For many, charities represent hope and the potential for positive change. Supporters often have deep personal connections to the causes they endorse, driven by experiences with loved ones, shared passions, or belief in the charity’s mission. These connections fuel their generosity, with positive interactions, transparency, and visible impact reinforcing their trust in your organisation.

This presentation uncovers fascinating insights into what drives people’s passion and apathy towards charitable giving. The specific patterns of empathy and giving will be revealed.

Those that hate us: Non-donors are more likely to have no children. With a large transfer of wealth imminent, this raises the question: where will the money go? And amid a cost-of-living crisis, how are we seeing a shift in financial priorities impact their giving?

Those that love us: We aim to profile our Fanatics to identify and cultivate more individuals like them. Enable supporters who can amplify your charity’s messaging and uncover the behaviours of our most vocal advocates. We’ll showcase real-life examples of shared content and what messages they’ll share. 

Is it really that binary? Understanding the love-hate relationship Australians have with charities and fundraising is crucial, as both positive and negative voices influence the future of charitable giving.