Nobody’s Unpredictable
What Canadian Donors Want
June 2012
© 2012 Ipsos Association of Fundraising Professionals
Presenters
Heather Alinsangan, Associate Vice
President, Ipsos Reid
Public Affairs
Nowshad (Shad) Ali, CFRE, President and
CEO of On Purpose
Leadership
© 2012 Ipsos Association of Fundraising Professionals
Donors
AFP Foundation for Philanthropy - Canada AFP Canada South AFP Golden Horseshoe AFP Greater Toronto Chapter AFP Manitoba Chapter AFP Newfoundland & Labrador AFP Nova Scotia AFP Ottawa Chapter AFP Regina Chapter AFP Saskatoon Chapter AFP South Eastern Chapter AFP Vancouver Chapter AFP Vancouver Island Chapter
Vivian Smith, CFRE Andrew Watt, FInstF
Nowshad Ali, CFRE Roger Ali, CFRE Derek Fraser, CFRE Pati Greenwood, CFRE Mark Hierlihy, CFRE Susan Horvath, CFRE Tania Little, CFRE Andrea McManus, CFRE John & Sheryl Paul Cynthia Quigley Sonya Swiridjuk, CFRE Karen Willson, CFRE And many other members in attendance at the Canadian Leadership Retreat in Saskatoon in 2011!
© 2012 Ipsos Association of Fundraising Professionals
About the AFP Foundation for Philanthropy -
Canada
The AFP Foundation for Philanthropy - Canada works to:
Ensure the advancement of philanthropy by supporting
AFP's mission and goals in Canada.
Seek, receive and expend philanthropic funds on AFP's
behalf.
Engage in related activities required to fulfill its purposes
and mission.
© 2012 Ipsos Association of Fundraising Professionals
Case for Support
Create Sector Advocates Through Education
Build Philanthropic Leaders Through Scholarships
Strengthen the Sector Through Career Mentoring
Foster Understanding Through Research
© 2012 Ipsos Association of Fundraising Professionals
Presentation Outline
Methodology
Giving Levels
Giving Decision
Administration and Operations
Thanking Donors
Boards and Volunteer Leadership
Role of Fundraisers
6
© 2012 Ipsos Association of Fundraising Professionals
Methodology
The methodology for this study involved an online survey using the Ipsos Reid
Online Panel.
The survey was conducted among a nationally representative sample of Canadians
18 years and older.
Slight weighting was applied by region, age, and gender to ensure a nationally
representative sample according to 2006 census targets.
A total of 1,027 surveys were completed from November 15 – 30, 2011.
While not a random probability sample, a sample of this size has a theoretical
margin of error of ± 3.1, 19 times out of 20.
Tracking data from Ipsos Reid’s Canadian Donors & You syndicated study are
included where possible.
7
Nobody’s Unpredictable
Giving Levels
© 2012 Ipsos Association of Fundraising Professionals
71% 71% 72% 70%
2007 2008 2009 2011
Made a financial donation in the past 12 months
9
Q2. Have you made a financial donation to a charity or non-profit organization in the past 12 months? Base: All Respondents (n=1027); (2009
n=1108; 2008 n=1823; 2007 n=1420)
Consistent with previous surveys, 7 in 10 respondents have made a financial donation in the past 12 months.
% Yes
• 78% of those who donated in the past 12
months were contacted for a donation.
© 2012 Ipsos Association of Fundraising Professionals
Financial donation in the past 12 months (cont’d)
10
Those in Quebec, and Ontario (to a lesser extent) are less likely to have made a financial donation in the past 12 months compared
to those in other regions of Canada. As the level of educational attainment increases so does the incidence of having given.
Q2. Have you made a financial donation to a charity or non-profit organization in the past 12 months? Base: All Respondents (n=1027)
70%
74%
79%
76%
70%
56%
78%
64%
72%
79%
TOTAL
BC
AB
SK/MB
ON
QC
ATL
HS<
Post Sec
University
Yes, 70%
No, 27%
Don't know
3%
%Yes
Have Made a Financial Donation in the Past 12 Months
© 2012 Ipsos Association of Fundraising Professionals
Financial donation in the past 12 months (cont’d)
11
While there is no significant difference in having made a financial donation in the past 12 months by gender, there is a direct
correlation between increasing age/income and having given.
Q2. Have you made a financial donation to a charity or non-profit organization in the past 12 months? Base: All Respondents (n=1027)
70%
68%
71%
58%
67%
83%
52%
68%
70%
80%
TOTAL
Male
Female
18-34
35-54
55+
<$25K
$25K-<$60K
$60K-<$100K
$100K+
Yes, 70%
No, 27%
Don't know
3%
%Yes
Have Made a Financial Donation in the Past 12 Months
© 2012 Ipsos Association of Fundraising Professionals
Contacted for donations in the past 12 months
12
Q6. In the past year, have you been contacted by telephone, in person or through the mail by fundraising or development staff of charities,
educational institutions, or other kinds of non-profit organizations to ask you to donate money? Base: All Respondents (n=1027)
7 in 10 indicate that they have been contacted to make a donation in the past 12 months. Those in Quebec and those with lower
levels of educational attainment are less likely to report having been approached.
69%
77%
78%
80%
73%
50%
72%
64%
74%
72%
TOTAL
BC
AB
SK/MB
ON
QC
ATL
HS<
Post Sec
University
Yes, 69% No, 26%
Don't know 4%
%Yes
© 2012 Ipsos Association of Fundraising Professionals
Contacted for donations in the past 12 months (cont’d)
13
Q6. In the past year, have you been contacted by telephone, in person or through the mail by fundraising or development staff of charities,
educational institutions, or other kinds of non-profit organizations to ask you to donate money? Base: All Respondents (n=1027)
Older respondents and those with higher levels of income are more likely to indicate having been contacted for a charitable donation
in the past 12 months.
69%
69%
70%
53%
68%
87%
55%
64%
75%
78%
TOTAL
Male
Female
18-34
35-54
55+
<$25K
$25K-<$60K
$60K-<$100K
$100K+
Yes, 69% No, 26%
Don't know 4%
%Yes
© 2012 Ipsos Association of Fundraising Professionals
Asked vs. donated in the past 12 months
14
Q6. In the past year, have you been contacted by telephone, in person or through the mail by fundraising or development staff of charities,
educational institutions, or other kinds of non-profit organizations to ask you to donate money? Base: All Respondents (n=1027)
Q2. Have you made a financial donation to a charity or non-profit organization in the past 12 months? Base: All Respondents (n=1027)
The incidence of having been asked to donate is very similar to the proportion that has actually given. Overall, those in Quebec and
Atlantic Canada have given more than they have been asked.
69%
77% 78% 80%
73%
50%
72% 70%
74%
79% 76%
70%
56%
78%
TOTAL BC AB SK/MB ON QC ATL
Asked Donated
© 2012 Ipsos Association of Fundraising Professionals
Number of causes donated to in the past 12 months
15
Q4. How many different charitable causes did you donate money to in the past 12 months? Base: Have made a financial donation to a charity or
non-profit organization in the past 12 months (n=713)
Donors are most likely to indicate that they donate to 2-3 causes.
24%
43%
18%
14%
1 cause
2-3 causes
4-5 causes
6 or more causes
© 2012 Ipsos Association of Fundraising Professionals
Amount of financial donation in the past 12 months
16
Q5. Approximately how much in total did you donate to non-profit and charitable organizations in the past 12 months? Base: Have made a financial
donation to a charity or non-profit organization in the past 12 months (excluding no response) (n=713); (2009 n=819; 2008 n=1348; 2007 n=1022)
More respondents indicate that they donated $50 or less in the past 12 months compared to previous years, which is offset by a
decline in the number of donations exceeding $200, $500, or $1,000.
21%
17%
17%
22%
11%
11%
22%
17%
17%
21%
9%
12%
20%
19%
18%
22%
9%
12%
29%
19%
17%
20%
6%
10%
$1 - $50
$51 - $100
$101 - $200
$201 - $500
$501 - $1000
Over $1000
2007 2008 2009 2011
© 2012 Ipsos Association of Fundraising Professionals
Preferred frequency of being approached for donations
17
Q9. Thinking of the charitable organizations you support, how often do you prefer to be approached for financial donations? Base: Those who
made a financial donation in the past 12 months (n=713)
Of those who have donated in the past 12 months, most prefer to be approached for donations once a year or less often.
62%
22%
5%
2%
1%
6%
3%
Once a year or less often
2-3 times a year
Once every couple months
Once a month
More than once a month
Not applicable
Don't know/Refused
© 2012 Ipsos Association of Fundraising Professionals
Giving Levels
• Key opportunities for your fundraising programs:
– Learn more about the demographics of your donors: age, education,
income level are strong predictors of propensity to give
– Find out what other causes or organizations they support, look for
collaborative opportunities or there may be marketing insight to be
gained from this info that would benefit your fundraising efforts
– Basically – inform and ask and you will receive, then update and you
are most likely to receive again.
Nobody’s Unpredictable
The Giving Decision
© 2012 Ipsos Association of Fundraising Professionals
Reasons for charitable giving
20
Q14. What are some of the reasons you donate to charities? Base: Those who made a financial donation in the past 12 months (n=713)
The main reasons for donating to charities relate not only to a desire to help and give back to the community but also knowledge that
the charity does good work or that it has a good reputation.
44%
34%
23%
22%
22%
19%
18%
18%
18%
11%
11%
9%
4%
4%
3%
2%
2%
I want to help those in need
Because I know the charity does good work
I want to give back to the community
It is the right thing to do
The charity has a good reputation
As a memoriam gift (in honour of someone who was recently deceased)
It feels good
To support friends/family members who ask me to give
For a tax receipt
I've been personally affected by the work they do
I have benefitted from their services and want to give back
It is part of my religious beliefs
They ask me to donate
My workplace chooses the charity employees give to
To be seen to be contributing to my community
Don't know
Not applicable
© 2012 Ipsos Association of Fundraising Professionals
Reasons for not donating in the past 12 months
21
Q3. Why haven’t you made a financial donation to a charity or non-profit organization in the past 12 months? Base: Have not made a financial
donation to a charity or non-profit organization in the past 12 months (n=314)
54%
6%
5%
5%
3%
2%
2%
1%
17%
10%
6%
Can't afford it
I give in another way
I don't trust them
Money doesn't go to the cause
Unemployed
I am a student
No time/ busy
I volunteer instead
Other
None
Don't know/Refused
Not being able to afford it is by far the main reason provided for not making a financial donation in the past 12 months.
© 2012 Ipsos Association of Fundraising Professionals
Preferred approach for donations
22
Q8. How do you prefer to be approached for charitable donations? Base: All Respondents (n=1027)
Traditional means, namely a letter in the mail is overall the preferred approach for being asked for charitable donations, while
receiving an e-mail is the preferred method for about 1 in 5. Very few prefer being approached by phone.
45%
17%
14%
4%
1%
2%
1%
33%
4%
A letter in the mail
An e-mail
A newsletter received by regular or electronic mail
A phone call
In-person
All of the above
Other
None of the above
Don't know/Refused
• Older respondents are more likely to indicate a
letter in the mail, while younger respondents
and those with higher levels of education are
more likely to mention an e-mail.
© 2012 Ipsos Association of Fundraising Professionals
Awareness and knowledge of the purpose of supported
charitable organizations
23
Q26.In general, how much have you seen, read, or heard about the purpose of the charities to which you donate? Base: Those who made a
financial donation in the past 12 months (n=713) / Q27. In general, how would you rate your knowledge of the charitable causes that you support?
Base: Those who made a financial donation in the past 12 months (n=713)
7 in 10 respondents indicate that they have seen, read, or heard a lot or something about the purpose of the charities to which they
donate. Nearly 8 in 10 consider themselves very/somewhat knowledgeable about the charitable causes they support.
23%
48%
22%
4%
2%
1%
A lot
Something
Not too much
Nothing at all
Don't know
Not applicable
14%
63%
17%
3%
1%
1%
Very knowledgeable
Somewhat knowledgeable
Not very knowledgeable
Not at all knowledgeable
Don't know
Not applicable
71% 77%
© 2012 Ipsos Association of Fundraising Professionals
Importance of knowing an organization is fulfilling its
purpose before donating
24
Q16/Q24. Please indicate how much you agree or disagree with each of the following statement. Base: Those who made a financial donation in the
past 12 months (n=713)
A wide majority of respondents indicate that they need to know an organization is fulfilling its purpose before donating to them; 6 in
10 indicate that they typically do some research on a charity before they donate.
40%
20%
43%
42%
9%
24%
1%
8%
7%
6%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know
I need to know that an organization is
fulfilling its purpose before I donate to
them
I typically do some research on a
charity before I donate 62%
% Agree
83%
© 2012 Ipsos Association of Fundraising Professionals
Awareness that supported charitable organizations have
achieved their objectives
25
Q15. Thinking of the charitable organizations you gave to in the past 12 months, do you know if they have achieved or gotten closer to achieving
their objectives? Base: Have made a financial donation to a charity or non-profit organization in the past 12 months (n=713)
34%
65%
2%
Yes
No/don't know
Not applicable
The majority of respondents are not aware of whether or not the charitable organizations they gave to in the past 12 months have
achieved or gotten closer to achieving their objectives.
• Those in BC and Ontario are more likely than those
in other regions to have been aware, as are those
35 to 54, and those with higher levels of income.
© 2012 Ipsos Association of Fundraising Professionals
Giving Decision
Key opportunities for your fundraising programs:
The extent to which you can educate your donors and prospects about
your need and your track record will determine the extent of success in
your fundraising efforts
The need for good stewardship reports and follow up on project status
remains critical
Nobody’s Unpredictable
Administration/How Charities Operate
© 2012 Ipsos Association of Fundraising Professionals
Most important investment areas for charities
28
Q17. Similar to private and public sector organizations, charitable sector organizations have administrative costs to run their operations. Which of
the following are most important for charities to invest in to carry out their mandates? Base: All Respondents (n=1027)
Of a list of investment areas, fundraising campaigns are deemed most important.
54%
40%
35%
20%
15%
2%
23%
Fundraising campaigns (for example, mailings, special events,
and planned giving efforts)
Regulatory compliance (for example, the resources needed to
prepare and submit regulatory submission documents for
compliance at a federal, provincial or local level)
Infrastructure (for example, facilities, equipment, and software)
Salaries (for example, executive, fundraising, finance, and
administrative staff)
Cash reserves
None
Don't know/Refused
© 2012 Ipsos Association of Fundraising Professionals
Views towards not-for-profit spending
29
Q21. Which of the following statements best represents your view? Base: All Respondents (n=1027)
Respondents are far more likely to indicate that not-for-profits spend less money on administration (and more money on the causes
they support) than supporting the idea of a not-for-profit using their donation to attract and retain well-trained, experienced
management to lead the organization effectively.
78% 75%
86% 81%
74% 79% 82%
22% 25%
14% 19%
26% 21% 18%
TOTAL BC AB SK/MB ON QC ATL
Not-for-profits need to spend less money on administration and more money on the causes they support
I would support the idea of a not-for-profit organization using my donation to attract and retain well-trained, experienced management to lead the organization effectively
© 2012 Ipsos Association of Fundraising Professionals
91%
86%
82%
Views towards how charitable organizations operate
30
Q24. Please indicate how much you agree or disagree with each of the following statement. Base: All Respondents (n=1027)
Canadians have high standards for how charities operate. Most feel that charities should have a strategic plan for how they intend to
achieve their objectives and that they should strive to maintain a certain level of standards by measuring their performance.
50%
40%
34%
41%
46%
48%
3%
6%
9%
6%
8%
8%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know
Charities should have a strategic plan for how they intend
to achieve their objectives
Charities that address similar issues should work together
and share plans and resources
Charities should strive to maintain a certain level of
standards by measuring their performance and comparing
themselves to benchmarks
% Agree
© 2012 Ipsos Association of Fundraising Professionals
Views towards fundraising staff
31
Q16. Please indicate how much you agree or disagree with each of the following statement. Base: Those who made a financial donation in the past
12 months (n=713)
Just over half of donors think that charities have enough staff dedicated to fundraising to achieve their objectives.
15% 43% 21% 4% 18%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know
In general, I think that charities have
enough staff dedicated to fundraising
to achieve their objectives
% Agree
58%
© 2012 Ipsos Association of Fundraising Professionals
9%
9%
8%
48%
46%
46%
22%
27%
25%
15%
14%
17%
6%
4%
5%
Strongly agree (9, 10) Agree (6, 7, 8) Neutral (5) Disagree (2, 3, 4) Strongly disagree (0, 1)
57%
55%
54%
Attitudes towards charities and non-profit organizations
32
Q1. People have different attitudes towards charities and non-profit organizations. How much do you agree or disagree with each of the following
statements as it relates to you personally? Base: All Respondents (n=1027)
Public perception of charities and non-profit organizations is mainly positive. More than half indicate that charities and non-profits act
responsibly with donated funds, are trustworthy, and are well-managed.
I think that most charities in Canada act
responsibly with the donations they receive
Charities in Canada are trustworthy
I think that charities in Canada are by
and large well-managed
% Agree
© 2012 Ipsos Association of Fundraising Professionals
63%
Investment in educational tools that demonstrate
community impact
33
Q24. Please indicate how much you agree or disagree with each of the following statement. Base: All Respondents (n=1027)
6 in 10 indicate that the charities they support should invest in education tools such as pamphlets, brochures, publications, etc, that
show their impact on the community they serve and the cause they support.
15% 48% 21% 12%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know
The charities I support should invest in
educational tools such as pamphlets,
brochures, publications, etc. that show
their impact on the community they serve
and the cause they support
% Agree
© 2012 Ipsos Association of Fundraising Professionals
Views towards investment in fundraising methods
34
Q25. Which of the following statements best represents your view? Base: All Respondents (n=1027)
Overwhelming, respondents indicate that charities should invest in more innovative, rather than traditional, ways of increasing
donations.
74% 79% 80%
71% 75%
70% 65%
26% 21% 20%
29% 25%
30% 35%
TOTAL BC AB SK/MB ON QC ATL
Charities should spend resources (time, money and energy) on more innovative ways to increase donations (i.e. walks, lotteries and gaming, product sales)
Charities should continue to spend resources (time, money and energy) on traditional ways of fundraising (i.e. direct mail, telemarketing, newsletters)
© 2012 Ipsos Association of Fundraising Professionals
Administration/How Charities Operate
Key opportunities for your fundraising programs:
Effectiveness and efficiency of fundraising programs need to be
demonstrated and reiterated
Clear communication of a strong strategic plan for the organization and
for your development efforts will enhance success
Donors want to see charities using more innovative ways for fundraising
Nobody’s Unpredictable
Thanking Donors
© 2012 Ipsos Association of Fundraising Professionals
79%
45%
Views towards receiving follow-up/thanks for donations
37
Q11. Please indicate how much you agree or disagree with each of the following statements. Base: Those who made a financial donation in the
past 12 months (n=713)
The vast majority of past 12 month donors indicate that it is important that they receive information on how their donation has made a
difference, however respondents are divided with respect to the impact not receiving thanks/acknowledgement has on future
intentions to donate to that charity.
33%
14%
46%
31%
12%
30%
6%
22%
3%
3%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don’t know
It is important for charitable organizations
to let me know how my donation has
made a difference
If I do not receive some kind of thanks for or
acknowledgment of my donation I am less
likely to donate to that charity in the future
% Agree
© 2012 Ipsos Association of Fundraising Professionals
Method of being informed of donation impact
38
Q10. In the past, how have charities let you know that your donation has made a difference? Base: All Respondents (n=1,027)
A letter in the mail is the most common way of being informed of how one’s donation has made a difference. 1 in 3 indicate that they
have not received this kind of communication following their donation.
17%
9%
7%
4%
3%
3%
2%
2%
2%
32%
13%
Mail/ letter
Newsletter
Thank you letter
Telephone
A thank you
In-person
TV
Advertising
None
Don't know/Not applicable
*Mentions of 2% or higher shown.
© 2012 Ipsos Association of Fundraising Professionals
Perceptions of how charities fare in providing thanks for
donations
39
Q12. Do you think that the charities you give to do an excellent, good, fair, or poor job of thanking you for your donations?
Base: Those who made a financial donation in the past 12 months (n=713)
About 6 In 10 past 12 month donors indicate that the charities they give to do an excellent or good job of thanking them for their
donations.
14%
47%
24%
6%
5%
3%
Excellent
Good
Fair
Poor
Don't know
Not applicable
61%
© 2012 Ipsos Association of Fundraising Professionals
Preferred way of being thanked for donations
40
Q13. How do you prefer to be thanked for your charitable donations? Base: Those who made a financial donation in the past 12 months (n=713)
48%
26%
7%
5%
5%
2%
2%
1%
1%
18%
4%
3%
2%
A letter in the mail
An e-mail
In-person
A small gift of thanks (e.g. a plaque)
A phone call
A receipt
I donate for tax purposes
A thank you
Other
None of the above/I prefer not to be thanked
Don't know
Not applicable
Refused
A letter in the mail is the most preferred way of being thanked for one’s charitable donations, followed by e-mail. 1 in 5 prefer not to
be thanked.
© 2012 Ipsos Association of Fundraising Professionals
Thanking Donors
Key opportunities for your fundraising programs:
Donors clearly care more about knowing that their donations made a
difference and had some positive impact. They are less interested in
being thanked or recognized for their donations.
The thank you and status update can be in as simple a form as a letter
or other written communique.
Nobody’s Unpredictable
Boards and Volunteer Leadership
© 2012 Ipsos Association of Fundraising Professionals
Awareness of leadership of supported charities
43
Q18. How much have you seen, read, or heard about the leadership and/or board members of the charities to which you donate? Base: Those who
made a financial donation in the past 12 months (n=713)
1 in 3 respondents have seen, read, or heard a lot/something about the leadership and/or board members of the charities to which
they donate.
7%
25%
39%
23%
5%
1%
A lot
Something
Not too much
Nothing at all
Don't know
Not applicable
32%
© 2012 Ipsos Association of Fundraising Professionals
Volunteered in leadership capacity of a charitable
organization
44
Q19. Have you ever volunteered as a member of the leadership or board of a not-for-profit organization? Base: All Respondents (n=1027)
Q20. How likely would you be to volunteer for the board of a not-for-profit organization, if asked? Base: Never volunteered as a member of the
leadership or board of a not-for-profit organization (n=799)
4%
29%
32%
26%
10%
Very likely
Somewhat likely
Not very likely
Not at all likely
Don't know/Refused
One in five respondents have volunteered as a member of the leadership or board of a not-for-profit organization in the past. Of
those who have not volunteered in this way before, 1 in 3 indicate that they are likely to do so in the future.
Yes, 22%
No, 76%
Don't know 2%
Ever volunteered as a leader of a charitable
organization
Likelihood of volunteering for the board of a
charitable organization
© 2012 Ipsos Association of Fundraising Professionals
Most important role of the board of a charitable
organization
45
Q22. Thinking about the various roles of the board of a charitable organization, please rank the following from 1 to 5, with 1 being what you think
should be its highest priority and 5 being what you think should be its lowest. Base: All Respondents (n=1027)
Working toward achieving the organization’s mission and purpose is by far considered to be the highest priority of the board of a
charitable organization.
58%
25%
8%
5%
5%
Working towards achieving the organization’s mission and purpose
Ensuring legal and ethical integrity and accountability
Ensuring effective organizational planning
Increasing the organizations public profile
Taking steps to assess the Board’s fundraising performance
% Ranked Highest Priority
© 2012 Ipsos Association of Fundraising Professionals
Attitudes towards board members' fundraising responsibilities
46
Q23. Please indicate how much you agree or disagree with each of the following statement. Base: All Respondents (n=1027)
A wide majority of respondents (8 in 10) indicate that board members of charitable organizations should donate to the charitable
organizations on whose boards they sit.
45%
23%
23%
36%
47%
42%
9%
16%
19%
4%
6%
8%
10%
10%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know
Board members should donate to the charitable
organizations on whose boards they sit
Fundraising should be a responsibility of
members of the board of a charitable organization
As part of their responsibilities, board members
should personally ask prospective donors for
donations
81%
70%
65%
% Agree
© 2012 Ipsos Association of Fundraising Professionals
Boards & Volunteer Leadership
Key opportunities for your fundraising programs:
– Profile your boards to your donors and prospects
– Ensure board has quality dialogue about ethics, integrity and
accountability
– Board understanding, acceptance and action on its role in
organizational planning and measuring effectiveness is crucial to board
effectiveness and giving, so ensure quality dialogue at the board table
and tell donors and prospects about this
– Some concern might need to be raised with regard to organization’s
ability to secure future leadership for organizations, as a result strong
succession planning for boards is necessary.
Nobody’s Unpredictable
Role of Fundraisers
© 2012 Ipsos Association of Fundraising Professionals
Awareness of charity operations positively influenced
decision to donate
49
Q28. Has awareness of the way a charity operates positively influenced your decision to donate to it in the past? Base: All Respondents (n=1027)
6 in 10 respondents indicate that how a charity operates has positively influenced their decision to donate to it in the past. Those in
Quebec are less likely to have been influenced in this way.
61%
71%
64%
69%
66%
41%
64%
58%
63%
64%
TOTAL
BC
AB
SK/MB
ON
QC
ATL
HS<
Post Sec
University
Yes, 61% No, 26%
DK/R 13%
%Yes
© 2012 Ipsos Association of Fundraising Professionals
Awareness of charity operations positively influenced
decision to donate (cont’d)
50
Q28. Has awareness of the way a charity operates positively influenced your decision to donate to it in the past? Base: All Respondents (n=1027)
Women, older respondents, and those with higher levels of income are more likely to have been positively influenced to donate to a
charity by awareness of how the charity operates.
61%
58%
63%
50%
60%
71%
54%
58%
62%
67%
TOTAL
Male
Female
18-34
35-54
55+
<$25K
$25K-<$60K
$60K-<$100K
$100K+
Yes, 61% No, 26%
DK/R 13%
%Yes
© 2012 Ipsos Association of Fundraising Professionals
23%
15%
42%
43%
23%
36%
12%
6%
Often Sometimes Rarely Don't know/ refused
Views towards and impact of fundraising efforts
51
Q7. Did you find that these fundraising efforts: Base: Have been contacted to donate money (n=715)
Of those who had been asked to donate, the majority indicate that the fundraisers were often/sometimes accurate in portraying the
organizations they represented. 6 in 10 indicate that they gave them useful information about what the organization was doing.
Were accurate in portraying the
organizations they represented
Gave you useful information about
what organizations were doing
65%
59%
% Often/
Sometimes
© 2012 Ipsos Association of Fundraising Professionals
Attitudes towards and awareness of charities following ethical
codes
52
Q16. Please indicate how much you agree or disagree with each of the following statement. Base: Those who made a financial donation in the past
12 months (n=713)
An overwhelming majority of respondents indicate that it is important for registered charities to follow an ethical code with respect to
how they treat donors, potential donors, and their fundraising practices. 7 in 10 indicate that the charities they support follow a code
of ethics of which they have been made aware.
73%
26%
22%
43%
3%
12% 3%
2%
17%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know
It is important that all registered
charities follow an ethical code in
their treatment of donors, the general
public, and in their fundraising
practices
The charities I donate to follow a
code of ethics of which I have been
made aware
95%
69%
% Agree
© 2012 Ipsos Association of Fundraising Professionals
Views towards professional fundraisers
53
Q24. Please indicate how much you agree or disagree with each of the following statement. Base: Those who made a financial donation in the past
12 months (n=713)
3 in 10 indicate that they would continue to donate to a charity if they knew it used professional fundraisers that received a
percentage of donations as part of their compensation.
6% 24% 25% 38% 8%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know
I would continue to donate to a charity
if I knew it used professional
fundraisers that receive a percentage
of donations as part of their
compensation
30%
% Agree
© 2012 Ipsos Association of Fundraising Professionals
Role of Fundraisers
Key opportunities for your fundraising programs:
Accuracy and consistency of information shared by fundraisers needs
to be improved
Sustained education on the issue of commissioned based fundraising is
needed
© 2012 Ipsos Association of Fundraising Professionals
Thank You
Heather Alinsangan
Associate Vice President
Ipsos Reid Public Affairs
Nowshad (Shad) Ali, CFRE
President and CEO
On Purpose Leadership and
Board Member, AFP Foundation for Philanthropy – Canada
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