X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT v WHY DO WE GIVE?: DONOR MOTIVATIONS Sally Bagwell, Senior Consultant, New Philanthropy Capital London, October 2014

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT NPC: TRANSFORMING THE SOCIAL SECTOR 2 NPC works at the nexus between non-profits and funders Non- profit SectorFunder Increasing the impact of non-profits eg, impact-focused theories of change Strengthening the partnership eg, collaboration towards shared goals Increasing the impact of funders eg, framing issue & mapping needs Consultancy Think tank

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT NPC: THE FOUNDING STORY 3 Helping charities & funders do good, better Transforming the charity sector

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT NON-PROFITS: RAISE FUNDS, DELIVER WORK 4 Social impact requires both aspects to work well Raise resources Deliver interventions Create social impact Funding Activity Impact + =

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT WHO IS THE BENEFICIARY? 5 There’s a danger it’s not who we think Funders' demands take priority to raise resources Organizational survival takes priority over mission Benefit to funders, boards, staff and volunteers Non-strategic funding Non-strategic Activity Lack of lasting impact + =

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT TO MAXIMIZE IMPACT, NEED TO RESHAPE BOTH ASPECTS OF SOCIAL SECTOR 6 Resources seek maximum impact Effective interventions delivered by effective organizations Maximum social impact achieved $ seek impact Activities effective Towards impact + =

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT MONEY FOR GOOD UK What are the different reasons people give to charity

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT SEGMENT PROFILES 8 Ad hoc giver “I give because I’m asked” Engaged champion “I give time and get my friends involved” Thoughtful philanthropist “I give to make an impact” Benefactor “I give to lead by example” Faith-based donor “I give for my community” Loyal supporter “I give because I care about the cause” Good citizen “I give because it’s the right thing to do”

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT SEGMENTS (HIGH-INCOME DONORS) 9 Thoughtful philanthropist Benefactor Engaged champion Faith-based donor Loyal supporter Ad hoc giver Good citizen

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT SEGMENT GIVING LEVELS Mainstream Segment % population% donations Ad hoc giver18%9% Faith-based donor11%32% Thoughtful philanthropist7% Benefactor4%7% 10 High-income Segment % population% donations Ad hoc giver31%14% Faith-based donor4%12% Thoughtful philanthropist8%17% Benefactor9%15%

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT GIVING MORE AND SWITCHING 11 £155£603

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT POTENTIAL TO GIVE MORE 12 £1,739m switchable donations £171m high-income £665m additional donations £1,569m mainstream £596m mainstream £68m h-i

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT DONOR ATTENTION AND SATISFACTION WITH PERFORMANCE (HIGH-INCOME)

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT SEGMENTS INTERESTED IN IMPACT 14 Engaged champion “I give time and get my friends involved” Thoughtful philanthropist “I give to make an impact” Loyal supporter “I give because I care about the cause”

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT DONOR ATTENTION TO IMPACT 15

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT OBLIGATION TO DONATE

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT PUTTING THE RESEARCH INTO PRACTICE 17

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT KNOW YOUR DONOR TOOL 18

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT FUNDRAISING PERSPECTIVES Uses for Money for Good: Understand existing supporters better to communicate with them effectively Spot gaps in current donor acquisition techniques Use in conversations with major donors 19

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT PLEASE TAKE A LOOK! Money for Good UK Know your donors: the Money for Good UK donor segmentation tool Fundraising perspectives: donor segmentation & Money for Good UK 20

X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS LIMIT v THANK YOU New Philanthropy Capital – Transforming the charity sector Sally Bagwell,