New Study: People Who Don't Support Nonprofits

"Most non-donors have at least some concerns that nonprofits aren't really solving any problems, or that they're not using the money efficiently. And only a third feel confident they could find a good one to support should they wish to do so. The industry needs to address these perceptions if organizations hope to have much success turning these non-donors into donors," he said.

Study Details
The study was conducted by Grey Matter Research, a research and consumer insights company located in Phoenix, Arizona. Grey Matter has significant experience with research related to nonprofit organizations, with numerous donor-supported organizations as clients. The sample of 458 adults is accurate to within ±4.6 percentage points at the 95 percent confidence level with a 50 percent response distribution.

The study was conducted in all 50 states. Respondents' age, education, household income, geography, racial/ethnic background and gender were carefully tracked and weighted to ensure appropriate representation and accuracy.