How Donors Choose Charities

How Donors Choose Charities Presentation to the Researchers in Fundraising conference Monday 28 th November 2011 Dr Beth Breeze, University of Kent

How do donors choose which of over 164,000 charities to support, given… ,[object Object],[object Object],[object Object],www.shaw-trust.org.uk

Research samples ,[object Object],[object Object],www.shaw-trust.org.uk

Extensive support for previous research finding: “To be a charitable concern, a recipient had to be ‘in need’” (Fenton, Golding et al 1993:23) 89% of respondents agreed that ‘charities are about raising money to help the needy’ (NCVO survey 1998) www.shaw-trust.org.uk

Despite expectations of needs-based giving, at least four other approaches are identified: ,[object Object],[object Object],[object Object],[object Object],www.shaw-trust.org.uk

Committed donors are not necessarily careful donors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.shaw-trust.org.uk

Donors find it difficult to make decisions about charitable recipients and use strategies to assist decision-making ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.shaw-trust.org.uk

Self-made classifications and ‘mental maps’ help donors to cope with the complexity of the charity sector www.shaw-trust.org.uk People charities Animal charities Domestic causes (’Home’) International causes (’Away’) Urgent needs Ongoing needs Big charities Small charities Things that interest me Things that don’t interest me Things I should support Things I enjoy supporting Causes that are important Causes I don’t care about Charities with a big ‘C’ Charities with a small ‘c’

Donors use a range of ‘rules of thumb’ to assist their decision-making ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.shaw-trust.org.uk

Donors perceive some causes as automatically deserving or undeserving of support ,[object Object],[object Object],[object Object],[object Object],[object Object],www.shaw-trust.org.uk

Taste-based giving ,[object Object],[object Object],[object Object],[object Object],www.shaw-trust.org.uk

Personal background influences donors’ selection of charitable recipients ,[object Object],[object Object],[object Object],[object Object],www.shaw-trust.org.uk

Perceptions of charities’ competence affect the selection of recipients ,[object Object],[object Object],[object Object],[object Object],www.shaw-trust.org.uk

A desire for personal impact influences donors’ selection of charitable recipients ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.shaw-trust.org.uk

Research into rich donors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.shaw-trust.org.uk

How Million Pound Donors choose charities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.shaw-trust.org.uk

Are the rich different? ,[object Object],[object Object],[object Object],[object Object],www.shaw-trust.org.uk

Concluding thoughts ,[object Object],[object Object],[object Object],www.shaw-trust.org.uk

Why this matters for fundraisers ,[object Object],[object Object],[object Object],[object Object],[object Object],www.sh/aw-trust.org.uk

Five questions I’ve always wanted to ask a prospect researcher ,[object Object],[object Object],[object Object],[object Object],[object Object],www.shaw-trust.org.uk

How Donors Choose Charities

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