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MONEY FOR GOOD UK
Understanding donor motivation and behaviour
Sally Bagwell, Glasgow, May 2013

2. NPC: TRANSFORMING THE CHARITY SECTOR
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Transforming the
charity sector
Increasing the
impact of charities
eg, impact-focused
theories of change
Strengthening the
partnership
eg, collaboration
towards shared goals
Increasing the
impact of funders
eg, effective
commissioning

3. MONEY FOR GOOD UK
• Research partner: Ipsos MORI
• Survey of 3,000 people
• Including large sample (1,000) of high-income individuals
• Donors: people giving over £50 in the past year
• High-income: household income over £150,000
• Mainstream: household income less than £150,000
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4. KEY FINDINGS
How much do people give?
What do people give to?

5. AVERAGE DONATION AMOUNT
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Mainstream donors
£303
High-income donors
£1,282
Household
income under
£20,000
Average donation
£228
Household
income over
£1,000,000
Average donation
£3,322

6. SCOTTISH DONORS
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Among Scottish mainstream
donors:
•High level of donation
•Quite likely to be willing to
consider donating more
•More likely to feel people should
donate to charity if they have the
means
•Slightly more likely to volunteer

7. INTERNATIONAL DEVELOPMENT
• Fifth most popular cause for donors to give money to
• 36% of mainstream donors, and 39% of high-income donors give
• More popular cause in Scotland (41% mainstream, 43% high-
income)
• Favourite cause for 12% mainstream donors and 17% high
income donors
• Slightly lower for Scotland
• Much less popular as a cause to give time to
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8. TYPES OF DONORS
What are the characteristics of people
giving to charity in the UK?

9. SEGMENT PROFILES
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Ad hoc giver
“I give because
I’m asked”
Engaged
champion
“I give time and
get my friends
involved”
Thoughtful
philanthropist
“I give to make
an impact”
Benefactor
“I give to lead by
example”
Faith-based
donor
“I give for my
community”
Loyal
supporter
“I give because I
care about the
cause”
Good citizen
“I give because
it’s the right thing
to do”

10. SEGMENTS (MAINSTREAM DONORS)
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Thoughtful
philanthropist
Benefactor
Engaged
champion
Faith-based
donor
Loyal
supporter
Ad hoc giver
Good citizen

11. SEGMENT GIVING LEVELS
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12. DONORS AND IMPACT
Do donors in the UK care about the
difference charities make with their
donations?
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13. DONOR ATTENTION AND SATISFACTION WITH
PERFORMANCE (HIGH-INCOME)

14. SEGMENTS INTERESTED IN IMPACT
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Engaged
champion
“I give time and
get my friends
involved”
Thoughtful
philanthropist
“I give to make
an impact”
Loyal
supporter
“I give because I
care about the
cause”

15. DONOR ATTENTION TO IMPACT
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16. INCREASING GIVING
There is an opportunity to increase
giving if charities better met donors
needs in areas they care about.
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17. GIVING MORE AND SWITCHING
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£155 £603

18. POTENTIAL TO GIVE MORE
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£1,739m
switchable donations
£171m
high-income
£665m
additional
donations
£1,569m
mainstream
£596m
mainstream
£68m
h-i

19. SUMMARY
• Good news for development charities in Scotland!
• Opportunity to increase giving
• Donors care most about evidence of impact and knowing
how money spent
Notes of caution:
• Not all donors care equally about impact
• But the segments who do are potentially very valuable
• Few donors research and give based on relative impact of
charities
• Gap for charities to provide easy to digest info on impact
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20. THANK YOU
…please get in touch!
Sally Bagwell
moneyforgood@thinkNPC.org
#money4goodUK
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