The 2022 Williams Whittle Donor Survey

In January 2022, Williams Whittle, in conjunction with research firm KB Insights, conducted a national survey of U.S. adults mirroring the census profiles of the United States by location and demographics (e.g., gender, age, income, ethnicity). The purpose of the study was to understand past and future donor behavior/ intentions, in order to provide insight and guidance to charities/nonprofits to improve communications and marketing going forward.

A similar study was conducted roughly a year earlier in December 2020, giving us the opportunity to share how opportunities and challenges that face nonprofits have changed in the last 13 months. Our top 10 findings are presented herein.