Since 2007, there have been more than two dozen studies that have analysed the behaviour of wealthy UK donors. Yet, the uncomfortable truth remains that we have little insight on how to overcome the barriers that stop wealthy people giving more.
This study is underway to fill this significant gap in knowledge in order to identify what targeted activities will encourage different groups to start giving in the ways that are most meaningful to them.
Using demographic and behavioural analysis, we anticipate releasing findings in early 2020 that identify what makes different kinds of givers tick, including:
- What are their ambitions in relation to social engagement?
- To what extent are they supported in these ambitions currently and how support could be enhanced?
- How would they like to give?
- What have been their positive and negative experiences so far?
The goal is to provide practical recommendations that will support the fundraising community to enhance their donor engagement among wealthy individuals.
The core research partners include the Institute of Fundraising, Savanta Group and Cultural Dynamics Strategy & Marketing Ltd who are supported by a cross-sector working group headed by:
The findings from this research will be available from the website of the Institute of Fundraising.
Alongside this, the full data set will be provided open-source so that it may be used to strengthen the evidence-based policy making and programme development of organisations and individuals across the sector.