Understanding Donor Motivations
The Tallahassee Democrat has a weekly column on NGO management. I've attached this week's here. It concentrates on Understanding Donor Motivations. It references a recent study of NGO donor giving, attached below. Some snippets are copied in here:
New Study on charitable giving in Florida
Link between issues and charitable giving
• The top five issues that currently matter the most to Floridians were poverty and income inequality (43 percent), health (41 percent), climate change and
environment (28 percent), animal rights (28 percent), and disaster relief and recovery (27 percent).
• The incidence rates for giving to these issues roughly match up, with 39 percent of households giving to basic needs organizations such as food banks
and homeless shelters, 21 percent giving to health, and 24 percent giving to environment and animal organizations.
Differences in giving by Floridians aged 65 and older and Floridians aged 40 and younger
• Floridians aged 65 and older were significantly more likely than respondents aged 40 and under to give to formal charities (75 percent compared to 66 percent). Older respondents were also likely to give a larger share of their charitable dollars to organizations based in Florida (72 percent), compared to donors aged 40 and under (62 percent).
• Floridians aged 40 and under were more likely to volunteer than those aged 65 and older, and they were more likely to give online, through an app, or through a nonprofit’s crowdfunding campaign.
• Forty-two percent of respondents aged 40 and under gave to environment and animal causes, a significantly larger share than respondents aged 65 and older giving to those causes (31 percent).
• Donors aged 65 and older were significantly more likely to give because they felt compassion toward people in need compared to donors aged 40 and under. In addition, a significantly larger share of respondents aged 65 and older believe that most people can be trusted than respondents aged 40 and under (67 percent compared to 53 percent, respectively).
• Age makes a difference in reasons for stopping giving as well: a significantly larger share of respondents aged 40 and under said they had stopped giving to charity because the organization did not recognize or acknowledge their contributions; they stopped their involvement with the organization; or they started giving to different issues, among other reasons.
