Profiling the charity donor: A case study of the game conservancy trust

Abstract

AbstractThis paper identifies the key fundraising problems faced by the Came Conservancy Trust and describes the donor research that was undertaken in an attempt to resolve these key issues. A survey of 1,000 donors was undertaken and the respondents were profiled according to demographic variables and their response to 20 attitudinal statements. These statements were then subjected to a factor analysis to identify the underlying psychographic variables. Seven such variables were identified and subjected (along with a range of demographic variables) to a regression analysis with a view to identifying which of them would prove to be significant indicators of a propensity to donate larger sums to this organisation. A number of the psychographic factors were indeed found to be significant indicators of the level of support a particular donor might be predisposed to provide. In the light of these findings the paper concludes with a number of recommendations to the Trust for changes to its fundraising strategy.