A New Generation of Giving

Originally published December 2009

There's nothing quite like the holiday season in the New York Metro Area. As a colleague of mine recently said, "That Christmas tree in Rockefeller Center will never get old" -- a sentiment I share, even as the sidewalk gridlock on Fifth Avenue reaches a level only exceeded by the Fairfield County corridor of I-95. I also have little doubt that people across all faith traditions have found similar symbols of joy to mark this unique time of year, as we seek to be festive, to give back and to prepare for the year ahead.

I have been thinking specifically about giving back. I always am struck throughout the month of December by the public outpouring of goodwill that flows from our homes, our schools and our religious centers. Whether volunteering at soup kitchens, donating warm clothing through coat drives, or acting as angels and sending gifts to needy families, our communities become proactive with generosity and volunteerism.

The “holiday spirit” seems to elevate our willingness to give and think beyond the confines of our daily life, and I’d like to believe we’re all the better for it.

I recently met a social entrepreneur – and a fellow member of the Millennial generation (roughly, all those born in the U.S. between 1980 and 2000) – who knows more than a thing or two about the power of harnessing the holiday spirit. The only difference for Daniel Kaufman is that his spirit extends 365 days a year. Daniel is the founder and motivating power behind the One Percent Foundation (www.onepercentfoundation.org), an organization dedicated to “creating a new generation of philanthropists.”

As the foundation’s website explains, “The One Percent Foundation is a non-profit organization committed to engaging young adults in philanthropy. The Foundation is a giving circle – a group of young adults who pool their funds and time to strengthen their communities, while at the same time increasing their understanding of and participation in philanthropy.” To do this, the Foundation asks each member of the Millennial generation to contribute one percent of our income each year to proactive and engaged philanthropic giving.

At first glance, this request could seem somewhat unreasonable, especially for young adults trying to get their feet off the ground. With bills to pay, a social life to cultivate and unexpected expenses popping up right and left, what Millennial could afford to cut a check for $300, or $500, or even $1,000 each year?

Daniel argues that all of us can, if we restructure our preconceptions and approach to giving. First, we need to view giving as a constant, something layered into our lives and not just appropriate for special times of year like the stretch from Thanksgiving to Christmas. Giving can become part of an enhanced civic-mindedness that raises all boats.

Second, we need to understand the financial element as not just money, but as an enabling force behind a much bolder level of commitment. In other words, the dollars and cents are the tools of support, but without a deeper investment of time, participation and goodwill, we are much less likely to create the “new generation of philanthropists” that Daniel’s organization envisions.

Third, we need to be practical. While it’s a tall order to hand over a large check at the end of the year, it’s not so taxing to break those hundreds of dollars into monthly checks delivered each month in support of causes that really mean something to us.

The way the One Percent Foundation activates this principle is by acting as a central donation hub, where members of the giving circle place their monthly donations. Then, as a community, all One Percent Foundation partners decide where the funds will be donated on a quarterly basis – meaning that the monies collected are significant enough to make a substantial difference.

To me, the One Percent Foundation, as it grows, could be quite revolutionary for the Millennial generation. Daniel tells me that if all Millennials in the U.S. – we are about 75 million strong – rose to the Foundation’s challenge, we could accrue a pool of over $8 billion in yearly donations in support of organizations that truly matter to us. While we’ve gotten pretty accustomed to throwing big numbers around in this country, $8 billion is hardly insignificant!

More than the money, though, is the One Percent Foundation mentality. What if we all espoused the value of giving in a thorough, committed manner and incorporated it into our daily lives? There are, of course, many people – Millennials and others – who do this and, in my view, are true role models. But what if we could reincorporate a wholehearted spirit of volunteerism, of generosity, of concern for those beyond ourselves into the basic value system of the current and future leaders of this country?

Like the Christmas tree at Rockefeller Center, it’s an idea that, to me, will never get old.

Christina Ciocca grew up in Darien and graduated from Greenwich Academy. She works in communications and public relations at The Dilenschneider Group in New York City.