Media Release
PERSONAL life experience, reading or hearing about the work of a community group and being asked by a friend to support a group are some of the major factors prompting people to donate to non-profit organisations, according to donors visiting www.ourcommunity.com.au.
Visitors to the Australian Giving Centre at www.ourcommunity.com.au/donations are nominating life experience such as the death of a loved one, illness or personal experience as the most influential factor in prompting donations.
Other major factors which they say are influential in prompting people to donate were reading or hearing a news story and being asked to give by a friend or colleague. The least influential factor in prompting people to donate was receiving a phone call asking for donations.
Donors also indicated they were most prepared to support groups they believed were the most effective in their work and also efficient in their fundraising.
When asked what influenced their giving, the most popular responses nominated were:
- the amount of donation which actually reached the group
- donor awareness of the results and impact of the group
- the public profile and reputation of the group.
Dr Rhonda Galbally, CEO of www.ourcommunity.com.au, which operates the Australian Giving Centre – the free online donations service supported by Westpac Bank, said the survey of donor attitudes was continuing throughout 2004. Some emerging trends had been released to coincide with the last week of June - the most concentrated seven days for donations for many groups.
"The days leading up to the end of June are vital for many groups. There is no doubt that this month is easily the biggest period for giving," Dr Galbally said.
"Community groups need ongoing support. I think what the initial responses are showing is that they need to communicate to supporters both their need for assistance and their achievements and results," Dr Galbally said.
"In the past non-profit groups thought it was enough to let their good work do the talking. That's no longer the case. Donors are more discerning and as the number of groups seeking support increases, they want to be sure their dollars are making a difference and achieving results.
"That does put increasing pressure on local groups, particularly on those groups that do a wonderful job but lack the marketing expertise to sing it from the rooftop."
Since the Australian Giving Centre at www.ourcommunity.com.au opened as Australia's first free online donation service in 2001, more than $450,000 had been donated online to community appeals at an average per donation of $120.
Presently more than 350 community appeals are listed on the site for donations.
"What I would say is don't be a one-off donor. Instead become a lifelong friend to your favourite community organisation."
FOR MORE INFORMATION: Brian Walsh (03) 9320 6813.