Coin UP

Finding Your Charitable Perfect Match

Story and photography courtesy of Coin Up

Gen Z and millennials are poised to be the leading force in charitable giving. Already, 84 percent of millennials give to charity, and as they age and increase their wealth, they will surpass the Silent Generation, Baby Boomers, and Gen Xers in terms of dollars donated. These emerging philanthropists are also influential societal change makers, passionate about supporting issues they care about. They want to learn where they can make an impact that matters to them. Coin Up, a mobile app platform where donors can give effortlessly and securely to their favorite charitable causes, has developed an interactive “Generosity Quiz” to make giving easy. It is a fun personality-type quiz that takes about two minutes to reveal the quiz taker’s giving style—whether they prefer monthly, recurring, or one-time donations.

The Coin Up initiative, supported by a grant from The Bill & Melinda Gates Foundation and in-kind support from IDEO, will help people determine how they can be part of the change they want to see in the world. Individuals can take the Generosity Quiz to discover their generosity personalities and learn about causes that resonate with them.

“We know millennials have passion and a desire to give, but these budding philanthropists are often overwhelmed by options. They’re unsure if their contributions will make an impact and how and where to donate,” says Leena Gupta, cofounder of Coin Up. She is a successful serial entrepreneur who is breaking down barriers to make real change through visionary tech solutions. In 2015, the MIT/Sloan Business School graduate decided to dedicate her expertise in the nonprofit and financial sectors to facilitate doing good. “We want to inspire the spirit of giving. With the Generosity Quiz, quiz takers can see the impact of small-dollar donations and discover ways to get involved that match their interests and lifestyles.”

Quiz takers will also learn ways to turn their passions into actions by answering questions about what motivates their acts of kindness, what they see as the world’s most urgent issues, and more. Each user’s answers are translated into a Generosity Persona, which helps define how his or her unique traits can create a positive social impact. The results will also prompt users to donate, volunteer, become advocates, or express their generosity in ways that fit their styles.

With Coin Up, users can register their credit or debit cards and round up their spare change on every transaction until they reach their monthly goals. This “spare change” is sent to their charity of choice each month, offering an effortless and direct connection for giving. Coin Up also allows donors to make one-time or fixed monthly donations to their favorite charities, choosing from any of the public 501(c)(3) US charities registered with the IRS.

Gupta and her team have created the first “round up and donate” app that allows users to connect with their favorite causes and directly receive credit for all their donations. Through Coin Up, users can see their “small change add up to big change.”

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Learn more and take the Generosity Quiz at

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