Npc donors and_impact_june2013

vMONEY FOR GOOD UKUnderstanding donor motivation and behaviour

Sally Bagwell, Glasgow, May 2013

NPC: TRANSFORMING THE CHARITY SECTOR

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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

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

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KEY FINDINGS

How much do people give?

What do people give to?

AVERAGE DONATION AMOUNT

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Mainstream donors

£303High-income donors

£1,282

Household income under

£20,000Average donation

£228

Household income over

£1,000,000Average donation

£3,322

SCOTTISH DONORS

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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

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

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TYPES OF DONORS

What are the characteristics of people giving to charity in the UK?

SEGMENT PROFILES

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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”

SEGMENTS (MAINSTREAM DONORS)

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Thoughtful philanthropist

Benefactor

Engaged champion

Faith-based donor

Loyal supporter

Ad hoc giver

Good citizen

SEGMENT GIVING LEVELS

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DONORS AND IMPACT

Do donors in the UK care about the difference charities make with their donations?

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DONOR ATTENTION AND SATISFACTION WITH PERFORMANCE (HIGH-INCOME)

SEGMENTS INTERESTED IN IMPACT

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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”

DONOR ATTENTION TO IMPACT

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INCREASING GIVING

There is an opportunity to increase giving if charities better met donors needs in areas they care about.

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GIVING MORE AND SWITCHING

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£155 £603

POTENTIAL TO GIVE MORE

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£1,739m switchable donations

£171m high-income

£665m additional donations

£1,569m mainstream

£596m mainstream £68m

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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

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THANK YOU

…please get in touch!

Sally Bagwell

moneyforgood@thinkNPC.org

#money4goodUK

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