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« Giving Makes You Feel Good | Donors Don't Trust You »
February 21, 2007
What Motivates Donors?
Posted by Kevin D. Hendricks | Filed under: Research
The Donor Power Blog points us to some great stats on what motivates donors. The bottom line? Friends & family top celebs, word of mouth beats advertising, trust & personal involvement trumps media coverage. It shouldn't come as a surprise, but it's easier to earn donors than it is to buy them.
What influences donors to support a charity?
- Family members (77%)
- Friends (64%)
- Their place of worship (60%)
- Co-workers (40%)
- Companies (30%)
- Celebrities (15%)
The most effective way to reach a donor (according to donors):
- Word-of-mouth requests from family or friends (76%)
- Newspaper and magazine articles (56%)
- Events (51%)
- Advertising (50%)
The things donors say influence their support of charities:
- Trust in a charity (82%)
- Saw a charity's impact locally (80%)
- Ease and convenience of donating (68%)
- The chance to get involved with the charity in other ways (59%)
- Frequent news-media coverage of the organization (45%)
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