Give as you Live’s Donor Survey polled over 8,000 charity supporters in 2012, to investigate the way people give to charity online.
After crunching the results of the survey, we discovered many different types of online giver – and six key figures who kept appearing again and again.
Jacqueline – wealthy professionals
15% of the respondents – 8.5% of the population
Jacqueline is the Director of Marketing at a leading publishing house. She lives with her husband and their children, and she commutes into the city each day for work. Jacqueline has a fairly high standard of living, is debt-free and has paid off her mortgage.
At the weekend, Jacqueline likes nothing more than taking her family out to places of interest and cultural significance. They are planning on visiting the Hay-on-Wye Literature Festival this year.
She is a moderate user of Facebook and Twitter, but she finds LinkedIn very useful for work. She regularly sponsors friends through online giving websites, and uses Give as you Live whenever she shops online.
Shops she visits online include: Ocado, British Airways, John Lewis, Amazon, M&S, House of Fraser, Eurostar, Interflora, Next, Waitrose, and Emirates Airlines.
The Donor Survey shows that Jacqueline is the most likely person to use the internet to buy, clothes, household items and gifts.
Here’s an infographic which displays Jacqueline’s information visually (click to enlarge):