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Poll Reveals Americans’ Top Giving Priorities

March 8, 2010, 7:00 am

Feeding and sheltering the needy and seeking cures for major diseases are Americans’ top priorities for charitable giving, according to a Parade magazine survey.

Asked what they would do if given $100,000 to donate, the 1,008 respondents allocated about $16,000 for the needy and more than $14,000 for disease research. Disaster relief and animal welfare were next, at about $9,300 and $8,800, respectively.

The survey found three distinct types of givers who are driving a current “compassion boom” that counters the past trend of less volunteering during tough economic times: “yeppies,” or young, engaged problem solvers who actively use social media and are open to a variety of causes; “rapid responders” who focus on specific, often local causes; and the “mission-minded,” largely older people who are motivated by their faith.

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