# IoF research reveals public perceptions of the fundraising profession

- Link: https://fundraising.co.uk/2019/09/11/iof-research-reveals-public-perceptions-of-the-fundraising-profession/
- Published: 2019-09-11T10:42:45+01:00
- Author: Melanie May

**The majority of the public think that raising funds for a charity is important
but nearly 1 in 2 men think that fundraising “is not for people like me” while overall,
women view it more positively than men.**

These are some of the key findings from newly published research from the Institute
of Fundraising. [_What does the public think of fundraising?_](https://www.institute-of-fundraising.org.uk/guidance/research/public-perceptions/)
is the first of two instalments of a public poll, conducted by YouGov, and looks
at how the fundraising profession is seen and understood by the public, particularly
at whether age, race, religion, disability, or gender make a difference to how fundraising
is perceived.

78% of those polled thought raising funds for charity is an important thing, rising
to 83% of 16-24 year olds but slightly lower among Muslim and Asian people at 74%
and 72% respectively.

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Women and disabled people were also more likely to strongly agree with this, at 
36% of women compared to 24% of men, and 36% of disabled respondents, versus 28%
of non-disabled respondents.

When asked whether they viewed the fundraising profession positively however, white
respondents were more likely to respond negatively at 20% versus 12% of black and
Asian respondents. Overall, 41% felt very or quite positive about it.

In terms of fundraising itself, around two thirds of people agreed that it is vital
for charities to do their work, encourages positive social change, and is rewarding.
However, women were far more likely than men to feel this way.

 

[⌊IoF public perceptions of fundraising⌉⌊IoF public perceptions of fundraising⌉[

 

Just over half (53%) of people thought fundraisers came from diverse backgrounds
with black respondents (14%) more likely to disagree than white (7%)or Asian respondents(
6%). Nearly half – 45% – of men thought it was not a profession for people like 
them, compared to 31% of women.

 

[⌊Diversity IoF public perceptions⌉⌊Diversity IoF public perceptions⌉[

 

Only 50% disagreed with the statement that ‘fundraising is a job more for women 
than men’ however. While only 10% agreed, 32% were unsure and 9% didn’t know, with
men and Asian respondents more likely to agree.

The survey also asked people what they felt important aspects of a fundraiser’s 
role were. 88% thought that being able to create rapport and build relationships,
as well as engaging and influencing, were the most important aspects of the role.

Women were more likely to agree that connecting with donors from diverse backgrounds
is important to the job.

 

[⌊IoF Public perception research⌉⌊IoF Public perception research⌉[

 

Alex Xavier, Director of Professional Development at the IoF, said:

> “We want to encourage the broadest range of people, from across the UK, to think
> of fundraising as a career choice. The public are absolutely right in that fundraising
> is a profession where people can make a difference to society, but we need to 
> think more about how we can demonstrate and showcase the career and skills development
> opportunities that fundraising can offer.
> “There is a real opportunity with our planned journey to Chartered status in making
> fundraising a more attractive career prospect and we hope to work with schools,
> universities, and career development services to promote fundraising as a career.”

YouGov polled 2,623 adults for the survey. The second instalment will explore how
people view a career in fundraising and will be made available on Monday 23 September
2019. The research was commissioned by the IoF and supported by [TPP Recruitment](https://www.tpp.co.uk/)
and [HR Directors Network](https://www.chrn.org.uk/).

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