Attitudes change: Americans are thinking better of charities, doing more.

Increased levels of education predict increased levels of both donations and volunteerism, but there are significant differences between donors, volunteers and civic activists. Those are among the conclusions of research unveiled at the recent 2006 American Marketing Association conference in Washington, D.C.

David Krane, vice president, Nonprofit & Social Issues for Harris Interactive Inc., a full-service research firm in Rochester, N.Y., introduced the latest data concerning nonprofits and how they're publicly perceived. The study, which Krane discussed during his session, Using Survey Research to Help Target Important Constituencies, addressed:

* Attitudes towards the nonprofit sector;

* Levels of engagement in the nonprofit sector;

* Profile of volunteers; and

* Profile of donors.

Attitudes: Despite bad press and a general perception that nonprofits are viewed negatively, a Harris survey in June 2006 of 4,253 adults found the majority of respondents gave "dominant" ratings to both individual charities (approximately 80 out of 100) and foundations (70 out of 100).

Comparatively, in an October 2005 survey, for-profit companies received a 52, which fell into the "troubled" category. From January 2006 to June 2006, the perception that, in general, nonprofits are on the wrong track shifted, with 33 percent of respondents during June saying nonprofits are heading in the "right direction," up from 30 percent just five months earlier. In the June survey, 57 percent of respondents said they agree that nonprofits in general are honest and ethical, compared with 26 percent who disagree.

Engagement: The study found that of the June respondents, 6 percent volunteer only (same as the January group), 42 percent donate only (January: 36 percent), 48 percent volunteer and donate (January: 51 percent), and 5 percent neither donate nor volunteer (January: 7 percent). According to Krane, these numbers provide direction about where to target your organization's resources.

The most effective trigger for engagement for the January 2006 group of 2,720 adults, according to the study, was a personal connection to the issue/charity, garnering 61 percent. The fact that a national disaster occurred came second, with 50 percent. Written contact by the organization was why 45 percent of the group donated or volunteered, benefit events triggered 30 percent to get involved, followed by word of mouth, with 28 percent.

Conversely, the trigger most likely to disengage a donor or a volunteer was fraud/corruption, which 44 percent of the group checked off. Solicitations received 5 percent, and bad press/publicity received 4 percent.

Volunteers: When asked for what type of organization(s) they volunteer, June respondents claimed the following:

* Churches and religious organizations: 49 percent

* Educational associations: 29 percent

* Youth service organizations: 27 percent

* Human services organizations: 25 percent

* Community groups: 21 percent

* Disaster relief organizations: 13 percent

* Arts organizations: 12 percent

* Conservation/environmental organizations: 9 percent

The study found that 53 percent of the overall public volunteered in the past year for one or more of these types of organizations. The June group volunteered at a frequency of at least once a month, whereas for the January group it was 64 percent.

Donors: Financial contributions to nonprofits in the past year were made by 89 percent of the June group; 92 percent of the January group donated. Comparatively, 80 percent of May and October, 2005, respondents said they made a financial contribution to a nonprofit that year.

The study found little variation in the amount donated by the two groups of respondents in 2005 and those in 2006. The one significant difference was at the "less than $500" level, which increased from 43 percent by both 2005 groups, to 49 percent and 51 percent by the January and June 2006, groups, respectively.

The June 2006 survey found 89 percent of the American public said it donated during the past year. In a breakdown of giving, the study found that for both January and June 2006, groups, churches and religious organizations were at the top, claiming 50 percent and 55 percent of respondents, respectively.

Disaster relief came next, with 47 and 39 percent, followed by community groups (35 and 33 percent), human service organizations (34 and 32 percent), youth service organizations (30 and 29 percent), educational organizations (24 and 26 percent), other healthcare organizations (14 and 17 percent), conservation/environmental organizations (13 and 16 percent), arts organizations (13 percent for both 2006 groups), organizations that serve the elderly (12 and 14 percent), and lastly, hospitals (7 and 9 percent).

The study concluded that almost 1 in 5 respondents for both 2006 groups donates to five or more organizations, 14 percent of both groups donate to four charities, and 24 percent of the January group and 27 percent of the June group stuck with one organization.

During November 2005, Harris Interactive posed the question, "Why do you contribute to charities?" Of the close to 2,000 respondents, 81 percent answered, "To help others less fortunate/To make a difference;" 75 percent answered, "It's the right thing to do;" 22 percent answered, "To set an example;" 17 percent said it was the tax write-off; 4 percent felt pressured into giving; 3 percent said their company encouraged it; and 3 percent checked off, "Not sure."

The top three motivators for giving, according to the study, were a belief in the cause and a desire to have influence (73 percent of the November 2005 group), faith that their donation was being used affirmatively (67 percent), and a relationship with someone who's been personally affected by the cause (42 percent). Close behind, with 38 percent, was being able to see the impact. Just 2 percent were "Not sure?'

Five key take-aways:

1. There are three largely distinct groups: donors, volunteers and civic activists.

2. Increased levels of education predict increased levels of both donations and volunteerism.

3. Increased levels of participation in formal religious activities predict increased levels of both donations and volunteerism (tree for both secular and faith-based causes, but its most powerful impact is for faith-based involvement).

4. Religious denomination and subjective religiosity are not consistent differentiators of likelihood to donate or volunteer.

5. Higher income does not equate to higher propensity to give, however, those with more income do diversify their giving and give more dollars.