5.2 Why and how people give?
Overall donations to charities is dominated by Inner Directed people. Inner Direct people are the most likely out of the three to give to a cause as they are the tester and innovators and are always question what is right and what is wrong.
In these following graphs the axis is the average from the population that was asked during the survey. So the first graph shows that 11% agrees with the statement ‘they are regular givers and give to one or more charities’ it shows that Inner Directed people are 30 times more likely than the average person to donate. So here Inner Directed people are over-indexed by 30% which means they are 30 % more likely to give to more than one charity than the average person.
Whereas Sustenance Driven people are 26 times less likely to donate than the average person. Meaning they are under- indexed by 26% meaning they are 26% less likely to donate to more than one charity at any given time.
These figures show that Charities such as the British Red Cross should focus their marketing efforts mainly towards the Inner Directed group as they are 30 times more likely to donate to more than one charity than the average person so if people are already donating to other charities, by focusing on the Inner Directed people the British Red Cross could be getting donations as well as other charities. If the charity also looked at the other two types of people and did some persuasive campaigning to get their attention they would be able to widen their appeal range and increase donations.
Figure 2 from Philanthropy Review 2011 by C. Fiennes
The British Red Cross’s new advertising campaign does just this and focuses on all three types of people. The advert shows clips from both the UK and Less Economically Developed Countries such as places in Sub Saharan Africa, it shows scenarios such as fuel poverty in Brittan which is a major problem in the UK with millions of people living in fuel poverty. During the winter of 2012/13 over 30,000 people died during the winter due to the cold. The advert also showed starving children in Africa where it is estimated that 3.5 million children die every year due to undernourishment and the diseases linked with it. As the advert shows both poverty close to home and poverty in other parts of the world they are attracting the attention of both types of people meaning a larger proportion of the population will donate to the charity.
5.3 What type of charities do people give to?
Each of the three sections responds to very different charities. Sustenance-Driven are attracted to institutions such as the Army/ military and hospitals, this is linked to the fact that sustenance-driven people have a strong interest in the safety and security of their communities and nation. They are more interested in what is happening in the UK rather than international and overseas work.
Outer-Directed people are interested in people as they are empathetic to people who are struggling, as...