Thank you everyone for undertaking our recent fundraising survey. This survey gave us the opportunity to gauge our donors and supporters views on how we are performing as a charity.
We really appreciate everyone who took part, and would love to share the results with you.
Please read on for a summary of the key findings:
- 56% of participants had donated to Kids Club Kampala and of those who had, one-off donations and child sponsorship were the two main avenues through which people had given.
- Regular donations to general running costs were identified by respondents as KCK’s biggest need (62%) followed by child sponsorship (23%) and regular donations to specific projects (13%).
- Of those who had donated, a substantial proportion (67%) were very satisfied and a large percentage (30%) said they were satisfied with the information they had received concerning where their donations are going.
- Regarding the reasons that people chose to donate to KCK, respondents mentioned trust, financial transparency, value for money, efficiency - “I believe that the charity is being run in the way I would run a charity (i.e. I feel the donations are being utilised to maximum effectiveness;” good communication and meeting the need - “KCK works with the poorest communities in the slums of Kampala where few other charities will go.”
- The majority of KCK supporters said that they prefer to keep up to date with Kids Club Kampala news through our monthly newsletter, followed by social media and then word of mouth.
- Maintaining the dignity of beneficiaries is one of our primary concerns and it was pleasing to see that respondents displayed evidential preference (75%) to the happy and upbeat image (image B) rather than the sad image of a suffering child (image A).
- Participants criticised image A for inducing guilt, desensitizing issues, and being “depressing and using a child's emotion like that is abusive and morally incorrect.” For those who choose image B, they said that it evoked a more positive and empowering emotion “It sums up the hope of happiness for these children that my donation can contribute to” and that it showed that the charity is working to bring about positive change “I would have the impression that the charity is having a positive impact.”
- As demonstrated by the below figure, a substantially large proportion of participants (83%) viewed charities overall in a positive light.
- Respondents articulated strong viewpoints regarding charity fundraising practices overall and offered a variety of suggestions of how they can be improved in delivery. Some of the biggest complaints included the feeling of being forced into giving money through “aggressive sales tactics”, fears that charities paint a distorted representation of developing countries owing to the “dramatisation of poverty through adverts” and worries that money was not reaching beneficiaries.
- Suggestions for improvements included a greater use of social media as it was deemed less invasive by some, whilst others advocated for a reduction in the level of communication that charities have with the public. Some suggested that ensuring transparency and accountability was vital for gaining donors’ trust and thus “providing financial statements on the web” could help. There was a suggestion for visiting charities in person and the possibility of charities organising more events.
Thank you for taking part in the survey, the results are really useful to us and I hope you enjoyed reading our findings!