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Every year, a major report is constructed based on a multi-national survey. The 2020 Global Trends in Giving Report polled thousands of people on the reasons that they did or didn’t provide to charity, and of those who did not, they provided a range of reasons.

It’s important to understand the reasons that people don’t donate so that we can better position our charities to reach out to them. There are hundreds upon thousands of people who donate freely, but many more who are less open with their wallets. Appealing to that majority is critical for success in the nonprofit and charity sector.

For the 22% That Volunteer, Rather Than Donate

This could be a good thing, depending on the nature of your nonprofit. Having more hands on deck is a fantastic way to continue being productive and get the most out of the donations you do receive. But if you need to increase funding, volunteers can be an excellent resource to use. A few key ways that nonprofits can convert volunteers to donors are:

  • Make each volunteer experience memorable, organized, and valuable.
  • Develop a process for asking volunteers to give – even just having a clearly marked drop-box near volunteers can pull in donations.
  • Ask volunteers to share their stories – either internally or externally. This can drum up interest and attention in your cause.

For the 17% That Donate Food or Goods in Lieu of Donating Money

Once again, this could be a good thing if you are in the middle of a canned-goods drive or other events, but oftentimes non-profits and charities need to focus on drawing donations for the various costs and bills that arise over the year. Gently stressing the importance of cash donations for bills and maintenance is an easy way to focus on donation efforts.

For the 12% Don’t Trust Organizations to Spend Their Money Well

It’s understandable to be concerned about legitimacy and direction, even if you feel strongly about a cause. To help convince donators of your goodwill and trustworthiness, be transparent about your money matters. If you have a newsletter, include a briefing about how money was spent and why, and emphasize the good brought forth from spending. Being clear about the effect you have is also good for catching 2% of non-donators who feel organizations can’t make a positive difference.