GoFundMe now dominates the crowdfunding space, with 41% of Americans aware of the site; IndieGoGo comes in at number two at 13%
New York, NY – According to the latest YouGov Omnibus research crowdfunding’s charitable sweet spot focuses squarely on donations to individuals in need. For those who have donated via crowdfunding sites, 45% have given to an individual person in need, compared to only 22% who have given to a charity like the Red Cross, or 20% who have given to social causes like homelessness. 16% have given to disaster relief or individual animals in need. Global environmental causes garnered only 12% amongst crowdfunding donors.
By contrast Americans who donate via any channel say the single channel they are most likely to donate to is a charitable organization (25%) compared to 17% who prefer to give to individuals.
Charities Still Most Effective Use of Funds: Politicians Least Effective
In terms of effectiveness, more than half of Americans who donate via any channel (52%) think that the most effective home for a donation is a charitable organization. Nearly a third (32%) think gifts to individuals are the most effective.
Practically nobody (2%) thinks that politicians are the most effective recipients of donations intended to promote a cause.
Most Popular Crowdfunding Sites
GoFundMe now dominates the crowdfunding space, with 41% of Americans aware of the site; IndieGoGo comes in at number two at 13%. Millennials are more aware of their crowdfunding options with 47 % awareness for GoFundMe and more than one in five (21%) aware of IndieGoGo.
For all those who have heard of a crowdfunding site 20% have given money via GoFundMe. Higher earners (32%) and women (25%) are most likely to have contributed to a GoFundMe campaign.
A quarter (24%) of all American adults have been invited to contribute to a crowdfunded charity via social media. A further 16% has received solicitations via email.
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