Active Donors Favor Causes That Affect Them or People They Know, Study Says

A new study of Americans who give regularly to charity found that what motivates them to give is finding causes that affect them or people they know and having a clear idea of a charity’s objective.

The study also found that 72 percent expect their charitable giving to remain the same this year, and 17 percent said they expect to increase their giving. Nearly half said they tend to feel bombarded and pressured by communication from charities.

The report, published by Infogroup, a marketing and analytics firm, surveyed 1,059 American adults in April. Infogroup used Survey Monkey, which encourages people to respond by donating 50 cents to the charity of their choice.

Women expressed stronger support for charities that work to feed and clothe the needy and assist the elderly, children, and animals.

Clarification: This article has been revised to make clear that Survey Monkey, not Infogroup, gives survey respondents 50 cents for participating.