Four out of five people want to hear from charities they give money to, according to research published today by the Charities Aid Foundation.
A survey of 1,041 people commissioned by CAF and carried out in February this year asked people whether they considered it very important, fairly important, not very important or not at all important that a charity should provide them with information after they have made donations, such as with a standard thank-you message or reports on what their donations have been used for. The fifth option was don't know.
The survey found that 81 per cent of respondents rated at least one of the five options as important.
Sixty-eight per cent of respondents said it was important that they received evidence about the charity's impact. The same proportion said it was important they received information that identified exactly how their individual donations had been used.
Thirty-nine per cent of respondents said a personalised thank-you message was important.
The findings indicated that charities should also consider tailoring their communication to donors. Younger people – 16 to 24-year-olds – were found to be the most likely to want evidence of how the organisation was having an impact and regular updates. Women were found to be more likely than men to want progress reports on how their donations were being used.
Hannah Terrey, head of policy and campaigns at CAF, said: "These findings show that most people do not want their relationship with a charity to end when they donate. It is really important for charities to maintain the good rapport they have with their supporters and ensure people are happy with the way charities get in touch. We need to get the balance right so that supporters of charities feel valued and informed, but never harassed."