Ever wondered if people are more likely to donate in cash in Africa compared to Australia? Well now you can find out!
The 2020 Global Trends in Giving Report is out and it has given us a great snapshot of giving trends and behaviours around the world. This biennial research project, produced by Nonprofit Tech for Good and sponsored by Funraise, aims to give us a snapshot of how donors prefer to give and engage with nonprofits all over the world. Here are our key takeaways:
The top causes supported by donors all over the world are:
- Hunger and homelessness
- Children and youth
- Health and wellness
Donors prefer to give online with a credit or debit card
Australia and New Zealand have the highest rate of donors preferring to give through this method in the world at 64%, compared to the benchmark of 55%. This is a significant jump from 51% in 2018. By comparison, donating by direct/post mail sits at 10% globally. It will be interesting to see whether a push for card payments over cash during COVID-19 will increase this preference in the next report.
#GivingTuesday is growing
The benchmark for donating on #GivingTuesday for 2019 was 17%. Africa grew from 9% of donors who gave on #GivingTuesday in 2018 to 12% in 2019, while Asia had the largest increase from 10% in 2017 to 26% donating on 2019’s #GivingTuesday. While Europe has the lowest rate of participation, uptake is also low in Australia and New Zealand, but this is likely connected to the low rate of adoption of #GivingTuesday amongst nonprofits.
Donating through social media is growing
While 32% of donors worldwide have donated through Facebook fundraising tools and 10% have donating through Instagram, overwhelmingly 89% and 93% said they’re likely to give through those channels again, respectively. Europe, Canada and the United States, and Australia and New Zealand had the highest levels of donors giving through social media. In fact, Australia and New Zealand’s rate of people who had donated to a nonprofit through Facebook grew from 7% in 2018 to 48% in 2019.
Email communication reigns supreme
The method of communication most likely to inspire people to give and give repeat donations is *drumroll* regular email communication! How regular, you ask? 39% said they prefer their email updates quarterly, while 32% wanted monthly. In Australia and New Zealand, monthly was the preferred schedule at 37%. In Africa, however, the method of communication most likely to inspire repeat giving was social media.
The future of giving is digital
When asked about fundraising concepts they would most likely use in the future, 49% donors picked a mobile app that allows two-tap giving that also earns badges and redeemable points. Sounds like fun! 18% said they would give via facial recognition through a smartphone. This, combined with 92% of donors worldwide believed that nonprofits need to invest in digital communications in order to stay relevant, shows that we need to be seeking more ways to connect with our donors online.
Donors agree that nonprofits are essential, yay!
96% of donors say that nonprofits are essential for creating change with 90% saying that nonprofits are ethical and can be trusted! This very welcome news was consistent across all regions.
Non-donors don’t have the financial resources to give
The top reasons for not giving included not having the financial resources (42%), volunteering in lieu of donating (22%), and donating food or goods instead (18%). Will COVID-19 also affect these numbers as we continue to see the financial strain of lockdowns?
Some interesting trends:
- WhatsApp has the most impact on giving (35%) in Africa than any other region.
- 80% of donors in Africa volunteer with NGOs – this is the highest rate in the world!
- Donors in Asia are more likely to donate to a crowdfunding campaign supporting an NGO than any other region.
- Asia also has the highest rate of donors enrolled in a workplace giving program at 16%.
- Australian and New Zealand donors are the most likely to adopt new fundraising technology.
- Around 33% of donors in Canada and the United States give to nonprofits outside of their country of residence, with Australia being number one.
- Donors in Europe are more likely to give by shopping at online stores that benefit nonprofits, but less likely to give through online auctions.
- In Latin America and the Caribbean, we seen the highest rate of people sign online petitions (84%), and donate to a nonprofit in response to COVID-19 (72%).