A new nationwide study sheds some interesting light on how American donors perceive the fundraising model of child sponsorship.
Child sponsorship is a major fundraising model used by non-profits with organizations such as Compassion International, Save the Children and Children International.
The Donor Mindset Study – jointly conducted by the Phoenix, Arizona-based Grey Matter Research and Opinions 4 Good (Op4G) of Portsmouth, New Hampshire – surveyed 1,000 American charitable donors to find out what they actually know about the charities before pulling out their pocketbooks.
It was found that 87 percent of participants said they were aware of child sponsorship, but only 24 percent felt very familiar with it.
Grey Matter President Ron Sellers suggested that nonprofits need to go beyond high levels of awareness and do more to build familiarity and comfort with their prospective donors.
"There's a little bit of disconnect there in terms of how some organizations market and promote sponsorship versus how it actually works – and donors and potential donors tend to be rather confused about that issue," Sellers explained.
Sellers told OneNewsNow that something he found encouraging was that among donors who have never experienced child sponsorship, one-third have considered sponsoring a child.
"That's a huge proportion of people who have considered sponsorship, but they haven't taken that step,” the research expert pointed out. “So [there’s] something that's holding them back – some obstacle … some concern."
Sellers concludes that it would be wise for sponsorship organizations to understand the obstacles and misperceptions that are holding back the floodgates of funding.