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The vast majority (86%) of Spaniards have given to a charity or helped a cause in some way, with just over half having donated financially, a study into donor trends has revealed.
The Spanish Donor Profile Study questioned a representative sample of 1,088 people over the age of 18 to analyse donor trends and characteristics, and was conducted by Kantar Millward Brown for Spanish fundraising association AE Fundraising.
How people give
It found that while just over half (55%) have at some point donated financially, overall 86% have given their support to a charity or cause, by giving money, food, or clothing, signing petitions, or volunteering for example, while 37% have done so in the past 12 months.
Giving food and clothing are the most popular ways of helping in Spain, according to the study. 64% of those questioned said they have given food, while 60% have donated clothing. 46% have given to enable a charity to buy a specific product, and almost a quarter of people (24%) have volunteered.
In terms of how people give financially, 26% donate monthly, 19% quarterly, and 11% biannually, and 17% annually. 26% also say they have given to a charity collection, while 23% have given by text, 22% at events, 19% online and 16% by phone.
Donor profile
Slightly more women donate than men, accounting for 52% of donors versus 48%, and donors are getting older, with the average age of a donor now 49.
AE Fundraising director Fernando Morón Limón said:
“One of the most notable changes with respect to previous editions is that the average age of Spanish donors has increased, for instance, in the previous edition it was 46.4 years.”
The study also shows that donors tend to be in relationships, with 67% saying they are married or part of a couple. Just under half, at 49%, have university studies, while 36% are upper-middle class. Donors also tend to support charities for average of nine years with the average donor supporting two organisations.
Children, the elderly, and the sick are the three causes that most concern the Spanish, yet in terms of donations received, only two of these causes are in the top three for aid received. Causes related to children, the sick, and those supporting victims of disasters and refugees receive the bulk of support.
Morón Limón added:
“Care of the elderly is one of the causes that most concern the population, and this is the first time this cause has appeared in the results. However, despite this, it is not among the main causes that receive donations.”
Drivers & barriers
Feelings of empathy and ethics are the main drivers for donation. 36% of donors give because they feel it is something that could happen to anyone and they want to help the less fortunate, or vulnerable. 32% give because they feel it is something everyone should do to make the world fairer.
The report also looks at how people choose an NGO to support, and what stops people helping. 28% choose a cause according to need, 16% by familiarity, 11% based on reputation, and 10% on trust. Barriers to giving are mainly lack of confidence due to trust issues resulting from a lack of transparency from organisations (44%), and economic problems, with 34% saying they are not financially in a position to help.
Overall however, 8 out of 10 Spaniards believe that the NGO image is equal to or better than that of recent years, while 8 out of 10 also believe that the work of NGOs is very important.
