Npc donors and_impact_june2013

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Npc donors and_impact_june2013

  1. 1. v MONEY FOR GOOD UK Understanding donor motivation and behaviour Sally Bagwell, Glasgow, May 2013
  2. 2. NPC: TRANSFORMING THE CHARITY SECTOR 2 Transforming the charity sector Increasing the impact of charities eg, impact-focused theories of change Strengthening the partnership eg, collaboration towards shared goals Increasing the impact of funders eg, effective commissioning
  3. 3. MONEY FOR GOOD UK • Research partner: Ipsos MORI • Survey of 3,000 people • Including large sample (1,000) of high-income individuals • Donors: people giving over £50 in the past year • High-income: household income over £150,000 • Mainstream: household income less than £150,000 3
  4. 4. KEY FINDINGS How much do people give? What do people give to?
  5. 5. AVERAGE DONATION AMOUNT 5 Mainstream donors £303 High-income donors £1,282 Household income under £20,000 Average donation £228 Household income over £1,000,000 Average donation £3,322
  6. 6. SCOTTISH DONORS 6 Among Scottish mainstream donors: •High level of donation •Quite likely to be willing to consider donating more •More likely to feel people should donate to charity if they have the means •Slightly more likely to volunteer
  7. 7. INTERNATIONAL DEVELOPMENT • Fifth most popular cause for donors to give money to • 36% of mainstream donors, and 39% of high-income donors give • More popular cause in Scotland (41% mainstream, 43% high- income) • Favourite cause for 12% mainstream donors and 17% high income donors • Slightly lower for Scotland • Much less popular as a cause to give time to 7
  8. 8. TYPES OF DONORS What are the characteristics of people giving to charity in the UK?
  9. 9. SEGMENT PROFILES 9 Ad hoc giver “I give because I’m asked” Engaged champion “I give time and get my friends involved” Thoughtful philanthropist “I give to make an impact” Benefactor “I give to lead by example” Faith-based donor “I give for my community” Loyal supporter “I give because I care about the cause” Good citizen “I give because it’s the right thing to do”
  10. 10. SEGMENTS (MAINSTREAM DONORS) 10 Thoughtful philanthropist Benefactor Engaged champion Faith-based donor Loyal supporter Ad hoc giver Good citizen
  11. 11. SEGMENT GIVING LEVELS 11
  12. 12. DONORS AND IMPACT Do donors in the UK care about the difference charities make with their donations? 12
  13. 13. DONOR ATTENTION AND SATISFACTION WITH PERFORMANCE (HIGH-INCOME)
  14. 14. SEGMENTS INTERESTED IN IMPACT 14 Engaged champion “I give time and get my friends involved” Thoughtful philanthropist “I give to make an impact” Loyal supporter “I give because I care about the cause”
  15. 15. DONOR ATTENTION TO IMPACT 15
  16. 16. INCREASING GIVING There is an opportunity to increase giving if charities better met donors needs in areas they care about. 16
  17. 17. GIVING MORE AND SWITCHING 17 £155 £603
  18. 18. POTENTIAL TO GIVE MORE 18 £1,739m switchable donations £171m high-income £665m additional donations £1,569m mainstream £596m mainstream £68m h-i
  19. 19. SUMMARY • Good news for development charities in Scotland! • Opportunity to increase giving • Donors care most about evidence of impact and knowing how money spent Notes of caution: • Not all donors care equally about impact • But the segments who do are potentially very valuable • Few donors research and give based on relative impact of charities • Gap for charities to provide easy to digest info on impact 19
  20. 20. THANK YOU …please get in touch! Sally Bagwell moneyforgood@thinkNPC.org #money4goodUK 20

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