2022
9
US Attitudes towards Non-profits Market Report 2022
2022-12-15T03:08:13+00:00
OX1100329
3695
158611
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Report
en_GB
“The relationship between brands and nonprofits continues to strengthen as consumers seek out brands with ethical missions. Consumers are aware of the significant need that exists, but inflation and economic…

US Attitudes towards Non-profits Market Report 2022

£ 3,695 (Excl.Tax)

Description

Consumers are highly aware of the significant need that exists across a wide range of causes, but inflation is forcing nearly half of consumers to donate less to nonprofits and charitable organizations. With time also being a precious commodity that consumers have limited reserves of, nonprofits have to promote a wider range of avenues for receiving support.

Market share and key industry trends

  • Nonprofits need to form a deeper connection with donors and potential donors as inflation limits what consumers can donate. Consumers have no shortage of causes to support, making it hard for one nonprofit or charity to stand out. Nonprofits can turn to brands to bridge that awareness gap and create a richer story.
  • Charities and nonprofits can turn to new resources to drive awareness and donations. Brands and nonprofits can leverage the convenience of Venmo for donating to verified charities, and round-up apps that add spare change to savings could partner with brands to offer rewards and discounts in exchange for donating that spare change to charities.
  • Emerging technology will reshape the voice of the consumer. While NFTs currently remain in infancy with no clear purpose, they are starting to be utilized as assets that turn customers into investors of a brand. This provides them with direct oversight for how the brand operates, which could translate into determining the charitable components of the brand as well.

Future market trends in attitudes toward nonprofits

As consumers tighten where and how they can spend, they will look to make the most of every dollar they spend with expectations that the money they spend on various brands will push forward a wide range of ethical commitments.

Read on to discover more about the attitudes toward nonprofits consumer market, read our Evolving Role of Activism – US – 2022, or take a look at our other All Industries research reports.

Quickly understand nonprofit marketing

  • Causes consumers have supported in the past year.
  • Methods for supporting nonprofits and charities.
  • Motivations for supporting various causes.
  • The role brands play in collaborating with nonprofits and reaching consumers.
  • The impact of inflation and how it’s shaping the funds consumers have available to donate.

Covered in this nonprofit marketing report

Brands include: Ridwell, Patagonia, DeStore, Beyond Plastic, Liquid Death, Round Up and Donate, Walmart, Bumble, Venmo, BoldKing, Everlane.

Expert analysis from a specialist in nonprofit marketing research

This report, written by Carol Wong-Li, a leading analyst in the Lifestyles and Leisure sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The relationship between brands and nonprofits continues to strengthen as consumers seek out brands with ethical missions. Consumers are aware of the significant need that exists, but inflation and economic uncertainty is leaving them with a smaller pool of funds to donate. While brands often are forced to prove their purpose and values, nonprofits are laser-focused on a specific mission and cause. As brands and nonprofits develop a more interconnected relationship, they can learn from one another’s strengths with a focus on building community and awareness for overwhelmed consumers.

Carol Wong-Li, Associate Director Lifestyles and Leisure
Carol Wong-Li
Director, Consumers and Cultures

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report:
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Opportunities and challenges
    • Nonprofits need to connect with consumers’ sense of identity and surroundings
      • Figure 1: Attitudes towards supporting charities and nonprofit organizations (any agree), 2022
    • Consumers are aware significant need exists but have limited funds, brands can leave consumers with a more optimistic spirit
      • Figure 2: Types of support provided in the past 12 months, 2022
    • Older consumers require direct engagement, but that could translate to loyalty
      • Figure 3: Reasons for supporting a charity or nonprofit organization, 2022
    • Nonprofits can learn from the success of the circular economy
      • Figure 4: Select types of support provided in the past 12 months, Gen Z vs overall, 2022
    • Key consumer insights
  3. Market Factors and Current Opportunities

    • Inflation and concerns of recession is hitting a higher income bracket
      • Figure 5: Consumer Sentiment Index, 2021 -2022
    • The growth and demand for ethical brands ignites new purpose for nonprofits
      • Figure 6: Expectations for brands, 2022
    • Concerns of misinformation and fraud result in missed opportunities for nonprofits on social media
      • Figure 7: Pinterest Instagram post, 2022
  4. Competitive Strategies and Future Opportunities

    • Meeting consumer needs through the lens of the Value Driver
      • Figure 8: Patagonia Instagram post, 2022
    • Meeting consumer needs through the lens of the Technology Trend Driver
      • Figure 9: DeStore on Twitter, 2022
    • Meeting consumer needs through the lens of the Surroundings Trend Drivers
      • Figure 10: Beyond Plastic on Instagram, 2022
  5. Attitudes towards Nonprofits: Fast Facts

  6. The Nonprofit Landscape

    • Consumers are diversified across areas of support and have an appetite for more
      • Figure 11: Nonprofit causes supported, any support, 2022
    • Parents are an influential sector for nonprofits
      • Figure 12: Nonprofit causes supported (any support), parents with children under-18 at home vs non-parents, 2022
    • Consumers are aware significant need exists, but have minimal funds to disperse across causes
      • Figure 13: Attitudes towards supporting causes/types of organizations, 2022
      • Figure 14: Amount donated to charity/nonprofit organizations in 2021, 2022
      • Figure 15: Liquid death on Instagram, 2022
  7. Methods for Giving

    • Money leads in giving methods
      • Figure 16: Types of support provided in the past 12 months, 2022
      • Figure 17: Round up and donate on Instagram, 2022
      • Figure 18: Walmart on LinkedIn, 2022
    • Money leads in support, but most consumers are varied in methods for giving
      • Figure 19: Repertoire of types of support provided, 2022
    • Donating physical items is impacted by the rise of the resale economy, a particular focus of Gen Zs
      • Figure 20: Select types of support provided in the past 12 months, Gen Z vs overall, 2022
      • Figure 21: Types of support provided in the past 12 months, by location of dwelling, 2022
      • Figure 22: Ridwell on Instagram, 2022
  8. Donation Barriers

    • Money remains the biggest barrier for individuals, leaving brands with a clear opportunity to act on their behalf
      • Figure 23: Barriers for supporting nonprofits, 2022
      • Figure 24: Impact of inflation on supporting charities/nonprofit organizations, 2022
    • Men have cynicism surrounding their donations
      • Figure 25: Barriers for supporting nonprofits – Trust-related statements, men vs women, 2022
      • Figure 26: Amount donated to charity/nonprofit organizations in 2021, men vs women, 2022
    • Young women feel the strain of finances
      • Figure 27: Amount donated to charity/nonprofit organizations in 2021, by age and gender, 2022
      • Figure 28: Bumble on instagram, 2020
  9. Donation Motivations

    • Personal awareness motivates nonprofit donations
      • Figure 29: Reasons for supporting a charity of nonprofit organization, 2022
      • Figure 30: Venmo on Instagram, 2022
    • Younger consumers are more likely to be influenced by various motivations, but nonprofits might want to help them narrow their focus
      • Figure 31: Factors that would influence a greater likelihood to support a charity or nonprofit organization, 2022
      • Figure 32: Repertoire analysis of the number of reasons for supporting a charity or nonprofit organization, by generation, 2022
    • Millennial men are a key demographic for brands to prioritize
      • Figure 33: Factors that would influence a greater likelihood to support a charity or nonprofit organization – personal relatability, by age and generation, 2022
      • Figure 34: Boldking on Instagram, 2022
    • Older consumers require direct engagement
      • Figure 35: Reasons for supporting a charity or nonprofit organization, 2022
  10. Nonprofit Influences

    • Looking beyond Value, Mintel’s Trend Drivers Identity and Surroundings hold opportunity for consumer engagement with nonprofits
      • Figure 36: Attitudes towards supporting charities and nonprofit organizations (any agree), 2022
    • Millennials rely on brands as proxies for support more than Gen Z consumers
      • Figure 37: Attitudes towards supporting charities and nonprofit organizations (any agree), by generation, 2022
      • Figure 38: Everlane on Instagram, 2022
  11. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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