If you are part of a non-profit, you’ve likely heard the adage “Make it personal!” a gazillion times. Why then are so many organizations still heavily underfunded when it comes to data? There must be a missing link, right? Creating a personalized engagement must start with understanding the person. Organizations need to work from lifelike donor profiles, which need to be backed up by accurate, ethical data – instead of vague premises. The 33 charitable giving statistics included in this article will help you better tap into your non-profit’s target audience

Who are they? What are their habits? Do they have children? Pets? Are they Millennials, Gen Xers, or Boomers? Do they support environmental causes? All in all, where and how does your non-profit fit into their lives? Let’s see.

Givers by life stage

  1. Individuals who are highly likely to make donations spontaneously are over 3X more likely to be millennials .
  2. Individuals who are highly likely to have donated to an educational institution in the past 12 months are 36% more likely to be Gen X.
  3. Individuals who are highly likely to donate to healthcare organizations are 54% more likely to be 71 years and older.
  4. Individuals who are highly likely to donate spontaneously are 62% more likely to be single.
  5. Individuals who are highly likely to donate to healthcare organizations are 154% more likely to be divorced .
  6. Individuals who are highly likely to donate to children’s charities are 57% more likely to be married.

Education and donations

  1. Individuals who are highly likely to donate to causes focused on children are 21% more likely to have a bachelor’s degree and 28% more likely to have graduate degrees.
  2. Individuals who have recently donated to an animal welfare organization are over 5X more likely to have graduate degrees.
  3. Individuals who are highly likely to donate to educational institutions are over 3X more likely to have graduate degrees.

Supporting causes unrelated to elections

  1. Individuals who are highly likely to donate to healthcare organizations are 49% more likely to be Democrats, and 53% less likely to be Independent voters.
  2. Individuals who are highly likely to donate to children’s charities are 64% more likely to be Republicans.
  3. Individuals who are highly likely to donate spontaneously are 46% more likely to be Democrats.
  4. Individuals who are highly likely to donate by mail are 72% more likely to be Republicans.
  5. Individuals who are highly likely to have recently made a donation to an educational institution are 21% more likely to be Republicans.
  6. Individuals who are highly likely to have donated to an environmental organization in the past 12 months are 22% more likely to be Independent voters.
  7. Individuals who are highly likely to have recently donated to a veterans organization are 110% more likely to be Republicans.

Gender differences in charitable giving

  1. Statistics show that individuals who are highly likely to donate to healthcare organizations are 2X more likely to be female.
  2. Individuals who are highly likely to have recently donated to an anti-hunger organization are 41% more likely to be female.
  3. Individuals who are highly likely to donate to arts or cultural causes are 67% more likely to be male.
  4. Individuals who are highly likely to have recently donated to an environmental organization are 42% more likely to be male.
  5. Individuals who are highly likely to have recently donated to an animal welfare organization are 38% more likely to be female.

Approach to personal finance

  1. Individuals who are highly likely to donate to children’s charities are 31% more likely to be utilizing a professional financial advisor.
  2. Individuals who are highly likely to donate spontaneously are 24% more likely to be cryptocurrency investors.
  3. Individuals who are highly likely to donate to educational institutions are 50% more likely to be utilizing a professional financial advisor.

Auto ownership donors’ profile

  1. Individuals who recently donated to an animal welfare organization are 51% more likely to be Volvo car owners .
  2. Individuals who recently donated to a medical organization are 46% more likely to be BMW owners, and 48% more likely to be Lexus car owners.
  3. Individuals who are highly likely to have recently donated to an environmental organization are 52% more likely to be Tesla car owners.

Social media usage

  1. Individuals who are highly likely to donate to children’s charities are 38% less likely to be active Instagram users.
  2. Individuals who are highly likely to have recently donated to children’s charities are 39% less likely to be TikTok users and 26% more likely to be active LinkedIn users.
  3. Individuals who are highly likely to have donated to an educational institution in the past 12 months are 26% more likely to be active LinkedIn users.
  4. Individuals who are highly likely to have recently donated to an environmental organization are 44% more likely to be active Twitter users. They are also 30% more likely to be active Snapchat users.
  5. Individuals who are highly likely to donate spontaneously are 44% more likely to be active Instagram users, and 50% more likely to be active Snapchat users.
  6. Individuals who are highly likely to donate spontaneously are 50% more likely to be podcast fans.

AnalyticsIQ data powers the creation of all the charitable giving statistics referenced in this article to help you create a donor profile to empower personalized and powerful outreach. Any comparisons that show a comparative lift or decrease in behavior (EX: X% more likely) are predictions compared against the general population.

Want to dig in deeper on donor profiling and audiences or gain a better understanding of your existing donor base? Check out our Non-profits page to access additional resources. At AnalyticsIQ, we love collaborating with organizations to find new ways our data can maximize donor acquisition and retention, so reach out to us at sales@analyticsiq.com. Let’s talk!

People illustrations by Storyset