The six faces behind online charitable giving

The jury might still be out on all the nitty-gritty of the final results, but already six distinct types of charitable givers are emerging – see below for a quick sketch of what their behaviour is. We’ll offer charities who take part a breakdown of the demographics of their own donor base compared to the national average. We hope that finding out how different donors behave online, and what makes them tick, should help charities to better understand their audience and allocate resources.

Which of these personas make up your supporter base?

Six Charity Personas

  • Neil the young starter – Who gives via text message
  • Marie, in a comfortable family – A heavy online shopper, she uses Give as you Live (hooray!)
  • Industrial heartland Clive – Normally donates via traditional channels, but has donated via text and online sponsorship sites
  • Margaret, the affluent oldie – Donates mostly through Direct Debit or cash appeals but buys gifts and banks online
  • Rachel, from a squeezed middle-income family – Engages with select charities on Facebook
  • Jacqueline, the wealthy professional – Sponsors friends through online giving websites

This activity is part of Give as you Live’s mission to help charities gain recurring, unrestricted revenue streams, using the power of online donations and giving to charity online. Full results, along with details of any other personas which emerge, will be released in the New Year – watch this space! The results have already started to attracted the attention of bloggers and Third Sector magazine.

Not too late to enter your donors

With some time still left to run in the New Year, this survey is a chance to find out who your donors are, and what drives them. One donor will even earn their charity a £5,000 thank you from us.

Remember, the Digital Donor Review can be taken at If you would like more information, please email