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SurveyMonkey Contribute: Who’s Donating to What?

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SurveyMonkey Contribute: Who’s Donating to What?
Research & Data

Giving back to communities and donating to charities. We’re passionate about both and this is why we created our member site, SurveyMonkey Contribute. With Contribute, members donate 50 cents to a charity of the survey taker’s choice for each survey that they complete. There are currently millions of people donating to various charities and organizations via Contribute and earlier this summer, thanks to our amazing members, we raised one million dollars for charity.

Being the curious data monkeys that we are, we wanted to know a little bit more about our Contribute customers. Which charities do they donate to most? What percentage are male and female? Are certain demographics drawn to a particular charity?

We took all customers that had contributed from July 2012 to July 2013 and separated them by their various attributes.

Attributes are indexed such that the average contribution for all charities would be 100, any charity having higher than the average distribution would be over-indexed. Anything lower than that would be under-indexed.

Charity Contribution by Gender

Here’s a brief sample of what we learned by gender that we thought were interesting:

  • Men were 3.4 times more likely to donate to Level the Field, a NYC-based nonprofit dedicated to empowering inner-city youths by providing them opportunities to work with college student athletes both in and out of the classroom.
  • Women were 2.5 times more likely to donate to RedRover, a nonprofit whose mission it is to help animals in crisis through emergency sheltering, disaster relief services and more.

Ready to dig even deeper into our Contribute data? Without further ado…

Breaking Down the Numbers:

  • Contribute members who have less than a high school education are 2.9 times more likely to donate to Level the Field and 2.8 times more likely to donate to Half the Sky, an organization dedicated to improving the lives of orphaned children in China.
  • People with a graduate degree are 2.9 times more likely to donate to the public interest nonprofit newsroom, Propublica, and 1.9 times more likely to donate to Doctors without Borders.
  • Retired and disabled people were 1.6 times more likely to donate to the American Diabetes Association than unemployed job-seekers.
  • Of the latter population above, they were also 2.4 times more likely to donate to Joint Venture Silicon Valley, a forum for collaborative regional thinking and leadership from both the public and private sectors.
  • Women are over-indexed for animal related charities such as Petfinder Foundation, RedRover, and The Humane Society of the United States.
  • Men are over-indexed for technology, education-related charities such as Joint Venture Silicon Valley, Level the Field, ProPublica and Scholarship America.
  • Those between the ages of 18-25 were over five times more likely to donate to Half the Sky and the student loan nonprofit, Vittana, then those ages 50+.
  • People over the age of 50, were two times more likely to donate to the American Diabetes Foundation and Petfinders Foundation.

To learn even more about SurveyMonkey Contribute and its members, be sure to check out Jill’s blog post. And if you’re a nonprofit or university who wants to learn more about scholarship management or grant management, check out our partner FluidReview.

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