This document summarizes research conducted by nfpSynergy to understand supporter commitment and satisfaction levels at WaterAid. It outlines key findings from focus groups and surveys, including that supporters are motivated by WaterAid's work and effectiveness, feel their donations have impact, and trust WaterAid's use of funds. The research aims to establish benchmarks for tracking commitment over time and inform WaterAid's strategies to build stronger supporter relationships.

4. Background to the Charity Market Place

6. Over half of WaterAid supporters also support at least two other development charities regularly. One in seven support at least five! Base: Postal survey, 2,000 WaterAid supporters, Britain, August 2008 Source: nfpSynergy “ Do you regularly support any of the following charities? “(List of development charities followed)

8. Changing Patterns of Giving

9. The Great Generation War Time Generation Baby Boomers Millennial Generation Generation X Live Births by Year

12. ? Source: nfpSynergy

13. The Database Dynamics of Loyalty

16. Considered Purchase Impulse Purchase

25. “ As an engineer I know the solutions are simple and effective” “ Feel stronger about WaterAid than Oxfam – you feel more closely involved” “ Without water you’ve just got nothing” “ You know by supporting it that you’re actually supporting one thing with great effect” “ Arms length. I don’t contact them, they don’t contact me, and that’s fine by me”

33. Building towards commitment Commitment

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