Tuesday's donor is full of cash
Australian Giving Week donations from Australian Giving Centre
supported by Westpac
TUESDAYS are the day when people donating online are at their most
generous, according to an analysis of almost 28,000 online donations
through the Australian Giving Centre on www.ourcommunity.com.au
The analysis showed that Tuesday is the day with the highest average
online donations ($207) compared to an average across all donations and
all days of $161. It also showed that people tended to give more in the
morning and evening, donating an average of $217 between 7am and 8am
and an average of $200 between 7pm and 8pm
The analysis of over $4.5 million in donations through the free online
donation service at the Australian Giving Centre, which is operated by www.ourcommunity.com.au
with the support of Westpac Bank, also showed that men donated on
average $163 while women donated an average $121 per donation.
While men were higher one-off donors, women were more likely to be in
it for the long haul, with women twice as likely to sign up for monthly
donations, providing ongoing support and donations across the year.
The analysis has been released ahead of Australian Giving Week
from December 5-11. Australian Giving
is about encouraging people to look at the ways they can
assist in the community in the lead-up to Christmas.
Dr Rhonda Galbally, CEO of www.ourcommunity.com.au
said a picture was now
starting to emerge of how and when people gave and the differences
between the giving patterns of men and women.
"One of the trends is when people give bigger donations and there is
certainly a case that people are donating more at a time when they are
more likely to be reading, watching or listening to media coverage
about causes or emergencies," Dr Galbally said.
"Obviously over the past year, events such as the Asian Tsunami saw
Australians giving in greater numbers, in greater amounts and with more
speed than ever before.
"The benefit of an online service is that it is open 365 days a year,
24 hours a day so people can donate whenever the motivation or desire
strikes. It also has the capacity to attract new donors who stumble
across the appeal or who search for a group that represents their
"We now have more than 670 appeals from across Australia listed on the
site and as more come on and more donations come through we are seeing
a difference in times and ways in which men and women donate to the
groups they support."
The analysis of donations through the service also showed that:
- The most popular time of the day to donate was the hour between
9am and 10am with the period between 9am and midday being the busiest
time by volume of donations. However the largest average donations were
given between 7am to 8am and 7pm to 8pm.
- Residents living in the ACT gave more on average, donating $198
per single donation on average, ahead of Victorians on $176, NSW donors
on $169 and Tasmanians on $166. Those in WA gave $133, SA ($134),
Queensland ($129) and Northern Territorians ($146).
- ACT men gave more than men from other states on average, donating
an average of $215 with NSW men donating on average $190, Tasmanian men
$170 and Victorians $152.
- Tasmanian women donated more per average donation ($151) compared
to the national average donation for women of $121. The next closest
were women from the ACT who donated on average $146 per donation.
- Tuesdays are the most popular days for making donations
online with the average donation for men rising to $182 and women
- Men donate the smallest average amount on Fridays ($144 on
average) while women donate the least amount ($100) on a Saturdays.
- The quietest day for online donations was on a Saturday.
Dr Galbally said the experience from many community organisations was
that online donations tended to generally higher than other traditional
forms of giving. People tend to give more when doing so online than if
they were to write a cheque or give a cash donation.
"The other trend that we have identified which is really encouraging is
the growing number of "trawler donors" that are people coming to the
site to donate to a number of groups in their geographic or interest
"While donating online is one way that people can show their support
for community organisations, there are literally hundreds of ways
people can help non-profit groups, particularly at this time of year."
A list of 125 tips to assist the
community in the lead-up to Christmas is available at www.ourcommunity.com.au/christmasgiving.
The Australian Giving Centre's free online donation service and
Australian Giving Week is supported
by Westpac Bank