New Philanthropy Capital launches tool to help charities identify supporter categories

Rob Abercrombie, the think tank's director of research and consulting, says it is the first tool to categorise people according to what motivates them to give

Rob Abercrombie
Rob Abercrombie

Charities can find out which of their supporters are "loyal", "ad hoc givers" or "engaged champions" with a free new tool launched by New Philanthropy Capital.

NPC said the tool, which is a short questionnaire that fundraisers can use with their donors, enables them to find out which of seven categories each supporter falls in to. It is available for charities to download from the think tank’s website from today.

The seven categories are laid out in NPC’s Money for Good report, published in March. This said that donors in the UK would give an extra £665m to charity every year if organisations provided more information they were interested in, such as how their money was spent and evidence of impact.

NPC said the other categories are "faith-based donors", who donate for their community, "benefactors", who donate to lead by example, "thoughtful philanthropists", who give to make an impact, and "good citizens", who give because they think it’s the right thing to do. Fundraisers can refer to the Money for Good report for more information on the donor categories, NPC said.

Rob Abercrombie, director of research and consulting at NPC, said: "Donor segmentation is not a new concept for fundraisers, but this is the first tool where people can be categorised according to what motivates them to give to charity – for example, whether it’s a sense of civic duty, an emotional connection to a particular cause or the pursuit of optimal impact.

"The reasons that a person gives to a charity will influence what they are interested in hearing about from the organisation, and how they like to be communicated with. We hope the Money for Good UK donor segmentation tool will enable fundraisers to improve the targeting of their work, making it more effective, and we are keen to hear what impact it has on fundraising approaches."


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