The Habits & Motivations Of Nonprofit Contributions.

Vertisy announced the results of its Customer Focus 2003: Nonprofit study, which reveals that two-thirds (66 percent) of adults plan to make a non-monetary donation (such as time, food or clothing) to a charity or nonprofit organization within the next year (see figure 1). The research also shows that Gen X, Young Baby Boomers and Older Baby Boomers are the groups most likely to give back to society in this way (see figure 2 for generational breakdown).

“While 70 percent of men and women aged 38-57 plan to donate time and items, only 57 percent of 18-25 year olds and 43 percent of seniors aged 74+ will make non-monetary donations,” says Thérèse Mulvey, vice president marketing research at Vertis. “However, when it comes to giving money the number of seniors contributing is just four percent less than the most generous givers (Baby Boomers and Young/Olds) compared with Gen Y, who are 14 percent less likely to give than this group.” (see figure 3)

The Vertis Customer Focus 2003: Nonprofit study shows the following additional findings, which provide insight into the differences in contributors’ attitudes and actions based upon the individual’s age and ethnicity:

Monetary Contributions Stay Steady

· 86 percent of adults donated money to charities or nonprofit organizations in the past 12 months, compared with 87 percent in 2001.

· Donations between $1-$500 (over a 12 month period) have increased by seven percent since 2001 while donations over $500 have decreased by 10 percent (see figure 4).

· Generation Y is most likely to contribute between $1-$99 and least likely to give $1,000-$5,000.

Health Organizations Continue to Benefit Most

· In 2003, 52 percent of monetary donations went to health organizations, followed by 41 percent to food and hunger and 39 percent to children’s charities.

· During the past year food and hunger and homeless and shelter charities have both seen increases in contributions while safety/disaster relief nonprofits saw donations decline by seven percent from 2002-2003 (see figure 5).

Direct Mail Is a Significant Influencer

· Contributors are most likely to donate to an organization that they receive direct mail from (59 percent), compared with 41 percent from word of mouth and 40 percent from church (see figure 6).

· 53 percent of those adults surveyed confirmed that they read fundraising and nonprofit direct mail in 2003. same reason

· Personalized mail is the most important factor when contributors determine which charity or fundraising direct mail they open at 62 percent, followed by timing at 59 percent. Least impactful are a free gift or token (32 percent), special offer (31 percent) and dated material (30 percent).

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