Give as you Live survey reveals Facebook and Twitter conversations prompt charity donations

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The Donor Survey is the biggest survey of its kind, unveiling insights of nearly 8,000 UK charity supporters

It’s clear that in our multichannel world one of the many challenges any organisation faces is where to focus their resources.

LONDON - Social media is playing an increasing part in prompting more charity donations, according to research from Give as you Live, an online platform which turns everyday internet shopping into cash for charities. Give as you Live’s Donor Survey revealed that 30% of UK charity supporters say that social media campaigns have inspired them to give.

Interaction with charities via social media is high; 50% of respondents follow their favourite charities on Facebook and 20% follow them on Twitter.

Although a key source of inspiration, social media is still not viewed as a main channel for donations. Less than 10% of respondents felt confident around the security of how their details would be handled through social media channels.

Give as you Live founder and CEO Polly Gowers, OBE, said: “It’s clear that in our multichannel world one of the many challenges any organisation faces is where to focus their resources. Our aim with our on-going research is to help charities by highlighting the best channels to communicate to their growing number of digital donors.”

The Donor Survey is part of Give as you Live’s Digital Giving Review and follows the Charity Review 2012. The first survey gathered from over 500 charities early in 2012 revealed that charities felt a lack of internal resources was one of the main reasons for not exploring additional digital fundraising channels. It also highlighted that whilst 51% of all charity audiences are now online, very few charities were clear of the crossover between online and offline audiences.

The Donor Survey - which is available for download at http://www.digitaldonorreview.com - provides insights into each digital donor’s giving habits and how that individual ‘lives’ online. It gives charities a complete view and understanding of how their donors behave digitally, giving them a way of focussing resources.

Using ACORN profiling of the 8,000 who responded, Give as you Live has identified six distinct digital donor profiles, which will provide charities who interact with Give as you Live with invaluable insights on their online audience.    

The comprehensive report includes a high level of detail on each digital donor – here is a snap-shot of the six:

  •     Family man Clive: 8% of respondents – Occasionally uses text and online sponsorship sites
  •     Wealthy professional Jacqueline: 15% of respondents – Regularly sponsors via online giving sites
  •     Affluent oldie Margaret: 13% of respondents – Donates most via Direct Debit
  •     Comfortable families Marie: 31% of respondents – Heavy online shopper, uses Give as you Live
  •     Single young starter Neil: 18% of respondents – Most likely to give via text
  •     Squeezed families Rachel: 8% of respondents – Very engaged on Facebook

The participating charities will be given a breakdown of how their supporter base maps onto each donor profile - providing them with a unique point of reference on understanding their supporters’ digital behaviour and preferences.

Claire Leslie, Senior Direct Marketing Officer at Sense added: “The Digital Donor Review will give us really useful insight into the charity donor’s online activity. Knowing more about what inspires our supporters to give, and how they interact with their favourite charities online, will help us keep in touch better using the channels they prefer including social media.”

Additionally, 90% of our digital donors claimed to regularly shop online, and 31% of digital donors have used platforms like Give as you Live to raise funds when shopping online.

Give as you Live works by a shopper either shopping through the site or installing the browser extension. Give as you Live will then automatically direct a percentage of every eligible online purchase made towards any UK charity of the shopper’s choice. The funds come from the retailers’ marketing budget, at no extra cost to the shopper.

To find out more about Give as you Live, or to install it for free, visit http://www.giveasyoulive.com.

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Editor’s notes:

For all press enquiries:
Firefly Communications
Tel: +44 (0)20 7025 8200
Everyclick(at)fireflycomms(dot)com

About Give as you Live:

Working with all 220,000 UK-registered charities, Give as you Live enables supporters to raise funds for any charity of their choice every time they shop online, without spending a penny more. Give as you Live can unlock the ‘hidden millions’ available to UK charities through their supporters’ online shopping, seamlessly moving money from the corporate sector at no cost to the charity or general public.

Participating charities can receive up to 90% revenue share and already more than 400 charities receiving over £25 per year per supporter, with almost half receiving over £50 per year per supporter, through Give as you Live. The donation shown on the Give as you Live website is always the value that the charity receives.

Give as you Live can be used with over 2,300 of the biggest online retailers, from supermarkets, to travel agents, to dating sites. In addition to the likes of Expedia, John Lewis, Tesco, iTunes, and lastminute.com, the most recent retailers to sign up include ASOS, Argos and EDF Energy, with the full list available here. Taking levels of UK online shopping into account, Give as you Live has the potential to raise £2billion every year for the UK’s charities.

Plans for 2013 include making the Give as you Live download available across all devices, including mobile, to make it even easier to support the charity or cause that matters most to you - just by shopping online.

The Give as you Live blog has recently undergone a redesign, resulting in a huge mobile traffic increase. Visit the new blog here: http://www.giveasyouliveblog.com/

1.    Give as you Live is free to all charities.
2.    Charities receive up to 90% revenue share
3.    Give as you Live is available to download with Microsoft Internet Explorer, Firefox, Safari and Google Chrome
4.    Give as you Live is powered by Everyclick, an award-winning technology company. Give as you Live won ‘Best Giving Platform’ at the IoF Partners in Fundraising Awards 2013 and Everyclick was a winner in the Best Business 2012 awards, as well as being shortlisted for the Growing Business Awards 2012
5.    Read a user’s Give as you Live experience: http://www.giveasyouliveblog.com/category/my-give-as-you-live-experience/
6.    For quotes from charities please see: http://www.giveasyouliveblog.com/category/charity/
7.    To see how the money is raised, please see the infographic: Savvy Shoppers do it online.

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