Donors can be grouped into five key types, ranging from those who give to feel part of a community to those who are motivated to act in an emergency, according to latest research.

The research into donor types has been carried out by consultancy Eden Stanley with the Chartered Institute of Fundraising and the GOOD Agency.

The five groups it has identified are:

• Protectors, who are motivated by causes which directly impact them or someone close to them.

• Believers, who are moved to donate by a compelling need they’ve been shown and the belief their donation will make a tangible difference.

• Pioneers, who see donating as a means of expressing their values or ethics and inspiring others.

• Responders, who spring into action when they see a specific need in their community or in the event of an emergency.

• Joiners, who donate as part of a social activity, to feel part of a group.

Researchers’ segmentation of donor types is based on a survey of 3,000 people on their engagement with charities.

They found that ‘protectors’ who are directly impacted by a cause are often older, with two thirds of this group aged over 50.

In contrast seven in ten ‘joiners’ are aged between 18 and 39.

“Charities need to understand what moves specific audiences to action” as they look to improve their targeting of donors and fundraising efforts, said Eden Stanley founder Joe Barrell.

“We know, for example, that people who fall into the oldest category of ‘protectors’ will be most engaged by causes that directly affect them or those close to them.

“Meanwhile ‘joiners’, the majority of whom are among younger generations, want the opportunity to feel like part of a social group and to find like-minded souls – and are the least likely to be exposed to charity fundraising.

“By identifying which donor types make up current supporter bases, and which audiences they should target – and how – charities will give themselves the best chance of boosting donations and futureproofing their fundraising strategies.”

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