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Npc donors and_impact_june2013
This document summarizes research from a survey of 3,000 UK donors, including 1,000 high-income donors, on donor motivation and behavior. Key findings include: - High-income donors give significantly more on average (£1,282) than mainstream donors (£303). Donations also increase with household income. - International development is a popular cause that 36-39% of donors support across income groups, though it is more popular in Scotland. - Donors can be segmented into types like "Thoughtful philanthropist" or "Engaged champion" with different motivation for giving. - Donors, especially high-income segments, care about the impact of charities and want evidence on how donations
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Npc donors and_impact_june2013
- 1. v MONEY FOR GOODUK Understanding donor motivation and behaviour Sally Bagwell, Glasgow, May 2013
- 2. NPC: TRANSFORMING THECHARITY 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. MONEY FOR GOODUK • 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. KEY FINDINGS How muchdo people give? What do people give to?
- 5. AVERAGE DONATION AMOUNT 5 Mainstreamdonors £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. SCOTTISH DONORS 6 Among Scottishmainstream 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. INTERNATIONAL DEVELOPMENT • Fifthmost 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. TYPES OF DONORS Whatare the characteristics of people giving to charity in the UK?
- 9. SEGMENT PROFILES 9 Ad hocgiver “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”
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- 12. DONORS AND IMPACT Dodonors in the UK care about the difference charities make with their donations? 12
- 13. DONOR ATTENTION ANDSATISFACTION WITH PERFORMANCE (HIGH-INCOME)
- 14. SEGMENTS INTERESTED INIMPACT 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. DONOR ATTENTION TOIMPACT 15
- 16. INCREASING GIVING There isan opportunity to increase giving if charities better met donors needs in areas they care about. 16
- 17. GIVING MORE ANDSWITCHING 17 £155 £603
- 18. POTENTIAL TO GIVEMORE 18 £1,739m switchable donations £171m high-income £665m additional donations £1,569m mainstream £596m mainstream £68m h-i
- 19. SUMMARY • Good newsfor 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. THANK YOU …please getin touch! Sally Bagwell moneyforgood@thinkNPC.org #money4goodUK 20