How Unexpected Events Affect Charity Donors' Giving: Vanguard Charitable

News April 22, 2024 at 04:20 PM
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Vanguard Charitable, a donor-advised-fund sponsor, has examined a decade's worth of giving data for some 32,000 of its account holders as well as donor survey responses on giving sentiments and behaviors in order to better understand how donors approach DAF grantmaking. 

The Harris Poll conducted the online survey in mid-October among 2,073 U.S. adults, 1,516 of whom donated to charity in the past 12 months.

The research uncovered the effect of combining sustained and flexible approaches to giving, and provides insights into DAF donors' philanthropy.

Researchers surmised that because donors' resources are innately limited, their charitable responses to an unforeseen event, such as a natural disaster, could easily disrupt their prioritized giving.

But they found that Vanguard Charitable DAF donors not only give responsively to unexpected needs, thanks to the vehicle's flexibility, but also continue to support their favorite causes. 

Donors estimated that 15% of the annual giving from their DAF is unexpected, that is, a response to a crisis or another unforeseen event.

A variety of drivers prompt Vanguard Charitable donors to make an unexpected gift:

  • Natural disaster: 61%
  • Humanitarian crisis: 54%
  • New solicitation: 32%
  • Request from family/friends: 30%
  • Other current events: 19%
  • Economic downturn: 9%
  • Medical diagnosis: 7%

Seven in 10 donors identified two or more types of events they said that inspired their unexpected giving, suggesting that donors respond to a variety of prompts for giving.

Researchers also found that Vanguard Charitable account holders who use their DAF for unexpected grants gave 39% more than those who use their DAF only for expected, ongoing giving. Not only that, donors' unexpected, responsive giving is an addition to their expected giving, resulting in a boost to their total giving.

Researchers further found that more than half of the 39% increase in total giving comes from a rise in expected, ongoing giving. This suggests that unexpected giving encourages donors to both broaden their philanthropy and increase engagement to their usual charitable causes.

According to the research findings, 46% of nonprofits that received an unexpected grant from a Vanguard Charitable account holder will receive a second grant from the same donor in the future. In other words, a grant that is a response in the moment can be the beginning of a long-term relationship between a donor and a nonprofit.

What's behind the shift in giving after an unexpected grant? Vanguard Charitable suggested that leaning on their DAF for their first unexpected grant encourages donors to consider what else they may be able to accomplish with this giving vehicle.

Some donors told researchers that they now budget for unexpected occurrences. Others said they found that an unexpected grant opened their eyes to a new charitable cause or organization, which they then included in their expected giving portfolio. 

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