(Originally posted May 2010)

A few weeks ago I decided to run a poll/survey to see who supports charities and what they support; the results aren’t that surprising to me given I have been working within this sector for a number of years.

I thought I’d share the results with you; if you’re working in this sector you’re more than welcome to use and share this information. It may help you better target when looking at supporter acquisition and retention.

Survey

Selecting a Charity

How do you select a charity to support? With so many worthwhile causes, what criteria do you use to make your choice? 


How did you select the charity?

Personal issue                                    29%

Family Involvement               23%

Issue close to heart                   41%

Other                                          7%   

 

What area does the charity you support work in

 

Family                                                14%           

Children                                             11%

Health                                                19%

International Welfare (Aid)                 33%

Societal Change                                14%

Other                                                   9% 

 

What support do you give?

 

Financial                                             51%

Time (volunteer)                                 19%

Goods                                                  9%

Services                                             13%

Other                                                   8% 

 

How often do you give support?

 

Weekly                                               19%

Monthly                                              28%

Quarterly                                             6%

Annually                                            44%

Other                                                  3% 

 

If you give financial support how much would you typically give per year?

 

Less than $100                                  48%

$100-$200                                        17%

$200-$300                                          5%

$300-$500                                          3%

$500-$700                                          0% 

$700-$1000                                        4%

$1000-$2000                                      8%

More than $2000                               15% 

 

 

Where is the charity you support based?

 

New Zealand                                      49%

Australia                                              3%

Pacific                                                 3%

Asia                                                     0%

USA                                                   24%

UK                                                      3%

Other                                                   7%

Unknown                                            11% 

 

Demographics

 

Age                                   

Under 15                                             2%

15-18                                                  2%

18-25                                                  5%

25-30                                                  7%

30-35                                                 16%

35-40                                                 12%

40-49                                                 23%

49-55                                                 19% 

55-65                                                 11%

65+                                                     3% 

 

Gender

 

Female                                               53%

Australia                                            47% 

 

Marital Status

 

Single                                                33%

Married/De-facto                               57%

Divorced                                             1%

Never Been Married                            9%

 

Children

 

No Children                                       32%

1-2                                                    27%

2-3                                                    24%

3-5                                                    14%

More than 5 children                           3% 

 

Race/Country of Origin

 

NZ European                                      47%

NZ Maori                                             9%

Pacific Islander                                     2%

Asian                                                 13%

American/Canadian                            11%

UK                                                      9%

Other                                                   9%

 

Usual Country of Residence

 

NZ                                                     78%

Australia                                             5%

Pacific                                                3%

USA/Canada                                      5%

UK                                                      6%

Other                                                  3%

 

Employment

 

Unemployed                                        2%

Employed Part-time                          13%

Employed Full-Time                           33%

Self-Employed                                   27%

Company Director                             17%

Retired                                                6%

Other                                                  2%

 

Comment

 

Some respondents indicated that they would like to give more however their own personal situation precluded them from doing so. Others indicated that lack of feedback as to where support went, what it was used for was making them rethink their charitable contributions to organisations. There were a high number of people who said they felt duty bound to give to others who were less fortunate, and others who said it was almost a Kiwi thing to support charities or not-for-profit groups working in the community.

Notes

  1. Survey conducted using Twitpoll, emailed questionnaire, personal interviews
  2. Survey conducted May 2010 
  3. Survey Sample 120 (Total Respondents)
  4. Margin of error +/-4%
  5. More on NZ Charity Sector – Charities Commission

 

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