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.
Last month, we met Rachel, from the squeezed middle. The second of key six Donor Survey personas to be put under the spotlight is Margaret:
Margaret – Affluent oldies
13% of the respondents – 9.1% of the population
Margaret is recently retired with a decent sized pension. Her children have grown up and have their own families leaving Margaret plenty of time to enjoy the finer things in life and her retirement. She has membership to the National Trust, English Heritage and the RHS and regularly buys products from their online shops as gifts for herself, family and friends.
She is new to social media but is likely to engage in activities such as watching her grandson’s school play after it was uploaded onto YouTube.
She is also likely to use traditional methods of giving to charity (Direct Debit/cash appeals) but is more likely to use Give as you Live when shopping than some of the younger groups.
Online she shops at M&S, John Lewis, L K Bennett, Zara, Interflora, Next, and Bonmarche.
Compared to all of the other people, Margaret is the least likely to use the internet to donate and shop, however, over 70% of people like Margaret will still buy gifts online and more than half bank online.
Here’s an infographic which displays Margaret’s information visually (click to enlarge):