Online sponsorship fundraising attracts affluent donors, says survey
Howard Lake | 27 November 2006 | News
Events fundraisers are being urged to make more of their online events sponsorship pages, following a study into donors who sponsor people online.
New independent research commissioned by Bmycharity shows that online fundraising overwhelmingly attracts affluent professionals with above average interest in active sport, exercise and long-haul travel. This makes online events pages an excellent channel for recruiting new supporters and participants to events.
The research agency Axciom profiled Bmycharity’s database of nearly 300,000 online donors against a representative group of 10 million people in the UK. The results looked at the demographics and lifestyles of donors against this representative group.
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Donors were found to be much more affluent than the average person more than twice as likely to be in the top demographic group AB and 3 times as likely to have a very high affluence ranking. The research reveals over 90% enjoy holidays and take long-haul trips more than twice as much as average.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.