According to the 2018 Global Giving Trends, the top 5 donated to causes were Children and youth (15%), Health and wellness (10.8%), Animals and wildlife (10.5%), Human and social services (8.1%) and Hunger and homelessness (7.6%).
54% of donors worldwide preferred to give Online with a credit or debit card while only 10% used the traditional bank/wire transfer system. In Africa, however, the trend is slightly different with 32% preferring to give cash, 25% online, 15% through a mobile app/wallet and 14% by bank/wire transfer.
The report shows that the donor community worldwide was made up of primarily women (65%). 6,057 donors completed the 2018 Global Trends in Giving Survey conducted by non-profit, Tech for Good, sponsored by the Public Interest Registry.
Social media topped the communication tool that most inspires giving with 29%, followed closely by emails at 27% and websites at 18%. Facebook topped the social media tools that most inspires giving at 56%, Instagram at 20% and Twitter at 13%.
In the era of increasing data and security breaches, donors were concerned about the security of their data. 92% of donors said it is important that NGOs and other non-profit organisations and charities make concerted effort to protect their contact and financial information from data breaches.
Crowdfunding campaigns that benefit individuals are growing in popularity worldwide. 41% of donors to charitable organizations reported to have donated to online crowdfunding campaigns that benefit individuals.
Perhaps surprising, or maybe not really in this digital era is that traditional TV and radio only inspire 9% of donors to give, but the report noted, the number could increase if internet-based TV and radios apps, such as Netflix and Pandora; tailored their programming and advertising services to cater to organizations.
The Global Trends in Giving Report is a research project that seeks to gain a better understanding of how donors prefer to give and engage with their favourite causes and charitable organizations. The report summarizes donor data across six continents about how online and mobile technology effects giving, and examines the impact of gender, generation, ideology, religion, and donor size upon giving and volunteerism.
Read detailed report here…