This survey confirms that CharityVillage.com has developed a loyal and truly national audience, as responses were received from every province, half of respondents have been visiting this web site for more than 2 years, and almost half visit at least several times per week.
The core audience is female, aged 30-50, highly educated, earning $30,000 - 50,000 annually, occupying a paid position with a registered charity or nonprofit organization, and employed in a management, administrative, or professional specialist role. The majority access the Internet via a high speed connection.
When asked about the main function they performed, Fundraising, Administration, General Management, and Communications topped the list.
Among those indicating their main focus is fundraising, the
following categories of fundraising activity were most frequently mentioned:
Special Events (76%), Annual Fund (72%), Major Gifts (67%), Direct Mail
(59%), Planned Giving (52%), Capital Campaign (39%), Online Fundraising
(33%), Telefundraising (21%), and 9 other categories of fundraising
activity were also mentioned.
Decision-makers comprise a large slice of the audience, with
19% identifying themselves as either members of the board, executives,
or senior managers, and an additional 17% identifying as middle managers
or supervisors.
As one might expect, given the stretched resources and the large number of small organizations in the sector, respondents perform many roles in the course of a normal work day. More than 30% of respondents indicated involvement in each of Communications and Marketing, Administration, Fundraising and Advancement, Customer Service, Special Events, Program or Project Management, Volunteer Coordination, Strategic Planning, Program or Project Evaluation and Development, Accounting and Finance, General Management, and Advocacy.
Organizations of all sizes are well represented, with 14% indicating
they had more than 100 paid staff members and 19% indicating more than
500 paid staff members. At the other extreme, 27% indicated fewer than
10 paid staff members.
The importance of volunteers to the functioning of these organizations
came through clearly. 10% of respondents are with organizations having
more than 100 volunteers, and 8% have more than 500 volunteers.
More than 50% of the nonprofit organizations represented serve a
local or regional area from single or multiple locations.
Top areas of focus for these nonprofit organizations are Health
and Diseases (14%), Children, Youth and Family (12%), Community and
Social Services (11%), Educational Institutions (6%), and Disabilities
(5%), but 30 other areas of focus were also identified.
The CharityVillage.com audience also includes a for-profit subset,
comprising 16% of respondents. Among the 10 categories of activity identified,
the most popular fields of focus for the businesses represented are
Business and Financial Services (26%), Management and Organization (8%),
Marketing and Communications (8%), and Human Resources/Recruiting andTraining
(3%).
While 46% of these are single-location businesses serving a
local, regional or national market, a surprising 26% served an international
market from multiple offices in more than one country.
Finally, job-seekers are an important subset of the audience,
attracted by the more than 65,000 paid positions that have been advertised
at the CharityVillage.com online Career Centre. 18% of respondents identified
themselves as unemployed and actively seeking paid employment.
Of the 45 possibilities listed, those seeking employment in the nonprofit
sector would most like to work for organizations involved in
Community and Social Services (63%), Children Youth and Family (47%),
Women's Issues (45%), Poverty and Social Justice (42%), Human Rights
and Civil Liberties (38%), Arts (35, %), Culture and Heritage (35%),
International Relief/Development/Peace (33%), or Literacy (32%).
When it comes to the type of work that interests them most,
and for which they feel qualified, the top choices from a range of 35
job categories, are Administration/Support (50%), Customer Service (39%),
Teaching/Training (35%), Communications/Marketing/PR (30%), Volunteer
Coordination (30%), Program/Project Management (29%) and Counselling/Mediation/Facilitation
(28%).
Those seeking employment in the for-profit sector would most
like to work for businesses involved in Business Services (38%), Marketing/Communications/Public
Relations (27%), Management/Organization Consulting (26%), Education
at a for-profit institution (26%) or Training and HR Development Services
(25%).
Please click for the full report.
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