5.2 Why and how do people donate? Overall, donations to charities are dominated by Inner Directed people. Inner Direct people are the most likely of the three to commit to a cause as they are testers and innovators and always ask themselves what is right and what is wrong. In the following graphs the axis is the average of the population that was asked during the survey. So the first graph shows that 11% agree with the statement “they are regular donors and donate to one or more charities.” It shows that Inner Directed people are 30 times more likely than the average person to donate. So here Inner Directed people are over-indexed by 30%, meaning they are 30% more likely to donate to more than one charity than the average person. While Livelihood Driven people are 26 times less likely to donate than the average person. This means they are under-indexed by 26%, meaning they are 26% less likely to donate to more than one charity at any given time. These figures show that charities such as the British Red Cross should focus their marketing efforts primarily towards the Inner Directed group as they are 30 times more likely to donate to more than one charity than the average person, so if people are already donating to other charities, focusing on Inner Directed people, the British Red Cross may receive donations as well as other charities. If the charity also looked at the other two types of people and ran a persuasive campaign to get their attention, it would be able to broaden its reach and increase donations. Figure 2 from Philanthropy Review 2011 by C. Fiennes The British Red Cross's new advertising campaign does just this and focuses on all three types of people. The ad features excerpts from...... middle of paper......ilanthropy Review 2011 by C. Fiennes.Corporate-NGO Partnerships Barometer 2012 by M. AmadiManaging the “new normal” – adapting to uncertainty by I. Oakley-Smith, C. Bradshaw and P. LewisMONEY FOR GOOD UK (Understanding donor motivation and behaviour) March 2013 by S. Bagwell, L. de Las Casas, M. van Poortvliet and R. Abercrombiehttp:/ /www. redcross.org.uk/Where-we-work/Overseashttps://www.gov.uk/government/uploads/system/uploads/attachment_data/file/226985/fuel_poverty_report_2013.pdfhttps://www.google.co.uk/ url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CDEQFjAA&url=http%3A%2F%2Fwww.afro.who.int%2Fen%2Fclusters-a-programmes%2Ffrh%2Fchild-and-adolescent-health% 2Fprogramme-components%2Fchild-health.html&ei=1XtVU4WjEKHe7Aa634D4BA&usg=AFQjCNFce0VYO6J5UJfeAjWZODczhWrAGw&sig2=b8BbutBPX9BzHf_HzoZ3Aghttp://www.energybillrevolution.org/fuel-poverty/