Key Insights from DemosAU’s Charity Report
One challenge many Australian charities face is connecting and engaging with those most likely to donate to their cause. This is especially the case for smaller organisations who may not have big market research and marketing budgets. As part of our commitment to supporting the not-for-profit sector, we asked 2,258 adult Australians in March 2024 which cause they would give their money to if they had $50 to donate.
Key Findings:
- Homelessness and Poverty: 22.9% of respondents indicated they would donate to charities that support Australians facing homelessness and poverty. This cause resonated deeply across multiple demographics, reflecting a national awareness of these pressing issues.
- Animal Welfare: Following closely, 19.4% of Australians would choose to donate to animal welfare causes. Interestingly, women were more likely than men to support these charities (24% vs. 14%).
- Medical Issues: About 18.6% of respondents prioritised medical causes, including patient support and research. This trend was particularly strong among older Australians, who are more likely to have direct experiences with healthcare.
- Supporting Children: Another 18.6% expressed a preference for charities supporting children, showing a strong national commitment to child welfare.
Insights by Demographics:
- Gender Differences: Men were more inclined to donate to medical issues (21% vs. 16% for women) and environmental causes, while women showed a stronger preference for animal welfare and charities supporting women.
- Generational Preferences: Younger Australians (especially those under 35) leaned more toward supporting global poverty, women’s charities, and environmental causes. In contrast, older generations were more likely to donate to medical research.
- Urban vs. Rural: Regional and rural Australians are more likely to support animal welfare, while inner-city residents favour environmental and human rights causes.
- Political Preferences: Greens voters were more likely to donate to environmental and human rights causes, while Coalition voters leaned towards medical research. Labor voters reflected the national trend with support for homelessness and poverty-related charities.
Economic and Social Influences:
Personal experiences and economic situations also shape charitable priorities. For example, renters—who are often less economically secure—tended to favour charities addressing homelessness. Meanwhile, those who donated over $1,000 annually were more inclined to support homelessness and environmental causes, suggesting that high-frequency donors focus on addressing broader societal and environmental issues.
