Figure 8: Donor attitudes to the organisation and their donations
Figure 8 shows that almost all donors in the sample were happy to let the organisation decide how the money that they gave was spent – 98% of respondents trusted that their donation would be used appropriately and 88% believed that their contribution made a difference. These beliefs underline the importance of trust – trust in the organisation to deliver the mission and objectives donors share in. Moreover, not only is there real belief in the ability of the organisation to make use of individuals’ donations but there was also voluntary forbearance30 from any involvement in decisions about it – 84% of respondents did not show concern in terms of getting involved in deciding how their money would be spent by the organisation. The above was further reinforced by the fact that, when asked about their individual ‘wish-list’ of projects which they might like to see their donation channelled to, most respondents did not have a particular demand; and of those who had, most wanted to support the organisation and its work.
“I can’t think of anything – I am very happy with the way it is all organised and run” £30K-£35K, 60-64, Low-level
30
Sargeant, A. and Lee, S. (2004) ‘Donor trust and relationship commitment in the U.K. charity sector: the impact on behaviour’, Nonprofit and Voluntary Sector Quarterly, Vol. 33, 2004
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A study into donor motivation