Barna Research has released it’s latest report, focused on the top 50 most generous cities in America. I am not surprised to find Des Moines/Ames ranks number seven on the list. The report shares two interesting insights from their findings.
First, four of the top five cities have a larger “downscale” population than an “upscale” population. Downscale is defined as those with a gross income of less than $20,000 per year who do not hold a college degree. Upscale is define as those with a gross income in excess of $75,000 who hold a college degree. This affirms what data has claimed for some time: wealth does not have a direct impact on generosity.
The second observation is that the majority of donations among the top 50 communities are directed toward churches and religious institutions. This insight is interesting to me given the general feeling that churches are continuing to cleave along the lines of the haves and have nots.
If you would like to read the full report or see the top 50 list in its entirety, you can find it at www.barna.org.