The current economic squeeze is causing significant numbers of donors to charitable causes to either cutback on their donations or eliminate them completely, according to a new survey from The Grizzard Communications Group.
The survey was conducted July 26 to July 29 and received 495 responses from individuals who made a financial contribution to a charity other than a house of worship in the past 12 months.
Slightly less than half, or 44%, of respondents expect to contribute the same amount during the remainder of 2008 as they did in the fall of 2007; 29% of respondents plan to give less; 26% expect to stop giving all together and 13% will increase their giving.
Participants between the ages of 25-34 were the most likely to say they will increase their giving. Those over the age of 65 were more likely to say they are giving less.
“Organizations have the opportunity to develop and sustain relationships with a large number of young people that are just now entering the giving arena and eager to make a difference in their community,” said Terry Barber, VP and senior strategist at Grizzard, in a statement.
The survey also assessed a series of retention messages in order to measure what main ideas resonate with donors the most and what is most likely to encourage their increased or on-going support. Retention messages that inform the public about how their gifts are used by the organization were preferred by 31% of respondents while 27% picked messages that affirm that their contributions are matched by corporate sponsors.
