Public Awareness and Support of Leading Charities Average Survey Results
July 5th, 2022
The 2022 McNair yellowSquares Survey of Public Awareness and Support of Leading Charities Average has been released. The survey data is designed to assist fundraisers to increase donations by effectively target their audience.
According to the survey data from interviews with 3,435 Australian adults about their awareness of, and donations to, more than 50 leading charities the donations over the past two years have decreased to $488 per person, down from $603 in 2021 and $523 in 2020. Donation amounts have understandably been impacted by COVID-19 with 28% of respondents saying that the pandemic had negatively affected their donations to charities.
At the same time, the average number of charities that Australians donate to has consistently fallen and the number of Australians who do not donate at all has increased from 35% in 2021 to 39% in 2022 — a figure similar to five years ago.
Average donations over the past two years have decreased to $488 per person, down from $603 in 2021 and $523 in 2020, according to data gleaned from interviews with 3,435 Australian adults about their awareness of, and donations to, more than 50 leading charities.
At the same time, the average number of charities that Australians donate to has consistently fallen and the number of Australians who do not donate at all has increased from 35% in 2021 to 39% in 2022 — a figure similar to five years ago.
Angela Brooks, author of the survey at McNair yellowSquares says, “The average donation decreasing at the same time as the average number of charities donated to is a reminder that the fundraising environment is becoming more competitive. Charities need to continue to maintain their profile amongst potential donors or risk a decreasing fundraising pool.”