s annual charity appeal. It is supported by Mervyn King, the governor of the Bank of England.

The group was officially launched at a dinner on Wednesday, but about 15 City employees have been supporting the initiative since March by raising money for Pitch Perfect, a charity that gives disadvantaged children in London access to music and cricket.

Good luck to it.