With #GivingTuesday and the end-of-year giving season just around the corner, giving in support of disaster relief efforts is top of mind for donors, a survey conducted by Classy, an online and mobile fundraising platform for nonprofits, finds.
According to the survey, respondents said disaster relief was the cause needing the most support (48 percent) on #GivingTuesday, November 27, followed by health-related issues (37 percent) and the environment and/or animal welfare (36 percent). Nearly half of those surveyed had already donated in support of Hurricane Florence-related relief efforts, and of those more than a third said they were likely to give even more on #GivingTuesday.
Both Republican (42 percent) and Democrat (47 percent) respondents supported disaster relief as their top cause, and even with the midterms looming 45 percent of all respondents said they would support their favorite nonprofits, compared with 33 percent who said they planned to support a political cause, party, or candidate. While respondents were split on whether their political beliefs dictated their giving, higher-earning households were far more likely to say their political beliefs definitely dictated to whom or which organizations they planned to give.
The survey also found that 53 percent of respondents, regardless of age group, said they preferred to give online, whether via computer or mobile device, while 54 percent of millennial and Gen Z respondents said if they couldn’t easily donate to a nonprofit online or via mobile, they would have less trust in how that nonprofit used their funds.
"Giving Tuesday continues to be an enormous opportunity for nonprofit organizations to get in front of new donors, and we want to help our customers engage with these first-time donors in an effective way that ultimately results in additional recurring donations," said Scot Chisholm, CEO and co-founder of Classy. "This study confirms that donors are increasingly seeking easy online and mobile channels for giving, and — even more telling — consumers are linking technology to their overall trust in a nonprofit."