What Factors Influence the Individual Person and Businesses to Donate to Charities?

5.2 Why and how people give?

Overall donations to charities is dominated by Inner Directed people. Inner Direct people are the most likely out of the three to give to a cause as they are the tester and innovators and are always question what is right and what is wrong.

In these following graphs the axis is the average from the population that was asked during the survey. So the first graph shows that 11% agrees with the statement ‘they are regular givers and give to one or more charities’ it shows that Inner Directed people are 30 times more likely than the average person to donate. So here Inner Directed people are over-indexed by 30% which means they are 30 % more likely to give to more than one charity than the average person.

Whereas Sustenance Driven people are 26 times less likely to donate than the average person. Meaning they are under- indexed by 26% meaning they are 26% less likely to donate to more than one charity at any given time.

These figures show that Charities such as the British Red Cross should focus their marketing efforts mainly towards the Inner Directed group as they are 30 times more likely to donate to more than one charity than the average person so if people are already donating to other charities, by focusing on the Inner Directed people the British Red Cross could be getting donations as well as other charities. If the charity also looked at the other two types of people and did some persuasive campaigning to get their attention they would be able to widen their appeal range and increase donations.

Figure 2 from Philanthropy Review 2011 by C. Fiennes

The British Red Cross’s new advertising campaign does just this and focuses on all three types of people. The advert shows clips from both the ...

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...ilanthropy Review 2011 by C. Fiennes.

Corporate-NGO Partnerships Barometer 2012 by M. Amadi

Managing in the ‘new normal’ – adapting to uncertainty by I. Oakley-Smith, C. Bradshaw and P. Lewis

MONEY FOR GOOD UK (Understanding donor motivation and behavior) March 2013 by S. Bagwell, L. de Las Casas, M. van Poortvliet and R. Abercrombie

http://www.redcross.org.uk/Where-we-work/Overseas

https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/226985/fuel_poverty_report_2013.pdf

https://www.google.co.uk/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CDEQFjAA&url=http%3A%2F%2Fwww.afro.who.int%2Fen%2Fclusters-a-programmes%2Ffrh%2Fchild-and-adolescent-health%2Fprogramme-components%2Fchild-health.html&ei=1XtVU4WjEKHe7Aa634D4BA&usg=AFQjCNFce0VYO6J5UJfeAjWZODczhWrAGw&sig2=b8BbutBPX9BzHf_HzoZ3Ag

http://www.energybillrevolution.org/fuel-poverty/