Insight of the week: Reaching the most generous donors
Christmas is a time of giving they say, but a significant proportion of adults do a great deal of generous giving throughout the year. Latest figures from Kantar Media’s TGI study of consumer behaviour and characteristics in the Republic of Ireland reveals that 43% of adults claim to have donated to charity in the last 12 months, with an especially generous 5% of adults giving more than €225 – making this sub-group of particular interest both to charities and to brands with a strong ethical or community focus.
Compared to the average charity donor, these especially generous givers are particularly like to give to religious groups, overseas development and relief and to the visually impaired.
In terms of what factors are acknowledged by this group as prompting them to donate, 34% are influenced by someone collecting in the street or calling at their home, 33% by fundraising from friends, colleagues or themselves and 16% by news or current affairs reports.
Demographically, there is little difference by gender between these generous givers, but when it comes to age they are far more likely to be at the older end of the age spectrum than the average donor. Indeed, TGI data reveals they are 60% more likely to be aged 65 or over.
When it comes to their attitudes, this group are particularly likely to be interested in financial services compared to the average charity donor. They are 68% more likely to say they read the financial pages of their newspaper and 39% more likely to say they usually consult a professional financial advisor before deciding on financial matters. They also have a relatively high trust in banks, being 31% more likely to trust banks or building societies to look after their money.
However, financial brands who see these donors as a prime target for selling their wares should tread carefully, because they are also 46% more likely than the average charity donor to say they find advertising a waste of their time and 30% more likely to say they think that quite a lot of TV advertising is devious.
In terms of reaching these generous donors efficiently, TGI data reveals they are 39% more likely to be amongst the heaviest fifth of readers of newspapers and 30% more likely to be amongst the heaviest fifth of readers of magazines. Drilling down further, they are over twice as likely to be very interested in reading the personal finance section of newspapers, twice as likely to be very interested in reading about business news and a third more likely to be very interested in reading about politics.