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Why Donors Stop Giving
A study conducted in partnership with ten large US nonprofits and directed by Adrian Sargeant of the UK's Henley Management College, revealed some interesting insights into why US donors stop supporting nonprofits. In short, the overwhelming majority of "lapsed" donors sampled stopped giving because they feel that other causes are more deserving of their funds, because they believe their gift was not appreciated, or because they can no longer afford to give their support. Sargeant reports that, of the less frequently cited reasons, it would seem that a significant number of people lapsed, because they feel the nonprofit did not provide adequate feedback in respect of how their gift had been used.
- 54.0% - No longer able to afford support
- 36.2% - Believe other causes are more deserving
- 16.0% - Death/Relocation
- 13.2% - Nonprofit did not acknowledge my support
- 8.1% - Nonprofit did not inform me how my money had been used
- 5.6% - Nonprofit no longer needs my support
- 5.1% - The quality of support provided by the nonprofit was poor
- 4.3% - Nonprofit asked for inappropriate sums
- 3.8% - Found the nonprofit's communications inappropriate
- 2.6% - Nonprofit did not take account of my wishes
- 2.1% - Staff at the nonprofit were unhelpful
The data was gathered through a series of eight focus groups, each with eight to ten members stratified by socioeconomic group and age. The sessions probed public perceptions of charitable organizations and key variables that would impact on a decision to give. Three versions of the questionnaire were then developed. The first was for known nondonors and mailed to a sample of individuals drawn from a commercially available lifestyle list. The second and third versions were designed for active and lapsed donors. Questions included donor perceptions of the sector, rationale for support, perceptions of the organizations they support, and the quality of service received on an on-going basis. Questions were also posed about the perceived importance of various aspects of the fundraising relationship.
For details of the study methodology and copy of the report, contact Professor Sargeant at adrians@henleymc.ac.uk
Smith Beers Yunker & Company in New Offices
On 21 November, Smith Beers Yunker & Company moved to 1241 NAGEL ROAD, approximately 1.5 miles west of our former Ohio Pike address. We are now in the heart of Anderson Township right off Beechmont Avenue. Stop by - we would love to give you a tour of our new offices!
Our new numbers:
513.474.1500, voice
513.474.0555, fax
800.698.6537, toll-free (unchanged)
1241 Nagel Road, Cincinnati, Ohio 45255-3101 |