How Donors Choose Charities
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Presentation by Dr Beth Breeze, University of Kent to the Researchers in Fundraising conference Monday 28th November 2011
![How do donors choose which of over 164,000 charities to support, given… ,[object Object],[object Object],[object Object],www.shaw-trust.org.uk](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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How Donors Choose Charities
- 1. How Donors Choose Charities Presentation to the Researchers in Fundraising conference Monday 28 th November 2011 Dr Beth Breeze, University of Kent
- 4. Extensive support for previous research finding: “To be a charitable concern, a recipient had to be ‘in need’” (Fenton, Golding et al 1993:23) 89% of respondents agreed that ‘charities are about raising money to help the needy’ (NCVO survey 1998) www.shaw-trust.org.uk
- 8. Self-made classifications and ‘mental maps’ help donors to cope with the complexity of the charity sector www.shaw-trust.org.uk People charities Animal charities Domestic causes (’Home’) International causes (’Away’) Urgent needs Ongoing needs Big charities Small charities Things that interest me Things that don’t interest me Things I should support Things I enjoy supporting Causes that are important Causes I don’t care about Charities with a big ‘C’ Charities with a small ‘c’