6 December 2011 - People in the United States and United Kingdom overwhelmingly trust nonprofits and charities ahead of governments and corporations to create social change, yet most say they will make charitable donations at the same or reduced levels as last year, according to a new survey by Fenton and GlobeScan.
The 2011 Social Good Survey examines people’s views of nonprofits/charities and planned giving for 2012. It reveals the ongoing impact of the recession on the nonprofit/charitable sector and confirms that charitable giving has yet to rebound: 72% of respondents in the U.K. and 65% of respondents in the U.S. say their 2012 giving will remain the same; and 16% of respondents in the U.K. and 17% of respondents in the U.S. say their 2012 giving will decrease.
The survey shows that personal interests and connections to causes are the most significant factors that drive people to donate. The stagnant giving trend can partly be attributed to the recession, but a lack of understanding about how nonprofits/charities use donated funds, and missed opportunities to engage supporters, could also be impeding donations.
“In today’s economic climate, nonprofits and charities must effectively engage people on the impact and timeliness of their work to stand out from the pack and raise the level of trust and support from existing and potential donors,” said Rob Anderson, managing director of Fenton’s New York office. “These findings confirm that, if they haven’t already, nonprofits and charities must adapt to the age of engagement.”
“The research shows the importance of the personal connection to the cause or issue a nonprofit/charity is involved in,” said James Morris, head of Nonprofit/Charity Research at GlobeScan. “For many people, being interested in the issue or believing in the cause of the nonprofit/charity is the most important driver of whether to engage, and especially of whether to donate. This far outweighs the importance of any sense of immediate need.”
The survey was conducted in July 2011 by the research firm GlobeScan, using online panels in the U.S. and U.K. Respondents were aged 18 years or older and had made a minimum of $20.00/£10.00 donation to a nonprofit/charity in the past year. In the U.K., 1,054 people were interviewed, and in the U.S., 1,131 were interviewed. View complete survey results at Fenton’s website: www.fenton.com
Since 1982, Fenton has developed and implemented public interest communications campaigns to make the world a better place. We combine decades of expertise with creativity and innovation to accelerate progress on today’s most pressing global and national issues ―from protecting people’s health and the environment to advancing human rights. www.fenton.com
GlobeScan is an international research consultancy. Companies, multilateral institutions, governments, and NGOs trust GlobeScan for its unique expertise in reputation research, sustainability, and issues management. GlobeScan provides global organizations with evidence-based insight and advice to help them build strong brands, manage relations with key stakeholders, and define their strategic positioning. Established in 1987, GlobeScan is an independent, employee-owned company with offices in London, Toronto, and San Francisco. www.globescan.com