The recession has generated a unique form of charity donor churn – donors are moving their support from domestic to international charities and environmental organisations.

In the last year, 12 per cent of UK givers have changed to a type of charity they regard as more worthy of support during a world economic crisis and a further one in ten donors is considering changing.

There are definite winners and losers in this shake-up, according to a study conducted this month among a panel of 969 donors by online research company fast.MAP.

The Winners
Overseas development organisations command most loyalty, 83 per cent of their donors say they will not change; followed by Third World (81 per cent) and then three – wildlife, Christian and blind – each with 80 per cent.

Sectors to which people have changed in the last year include those which supply relief of those in need, environmental protection or improvement, health or the saving of lives (each attracting nine per cent of movers); efficiency of the armed forces (eight per cent); and prevention or relief of poverty and human rights, conflicts resolution or reconciliation (each attracting seven per cent).
 

The Losers
Elderly and deaf organisations are most likely to lose donors with less than two-thirds pledging loyalty. A quarter (more than for any other charity) of deaf and 16 per cent of elderly charity donors have already switched to another sector and 11 per cent and 15 per cent respectively are considering changing.

A quarter of those who have changed tend to support two or three different charities, while three-fifths (61%) of those who do not intend to change support only one.

The worrying news for fundraisers is that 84 per cent said there was little the deserted organisations could have done to induce them to stay. Seven per cent felt they were being ‘hassled for more money’ and two per cent would have welcomed more communication.

David Cole (pictured below), MD of fast.MAP said: “Those most likely to stay loyal tend to support one charity, rather than several. This echoes earlier survey findings which indicate that those who demonstrate commitment in one way or other are least likely to change allegiance.

‘When fast.MAP ran credit crunch-related charity research earlier in the downturn (in the third quarter of last year), more than a third of donors said they could no longer afford to give. It was the most committed – those who gave by direct debit, covenants, standing order and direct mail – who were most likely to continue donating. This underlines the importance of cementing relationships with supporters.”

David Cole