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.
Neil – Young starters
18% of the respondents – 13.6% of the population
Neil is a young urbanite. He works in marketing for a medium-sized agency in the city, where he has worked since graduating from university. He lives the city life and is able to afford a high standard of living.
Neil enjoys nice restaurants, the theatre, weekend city breaks and skiing holidays. He also takes one long-haul holiday a year.
He is online all of the time, and uses his mobile device to access the internet when on the move. He has sponsored a number of his friends who are running marathons via online giving websites and has recently started donating via text message after seeing adverts during his commute.
He’s a high user of Facebook and Twitter where he follows his favourite journalists’ comments. Online he shops at Apple, Ted Baker, Urban Outfitters, Game, LoveFilm, Virgin Holidays, Ticketmaster and Amazon.
Neil is 25% more likely to use social media than Margaret.
Here’s an infographic which displays Neil’s information visually (click to enlarge):