Keep your finger on the pulse with Enthuse’s new report on donor behaviour
This article is sponsored by Enthuse, the fundraising, donations and events registration platform.
After an uncertain year, the report shows indicators that giving is beginning to stabilise.
There is an opportunity for charities to make the most of this period of transition, by taking an insight-driven approach to planning.
A year into COVID-19, some new routines have become normal. Digital fundraising is a great example of this. People have become used to the technology and now consider digital fundraising as standard practice. This is good news for charities, who need consistency to build upon in these uncertain times.
Digital fundraising is becoming habitual, and charities need to plan for this in the future by creating a hybrid fundraising model – one that accounts for both online and face-to-face fundraising activities.
This change looks set to stay. The report found that cash is steadily declining as a donation method, with just over one-in-four people (26%) expressing a desire to use cash to donate to charity in future. By contrast, digital fundraising is on the rise, with over half of the public (51%) saying that online methods are their number one choice for future donations.
The report showed the value of investing in supporter relationships.
There is a significant correlation between increases in direct donations and the strength of a charity’s brand in the public eye. This brand recall is critical for long-term giving, and charities need to invest in their websites to unlock this potential. 78% of donors giving directly to the charity can remember the name of the charity compared to only 63% using consumer giving platforms.
The report also found that 86% of recent donors are likely to give again, but just 24% of those who haven’t given are planning to donate soon.
The report offered strong evidence that a comprehensive vaccine programme will change the fundraising landscape.
Nearly three quarters (73%) of those surveyed expressed some concerns about taking part in mass participation physical events for the foreseeable future.
However, 52% of the public say they’d consider taking part in mass participation events when more than half of the population has been vaccinated. As of early April 2021, the UK has surpassed this point.
Charities that put time and effort into innovative fundraisers will be best-positioned to ride a post-lockdown wave of enthusiasm. One of the key takeaways from the report is that people want events to be fun – 41% of those surveyed specified interest in fun mass participation events, with just 9% choosing a race
With all that said, the popularity of new digital fundraising methods won’t be going anywhere. Successful charity fundraising campaigns will adopt a hybrid model, blending both physical and virtual components.
Download the ‘Donor Pulse Report to learn more