Analyzing pledge data from the 2009, 2010, and 2011 CFC cycles, we can now see that donors are most interested in “Medical Research” as a topic. The related topic “Health – General and Rehabilitative” was the second most popular topic in those three years; “Human Services” rounded out the top three.
For more on how the CFC invites charities to assign themselves to one or more of 26 possible topics, please see our prior post. Follow this link if you would like to see the rankings for all 26 topics
:
2011 CFC Pledges Organized by Topical Code
The above rankings report results in the aggregate, by topic. When you rank by the average pledged to charities, the results are different. Now, “Public Safety, Preparedness, and Relief” comes in first, followed by “Mutual/Membership Benefit Organizations” and “Medical Research.” As before, our rankings reflect the performance of national and international organizations.
While the aggregate totals for the 26 categories are fairly stable year over year, the average support by charity can show sharp differences over time. Our initial analysis indicates that this flows from the decision of individual well performing charities to select a different category. For more, please see
Average Pledges to National Charities Over Three Years
We recommend that anyone wishing to understand donor preferences use both the aggregate totals and the charity averages in any analysis.
:
2011 CFC Pledges Organized by Topical Code
The above rankings report results in the aggregate, by topic. When you rank by the average pledged to charities, the results are different. Now, “Public Safety, Preparedness, and Relief” comes in first, followed by “Mutual/Membership Benefit Organizations” and “Medical Research.” As before, our rankings reflect the performance of national and international organizations.
While the aggregate totals for the 26 categories are fairly stable year over year, the average support by charity can show sharp differences over time. Our initial analysis indicates that this flows from the decision of individual well performing charities to select a different category. For more, please see
Average Pledges to National Charities Over Three Years
We recommend that anyone wishing to understand donor preferences use both the aggregate totals and the charity averages in any analysis.
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