An analysis of fundraising data shared by Australian Red Cross shows 69,000 people donated an average of $400 each to the humanitarian organisation between May 2022 and December 2023. The result is a 21 per cent reduction in donations when compared to the previous period.
“We know there is increasing pressure on household budgets and yet people are still giving what they can to Australian Red Cross. With more people needing our support each year, every dollar counts,” interim Chief Executive Officer Penny Harrison.
Despite increased living costs, the data shows:
- low-income earners donated a total of $6.2m and a higher proportion of their income (0.14%) than high and middle-income earners (0.13% respectively)
- women continue to display higher levels of generosity year on year making up 56 per cent of all donors
- men tend to donate higher values on average gifting $672, while women donate an average of $525
- Western Australia ranks highest in average donation at $1,111, followed by Victoria ($653), New South Wales ($648), South Australia ($490), Tasmania ($470), Australian Capital Territory ($464), Queensland ($441) and Northern Territory ($333)
More recent 2024 data shows the post Covid decline in gift values may have bottomed-out. According to a survey of 3,200 Australian adults and over 50 major charities, the average gift has increased – just.
McNair yellowSquares reported the average donation rose from $423 in 2023 to $427 in 2024. Interestingly, gender differences in donation patterns have emerged, with men donating an average of $509 over the past two years compared to $349 by women.
Additionally, more individuals are now committed to maintaining their donation levels, and fewer people plan to reduce their donations, suggesting a more positive attitude towards sustained giving.
But the long term decline in the proportion of Australians giving continues. 58% of adult Australians are donating in 2024, compared to 87% in 2009.
Australians typically donate to about three charities each, maintaining high visibility is crucial for attracting donations.
You can read more about the insights in the article published in Fundraising & Philanthropy here.
The Status of ANZ Fundraising 2023: Benchmark Report also provided insights from 260 nonprofit professionals surveyed in mid 2023. The analysis showed 33% of organisations experienced a decline in revenue and 27% missed their fundraising targets. Most agreed the economic environment impacted them negatively.
The data reveals that grants (33%), major donors (20%) and individual giving (13%) contributed the most to income declines.