Three out of ten people are now less likely to donate to Non-Government Organisations (NGOs) according to a new poll that follows recent scandals involving charities.
UK-based Advantage Market Research Ltd and panel provider, responi, polled over 1000 UK residents to see if the recent scandals have had a negative effect on charities. The most high profile of these involved sexual misconduct by Oxfam workers.
The report, titled ‘Still a Worthy Cause?’ finds that most charities have been hit by the stories, leaving almost a third of all respondents less willing to make donations to NGOs. This percentage increases to 41% in 45-54 year-olds, and 37% of those over 65.
The Oxfam scandal and other stories have received a lot of media attention, calling the behaviour and management practices within prominent charities into question. Combined with perceived high CEO salaries, the result appears to be a significant drop in support amongst the public.
Advantage Market Research suggests that many will now look to smaller and more local charitable organisations, where transparency of the operation is more obvious. Donors are also more likely to see the result of their donation with smaller charities.
The report’s findings suggest that in addition to being more transparent and accountable, larger charities and NGOs need to take immediate action to reassure donors that they operate in an ethical and efficient manner. This includes assessing how their activities are perceived amongst the wider public.
The report also says that charities and NGOs need to shift the way in which they view donations. It says the majority of donors retain an intellectual and emotional link to the money they give. This means that charities and NGOs should treat donations as an investment and not a gift, forging deeper connections with donors.
The full report is publicly available from the Advantage Market Intelligence Ltd. website at https://www.advantagemi.co.uk