Targeting Sport Relief charity donors

Getting active to raise money and crazy celebrity challenges - both are synonymous with Sport Relief. This week sees the return of the biennial week-long event in the UK which focuses on sport to raise money.

Data from Kantar Media’s TGI study reveals that in the UK over one million of those who have donated to a charity in the last 12 months donated to Sport Relief.

Particularly likely to donate to Sport Relief are those aged between their mid-40s and mid-50s, who are almost a third more likely to do so than the average charity donor. This is reflected in their TGI lifestage groupings. Parents of secondary school age children are twice as likely to give to Sport Relief as the average charity donor. By and large, they will have money to give too, as 10% of them have a family income of £75,000 or more, which is almost two thirds more of them on this income than amongst charity givers as a whole. No doubt in part this is reflective of their own children (or children’s friends) being relatively likely to be actively involved in raising funds.

Encouragingly for marketers, Sport Relief donors are particularly engaged with advertising compared to the average charity donor, with TGI data revealing they are 30% more likely to feel that advertising helps them to choose what they buy.

They are also 30% more likely to notice brands or products that appear in TV programmes and films and 40% more likely to think advertising in video games enhances the realism of the game.

Outdoor media can represent a particularly efficient way of reaching Sport Relief donors. Over a third of them are amongst the 20% of adults most exposed to outdoor advertising. They also show a strong predilection towards heavy exposure to mobile internet and addressed mail.

Sport Relief donors are also trendy and fashionable individuals, being 49% more likely than the average charity donor to spend a lot on clothes and 32% more likely to go to trendy places to eat and drink. In addition, in what is a very positive indication to marketers looking to tempt away consumers from one brand to another, a quarter of them will often buy a new brand to see what it’s like, making them almost a third more likely to do so. Maybe unsurprisingly, given the link to Sport Relief, 67% of Sport Relief donors do some form of exercise at least once a week.

Thus, we can summarise Sport Relief donors as an attractive audience to the advertising industry in a number of ways. With their bias towards higher incomes, receptivity to advertising and a willingness to try something new, they represent a robustly appealing target.

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