Wednesday, April 4th, 2012
In the current climate of financial insecurity, it can be difficult work for charity events, such as the Royal Children’s Hospital Good Friday appeal, to secure public donations. However last year almost 13 million Australians made charitable donations, and by looking at the Roy Morgan Large Charity Donor Profile we see the type of person who will likely be donating big this Easter.
In 2011, 70% of the Australian population aged 14+ (12,940,000 people) had donated to charity in the previous 12 months. When focusing on different income groups, we see higher proportions of charity donors associated with higher income brackets. For example, 86% of those who earn $100,000 or more donated to charity in the last 12 months, and 40% of this same group donated $200 or more.

Charity Donors by Income Group

Source: Roy Morgan Research Single Source, Jan 11 – Dec 11, n = 18,641.

When breaking down the amounts donated to charity we see that around 4,004,000 people (14+) donated $200 or more over the last 12 months, and it is these large donors that are of interest to charities trying to raise funds. By looking at the Roy Morgan Large Donor Profile we learn of characteristics relevant to charity organisations, such as that 76% try to buy Australian made products where possible, 73% aren’t interested in ad posters in shopping centres, and 69% feel they are financially stable. Other characteristics of large donors are shown below.

Activities and Characteristics of Large Charity Donors

Source: Roy Morgan Research Single Source, Jan 11 – Dec 11, n = 4,434.

Large Donors are more likely to hold the above characteristics than members of the general population. For example, they are 33% more likely to have a credit card than the Australian population 14+, 23% more likely to watch ABC1 programs and 21% more likely to feel financially stable. The Roy Morgan Large Donor Profile shows how Large Donors compare to the Australian population across many different attitudes, activities, demographics and media usage.

The Roy Morgan charity donation data comes from part of an ongoing nationwide survey of over 50,000 Australians annually, showing distinct trends over a number of years.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“Fundraising is a difficult exercise for charities. They are required to withstand tough economic periods and battle for market share among a host of other charities to ensure their survival. Charities can no longer rest on the good will of the public – especially given the current economic uncertainty – so developing strategies to reach donors is of upmost importance.” 

The complete detailed Roy Morgan Large Donor Profile takes a comprehensive look at people who have donated over $200 to charity in the previous 12 months. Included in the profile are their demographics, attitudes, activities and media usage.

The complete detailed Roy Morgan Charity Donor Profiles examine the attitudes, activities, media usage and demographics of people who have, and have not, donated to charity in the last 12 months.

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


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