The new face of philanthropy: The role of intrinsic motivation in millennials' attitudes and intent to donate to charitable organizations

This article explores the "new face of philanthropy" by investigating the role of intrinsic motivation in millennials' attitudes and intentions to donate to charitable organizations. It examines what drives this younger generation to engage in philanthropic activities, distinguishing their motivations from previous generations. The authors analyze how factors such as personal values, a desire for impact, and alignment with organizational missions influence millennials' willingness to contribute, providing insights for charitable organizations seeking to engage this demographic effectively.