Phoenix research shows that one-third of US households with annual income in excess of $150,000 donate at least US$5,000 annually and about one-in-six donate over US$10,000.
"Affluent investors are certainly altruistic, as the most frequent reasons given for making cash donations were to help other people in need and because they believe in an organization’s mission," stated Cait Robbins who is the Phoenix analyst responsible for the monthly US study. Other cited reasons for donating funds include "support of a good cause, to fulfill a religious obligation, or simply because it is the right thing to do," adds Robbins.
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According to the study, about one-in-four donors expect transparency with how their money will be used and, more specifically, information on the relative share of their donation that will be allocated to benefactors versus the organization’s administration.
In addition, donors seek detailed knowledge of the services provided by a charity and for whom. "Overall, a connection must exist between the organization and affluent investor such that the mission is perceived as important by the donor, that they in turn believe in the organization, and investors see their cash going to a worthy and legitimate cause," explains Robbins.
US-based research firm Phoenix Marketing International conducts monthly study among affluent individual investors age 21+ with US$100,000 plus in investable assets.
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