Fundraising: Online collection attracts affluent

A fundraising website that allows supporters to collect sponsorship online for charity events attracts a high proportion of affluent donors, research has found.

Affluent donors are especially likely to give to environmental, disaster relief and health research causes, according to a survey by research agency Axciom, commissioned by sponsorship website Bmycharity.

Researchers profiled Bmycharity's database of nearly 300,000 online donors according to their demographics and lifestyles, and compared the results with a representative group of 10 million people in the UK.

They found the site's donors are more than twice as likely to be AB professionals, and three times as likely to have very high affluence rankings. They also have a higher than average interest in active sport, exercise, culture and long-haul travel, and more than 90 per cent take twice the average number of annual holidays.

"This shows that charities have a rich source of potential supporters and new participants for events," said Sacha Anthony, head of charity services at Bmycharity.

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