Recent analysis of the charity member’s donor transactional data held in the Insight Data Co-operative database has found environmental supporters are the most cause loyal, with approximately 80% of donors giving to other charities operating in the same sector.
This is closely followed by supporters of Third World and Children’s charities with 72.81% and 72.25% of donors respectively giving to other charities operating in the same sectors.
Supporters of charities in the Animal and Human Rights sectors are the least loyal with 51.25% and 52.09% of donors respectively giving to other similar charities in these sectors.
The bar chart above shows the number of charities people donate to by the number of different charity causes.
The results show those people who give to charities will tend to be supporting multiple charities operating in the sector.
Once people start supporting four or five charities and upwards, they’re starting to duplicate the number of sectors they support. The more committed givers who support seven plus charities will be giving to charities across four or more sectors.