Overcoming barriers to donate

In the UK there are now 12% fewer individuals donating directly to charities than in 2014* and recruiting new donors has become increasingly expensive for many charity organisations.

To help address this issue, we have commissioned proprietary research in partnership with YouGov to examine the change in consumer behaviour in the context of charitable giving, the barriers to financially supporting charities and the actions charities can take to motivate support from potential donors.

Top line findings: 

  •  65% of consumers stated the number one reason they were discouraged from financially supporting a charity was due to fundraisers being too persistent or intrusive. 
  •  Two out of five (42%) said they felt they are asked to donate through aggressive or inappropriate methods at least once a month.
  • 20% of over 55’s claim it is not acceptable to ask for donations at all.
  • Almost 1-in-3 (32%) consumers said that not understanding the work that a charity does for the cause would discourage them from donating. 

On Wednesday 3rd June, Strategy Director, Christian Taylor and Head of Business Management, Caroline Dolan, were joined by Andrew Murgatroyd, Client Director at YouGov and Daniel Flusky, Head of Policy at the Institute of Fundraising, to discuss the results of the whitepaper and how charities can motivate support in this new era fundraising.

*Source: TGI: 2014 Q2 – 2019 Q2

Case study

WaterAid #Untapped