Global Trends in Giving: What Australian + New Zealand charities need to know (and the opportunity for GivingTuesday campaigns)
Insight 18) Only 1% of donors in Australia & Oceania gave on #GivingTuesday 2017, the lowest of any region. They also are the least likely to give through Facebook (7%). With more awareness, both #GivingTuesday and Facebook Fundraising Tools could provide significant new funding for charitable organisations in Australia & Oceania.
Charities looking for the next big movement in fundraising might consider a GivingTuesday strategy. Though it clearly isn’t a silver-bullet, given the international success of GivingTuesday, coupled with the trend in Australia + New Zealand towards mass fundraising events and social giving (see Insight 19 below) there is a clear opportunity to better engage single givers with a November 27th campaign.
#GivingTuesday began in 2012 and has raised hundreds of millions for various charities each November. And each year, it continues to grow. The reason donors aren’t getting on board in in Oz and NZ is probably because so few charities are encouraging it:
Based on Amplify’s own research, only one of the Top 40 Australian charities has referred to GivingTuesday in their emails to their donors
Facebook engagement with donors in Oceania continues to grow, but the Global Trends metric of 7% suggests there is more opportunity compared with the rest of the world.
Meanwhile, Insight 19 (below) could suggest donors are more interested in peer-to-peer giving and event fundraising and engaging younger audiences. Though, as we know the proportion of income from these sources is significantly lower, we need to be aware of the limitations of this study.
Insight 19) At 75%, donors in Australia & Oceania attend fundraising events more than any other region, and at 21%, they are also the most likely to create peer-to-peer fundraising campaigns to benefit organisations. It’s also worth noting that, at 60%, donors in Australia & Oceania are most likely to be small donors.
About the Global Trends in Giving Study
6,057 donors completed the 2018 Global Trends in Giving Survey and based on their responses, the donor community worldwide is made up of primarily women (65%) who have a liberal ideology (53%), characterise themselves as religious (72%), and give between ($101-$1,000 USD) annually (43%). These donors are most likely to support the causes of children and youth (15%), health and wellness (11%), and animals and wildlife (11%).
Other insights from the 2018 Global Trends in Giving Survey that are relevant for Australians and New Zealand fundraisers:
Giving trends 2018: nptechforgood.com/wp-content/uploads/2018/11/2018-GivingReport-Australia-1.pdf