Donors today don’t want to write a check and be done, a new study says. They want to become involved in the charities they support financially.
Almost six in 10 people responding to the survey conducted by Boston-based Cone Inc. say they would like the opportunity to do more than give money.
In finding organizations and causes to support, more than eight in 10 respondents look for nonprofits they can trust, while a similar number base their decisions on the impact a group has on the community.
Three in four people say the best way to learn about charities is through work of mouth, the study says, while more than half cite media coverage and more than four in 10 get information through companies that sell them products and services.
The least effective methods for communicating with donors are through celebrities and telemarketing, the survey says.