What are the barriers we are facing to increase donors’ charitable giving?
There are a number of barriers to giving. The most important is that people need to overcome the anxiety of their concerns about their financial security.
Donors need to have a meaningful experience and that includes having good relationships with the charities they support.
In 2020, we commissioned ‘The Giving Experience’ report, to investigate how the philanthropy and charity sectors can overcome the barriers of trust and the barriers of personal and financial insecurity that hold wealthy people back from giving more.
Working in partnership with the Chartered Institute of Fundraising, the report considers the importance of a positive donor experience to encourage wealthy donors to give more and create social change. It highlights:
- Wealthy individuals are motivated by the sense that giving is a meaningful thing to do; many are seeking shared purpose and a sense of belonging.
- However, wealthy people are not a homogenous group – age, wealth level, and behavioural profile all impact how individuals give.
- Fundraisers need to encourage entry-level giving and ensure they offer a programme of activity that keeps wealthy donors engaged.
- Fundraising organisations also need to be supported by the wider context. The negative public discourse on giving and the limited availability of professional advice holds wealthy individuals back from giving more.
You can learn about this in the report.
The Giving Experience – Overcoming the barriers to giving among the wealthy in the UK
Author(s)
The Beacon Collaborative, The Institute of Fundraising
Year