The latest demographic survey (November, 2008) confirms that CharityVillage.com continues to enjoy a loyal and truly national audience with responses coming in from every province. Almost 60% of respondents have been visiting our site for more than 2 years, and 65% visit at least several times per week.
The core audience is female, aged 30-50, highly educated, earning $30,000 - 50,000 annually, occupying a paid position with a registered charity or nonprofit organization, and employed in a management, administrative or professional specialist role. It is interesting to note that there has been a significant increase in the number of users in the 21 – 30 age group which has grown by 13% in the past 4 years
When asked about the main function they performed, Administration, Management, Fundraising, and Communications topped the list.
Among those indicating their main focus is fundraising, the following categories of fundraising activity were most frequently mentioned: Major Gifts (71%), Special Events (69%), Annual Fund (62%), Direct Mail (53%), Online Fundraising (49%), Planned Giving (44%), Capital Campaign (34%), Charitable Gaming (19%), and 9 other categories of fundraising activity were also mentioned.
Decision-makers comprise a large slice of the audience, with 21% of nonprofit employees identifying themselves as either members of the board, executives, or senior managers, and an additional 24% identifying as middle managers or supervisors.
Organizations of all sizes are well represented, with 16% indicating they had more than 100 paid staff members and 17% indicating more than 500 paid staff members. At the other extreme, 24% indicated fewer than 10 paid staff members.
The importance of volunteers to the functioning of these organizations came through clearly. 11% of respondents are with organizations having more than 100 volunteers, and 9% have more than 500 volunteers.
More than 62% of the nonprofit organizations represented serve a local or regional area from single or multiple locations.
Top areas of focus for nonprofit organizations are Children, Youth and Family (14%), Health and Diseases (13%), Community and Social Services (11%), Educational Institutions (6%), and Disabilities (6%), but 28 other areas of focus were also identified.
The CharityVillage.com audience also includes a for-profit subset, comprising 16% of respondents. Among the 10 categories of activity identified, the most popular fields of focus for the businesses represented are Business Services (15%), Education (10%), Healthcare (9%), and Marketing Communications/Public Relations (8%).
While 40% of these are single-location businesses serving a local, regional or national market, a surprising 19% served an international market from multiple offices in more than one country.
Finally, job-seekers are an important subset of the audience, attracted by the more than 87,000 paid positions that have been advertised at the CharityVillage.com online Career Centre. 14% of respondents identified themselves as unemployed and actively seeking paid employment, a drop of 4% from our 2004 survey.
Of the 33+ possibilities listed, those seeking employment in the nonprofit sector would most like to work for organizations involved in Community and Social Services (72%), Children Youth and Family (57%), Women's Issues (47%), Poverty and Social Justice (46%), Human Rights and Civil Liberties (42%), Arts (38%), Culture and Heritage (33%), International Relief/Development/Peace (33%), or Literacy (31%).
When it comes to the type of work that interests them most, and for which they feel qualified, the top choices from a range of 35+ job categories, are Administration/Support (42%), Volunteer Coordination (31%), Customer Service (30%), Teaching/Training (30%), Counselling/Mediation/Facilitation (30%), Advocacy (28%), and Outreach (28%).
Those seeking employment in the for-profit sector would most like to work for businesses involved in Marketing Communications/Public Relations (39%), Business Services (35%), Education at a for-profit institution (31%), Management/Organization Consulting (20%), or Training and HR Development Services (16%).
Please click for the full report.
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