More than half of charity supporters unaware of the impact of their giving

Most people who give to good causes say they do not know the impact of how their donation has improved people’s lives and supported communities, a survey has found.

The survey of more than 1,000 donors found that only 43% of people say they know what difference their donation has made.

The lack of awareness around the effectiveness of giving does not differ across age groups, the research carried out by fundraising company Blackbaud and marketing firm Nepa has revealed.

Their report urges charities to “demonstrate the impact that your supporter has made” adding “there really is power in showing the difference that donors make”.

It cites research from the US showing that 44% of high net worth donors are motivated by the belief their giving is making a difference and that 56% of charities showed an increase in donor numbers after they shared success stories around the impact of fundraising.

ESG commitment

The research also asked donors for their views on charity’s commitment to environmental, social and governance (ESG) issues. This found that 63% say they would donate more to charities who are ethical and sustainable. This proportion increases to 75% among 18–34-year-olds.

“Demonstrating a charity’s Commitment to these values is a great way to show donors the ways in which your organisation is ethical and sustainable,” states the report.

“Understanding the behaviour of donors and the motivation for giving is essential for any non-profit looking to withstand these difficult times, build a resilient organisation and succeed,” it adds.

Also revealed in the research is that giving to three charities was the most popular form of giving over the last year, cited by a quarter of respondents. Meanwhile, 22% gave to two charities over the last year. A minority (7%) only gave to one, while 14% gave to between six and ten good causes over the previous 12 months.

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