Americans & British View Nonprofits as Effective but Plan to Give the Same or Less
Press release (Dec. 6, 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.”
An overview of the key findings: