Not just emotions: 6 potential donor psychotypes
An interesting new study has been published on different types of donors and how to communicate with them to charities. The results of the study were presented by IPG Mediabrands (part of the ADV group) together with the Tooba charity project. The analysis was conducted by Initiative and UM, part of IPG Mediabrands, as part of the development of social projects.
According to the results of the study, 6 potential donor psychotypes were identified, which differ in the level of involvement of emotional response and rationality. These are Good-natured helpers, Rational altruists, Trusting activists, Uninvolved rationalists, Spontaneous phlegmatics and Tired empaths.
The most active and promising donors are only three types out of six, they provide 70% of the total number of donations per year, they are trusting activists, rational altruists, good-natured helpers.
We talk in more detail about what are the donors according to the study and how to communicate with them most effectively.
Trusting activists - 15%
Only trusting activists include charity in their daily practices. They have a wide list of those they help. More than others, they help children with disabilities who need treatment. This category of donors trusts charities, accountability is not important to them, more than others, trusting activists are willing to donate to charities, including on a regular basis. They enjoy help and participation and are not prone to burnout.
How to communicate: In communicating with trusting activists, it is important to emphasize positive emotions about the results of care. Donors of this type will be attracted by messages about helping children. High probability to encourage recurring payments.
Good-natured helpers - 24%
People of this type sacrifice mostly spontaneously, when they have a desire to help, they are driven by a mental impulse. They get real pleasure from the help, but in fact they are casual donors. Charity is a source of positive emotions for them, they do not like when they are pressured to ask for regular help. Being able to read the donation report is an important part of this segment.
Most good-natured helpers help people in difficult life situations (16%), the homeless (10%). Ready to donate through the fund, not ashamed of a small amount of donation, but would like to donate more.
How to communicate: Messages with an emphasis on positive emotions. In communicating with good-natured helpers, it is important to note that even a small contribution will lead to great results. Feedback and information on the results of care is very important for donors of this type.
Rational altruists - 19%
This is a very conscious type of donor, but they are not ready to blindly trust the funds, they need transparent reporting. We would like to help everyone, they are focused on the result. They think carefully about how to help, it is very important for them to have as much information as possible about the money spent. This category is ready for donations through the fund, including regular ones, but will test its reliability.
How to communicate: When communicating with rational altruists, it is important to emphasize the reliability of the charity, the availability of all types of reporting, to convey information that a small but regular donation will help a large number of needy.
Tired Empaths - 15%
This type of donor shows a low level of involvement in charity, it is difficult for them to see requests for help, but they are forced to do so out of pity. More often than other segments, they help homeless animals, and they are not ready to help people of other cultures or religions. Most tired empaths are not ready for regular deductions, as it is important for them to choose who to donate to.
How to communicate: To attract tired empaths to donations, it is important to let them know that a regular donation subscription is an effective way to be useful, as it is easy and technologically helpful in a world of high information flow.
Spontaneous phlegmatics - 15%
This category is characterized by a neutral attitude to donations and an unconscious approach to charity, but they more often than others donate to environmental programs and do not seek to help everyone. It is quite difficult for them to decide on donations through the fund and regular contributions.
How to communicate: Spontaneous phlegmatics will be attracted by communication around the simplicity of online donations. They are more willing to respond to the call for environmental programs, various public institutions (health, human rights, etc.).
Uninvolved rationalists - 12%
These are occasional donors who are not very willing to help through funds. They perceive charity neutrally as a matter of course, are not ashamed of a small amount of donation, more often than others donate to the elderly. Representatives of this type do not like when they press and ask for help (93%), they more often than others suspect those who ask for help in fraud. They are less likely to donate through funds and prefer personal contact.
Uninvolved rationalists are more likely to choose regional funds for donations, as it is important for them to solve local problems in the first place. They are not ashamed of a small amount of donation, when choosing a fund will be guided by its reputation.
How to communicate: it is difficult to involve uninvolved rationalists in regular donations. Involvement strategy through the opportunity to help people in your region.
General Conclusions
The study identified 6 types of donors, differing in their level of involvement (casual donors or activists), emotional response (emotional uplift or frustration) and rationality (conscious and thoughtful approach to the process or acting on the vocation of the soul). The most active and promising were 3 segments - 58% of the audience brings 70% of the number of donations.
Only Trusting Activists (15%) include charity in their daily practices.
Good-natured helpers (24%) - donate mostly by accident, motivated by the desire to help and get pleasure from it. Rational altruists (19%) do not feel positive emotions from charity and are not ready to blindly trust the fund.
Other news and notes
According to the results of the study, 6 potential donor psychotypes were identified, which differ in the level of involvement of emotional response and rationality. These are Good-natured helpers, Rational altruists, Trusting activists, Uninvolved rationalists, Spontaneous phlegmatics and Tired empaths.
The most active and promising donors are only three types out of six, they provide 70% of the total number of donations per year, they are trusting activists, rational altruists, good-natured helpers.
We talk in more detail about what are the donors according to the study and how to communicate with them most effectively.
Trusting activists - 15%
Only trusting activists include charity in their daily practices. They have a wide list of those they help. More than others, they help children with disabilities who need treatment. This category of donors trusts charities, accountability is not important to them, more than others, trusting activists are willing to donate to charities, including on a regular basis. They enjoy help and participation and are not prone to burnout.
How to communicate: In communicating with trusting activists, it is important to emphasize positive emotions about the results of care. Donors of this type will be attracted by messages about helping children. High probability to encourage recurring payments.
Good-natured helpers - 24%
People of this type sacrifice mostly spontaneously, when they have a desire to help, they are driven by a mental impulse. They get real pleasure from the help, but in fact they are casual donors. Charity is a source of positive emotions for them, they do not like when they are pressured to ask for regular help. Being able to read the donation report is an important part of this segment.
Most good-natured helpers help people in difficult life situations (16%), the homeless (10%). Ready to donate through the fund, not ashamed of a small amount of donation, but would like to donate more.
How to communicate: Messages with an emphasis on positive emotions. In communicating with good-natured helpers, it is important to note that even a small contribution will lead to great results. Feedback and information on the results of care is very important for donors of this type.
Rational altruists - 19% This is a very conscious type of donor, but they are not ready to blindly trust the funds, they need transparent reporting. We would like to help everyone, they are focused on the result. They think carefully about how to help, it is very important for them to have as much information as possible about the money spent. This category is ready for donations through the fund, including regular ones, but will test its reliability.
How to communicate: When communicating with rational altruists, it is important to emphasize the reliability of the charity, the availability of all types of reporting, to convey information that a small but regular donation will help a large number of needy.
Tired Empaths - 15%
This type of donor shows a low level of involvement in charity, it is difficult for them to see requests for help, but they are forced to do so out of pity. More often than other segments, they help homeless animals, and they are not ready to help people of other cultures or religions. Most tired empaths are not ready for regular deductions, as it is important for them to choose who to donate to.
How to communicate: To attract tired empaths to donations, it is important to let them know that a regular donation subscription is an effective way to be useful, as it is easy and technologically helpful in a world of high information flow.
Spontaneous phlegmatics - 15%
This category is characterized by a neutral attitude to donations and an unconscious approach to charity, but they more often than others donate to environmental programs and do not seek to help everyone. It is quite difficult for them to decide on donations through the fund and regular contributions.
How to communicate: Spontaneous phlegmatics will be attracted by communication around the simplicity of online donations. They are more willing to respond to the call for environmental programs, various public institutions (health, human rights, etc.).
Uninvolved rationalists - 12%
These are occasional donors who are not very willing to help through funds. They perceive charity neutrally as a matter of course, are not ashamed of a small amount of donation, more often than others donate to the elderly. Representatives of this type do not like when they press and ask for help (93%), they more often than others suspect those who ask for help in fraud. They are less likely to donate through funds and prefer personal contact.
Uninvolved rationalists are more likely to choose regional funds for donations, as it is important for them to solve local problems in the first place. They are not ashamed of a small amount of donation, when choosing a fund will be guided by its reputation.
How to communicate: it is difficult to involve uninvolved rationalists in regular donations. Involvement strategy through the opportunity to help people in your region.
General Conclusions
The study identified 6 types of donors, differing in their level of involvement (casual donors or activists), emotional response (emotional uplift or frustration) and rationality (conscious and thoughtful approach to the process or acting on the vocation of the soul). The most active and promising were 3 segments - 58% of the audience brings 70% of the number of donations.
Only Trusting Activists (15%) include charity in their daily practices.
Good-natured helpers (24%) - donate mostly by accident, motivated by the desire to help and get pleasure from it. Rational altruists (19%) do not feel positive emotions from charity and are not ready to blindly trust the fund.
Other news and notes