Political Season Is Here, But May Not Cost Nonprofits
Only about two in five (or 39%) respondents said their political beliefs probably or definitely dictate what causes they donate to. However, higher-earning households demonstrate giving behavior that is far more politically-motivated. Nearly half of households with an annual income of $150,000 or greater say their political beliefs definitely dictate who or what organizations they donate their money to.
The findings were reported in Why America Gives, developed by Classy, an online and mobile fundraising platform for nonprofits, based on 1,002 responses from people age 18 or over.
Causes that individuals support varies by their political affiliations, the survey found.
"Following negative press, the next factor that would deter people from donating is if a nonprofit doesnt provide regular updates on how donations are used."
Forty-nine percent of respondents said they would give more often to nonprofits if organizations made it easier to give. Empowering mobile giving would also generate more support, as today more than 50% of traffic to all fundraising campaigns comes via mobile devices.
However, the lack of an online donation page or a clunky online giving experience costs donors trust. More than half of Millennial and Gen Z respondents (54% for each) said if they cant easily donate to a nonprofit online or via a mobile device, then they will have less trust in how that nonprofit uses their funds. This compares to only 20% of baby boomers who felt the same.
This holds true across all generations: 41% of total respondents said that if they cant easily donate to a nonprofit online or via a mobile device, then they will have less trust in how an organization uses donated funds.