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Consumer insights - charity donor behaviour
Author: MMC and fast.MAP
Date: 17 March 2010
Despite the credit crunch, the UK's consumers still give generously to charity, but it's hard for charities to build up a comprehensive picture of who gives how much and at what times of the year when many people contribute to more than one charity.
This exclusive MMC report uses fast.MAP data from 2009 and 2010 to profile donors' giving habits according to age group and income bracket, and analyse year-on-year changes. It also cross-references the different times of year that these groups donate – including Christmas, specific religious festivals or personal anniversaries – to help fundraisers target their supporters more effectively.
Key findings include:
• 38% of people donate roughly the same amount each week or month. Six out of 10 of these regular donors are likely to have a household income of more than £70,000 a year
• 71% of respondents say they give to different types of charity at different times of the year.
• The poorest adults, those earning under £5,000, are most likely to donate at specific festivals or anniversaries.
• The percentage of donors increases steadily with age – from 44% of 18 to 24-year-olds supporting charity to eight out of 10 aged 65 and over.