Australian Communities 2021 infographic by McCrindle Research

1. The not-for-profit
landscape
% who are highly motivated to support
Charities*
Total
revenue
Employees Volunteers
Top 8 causes
4 in 5 Australians give
financially to charities
or not-for-profits (81%)
Opportunity givers
are emerging
Givers appreciate
the role of charities
/not-for-profits
in Australia
Giving during
COVID-19 has largely
stayed the same
1 in 4 (25%) give
once a month
Australian givers are more
likely to be opportunity
givers (giving when they
hear about a need or are
approached for support)
Than committed givers
(giving semi regularly or
regularly throughout the year)
Gen Z & Gen Y are significantly more likely to be
opportunity givers than their older counterparts
1 in 5 (20%) do not give
financially to charities/
not-for-profit organisations.
proud of how Australian
charities/not-for-profits
have rallied to help
those in need in
Australia during 2020
believe the events of 2020 and
the COVID-19 pandemic have
made them appreciate the
role charities/not-for-profits
play in society more
Rank up from 2020
Rank down from 2020
No rank change
% change from 2020
21%
78%
66%
57%
51%
41%
49%
30%
$155.4BIL
$134.5BIL
1.3MIL
1.2MIL
3.7MIL
3.0MIL
2015 2015 2015
2018 2018 2018
43,349
50%
45%
40%
35%
30%
25%
20%
39% ↓ from 1st
Disaster response
in Australia
4
34% ↓ from 5th
Homelessness
6
41% ↓ from 2nd
Animal welfare and
wildlife support
3
43% ↑ from 3rd
Children's charities
2
45% ↑from 4th
Medical and
cancer research
1
34% ↑ from 6th
Mental health
5
30% ↑ from 11th
Domestic and
family violence
7
29% → 8th
Health and
illness services
8
60%
90%
85%
40%
opportunity committed
Gen Z Gen Y Gen X Boomers Builders
Gen Z (49%) are more likely than
Builders (13%) to support organisations
associated with mental health.
Givers in Australia
$174.3BIL
2021
1.4MIL 4.4MIL
2021 2021

2. Methodology
Research and infographic by McCrindle
McCrindle 2021 – mccrindle.com.au
Nationally representative survey of Australian givers, n=1,467
Other sources
Australian Charities Report 2013-2018
To download the full report go to australiancommunities.com.au
Are givers ready for the shift to
digital fundraising initiatives?
Top 3 motivators for engagement
with online initiatives
Navigating the sector tensions
Top 3 reasons givers stop supporting
charities/not-for-profits
Four in five givers are
open to participating in
online fundraising
initiatives (81%)
99% of Gen Z are open
(63% extremely/very open)
to participating in online
fundraising initiatives
69%
66%
Knowing and trusting the
charity/not-for-profit
Reputation of
organisation
Clear vision and mission
of the campaign
73%
Seven in ten givers (68%) want to see the
charities they support make their stance
clear on current social issues even if they
are outside their area of focus.
44% have frequently/sometimes stopped
supporting a charity/not-for-profit
because of the behaviour or stance the
organisation has taken
% extremely/very significant motivator
Which matters more to Australian givers
Should charities/not-for-profits take
a stand on current social issues?
Younger givers are
more likely to be
motivated by…
Extremely/very motivated
One click
donating
options
Gen Z
18 - 26
Boomers
57 - 75
More likely
The integration
of online and in
person aspects
of the campaign
The online
community
connected to
the campaign
2.8x 2.1x 1.8x
56%
Not-for-profits in the new normal
90% 88% 86%
A mismanagement
of finances
Hearing negative
reports about a
charity/not-for-profit
Too frequent
requests for money
20%
54%
26%
53%
30%
Keeping marketing and admin costs low (below 20%) Growing overall donation revenue to maximise impact
70% 30%
Detailed and transparent reporting of fund allocation
Trusting the charity/not-for-profit to direct donations
for maximum impact
63% 37%
Employing quality staff Keeping staff costs as low as possible
64% 36%