Npc donors and_impact_june2013

20
v MONEY FOR GOOD UK Understanding donor motivation and behaviour Sally Bagwell, Glasgow, May 2013

description

 

Transcript of Npc donors and_impact_june2013

Page 1: Npc donors and_impact_june2013

vMONEY FOR GOOD UKUnderstanding donor motivation and behaviour

Sally Bagwell, Glasgow, May 2013

Page 2: Npc donors and_impact_june2013

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

Page 3: Npc donors and_impact_june2013

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

Page 4: Npc donors and_impact_june2013

KEY FINDINGS

How much do people give?

What do people give to?

Page 5: Npc donors and_impact_june2013

AVERAGE DONATION AMOUNT

5

Mainstream donors

£303High-income donors

£1,282

Household income under

£20,000Average donation

£228

Household income over

£1,000,000Average donation

£3,322

Page 6: Npc donors and_impact_june2013

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

Page 7: Npc donors and_impact_june2013

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

Page 8: Npc donors and_impact_june2013

TYPES OF DONORS

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

Page 9: Npc donors and_impact_june2013

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”

Page 10: Npc donors and_impact_june2013

SEGMENTS (MAINSTREAM DONORS)

10

Thoughtful philanthropist

Benefactor

Engaged champion

Faith-based donor

Loyal supporter

Ad hoc giver

Good citizen

Page 11: Npc donors and_impact_june2013

SEGMENT GIVING LEVELS

11

Page 12: Npc donors and_impact_june2013

DONORS AND IMPACT

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

12

Page 13: Npc donors and_impact_june2013

DONOR ATTENTION AND SATISFACTION WITH PERFORMANCE (HIGH-INCOME)

Page 14: Npc donors and_impact_june2013

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”

Page 15: Npc donors and_impact_june2013

DONOR ATTENTION TO IMPACT

15

Page 16: Npc donors and_impact_june2013

INCREASING GIVING

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

16

Page 17: Npc donors and_impact_june2013

GIVING MORE AND SWITCHING

17

£155 £603

Page 18: Npc donors and_impact_june2013

POTENTIAL TO GIVE MORE

18

£1,739m switchable donations

£171m high-income

£665m additional donations

£1,569m mainstream

£596m mainstream £68m

h-i

Page 19: Npc donors and_impact_june2013

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

Page 20: Npc donors and_impact_june2013

THANK YOU

…please get in touch!

Sally Bagwell

[email protected]

#money4goodUK

20