Charity donor satisfaction up, nfpSynergy survey reveals

The proportion of charity donors claiming to be satisfied overall with their giving experience has gone up in the past five years, a survey has revealed.

Fundraising: charity donors are satisfied with their giving experience
Fundraising: charity donors are satisfied with their giving experience
Research by nfpSynergy, a research consultancy dedicated to the not-for-profit sector, reveals that satisfaction rates have gone up 12 percentage points, to 92%.  

The survey also revealed that donors, increasingly a key source of voluntary sector funding amid government cutbacks, felt they were more able to get information on charity finances.

The number responding they were very or moderately satisfied in this respect rose from 47 per cent to 55% between 2006 and the end of last year.

However, the survey also revealed that less donors felt they were getting good feedback on how their donation was used - dropping from 29%, to 21%.

NfpSynergy’s driver of ideas, Joe Saxton, said: ‘Like the consumer, the donor is king. So our voluntary sector should be encouraged by this data showing a marked increase in donor satisfaction over the past five or six years – notably in areas involving interactivity and relationship-building, doubtless aided by social media, and in areas concerning financial reporting and accountability.

‘Perhaps the work of a number of agencies – from the Fundraising Standards Board to the Institute of Fundraising, from the Charity Commission to CharityComms – is now bearing fruit. Time will tell if this is a blip or a trend.’

More donors felt they were having an ongoing relationship with the charity - up eight percentage points, to 44% - while those polled also felt they had more contact with other supporters of the charity.

NfpSynergy’s Charity Awareness Monitor is a regularly survey of 1,000 people aged 16 years or over throughout mainland Britain.

More than 700 of the full 1,000-strong sample were recent donors who could therefore quantify their levels of satisfaction.

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