Understanding Fundraising Trends During COVID-19 May 7 th , 2020
Identify US & Canadian Donor Trends • Google Survey methodology • Targeted Google traffic aged 35+ • Ran in late March/early April 2020 • Partnered with Blakely – a leading fundraising consultancy & agency • 1,000 respondents per question in USA & 825 in Canada • Used responses/total responders as basis for “choose all that apply” • Similar results across segments unless we highlighted them • Second wave in-field now 2
Understand Donor Sentiment During COVID-19 • Should charities fund-raise during Covid 19? • Have attitudes toward donating changed? • What causes do people want to support? • Will donors and non-donors donate and get involved more? • What can charities do to raise awareness and promote their causes? 3
83% Think Brands Should Continue to Advertise 4
Donation Intention Levels Remain Steady/Up Do you plan to make the same level of donations in 2020 as you did in 2019? (Choose one) Yes Yes 46% 44% No Will Try to No Will Try to 32% Donate More 27% Donate More 26% 23% Canada USA 5
Donation Intention Correlates with Age Do you plan to make the same level of donations in 2020 as you did in 2019? (Choose one) 35-44 45-54 55-64 65+ 52% 48% 43% 40% A very positive sign 35% 32% 26% 26% 25% 25% 25% 24% Yes Will try to donate more No 6
With Minor Differences By Gender Do you plan to make the same level of donations in 2020 as you did in 2019? (Choose one) Yes Yes 49% 43% No Will Try to Will Try to No 32% Donate More Donate More 26% 25% 25% Male Female 7
Americans Donate More Frequently How often do you donate to your favorite charity? (Choose one) Canada US 41% 36% 25% 23% 22% 20% 18% 15% 2-4 Times Per Year Monthly Once per year Do not donate regularly/Do not recall/None of the above 8
Most Think Charities Should Continue Fundraising Thinking about charities that do not deal directly with COVID-19, do you think they should: (choose one) Continue Continue Asking for Asking for Donations Donations Stop Stop Stop Stop 49% 48% Asking for Asking for Asking for Asking for Donations Donations Donations Donations Fundraise for 3-6 for 3-6 for 3-6 for 3-6 for Fundraise Fundraise Weeks Months Months Weeks Smaller for Larger for Smaller 15% Fundraise 15% 16% 16% Donations Donations Donations for Larger 12% 12% 10% Donations 7% Male Female 9
Donors Support More Fundraising Thinking about charities that do not deal directly with COVID-19, do you think they should: (choose one) Continue Asking for Donations Stop 55% Asking for Stop Continue Stop Donations Stop Asking for Asking for Asking for Fundraise for 3-6 Asking for Donations Donations Donations for Larger Fundraise Fundraise Months Donations for 3-6 38% for 3-6 for Donations for 20% for 3-6 Weeks Weeks 16% Smaller Smaller Months 16% Fundraise 15% Donations Donations 13% for Larger 11% 11% Donations 5% Donors Non-Donors 10
Attitudes Toward At-Risk Charities
Some Want To Hear From At-Risk NFPs What types of charities are you most open to hearing from over the next 3 - 6 months? (select all answers that apply) Canada US 41% 40% 37% 35% 34% 31% Those That Deal Directly With COVID-19 Charities That Are At Risk of Closure None/Other 12
Under 55 Most Open To Hearing From Charities What types of charities are you most open to hearing from over the next 3 - 6 months? (select all answers that apply) 35-44 45-54 55-64 65+ 47% 41% 38% 38% 38% 38% 36% 35% 34% 32% 31% 28% Those That Deal Directly Charities That Are At None/Other With COVID-19 Risk of Closure 13
Existing Donors Want to Hear From At-Risk NFPs What types of charities are you most open to hearing from over the next 3 - 6 months? (select all answers that apply) Donors Non-Donors 58% 43% 40% 29% 25% 22% Those That Deal Directly Charities That Are At None/Other With COVID-19 Risk of Closure 14
Some Interest In Becoming A Monthly Donor If a charity you normally support requires more financial stability this year, would you consider becoming a monthly donor? (Choose one) Canada US 58% 55% 25% 21% 20% 19% Already a Monthly Donor Yes No 15
Might Be Right Time For Monthly Donor Pitch If a charity you normally support requires more financial stability this year, would you consider becoming a monthly donor? (Choose one) 65+ 55-64 35-44 45-54 59% 56% 55% 55% 35-44 45-54 55-64 45-54 35-44 65+ 65+ 55-64 24% 24% 24% 21% 20% 20% 20% 20% Already a Monthly Donor Yes No 16
Increased Focus on Local Giving
Many Plan to Donate More & “Locally” Have your attitudes changed towards charitable giving because of the current pandemic? (select all answers that apply) Canada USA 50% 48% 30% 26% 22% 17% 6% 4% 4% 1% Not Really I plan to give I do not donate I plan to give more to I plan to give more to more locally very often medical research international aid 18
Giving Locally Trend Strong Across All Ages Have your attitudes changed towards charitable giving because of the current pandemic? (select all answers that apply) 35-44 45-54 55-64 65+ 53% 52% 47% 43% 30% 30% 28% 26% 25% 18% 17% 16% 8% 5% 4% 4% 3% 3% 2% 1% Not Really I plan to give I do not donate I plan to give more to I plan to give more to more locally very often medical research international aid 19
Local Support Can Mean Many Different Things Are you spending time helping others during this pandemic? (Select all answers that apply) Canada US 38% 37% 36% 35% 34% 28% 19% 16% 8% 7% 5% 4% Buy from local Check In on Buy Groceries for Volunteer with Fundraise for No, Not Really stores & businesses Neighbours, Elderly/Sick a Local Charity Charities if I can Friends/Family Neighbours Daily 20
Giving Locally Trend Driven Primarily By Women Have your attitudes changed towards charitable giving because of the current pandemic? (select all answers that apply) Male Female 50% 48% Female 32% Male 26% Male 21% Female 17% Female Male Male Female 5% 5% 2% 2% Not Really I plan to give I do not donate I plan to give more to I plan to give more to more locally very often medical research international aid 21
Women Driving “Local” Support Are you spending time helping others during this pandemic? (Select all answers that apply) Male Female Female 43% Female 35% Male Male Female 35% Female 34% 20% 18% Male Female Male Female Male 17% 12% 16% 12% Male 12% 9% Buy from local Check In on Buy Groceries for Volunteer with Fundraise for No, Not Really stores & businesses Neighbours, Elderly/Sick a Local Charity Charities if I can Friends/Family Neighbours Daily 22
Food Banks & Hospitals Should See More Support As a result of the COVID-19 pandemic, which organizations are most likely to receive a donation from you? (select all answers that apply) COVID-19 Local Mental Cure Or COVID-19 hospitals Food Local Food Health Cure Or Vaccine & Banks hospitals Banks Support Devt Vaccine Mental medical 40% & 38% 14% Devt 14% Health Faith- charities medical 11% Based Support Senior 38% charities Senior Faith- 8% Groups Support 31% Support Based 23% 20% 17% Groups 13% Canada USA 23
Women Support Food Banks As a result of the COVID-19 pandemic, which organizations are most likely to receive a donation from you? (select all answers that apply) COVID-19 COVID-19 Local Food Local Cure Or Mental Cure Or hospitals Banks hospitals Food Vaccine Health Vaccine Mental & 43% & Banks Devt Support Devt Health medical medical 35% 12% 12% Faith- 12% Support Faith- charities Senior charities Based Senior 9% Based 35% Support 34% Groups Support Groups 20% 20% 17% 18% Male Female 24
Some Are Interested in Virtual Fundraising Events How interested are you in taking part in a virtual fundraising opportunity like a step challenge or a virtual run? (five-star scale from not interested to extremely interested) Canada USA 84% 81% USA Canada USA 12% 11% Canada 7% 5% Not Very Interested Neutral Somewhat/ Very Interested 25
So What Did We Learn . . .
Donation Intention Levels Remain Steady/Up Do you plan to make the same level of donations in 2020 as you did in 2019? (Choose one) Yes Yes 46% 44% No Will Try to No Will Try to 32% Donate More 27% Donate More 26% 23% Canada USA 27
So What Did We Learn . . . • People want charities & not for profits to continue to fundraise AND most plan on giving at the same levels or higher than last year • There are few meaningful differences in attitudes towards charitable giving between men and women, Americans and Canadians • Most people are focusing on their local areas: supporting businesses, neighbours, friends/family . . . • People are in a serious mood; they don’t seem to be too excited by participating in virtual fundraisers – although the right kind of event tailored to your donors – might have more appeal • Stay tuned for second wave research results, in early June 28
Thank You! For More Information Please Contact: jay@abergroup.com
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