- The proportion of donors claiming to be satisfied overall with their charitable giving experience is up by 12 percentage points (up 8 percentage points re ‘moderately satisfied’, up 4 percentage points re ‘very satisfied’), from 80% in June 2006 to 92% in Nov 2011 (slides 2-3)
- Specific donor-experience aspects showing a notable increase (slides 4-7) in claimed satisfaction over this period include: ‘having contact with other supporters of the charity’ (up 9 percentage points); ‘having an ongoing relationship with the charity’ (up 8 percentage points); ‘getting info on the charity’s finances’ (up 8 percentage points); and ‘knowing a charity spends its money effectively’ (up 4 percentage points)
nfpSynergy’s Driver of Ideas, Joe Saxton, comments:
“Like the consumer, the donor is king. So our voluntary sector should be encouraged by this data showing a marked increase in donor satisfaction over the past five or six years – notably in areas involving interactivity and relationship-building, doubtless aided by social media; and in areas concerning financial reporting and accountability. Perhaps the work of a number of agencies – from the Fundraising Standards Board to the Institute of Fundraising, from the Charity Commission to CharityComms – is now bearing fruit? Time will tell if this is a blip or a trend.”
For further comment from nfpSynergy’s Joe Saxton, please contact him direct on 07976 329 212 or firstname.lastname@example.org
SOURCE: nfpSynergy’s Charity Awareness Monitor, which regularly surveys a representative sample of 1000 16+ year olds throughout mainland Britain, asking them a range of charity-related questions. Over 700 of the full 1000-strong sample were recent donors who could therefore quantify their levels of satisfaction.
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To interview nfpSynergy’s Joe Saxton about these findings, please contact him direct on 07976 329 212 or email@example.com; or, alternatively, contact Adrian Gillan (0774 086 7215; E: firstname.lastname@example.org) for further assistance.
NOTE TO EDITORS:
nfpSynergy (www.nfpsynergy.net) is the UK’s only research consultancy dedicated to the charity sector and not-for-profit issues. It provides ideas, insights and information to help voluntary and community organisations thrive in an ever-changing world. Regularly harvesting the social and charity-related views of public and parliament, media and business - not to mention not for profit organisations themselves - nfpSynergy has a vast and ever-growing knowledge pool from which to extract and deliver insights.