Attitudes toward Charities and Non-profits - US - October 2016
"Giving to charities and non-profit organizations reached a historic high in 2015. Individuals account for the largest portion of donors, followed by foundation. Financial support is estimated to grow slightly from 2015-16, though declines in volunteerism may prompt organizations to promote the importance of giving back to organizations in a more physical way."
- Gina Cavato, Lifestyles and Leisure Analyst
This report discusses the following key topics:
- Young adults are skeptical of company partnerships with charities and non-profits
- Adults want to donate, but likely won’t if they’re unfamiliar with the organization
- Circulating information via media isn’t as successful as through word of mouth
In 2015, the non-profit sector experienced another historically successful year of support, with monetary giving in the US reaching a record-breaking $373.25 billion. With technology increasing the opportunities to donate, the non-profit sector will likely continue to see high levels of support. Donations remain the most popular form of support, while volunteerism rates have declined. Supporting organizations is often derived from a desire to help those in need, though unfamiliar organizations my struggle to find support. Companies that partner with non-profit organizations are perceived positively by consumers, though younger adults are more likely to be more engaged.
The terms “charity” and “non-profit” are often used interchangeably. However, all charities are non-profits, but not all non-profits are charities. For the purposes of this Report, Mintel has used the following definitions:
- Charity: a non-profit organization whose main goals are philanthropic to benefit the general public.
- Non-profit: refers to an organization whose goals are to the mutual benefit of the participants; with none of the net profits benefitting any individual or the general public.
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