It’s the season of giving- but to where?
By IMA on Dec 20, 2016
Originally taken from The Drum.
Men give more to the environment, whereas women are more interested in health and human charities, according to data revealing the profiles of today’s charity donors. The Who’s Giving? snapshot of UK donors has been revealed by creative agency, Intermarketing, with data provided by Webalytix, from the CACI database of UK adults, analysing 1 million UK charity donors.
Two fifths of male donors (40%) are most likely to support environment and Wildlife charity interests, compared to the average 30 per cent interest benchmark for all men’s donations. But female charity givers most prefer supporting cancer or children’s welfare charity interests (80% V 60% female average interest benchmark.
As well as gender splits, there are clear age differences when it comes to charitable giving. Homeless or developing world charities are most likely to be supported by under 35 year olds. And they’re more likely than any other group to be living at home, as well.
Charities looking to increase their legacy donors should look to those who tend to give to mental health related causes: with 17 per cent saying they’d consider leaving a legacy donation, they are the highest of all types of charity givers. Children’s welfare, medical and cancer charity donors are least likely to leave money in their will (all at 3%), according to the Intermarketing/ Webalytix profiling.
Supporting a charity doesn’t just mean a cash transaction – giving time is also a factor in the UK charity donor’s life – especially for those with disability charity interests. They’re twice as likely as the average donor to volunteer their time (91% do charity work).
Meanwhile, environmental charity supporters are living their beliefs: less than 2 per cent have sports cars or 4×4 vehicles – the lowest rate of any charity interest sector. They are also the sector least likely to go on holiday. And are three times more likely than average to read non fiction books, along with wildlife donors.
Perhaps wildlife donors are too busy reading books rather than engaging online: they are least likely to be internet users and just one in six (13%) use social media.
Rob Edwards, channel strategy director at Intermarketing Agency, said: “Applying the microscope view to big data is always useful, and looking at the profiles for UK charity donors is no exception. Our Who’s Giving? snapshot provides third sector professionals with a useful analysis of donor interest and behaviour, as they start planning 2017 strategies.”