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Motivating the moneygivers -- other key findings ring true
Part 1: what encourages entrepreneurs to donateIn the first part of their research findings into the giving habits of people with an entrepreneurial streak, Tony Myers and Guy Mallabone highlighted the motivations for donors giving the next gift, for increased giving, for refusing to give a gift, for stopping giving, and for giving their ultimate gift. In addition to these findings, the research duo also uncovered some other valuable information that should help fundraisers across the country understand their donor base a little better.
Those who give, give more often
Myers and Mallabone found in their survey of 1,203 people across the country, that 70% of people who had made a gift in the past week, had given $10,000 or more to their favourite causes in the past year.This figure is the most extreme example of the trend that those who give more money to charity, tend to make gifts more often. Donors who give less are more likely to have given only in the past year, rather than in the past week or month.
The more they give, the more they plan
The researchers also found that the more you donate on an annual basis, the more likely you are to know where your gift will go. Nearly 80% of people who give $10,000 or more a year to charity know where they plan to give their next gift. Conversely, just 58% of people who give $100-$240 annually know where their next gift is going.
And where are the next gifts going?
Despite the fact that statistics continually show that most donations go to religious organizations, Myers' and Mallabone's research found that the vast majority of donors plan to give their next gift to a heath-oriented charity. There are some slight variations in preference between entrepreneurial and non-entrepreneurial donors, with non-entrepreneurs being more likely to favour religious groups and social services over education and research.To which charitable sector will donors likely designate their next gift? Responses are in percentages.
Health Education/
ResearchSocial Services Religion Environ. Phil & Volun Other Int'l Arts & Culture Entrepreneurs 37.9 14.4 13.1 12 5.9 5.5 5.1 3.3 2.8 Non-Entrepren 41.1 10.3 12.6 14.7 5.1 4.1 5.4 3.3 3.4
There's a gap between thinking about and making a planned gift
The new research has also turned up some findings which confirm earlier studies in Canada and the United States about people's planned giving habits. Myers and Mallabone found that "there is a measurable unasked capacity in the bequest market" in Canada.Just over 11% of entrepreneurs and 10.3% of non-entrepreneurs have made a charitable bequest in their will. More importantly, however, another 28.2% of entrepreneurs and 24.5% of non-entrepreneurs plan to leave a legacy in the future. Researchers did not ask if they had decided which charity they would support, but this finding does suggest that there is a need for more communication with donors about planned giving options.
In addition to looking at the willing but unasked market, the study also highlights a need for more research into the reasons why 41% of entrepreneurs and 49.3% of non-entrepreneurs state that they won't make a gift to charity in their will.
Where to next?
Myers and Mallabone plan to pull out and analyze more data from this initial study. They have just begun to look into geographic trends and have found some interesting results already. For instance, donors from Alberta are four times as likely to support environmental organizations than are donors from Manitoba and Saskatchewan. Conversely, donors from the two eastern prairie provinces are more than twice as apt to support social service groups than their counterparts in Alberta. CharityVillage will continue to report additional findings as they become available.The researchers also plan to forge ahead on their path and gather new information to add to the pot. More than 275 of the 401 entrepreneurial respondents to the study have agreed to participate in an in-depth interview to help dig further into their motivations for giving. Myers and Mallabone also hope to conduct a tracking survey in 2002/20003 to compare the findings with this baseline research.
For more information about the study, contact Guy Mallabone, CFRE at (403) 284-8468 or e-mail guy.mallabone@sait.ab.ca, or Tony Myers at (780) 492-2436 or e-mail tony.myers@ualberta.ca.
Motivators and Barriers to Giving by Entrepreneurs in Canada Links:
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