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.
Meet Rachel, the first of key six Donor Survey personas to be put under the spotlight:
Rachel – Squeezed middle families
8% of the respondents – 15.8% of the population
Rachel feels as though she is in the “squeezed middle”. She has two children with her husband Gareth, who is a secondary school teacher. Although they are financial stable, they have recently cut back on certain luxuries and swapped their utility and insurance providers recently to cut costs.
Rachel is an active user of Facebook and she uses it to share stories, pictures and videos of the kids with her parents and other mums.
The Donor Survey has revealed that Rachel is one of the highest users of Facebook, although she isn’t very likely to donate via digital channels as she doesn’t feel as though she has much money to be able to give away. However, as a keen online shopper is likely to use Give as you Live whilst she shops online. She will shop stores like Expedia, Opodo, Sainsbury’s, Monsoon, GAP and M&S.
Here’s an infographic which displays Rachel’s information visually (click to enlarge):