A new report provides 10 practical steps
By Jennifer Stout, Deputy Director, Philanthropic Partnerships
As the giving season approaches, many families are thinking about how to give back—whether through volunteering, donating, or engaging in small acts of kindness. A question often asked by parents is: How do we raise children who are generous and compassionate?
A new report, Raising Generous Humans, explores exactly that. Drawing from behavioral economics, psychology, and financial literacy research, it shows that generosity is something that’s modeled, practiced, and nurtured over time.
I sat down with Jasmine Marrow, a senior program officer on the Gates Foundation’s Philanthropic Partnerships Team (and a mom-to-be), to hear her reflections on the report and how she plans to bring its lessons into her own parenting journey.
Q: Let’s start with the word “generosity.” What does that mean to you?
Jasmine: I want to actually talk about two words—empathy and generosity—because I think we need both. We first build empathy through understanding—maybe noticing when someone needs help or listening to an experience other than our own. Generosity is then how we respond—the action we take.
The report reminded me that generosity is learned, not something kids are simply born with. That’s encouraging, because it means we can teach it intentionally. The report highlights that parents can do three things—talk about money and giving, model generosity for your kids, and offer opportunities for them to have agency over decisions about giving.
What stood out was how much children learn by watching their parents. Modeling generosity—whether through volunteering, donating, or simply showing kindness—has a lasting impact. I want my child to see that giving isn’t something extra we do; it’s part of who we are.
“Modeling generosity—whether through volunteering, donating, or simply showing kindness—has a lasting impact. I want my child to see that giving isn’t something extra we do; it’s part of who we are.”
Q: One of the things that stands out in the report—and is particularly challenging for families with wealth—is that talking about money is complicated. Why is it so hard?
Jasmine: Money is one of those topics we tend to tiptoe around. Many of us didn’t grow up having open conversations about it, so it can feel awkward to start. The report really drove home that silence about money can actually make it harder to raise generous, grounded kids.
I love the concept in the report of “financial transparency with purpose.” Instead of avoiding conversations about money to prevent awkwardness or a sense of entitlement, parents can be open—talking about what money is for, how it can be used for good, and how we make choices around saving, spending, and giving. While this may seem most relevant for parents who are hesitant to tell their kids about significant wealth, there are takeaways for any parent. For example, creating an allowance divided into “save, spend, and give” helps children learn early that generosity is a natural part of managing money.
Q: You’re about to become a parent. How are you thinking about instilling generosity in your family?
Jasmine: My husband and I have had conversations about our own family messages about money and how those shaped us. When I think about my own parents, they didn’t have much, but they modeled for me the importance of caring for others in our community—bringing food to a sick neighbor or offering a ride. We both learned a ton about experiences outside of our own, and we think it shaped us in important ways.
The research reinforces this—that exposing children to diverse people and experiences helps them understand others’ perspectives. So, I want my child to see different communities, volunteer, and understand that we’re part of something bigger than ourselves.
The report also showed that generosity grows when kids have ownership over how they give. I did this one year with nieces and nephews for the holidays. We each chose an organization to support and talked about why that issue was important. It was such a simple way to help them feel capable and connected to other experiences.
Q: What do you hope parents or caregivers at any income level learn from this report?
Jasmine: That generosity isn’t about income—it’s about acting with intent. What I find so helpful about this report is that it offers ten practical steps, from modeling giving to praising generosity, but the thread running through them all is connection.
Whether you have a lot or a little, you can raise a generous child by being open, consistent, and hands-on. Encourage new experiences—learning from an elder, donating food to a food bank, or volunteering to clean up a local park. Invite your kids into those decisions. Celebrate when they share. It’s in those small, everyday choices that generous humans are raised.
At Gates Philanthropy Partners, we celebrate the generosity of each and every donor. If you have questions about ways to partner with us, please contact us at [email protected].