Post on 21-Feb-2022
• About the Study• Social Giving Trends• Biggest Surprises• Key Findings • Improving the Giving Experience • How to Use the Data
Jenna JamesonResearch Guru
OneCause
Kelly Velasquez-HagueContent & Thought Leadership Junkie
OneCause
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Sample Size1,026 Social Donors Quotas set to ensure census representation
Survey ApproachOnline survey in April 2021Self-reporting questionnaireConducted by Edge Research
Social Donor DefinitionIn the last 12 months • Donated or attended a fundraising event, • Sponsored someone or participated in a fundraising run, walk, ride• Donated or requested donations as a part of a fundraising challenge, occasion, or giving day
EVENTSRUNS/WALKS/RIDES CHALLENGESGIVING DAYSOCCASIONS
Donated at or by attending a fundraising event like a gala, golf tournament, or similar event –either virtually or in-person
Sponsored someone or participated in a fundraising walk, run, ride
Donated to or participated in a fundraising challenge or virtual campaign (like the Ice Bucket Challenge)
Donated or requested donations for a specific day/month (like Giving Tuesday, Black History Month, etc.)
Donated or requested donations for an occasion like a birthday or in memorial/tribute
32% 28%38%39%40%
• What social giving experiences have you executed in last 12 months?
• Events• Challenges• Occasions• Giving Days• Runs/Walks/Rides• Mix of all
• Young People (46% of Gen Y/Z vs 20% of Boomers/Matures)
• People of Color (50% of black and 46% of Hispanic donors vs 34% of white donors)
• And attracting those that live in cities (47% of urban donors)
S H A R P R I S E I N G I V I N G D A Y S & M O N T H S
V E R Y P O P U L A R A M O N G :
56%
27%23%
16%12%
68%
15%18% 18%
Through a friend, familymember, or colleague
Advertisement Nonprofit reached outdirectly
Through work Celebrity or influencer
2021 2018
$277 Avg. Donation
$225 Avg. Donation
$209 Avg. Donation
$142 Avg. Donation
Most likely to donate to sustain an org. through COVID.
Most likely to donate to a current
issue or need.
Least influenced by current issues or COVID support.
Saw the biggest drop in social giving
since 2018.
$1,351 Avg. Total Contributions
$796 Avg. Total Contributions
$1,403 Avg. Total Contributions
$1,394Avg. Total Contributions
81%
66%
63%
62%
62%
62%
60%
59%
57%
55%
53%
51%
50%
44%
Make your donation
Log on
Access info on mobile
Find schedule
Access online content
Share info about the org
Promote the fundraiser
Register
Track org's progress
Track your/a participant's progress
Interact with other donors
Access livestreamed content
Solicit donations online
Set up personal fundraising page
% very easy (excluding DK/NA)