Insights from Donor Research and Supporter Focus
Caoileann Appleby
Strategy Director
caoileann@askdirect.ie
@ask_direct
You are not your audience
What they say =/= what they think =/= what they do
Our context: supporter focus
•
Qualitative
interviews with100s of
donors
to various charities and
causes, including international development
•
Quantitative
supporter surveys (every 2-3 years)
•
Appeal results
Focus on supporters:
•
Qualitative interviews 100s of
donors
to various charities and causes,
including international development
•
Quantitative supporter surveys (every 2-3 years)
•
60+, donate to multiple charities
=>
“national pragmatists
” and
“European multilateralists”
& Bluefrog Fundraising, MV donor research 2017
& Bluefrog Fundraising, MV donor research
If I have the money, I feel I have a
responsibility to give something, you know;
not to spend everything on myself.
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I believe [the charity] have a lot of
commitment from young idealistic
people who go abroad, and they teach
and they look after people who are
hungry, they meet crises as they occur.
[Our group] paid for one whole well.
The joy it gave us to know that that
money was going to help a whole
village get clean water.
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I don’t get on a plane and ask
the pilot to move over because
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It’s the same thing really
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Caoileann Appleby
Strategy Director
caoileann@askdirect.ie
@ask_direct
https://nfpsynergy.net/blog/overseas-aid-international-development-charity-future-challenges?mc_cid=c2cae4d313&mc_eid=d3773bbad7
“While it is easy to understand how a donation of £5 can help someone going hungry in a poorer country, it is a much bigger leap to explain how that same £5 can make a difference on a topic as seemingly intractable as climate change.”
https://www.dochas.ie/whats-new/first-results-from-worldview-project-baseline-survey-are-in/
Uncover valuable insights from donor research and supporter focus in the charitable sector, highlighting the importance of understanding and engaging with donors effectively. Dive into qualitative interviews, quantitative surveys, and donor sentiments towards giving back and social responsibility. Explore perspectives on charity commitment, impact, and the joy of giving back through real-life examples and experiences.
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Presentation Transcript
Caoileann Appleby Strategy Director caoileann@askdirect.ie @ask_direct
You are not your audience What they say =/= what they think =/= what they do
Our context: supporter focus Qualitative interviews with100s of donors to various charities and causes, including international development Quantitative supporter surveys (every 2-3 years) Appeal results
Focus on supporters: Qualitative interviews 100s of donors to various charities and causes, including international development Quantitative supporter surveys (every 2-3 years) 60+, donate to multiple charities => national pragmatists and European multilateralists
& Bluefrog Fundraising, MV donor research If I have the money, I feel I have a responsibility to give something, you know; not to spend everything on myself.
Core Donor Research, 2018 We were always taught in school to have a social conscience. From the example of my grandmother. You should be giving something towards somebody. From my ma s head. In the main it comes from upbringing, an approach we were taught in school. I had an education by the Dominican nuns so there would have been a big emphasis on looking after people.
I believe [the charity] have a lot of commitment from young idealistic people who go abroad, and they teach and they look after people who are hungry, they meet crises as they occur.
[Our group] paid for one whole well. The joy it gave us to know that that money was going to help a whole village get clean water. It was a real, real joy to us!
I dont get on a plane and ask the pilot to move over because I don t like the way he s flying. It s the same thing really.
Theres one type of communication Id like to see although it would probably be difficult, you see images of children and they re absolute skin and bone and you say to yourself well they couldn t last another day, now it would be nice to know in a few months how that child is, whether he or she is still alive. And the part that the onsite hospitals played in that. I d like to pick out somebody and I d talk to my grandchildren and I d say look at what happened there with the few shillings we put in and you d see Thomas in Uganda and he was almost gone and we brought him back to a healthy life.
Caoileann Appleby Strategy Director caoileann@askdirect.ie @ask_direct
