Admin expenses and high salaries deter donors: 59% worry charitable money would be spent on big salaries and admin

NEW YORK, Dec. 18, 2013 /PRNewswire-iReach/ -- According to the latest Omnibus survey by global research company, YouGov, inflated salaries and excessive administrative expenses are the main deterrent to making a donation.

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59% cited that worrying money would be spent on high salaries and administration would put them off donating.  58% would be put off if they were unsure how money would be spent. Older Americans are more concerned about clear spending strategies and good governance than the younger generation, and the poorer households surveyed were less concerned. 

Nearly half of adults (45%) worry that the charity could be affiliated with a political party or religion that the potential donor did not feel sympathetic towards. Older Americans and the better educated are particularly concerned that their gifts should do not support religious or political organizations they do not agree with.

Half (49%) of Americans have given to non-profit or charitable organizations in the last 12 months.

More than one third of the population (34%) donate to their church or religious institution, with 72% of those donors making their contribution in the form of a regular tithe or gift. Only 25% of those giving to charities or non-profits commit to a similar regular monthly payment. The older generation (55+) is more likely to give to charities and nonprofits (63%) than those 18-34 (33%) as were those with a household income of more than $80k (74%).

What Motivates Gifts?

For more than half of Americans (52%) who give to charities or non-profits the single most important motivator is simply finding a cause that is important to them.  This is particularly true for the younger givers (18-34, 65%) compared to 48% of the 55+ age group.

For 12% of donors trusting the charity or non-profit is the single most important motivator. 8% wanted to feel a direct connection to the recipient, and were motivated by seeing an image of the adult, child, or animal directly benefiting from their gift.  6% wanted to easily see how their money would be spent 

Note on Methodology

Total sample size was 1157 adults. Fieldwork was undertaken between 22nd - 25th November 2013.  The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).

About YouGov 

YouGov is an international full-service research and consulting company, which has pioneered the use of technology to collect higher quality, in-depth data for companies, governments, and institutions so that they can better serve the people that sustain them.

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Media Contact: Jenny Hall, YouGov, 212 724 3040, [email protected]

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SOURCE YouGov