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Weekly UpdatesSlightly more than 1 in 10 donors (13 percent) say their experience as a donor exceeded expectations, according to a new survey. While 83 percent of donors said their experience met expectations, it leaves "more room for improvement for nonprofits to wow their donors," said Dirk Rinker, president and CEO of Campbell Rinker.
The Valencia, Calif.-based marketing research firm for nonprofits compiled "The Great American Donor Survey" this past February using both telephone and Internet. It includes responses from 3,400 charitable donors who were screened for giving activity during the previous 12 months. Results were released at the recent Bridge Conference in Washington, D.C., sponsored by the Direct Marketing Association of Washington and the Association of Fundraising Professionals Washington, D.C. Metro Area Chapter.
It's important to impress donors because they talk, and they talk to one another, Rinker said. Two-thirds of donors said they occasionally recommend a favorite charity to a friend or family member and 19 percent said they frequently do. Word of mouth is one of the most effective forms of advertising, he said, so "why not increase the 19 percent that talk about you?"
Household expenses had the most significant impact on charitable giving. Almost half of donors (48 percent) said unexpected expenses had a negative effect compared to 35 percent who said changes in household income and 29 percent who said performance of investments had a negative effect. More than half (51 percent) said declining home values had no effect compared to 31 percent who said they had a negative impact.
The typical donor who responded to the survey was just as likely to be male or female, and married (60 percent) or never married (24 percent). Donors were predominantly GenX (age 27-47, 52 percent) or Baby Boomers (age 4865, 32 percent) who were more likely to describe themselves as conservative or moderate (37 percent) than liberal (26 percent). Almost two-thirds (64 percent) did not have children younger than 18 years old living at home.
An overwhelming majority (86 percent) had some college education, with more than half (54 percent), having a four-year degree or more.
A majority (52 percent) volunteered more than eight hours of time during the past year and 56 percent are likely to give regular, ongoing gifts to charity during the course of a year. More than three-quarters (76 percent) have given non-cash gifts of $25 or more to charity during the previous year and are more likely to feel that charities do a good job (47 percent) instead of a fair job (37 percent).
The percentage of donors who want to be more active with nonprofits they support is higher among younger donors, according to the survey. Younger donors give across all sectors but they are slightly more likely to report supporting education, hospitals, animal rights and environmental protection while least likely to report giving to political organizations.
On average, households that make charitable contributions give to four charities each year, with 21 percent giving to six or more charities.
About 37 percent of households gave more than $1,000 last year. The average amount donated was $2,140, with about $940 of that, or 44 percent, to houses of worship.
Donors to health, medical, hospital and social service charities gave the most annually--at more than $1,600 per household--while donors to education gave about $1,050 per household, and those to political organizations and libraries gave $465 and $356, respectively.
Fundraising events (39 percent) and appeal letters (37 percent) were the most common ways charitable households were prompted to give during 2007. The majority of donors (63 percent) prefer to be contacted through the mail.
Online giving is greater among environmental groups, arts and cultural institutions and political organizations. Donors to faith-based and international organizations are most likely to pay by automatic or electronic payment.
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