What Canadian Donors Want 2013 Survey: Final Report

Nobody’s Unpredictable

What Canadian Donors Want2013 Survey: Final Report

Association of Fundraising Professionals

December 9, 2013

© 2013 Ipsos Association of Fundraising Professionals

Table of Contents

Research Objectives 3

Methodology 4

Executive Summary 5

Detailed Findings 8

a) Confidence in, importance of and attitudes toward charities and

non-profit organizations 9

b) Views toward charitable organization management and

investment areas 14

c) Level of knowledge of supported charities and impact of

knowledge on decision to donate 21

d) Charitable donation experience, motivations, and contact

preferences 31

e) Drivers of past donation and likelihood to donate in the future 52

f) Donor relationship management 62

g) Government funding to charities and non-profit organizations 67

2


Research Objectives

The Association of Fundraising Professionals (AFP) represents more than 30,000 members in 232 chapters throughout the world.

AFP works to advance philanthropy through advocacy, research, education and certification programs.

The association fosters development and growth of fundraising professionals and promotes high ethical standards in the fundraising profession.

Ipsos Reid has conducted research for AFP through both syndicated research (What do Donors Want) and custom methods.

The main objectives of the 2013 research are as follows: Measure confidence in, importance of and attitudes toward charitable/non-profit

organizations Gauge level of knowledge of supported charities and its impact on decision to donate Understand the charitable donation experience, motivations and preferred ways to be

contacted for donations Understand the drivers of donation. Understand donor relationship management Measure support for government funding of charitable/non-profit organizations

3


Methodology

The methodology for this study involved an online survey using the Ipsos Reid Online Panel.

The survey was conducted among a nationally representative sample of Canadians 18 years and older. Slight weighting was applied by region, age, and gender to ensure a nationally

representative sample according to 2011 census targets.

A total of 1,003 surveys were completed from October 17 – 21, 2013.

While not a random probability sample, a sample of this size has a theoretical margin of error of ± 3.1, 19 times out of 20.

Tracking data from the 2011 survey and Ipsos Reid’s Canadian Donors & You syndicated study are included where possible.

Significant changes from 2011 (and in some cases 2009) are represented as follows: Significant increase Significant decrease

4


Executive Summary

Canadians express a high level of confidence in the charitable sector. Confidence is higher for the charitable sector than for the private and public sector.

Charities are increasingly seen as being important. They are increasingly seen as filling a gap in society to address the needs not being met by the public and private sectors.

Canadians continue to have positive images of charities. Most Canadians see them as being responsible with donations, trustworthy, well-managed and having the plans and resources to carry out their mandates.

Canadians continue to have high standards for how charities operate (particularly with respect to having a strategic plan and performance standards). Most believe that the charities they support follow a code of ethics.

There is acceptance that charities have administrative costs and need to invest in areas to meet their mandate. There is an overwhelming belief that, like the public and private sector, the charitable sector has administrative costs to run their operations. Also, there is support for charities investing in fundraising campaigns, staff training and development, regulatory compliance, infrastructure and organizational development to carry out their mandates.

However, there is a growing sense that charities overstate how much they spend on the cause. Although, it is important to note that most continue to indicate that they trust charities at least for the most part on what they say they spend on overhead costs versus the amount they spend on the cause/program they support.

5


Executive Summary

Significant number of Canadians proactively seek out information before selecting a charity, but most say they are approached by the charity.

Increase in donors self-reported awareness and knowledge of supported charities, and most of this has come among those who say they have “a lot of awareness” and are “very knowledgeable”. This is not surprising as an increasing number are doing research before they donate, and particularly important to them is knowing that a charitable organization is fulfilling its purpose. In fact, an increasing number say they are aware that supported charitable organizations are achieving their objectives.

Awareness of the way a charity operates positively influences donations.

An organization’s website and word of mouth are the main sources of information.

Most Canadians perceive being approached for donations too much, particularly by phone. There is a preference to be approached for donations via traditional means of a letter in the mail. Moreover, being approached by mail, as well as at stores, gives a charity more credibility than other approaches, particularly being approached by phone.

Decline in the number who are being contacted for donations. Despite this, self-reported donation behaviour over the past 12 months remains steady. Moreover, there have been increases in donations exceeding $500 or over $1,000, and declines in donating $50 or less.

Most donors donate to charities benefiting their local community, but less so than in 2009. Also, donors less likely than in 2009 to donate to charities supporting children/youth issues, a food bank, hospital/medical centre or animals/wildlife, but more likely to donate to disaster relief.

6


Executive SummaryVolunteering has a more positive than negative impact on donation behaviour.

Overwhelming majorities agree with a variety of factors related to the charity to which they last donated, but strong agreement is highest for “has a clear purpose and mandate,” “has a strong reputation,” “helps those in need” and “being well known.”

However, the strongest drivers of future donations are: “charity is a charity for you,” “is successful at fulfilling its mandate,” and “helps those in need.”

Focus should be on “is successful at fulfilling its mandate,” as it drives the more general driver of “charity is a charity for you.”

Increasing tax breaks for charitable donations would have some positive impact on the amount of donation.

Most donors think charities are doing an excellent/good job providing thanks (excellent scores up since 2011). Maximizing the donor relationship will continue to involve letting donors know how their donation has made a difference (preferably via letter in the mail) and thanking them for their donations (just under half indicate that in the absence of thanks/acknowledgement of their donation they are less likely to donate to that charity again).

Most prefer the status quo on government funding of non-profit/charitable organizations, but overwhelming support for providing more funding to hospitals and schools, so they are less reliant on donations.

7


Detailed Findings


Confidence in, importance of and attitudes toward charities and non-profit organizations


75%

63%

49%

Confidence in various sectors

10

Q3. Generally speaking, how confident are you in each of the following in Canada?. Base: All Respondents (n=1,003)

When asked their level of confidence in the public, private and charitable sectors, confidence is highest for the charitable sector, with 3 in 4 respondents expressing at least some confidence in this sector.

Just over 6 in 10 express confidence in the private sector, while confidence is lowest for the public sector, with half of Canadians expressing confidence.

Charitable sector (including charities and not-for-profit organizations)

Private sector organizations

Public sector (including the federal, provincial, and municipal levels of

government)

% Confident

• Quebecers express less confidence than average in the charitable sector. Those with the highest level of education express more confidence.


Importance of charities and non-profit organizations

11

Eight in 10 respondents indicate that charities play an important role in society to address needs not being met by the government or public/private sectors. Since 2011, this proportion is up significantly by 6 points, and all of the increase has come among those who strongly agree with the statement. Moreover, the overall number is at the highest level ever.

Very few (about 1 in 10) continue to indicate that charities do not make much difference.

2013

2011

2009

2008

2007

2013

2011

2009

2008

2007

I think that charities play an important role in society to address needs not

being met by the government or private/public sector*

Charities do not make much difference

77%

71%

74%

71%

73%

13%

13%

12%

14%

20%

% Agree

Q1. People have different attitudes towards charities and non-profit organizations. How much do you agree or disagree with each of the following statements as it relates to you personally? Base: All Respondents (n=1,003); 2011 (n=1027); 2009 (n=1108); 2008 (n=1823); 2007 (n=1420)

* Prior to 2013, the question wording was “I think that charities play an important role in society as a change agent to address needs not being met by government or private/public sector.”


Reasons for thinking “charities do not make much difference”

12

Q1b. Please explain why you agree that ‘Charities do not make much difference’? Base: Respondents who gave a score of 6 or higher to the above statement (n=142)

The money going towards administration or other expenses is the most common reason for thinking “charities do not make much difference.” About 2 in 10 mention the money not getting into the hands of the people who need it.

*Mentions of higher than 1% shown.


60%

57%

57%

55%

56%

54%

51%

48%

Attitudes toward charities and non-profit organizations

13

Q1. People have different attitudes towards charities and non-profit organizations. How much do you agree or disagree with each of the following statements as it relates to you personally? Base: All Respondents (n=1003); 2011 (n=1027)

Public perceptions of charities and non-profit organizations remain mainly positive. About six in ten indicate that charities and non-profits act responsibly with donated funds, are trustworthy, and are well-managed. Half indicate that most Canadian charities are well-placed, with respect to plans and resources to carry out their mandates. These figures are consistent with the 2011 results.

I think that most charities in Canada act responsibly with the donations they

receive

Charities in Canada are trustworthy

I think that charities in Canada are by and large well-managed

I think that most charities in Canada have the plans and resources – human,

physical, financial and technological – to satisfactorily carry out their mandates

% Agree

2013

2011

2013

2011

2013

2011

2013

2011


Views toward charitable organization management and investment areas


Views on what charities say about spending on overhead

15

Q2. When it comes to what charities say about how much they spend on overhead costs such as fundraising, supplies, and administration versus the amount they spend on the cause/programs they support, which of the following statements comes closest to your own point of view? Base: All Respondents (n=1003); 2009 (n=1108)

More than half of Canadians continue to indicate that they trust charities at least for the most part on what they say they spend on overhead costs such as fundraising supplies, and administration versus the amount they spend on the cause/programs they support. However, since 2009, there has been a significant increase in the proportion who say charities overstate how much they spend on the cause/programs (up 4 points).


Charities addressing similar issues should work together

16

Three in 4 respondents think charities that address similar issues should work together and share plans and resources.

Charities that address similar issues should work together and share plans

and resources

76%

% Agree

Q1. People have different attitudes towards charities and non-profit organizations. How much do you agree or disagree with each of the following statements as it relates to you personally? Base: All Respondents (n=1,003)


87%

91%

78%

82%

60%

63%

Views toward how charitable organizations operate

17

Canadians have high standards for how charities operate. Large majorities feel that charities should have a strategic plan for how they intend to achieve their objectives and that they should strive to maintain a certain level of standards by measuring their performance. However, these figures are down significantly since 2011 (both statements down 4 points) because of increases in don’t know responses.

Similar to 2011, most think charities should invest in tools that show their impact on the community they serve/cause they support.

Charities should have a strategic plan for how they intend to achieve their objectives

Charities should strive to maintain a certain level of standards by measuring their performance and

comparing themselves to benchmarks

The charities I support should invest in educational tools such as pamphlets, brochures, publications, etc.

that show their impact on the community they serve and the cause they support

% Agree

2013

2011

2013

2011

2013

2011

Q34. Please indicate how much you agree or disagree with each of the following statements. Base: All Respondents (n=1003); 2011 (n=1027)


Views toward fundraising staff/administrative costs

18

Q34. Please indicate how much you agree or disagree with each of the following statements. Base: Those who made a financial donation in the past 12 months (n=713); 2011 (n=713)Q32. Please indicate how much you agree or disagree with each of the following statements. Base: Those who made a financial donation in the past 12 months (n=713)

Six in 10 past 12 month donors think that charities have enough staff dedicated to fundraising to achieve their objectives; this figure is up significantly by four points since 2011.

However, there is an overwhelming acknowledgement that similar to private and public sector organizations, charitable sector organizations have administrative costs to run their operations, with more than 8 in 10 past 12 month donors agreeing with this view.

In general, I think that charities have enough staff dedicated to fundraising to

achieve their objectives

Similar to private and public sector organizations, charitable sector

organizations have administrative costs to run their operations

% Agree

2013

2011

2013

62%

58%

83%


Most important investments for charities to carry out their mandates

19

Q33. Which of the following are most important for charities to invest in to carry out their mandates? Base: All respondents (n=1003)

Fundraising campaigns are seen as the most important investment for charities to carry out their mandate.

About 3 in 10 also think it is important for charities to invest in staff training & development, regulatory compliance, infrastructure or organizational development.

Respondents are less inclined to place importance on salaries or cash reserves.



Attitudes toward and awareness of charities following ethical codes

20

Q32. Please indicate how much you agree or disagree with each of the following statement. Base: Those who made a financial donation in the past 12 months (n=713); 2011 (n=713)

Two in 3 past 12 month donors indicate that the charities they support follow a code of ethics of which they have been made aware. This figure has not changed significantly from 2011.

The charities I donate to follow a code of ethics of which I have been

made aware

66%

69%

% Agree

2013

2011


Level of knowledge of supported charities and impact of knowledge on decision to donate


Approach to selecting a charity

22

Q38 Which of the following best describes how you approach selecting a charity? Base: All respondents (n=1003)

When asked what best describes their approach for selecting a charity, about 6 in 10 respondents indicate that the charity approaches them and they donate on the information they receive, while more than 4 in 10 proactively seek out information on the cause/charity and contact them to make a donation.


Typical way of finding information on charities supported

23

Q39 How do you typically find information on the charities that you support? Base: All respondents (n=1003)

The charity’s website or from other people such as friends/family/co-workers are the most common ways respondents find information on the charities they support. Three in 10 typically find this information through a general online Google search,

• Women, those aged 18 to 34 and those with higher levels of education are more inclined to find information on charities from the organization’s website.

• Those 18 to 34 are also more likely to mention a general online search.



Typical Information looked for in determining whether you will make a donation

24

Q40 What information do you typically look for when researching a charity to determine whether or not you will donate? Base: All respondents (n=1003)

Respondents look for a variety of information when researching a charity to determine whether they will make a donation. The most commonly mentioned are their cause/mission/mandate, distribution of funds, the percentage spent on administrative and other costs, the percentage spent on funds actually used towards the cause, and results/past achievements.



Awareness and knowledge of the purpose of supported charitable organizations

25

Q35. In general, how much have you seen, read, or heard about the purpose of the charities to which you donate? Base: Those who made a financial donation in the past 12 months (n=713); 2011 (n=713)Q36. In general, how would you rate your knowledge of the charitable causes that you support? Base: Those who made a financial donation in the past 12 months (n=713); 2011 (n=713)

Since 2011, there have been significant increases in awareness and knowledge of supported charitable organizations.

Three out of 4 past 12 month donors indicate that they have seen, read, or heard a lot or something about the purpose of the charities to which they donate. This figure is up significantly by five points from 2011, and the proportion who say they have a lot of awareness is up 13 points.

Nearly 9 in 10 past 12 month donors consider themselves very/somewhat knowledgeable about the charitable causes they support. This figure is up nine points from 2011, and the proportion who say they are very knowledgeable is up 15 points.

A lot/Something

% 2011 % 2013

71% 76%

Very/Somewhat knowledgeable

% 2011 % 2013

77% 86%


Importance of knowing an organization is fulfilling its purpose before donating

26

Q32/Q34. Please indicate how much you agree or disagree with each of the following statement. Base: Those who made a financial donation in the past 12 months (n=713); 2011 (n=713)

Consistent with 2011, a wide majority of past 12 month donors indicate that they need to know an organization is fulfilling its purpose before donating to them.

Seven in 10 past 12 month donors indicate that they typically do some research on a charity before they donate. This figure has increased significantly by six points since 2011, moreover, most of this increase has come among those who strongly agree (up 5 points).

I need to know that an organization is fulfilling its purpose before I donate to

them

I typically do some research on a charity before I donate

% Agree

84%

83%

68%

62%

2013

2011

2013

2011


Awareness that supported charitable organizations have achieved their objectives

27

Q41. Thinking of the charitable organizations you gave to in the past 12 months, do you know if they have achieved or gotten closer to achieving their objectives? Base: Have made a financial donation to a charity or non-profit organization in the past 12 months (n=713); 2011 (n=713)

Half of past 12 month donors are aware of whether or not the charitable organizations they gave to in the past 12 months have achieved or gotten closer to achieving their objectives. This figure is up significantly by 14 points since 2011.

© 2013 Ipsos Association of Fundraising Professionals 28

Similar to 2011, 6 in 10 respondents indicate that awareness of the way a charity operates positively influenced their decision to donate to it in the past.

% Yes

Impact knowledge of how the charity operates has on decision to donate

Q37. Has awareness of the way a charity operates positively influenced your decision to donate to it in the past? Base: All Respondents (n=1003); 2011 (n=1027)



Those in Quebec are less likely than average to indicate that how a charity operates has positively influenced their decision to donate to it in the past, but this proportion is up significantly from 41% in 2011 to 54% in 2013.

%Yes

Impact knowledge of how the charity operates has on decision to donate


Women and older respondents are significantly more likely to have been positively influenced to donate to a charity by awareness of how the charity operates.

%Yes


Impact knowledge of how the charity operates has on decision to donate (continued)


Charitable donation experience, motivations, and contact preferences


Contacted for donations in the past year

32

Six in 10 respondents have been contacted in the past year by telephone, in person or through the mail by fundraising or development staff of charities, educational institutions, or other kinds of non-profit organizations for a donation. This figure is down significantly by nine points from 2011.

% Yes

Q15. In the past year, have you been contacted by telephone, in person or through the mail by fundraising or development staff of charities, educational institutions, or other kinds of non-profit organizations to ask you to donate money? Base: All Respondents (n=1003); 2011 (n=1027)


Contacted for donations in the past year (cont’d)

33

Q15. In the past year, have you been contacted by telephone, in person or through the mail by fundraising or development staff of charities, educational institutions, or other kinds of non-profit organizations to ask you to donate money? Base: All Respondents (n=1003)

Those with lower levels of educational attainment are significantly less likely to report having been approached.

%Yes


Contacted for donations in past year (cont’d)

34

Q15. In the past year, have you been contacted by telephone, in person or through the mail by fundraising or development staff of charities, educational institutions, or other kinds of non-profit organizations to ask you to donate money? Base: All Respondents (n=1003)

Women, older respondents and those with higher levels of income are more likely to indicate having been contacted for a charitable donation in the past year.

%Yes


Views toward and impact of fundraising efforts

35

Q16. Did you find that these fundraising efforts…: Base: Have been contacted to donate money (n=639); 2011 (n=715)

Of those who had been asked to donate, the majority indicate that the fundraisers were often/sometimes accurate in portraying the organizations they represented and provided useful information about what the organizations were doing. About half indicate that these fundraising efforts helped them to find out about organizations to which they might want to donate, and 4 in 10 say these fundraising efforts were considered important in terms of where they decided to donate their money. These figures are similar to those in 2011.

Were accurate in portraying the organizations they represented

Gave you useful information about what organizations were doing

Helped you to find out about organizations to which you might want to donate

Were important for you in making decisions about where to donate money

63%

65%

60%

59%

47%

42%

40%

38%

% Often/Sometimes

2013

2011

2013

2011

2013

2011

2013

2011


Made a financial donation in the past 12 months

36

Q6. Have you made a financial donation to a charity or non-profit organization in the past 12 months? Base: All Respondents (n=1003); 2011 (n=1027); 2009 n=(1108); 2008 (n=1823; 2007 (n=1420)

Consistent with previous surveys, 7 in 10 respondents have made a financial donation in the past 12 months.

% Yes

• 71% of those who donated in the past 12 months were contacted for a donation.


Financial donation in the past 12 months (cont’d)

37

Those in Quebec are less likely than average to have made a financial donation in the past 12 months. As the level of educational attainment increases so does the incidence of having given.

Q6. Have you made a financial donation to a charity or non-profit organization in the past 12 months? Base: All Respondents (n=1003)

%Yes

Have Made a Financial Donation in the Past 12 Months


Financial donation in the past 12 months (cont’d)

38

Women, older respondents and those with higher incomes are more likely to have made a financial donation in the past 12 months.

Q6. Have you made a financial donation to a charity or non-profit organization in the past 12 months? Base: All Respondents (n=1003)

%Yes

Have Made a Financial Donation in the Past 12 Months


Reasons for not donating in the past 12 months

39

Q10. Why haven’t you made a financial donation to a charity or non-profit organization in the past 12 months? Base: Have not made a financial donation to a charity or non-profit organization in the past 12 months (n=290); 2011 (n=314)

Not being able to afford it continues to be, by far, the main reason provided for not making a financial donation in the past 12 months, but mention of this reason is down significantly by nine points since 2011. For the first time, respondents are explicitly saying they do not donate to charities.


Asked vs. donated in the past 12 months

40

Q15. In the past year, have you been contacted by telephone, in person or through the mail by fundraising or development staff of charities, educational institutions, or other kinds of non-profit organizations to ask you to donate money? Base: All Respondents (n=1003)Q6. Have you made a financial donation to a charity or non-profit organization in the past 12 months? Base: All Respondents (n=1003)

The incidence of having been asked to donate is significantly lower than the proportion that has actually given. Overall, those in Ontario and Quebec have given significantly more than they have been asked.Alberta residents report the highest incidence of being asked to donate and are the only residents where the proportion asked outweighs the proportion who actually donated.


Charities and non-profit organizations donated to mostly benefited…

41

Q9. Thinking about the charities and non-profit organizations that you donated to in the past year, would you say they mostly benefited… Base: Have made a financial donation to a charity or non-profit organization in the past 12 months (n=713); 2009 (n=819)

About 5 In 10 past 12 month donors indicate that the charities and non-profit organizations they donated to mostly benefited their local community, but this figure is down significantly by seven points since 2009.

There has been a directional increase in the proportion (about 1 in 3) who say their donation mostly benefited Canada as a whole.


Types of causes supported in the past 12 months

42

Q8. Now, thinking about the charities that you gave a financial donation to in the past 12 months, what types of causes did they support? Base: Have made a financial donation to a charity or non-profit organization in the past 12 months (n=713); 2009 (n=819)

Fewer past 12 month donors than in 2009 donated to charities supporting children/youth issues, a food bank, hospital/medical centre or animals/wildlife, but a higher proportion donated to charities supporting disaster relief.

% 2009 % 2013

Disease/Medical condition (not including disabilities) 55% 54%Children/Youth issues 44% 35%Food bank 39% 31%Hospital/Medical Centre 35% 25%Poverty in Canada (e.g., homeless, shelters and food banks) 22% 23%Disaster relief 13% 22%Animals/Wildlife 27% 21%Education/School 20% 16%Place of worship 20% 16%International development or aid/Third World poverty 13% 13%Physical disabilities 17% 13%Religious causes 14% 10%Mental disabilities 12% 10%Environment 9% 9%Community team you play on or a group you participate in (e.g., sports, dance, theatre, environment, language, chess, band, etc.) 10% 7%Women’s issues 7% 7%Fine Arts/Culture (theatre, opera, museums, etc.) 7% 6%Human Rights/Civil Liberties 3% 5%Peace 2% 2%Other 3% 2%



Number of causes donated to in the past 12 months

43

Q11. How many different charitable causes did you donate money to in the past 12 months? Base: Have made a financial donation to a charity or non-profit organization in the past 12 months (n=713); 2011 (n=713); 2009 (n=819)

Past 12 month donors continue to be most likely to indicate that they donated to 2-3 causes.


Amount of financial donation in the past 12 months

44

Q12. Approximately how much in total did you donate to non-profit and charitable organizations in the past 12 months? Base: Have made a financial donation to a charity or non-profit organization in the past 12 months (excluding no response) (n=713); 2011 (n=713); (2009 n=819; 2008 n=1348; 2007 n=1022)

Compared to 2011, fewer past 12 month donors indicate that they donated $50 or less in the past 12 months. while increasing proportions made donations exceeding $500, or $1,000. Moreover, the proportion who say they donated over $1,000 is at the highest level ever.

% 2007 % 2008 % 2009 % 2011 % 2013

$1 - $50 21% 22% 20% 29% 22%

$51 - $100 17% 17% 19% 19% 17%

$101 - $200 17% 17% 18% 17% 16%

$201 - $500 22% 21% 22% 20% 19%

$501 - $1000 11% 9% 9% 6% 10%

Over $1000 11% 12% 12% 10% 17%


Important to donate to non-profits and charities because of work they do

45

7 in 10 respondents think giving to non-profits and charities is important because of the work they do.

Q1. People have different attitudes towards charities and non-profit organizations. How much do you agree or disagree with each of the following statements as it relates to you personally? Base: All Respondents (n=1,003)

Giving to non-profits and charities is important because of the work that they do

% Agree

72%


Impact of volunteering for a non-profit/charitable organization on donation behaviour

46

Q13. In general, if you volunteer for a non-profit or charitable organization are you: Base: All Respondents (n=1003);

Respondents are more likely to say volunteering has a positive rather than a negative impact on donations. More than half indicate that volunteering for a non-profit/charitable organization makes them more likely to donate to that organization, while only about 2 in 10 say it makes them less likely to donate.

4 in 10 say volunteering has no impact on their likelihood to donate to a non-profit/charitable organization.

• Respondents aged 18 to 34 are more likely to say volunteering for a non-profit/charitable organization makes them more likely to donate to that organization.


Preferred frequency of being approached for donations

47

Q18. Thinking of the charitable organizations you support, how often do you prefer to be approached for financial donations? Base: Those who made a financial donation in the past 12 months (n=713); 2011 (n=713)

Past 12 month donors most prefer to be approached for donations once a year or less often, but this proportion is down significantly by seven points from 2011.

There has been a directional increase in the proportion who say they prefer being approached 2-3 times a year.

2013

2011

2013

2011

2013

2011

2013

2011

2013

2011

2013

2011

2013

2011

Once a year or less often

2-3 times a year

Once every couple months

Once a month

More than once a month

Not applicable

Don’t know/Refused


Perceived frequency of being approached for donations

48

Q.19. In general, do you feel that you are approached for donations: Base: All Respondents (n=1003)

More than half of respondents think they are approached for donations too much, while fewer than 1 in 10 think they are approached not enough.

4 in 10 think they are approached for donations just the right amount.

• Women, older respondents and those with higher education are more likely to perceive that they are being approached too much for donations.

55%


Ways in which too frequently approached for donations

49

Q20. In which of the following ways do you feel you are too frequently approached for donations: Base: Approached for donations a little too much or far too much (n=576)

Respondents who perceive they are approached for donations too much, most commonly mention phone, as the way in which they are too frequently approached for donations.

About half say they are approached too frequently for donations at stores or by mail.


Preferred approach for donations

50

Q17. How do you prefer to be approached for charitable donations? Base: All Respondents (n=1003)

Traditional means, namely a letter in the mail, is overall the preferred approach for being asked for charitable donations, while receiving an e-mail or by a cashier are the preferred method for about 1 in 5 respondents.

• Preference for approach by a letter in the mail is higher among those aged 35 and older; preference for social media is higher among those aged 18 to 34.

• Those with a higher level of education and higher income are more likely to prefer being approached via e-mail.


Impact of approach of donation on credibility of organization

51

Q21. In general, which of the following best describes your view of a charity when approached for a donation in each of the following ways? Base: All respondents (n=1003)

Respondents are more likely to view a charity as credible if approached for a donation by mail or at stores, with about 4 in 10 saying these approaches make them more likely to think the organization is credible.

3 in 10 say the same if approached for a donation at work.

The credibility of a charity is lowest if approached for a donation by phone, with only 1 in 10 saying this approach makes them more likely to think the charity is credible and a half saying it makes them less likely to think the charity is credible.

By mail

At stores, i.e., being asked to add a donation to a bill at a store

At work

Newsletters received by regular or electronic mail

At home (i.e., someone coming to your door)

By e-mail

Street canvassing

Social media

By phone

Much more/somewhat more likely 37% 37% 32% 25% 21% 16% 15% 13% 9%I am generally much more likely to think the organization is credible 9% 10% 10% 4% 5% 3% 3% 3% 1%I am generally somewhat more likely to think the organization is credible 28% 27% 22% 20% 15% 13% 13% 10% 8%No impact 47% 43% 52% 53% 43% 53% 43% 53% 41%I am generally somewhat less likely to think the organization is credible 9% 11% 9% 12% 19% 16% 21% 16% 24%I am generally much less likely to think the organization is credible 7% 9% 8% 10% 18% 16% 20% 18% 27%


Drivers of past donation and likelihood to donate in the future


Charity last donated to

53

Q26. Which charity did you last donate to? Base: All respondents (n=1003)

Respondents mention a variety of charities when asked the charity to which they last donated. The Canadian Cancer Society and the Heart & Stroke Foundation are the most often mentioned charities.


Main reason for donating

54

Q7 Thinking of the last charity you donated to, what was the main reason you donated to this charity? Base: Respondents who made a financial donation to a charity or non-profit organization in the past 12 months (n=713)

Past 12 month donors are most likely to cite helping those in need as the main reason for donating to the last charity to which they donated.

About 1 in 5 mention wanting to give back to the community or that it is the right thing to do.



96%

95%

93%

93%

92%

91%

91%

90%

83%

82%

71%

66%

Factors related to the charity donated to

55

Q27. How much do you agree or disagree with each of the following statements when it comes to the charity you last donated to?Q28. How much do you agree or disagree that this charity is a charity for you? Base: Have donated to a charity (n=812)

Overwhelming majorities of donors agree with almost all statements about the charity to which they last donated. Strong agreement is higher for factors such as having a clear purpose and mandate, a strong reputation, helping those in need and being well known, with about 6 in 10 strongly agreeing with these statements about the charity to which they last donated.

Donors are less inclined to agree that the charity is promoted or recommended by their friends/family members/employer or has benefited them or someone they know.

% Agree

Has a clear purpose and mandate

Has a strong reputation

Helps those in need

Is successful at fulfilling its mandate

Is a charity for you

Contributes to the community

Has a strategic plan for how they intend to achieve their objectives

Is well known

Has enough staff dedicated to fundraising to achieve their objectives

Donations will be tax deductible

Is promoted or recommended by my friends/family members/employer

Has benefited me or someone I know


Understanding the drivers of donation and opportunities

DRIVER ANALYSIS is a statistical analysis of respondent scores to determine the variables that matter most to whether or not someone has donated /amount

donated or likelihood to donate in the future.

This allows fundraising professionals to focus efforts on those areas with the

greatest potential to increase donations.

This allows fundraising professionals to focus efforts on those areas with the

greatest potential to increase donations.

56


Levers to pull to increase donation

57

Imp

ort

ance

in

dri

vin

g f

utu

re

do

nat

ion

Degree to which donors believe this about their charity of choice High



Is well known


Has a strong reputationContributes to the community



Has a strategic plan for how they intend to achieve their objectives

Has enough staff dedicated to fundraising

This charity is a charity for you

Helps those in need

The strongest drivers of future donations are: “charity is a charity for you,” “is successful at fulfilling its mandate” and “helps those in need.”


Levers to pull to increase donation

58

High

Likelihood to donate in next 12 months

Contributes to the community

Helps those in need





Is well known


Has a strong reputation

Has a strategic plan for howthey intend to achieve their

objectives

Has enough staff dedicated tofundraising to achieve their objectives

Charity is a charity for you

However, “is successful at fulfilling its mandate” – is driving the top driver - “charity is a charity for you.” Given that this is more practical and straightforward to change, this is where the focus should be aimed. Moreover, fulfilling its mandate is becoming more important as an overwhelming number say they need to know that a charitable organization is fulfilling its purpose, and an increasing number have awareness that supported charitable organizations are achieving their objectives.

Please note that the direction of the arrow indicates which

variable is impacting on another. If the arrow is double-

headed, this means that the analysis cannot distinguish

which variable is impacting on the other (e.g., Helps those in need and Contributes to the

community)


Likelihood of donating to this charity in the next 12 months

59

Q29. How likely are you to donate to this charity in the next 12 months? Base: Have donated to a charity (n=812)

9 in 10 donors indicate they are likely to donate to the charity they last donated to in the next 12 months.

However, a more accurate measure of likelihood to donate is to focus on those who say they are “very likely” to donate. More than half of donors indicate they are very likely to donate in the next 12 months.

89%

• Strong likelihood to make a donation in the next 12 months to the charity they last donated to increases with age.


Percentage of total amount donated in the next 12 months will go to this charity

60

Donors are most likely to say they will donate between 0 and 10 percent of the total amount they donate in the next 12 months to the charity to which they last donated.

On the other end of the spectrum, more than 1 in 10 say they will donate between 91 and 100 percent to this charity.

Q30. What percentage of the total amount you donate in the next 12 months will go to this charity? Base: Have donated to a charity (n=812)


Impact of government increasing tax break for charitable donations on the amount of donation

61

Q31. If the government were to increase the tax break received for donating to charitable organizations, what impact would it have on the amount you donate? Base: All Respondents (n=1003)

Just under 2 in 10 respondents say they would definitely increase the amount they donate if the government were to increase the tax break received for donating to charitable organizations. Another 4 in 10 say this move may increase their donation amount.

About half say this move on the part of the government would have no impact on the amount they donate.

Those who contributed more than $1,000 within the past 12 months are less likely to say this move would have no impact on the amount they donate.


Donor relationship management


77%

79%

45%

45%

Views toward receiving follow-up/thanks for donations

63

Q23. Please indicate how much you agree or disagree with each of the following statements. Base: Those who made a financial donation in the past 12 months (n=713); 2011 (n=713)

The vast majority of past 12 month donors continue to indicate that it is important that they receive information on how their donation has made a difference, however respondents remain divided with respect to the impact not receiving thanks/acknowledgement has on future intentions to donate to that charity.

It is important for charitable organizations to let me know how my donation has

made a difference

If I do not receive some kind of thanks for or acknowledgment of my donation I am less likely to donate to that charity in the future

% Agree

2013

2011

2013

2011


Method of being informed of donation impact

64

Q22. In the past, how have charities let you know that your donation has made a difference? Base: All Respondents (n=1003); 2011 (n=1027)

A letter in the mail is the most common way of being informed of how one’s donation has made a difference, and this figure is up significantly by eight points since 2011. 1 in 3 continue to indicate that they have not received this kind of communication following their donation.



Perceptions of how charities fare in providing thanks for donations

65

Q24. Do you think that the charities you give to do an excellent, good, fair, or poor job of thanking you for your donations? Base: Those who made a financial donation in the past 12 months (n=713); 2011 (n=713)

6 In 10 past 12 month donors continue to indicate that the charities they give to do an excellent or good job of thanking them for their donations, and the proportion who say they do an excellent job has increased significantly by four points since 2011.

Excellent/Good

% 2011 % 2013

61% 60%


Preferred way of being thanked for donations

66

Q25. How do you prefer to be thanked for your charitable donations? Base: Those who made a financial donation in the past 12 months (n=713); 2011 (n=713)

A letter in the mail remains the most preferred way of being thanked for one’s charitable donations. 1 in 3 prefer e-mail, and this figure is up significantly by six points since 2011. One in 5 continue to prefer not to be thanked.


Government funding to charities and non-profit organizations


Preferred amount of government funding to non-profit and charitable organizations

68

Q4. Which of the following best describes your opinion? (n=1003)

Respondents were asked which of four options best describes their opinion on government funding to non-profit and charitable organizations. Most prefer the government allocating the same amount of money as they currently do (chosen by 4 in 10).

3 in 10 think the government should allocate more money to non-profit and charitable organizations and less to other areas.

Respondents are far less likely to opt for government allocating less money or more money if it means increasing taxes.


Views on government providing more funding to hospitals and schools

69

8 in 10 respondents think government should provide more funding to organizations such as hospitals and schools so they are less reliant on charitable donations.

Q5. In your opinion, should the government provide more funding to organizations such as hospitals and schools so that they are less reliant on charitable donations? Base: All Respondents (n=1003)

• Those with household incomes of $100K and above are less likely to agree with this view.


What Canadian Donors Want2013 Survey: Final Report

Association of Fundraising Professionals

December 9, 2013

What Canadian Donors Want 2013 Survey: Final Report

Documents

Transcript of What Canadian Donors Want 2013 Survey: Final Report