Charities need to engage their supporters with a two-way conversation, research reveals
18 Jan 2018by Chloe Green
, the blockchain start-up that brings transparency and trust to charities, today revealed findings from the latest independent YouGov study into charitable giving.
The findings confirmed that three quarters of millennials would like a two-way conversation with the charities they support. It also revealed that supporters would like to donate to specific causes or campaigns within a charity and found they would also like to be notified when their donations are spent.
The UK is a charitable nation, with 81% of consumers giving an average of £67 to charity in the previous 12 months. However, the study shows that consumers would like a closer connection to their donation.
The study revealed that 69% of adults would like to donate to specific causes or campaigns within a charity, rising to 75% of millennials. This corroborates recent research by the Charities Commission
which suggests young people are making informed choices about who or what they give to.
Additionally, the survey confirms that donors now expect more in return, with 52% of adults and 70% of millennials reporting they would like to receive a notification when their donations are spent. The benefit for the charity is that these notifications could be shared on social media, helping to spread the charity’s work amongst friends and family. Over a third of millennials said they would share these notifications amongst their network.
Giftcoin’s co-founder Alex Howard said: “It’s no longer the case that consumers are happy to give money into one big shared pot, they now expect to have a say in how their donation is spent.
“Charities need to start a two-way conversation with their supporters. In this connected world, people expect openness and transparency to make the experience of giving more rewarding. In return, charities can expect their supporters to become advocates for the charity and through social media, they can share their experiences with their network.
“At a time when everybody is tightening their belts, charities need to adapt to consumers’ desires and changing habits to succeed.”
The findings also confirmed that donors believe overheads are absorbing almost half (45%) of their donation, with significant portions going on salaries, office rent and advertising. The survey revealed that if charities were more transparent
, they could significantly increase their inbound donations. Given the option of more transparency from charities about where donations are spent, the average reported consumer increase in giving was 49%, while one in six would double their donation or more.