Despite negative stereotypes about millennials, a new national survey of 1,004 American parents shows millennial parents are raising the most charity-conscious generation in history.

Sixty-one percent of millennial parents talk about charity with their children. But, more importantly, they’re modeling wise giving habits better than any other generation. While 37 percent of the silent generation never researches before giving, half of millennials always research a charity before giving . This was especially true when faced with disaster. BBB Give.og’s survey found millennials were most likely to donate to hurricane relief in 2017, and 23 percent more likely to research relief charities before donating.

I believe the survey findings reflect a time of declining trust. Millennials do their research because they want to know, not just believe, that their dollars make a difference — and their children are watching. Charities should see this for what it is — transparency’s increasing importance — and prove their accountability to the public through third-party charity evaluators, such as BBB’s Give.org.

It’s said that sunlight is the best of disinfectants. In the nonprofit sphere, that light is information: Donors don’t get scammed, bad actors get checked, and good organizations get recognized. As the holiday giving season draws near, donors should remember: Do your research.

— Art Taylor

Washington, D.C.

Taylor is president and CEO of the Better Business Bureau’s Give.org.