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2012 Nonprofit Donor Engagement Study
This donor-focused study gathered feedback from consumers spanning a wide range of giving levels ($25 – $5,000+) who donated to a nonprofit in the past 12 months. Survey questions sought to understand individuals’ preferences regarding traditional and digital media for donating, volunteering, and engaging with nonprofits.
Among the high-level findings:
- Nonprofits that establish themselves as a donor’s top charity—the organization to which an individual feels most connected—are more likely to receive greater support from them in terms of cash contributions, volunteering, event participation and issue advocacy.
- Nearly half of the survey respondents (47%) indicated that they give a majority of their annual total donation amount to their top charity.
- Age has a significant impact on the amount donors give, the way in which they are willing to engage, and how they prefer to seek and consume information from their top charity.
- A majority of donors (65%) reported supporting their top charity because they believe in the organization’s cause. Connected donors also do more for their top charity, with 35% indicating they would volunteer at least once per year, and perhaps more often.
- A significant number of respondents devoted time trying to get friends and family to donate, volunteer or get involved in other ways with their favorite charity
Additional commentary and analysis of the study’s results from the recent Charity Dynamics/NTEN joint webinar also is available via recording online here.