Research by fast.MAP reveals that donors to overseas development organisations are least likely to desert the charities they support - 83% of their supporters said they would not change the charity they donate to. Third world charities, wildlife, Christian and blind-related organisations also have loyal supporters with about 80% insisting they would not desert the causes they support.
However, other charities are losing out. Elderly and deaf charities are most likely to lose donors, with less than two thirds pledging loyalty. A quarter of deaf and 16% of elderly charity donors have already switched.
The survey also revealed that 84% of those who had stopped or reduced their donations did so for financial reasons and there was little charities could have done to induce them to stay. Nonetheless, 2% said more communication with the charities they supported would have retained their loyalty.