Donation Deflation

    25 Jun 2018   |      Paul Higgins
Donation Deflation

Australians are historically renowned for helping their mates, and when it came to donations to charity this had still rung true.

However, Roy Morgan has explored the trends and patterns of Australian donations to charity and have discovered a worrying trend; the proportion of Australians who donate annually has fallen, and the quantity donated has stagnated.

Latest findings

As of March 2018, 61% of Australians aged 14 and over reported giving to charity at least once over the past 12 months, a total of 12.3 million Australians. This is a steep drop from our September 2011 figure of 70%, and the follow-up September 2015 figure of 66%.

Where previous falls had been offset with a higher average value of donations over the 12 month period (keeping the total donated amount steady), the March 2018 average annual amount given by donors of $469 is barely higher than the September 2015 figure ($462).

Michele Levine, CEO, Roy Morgan, says:

Unfortunately for charities across Australia, the pool of potential donors they compete for is shrinking quickly, and while historically this has been counterbalanced by increased dollars donated, this doesn’t seem to be the case anymore.

Further information

Read the full report from Roy Morgan

Paul Higgins
Business owner, Graphic designer, Web developer, Brand and marketing strategist, Adobe Creative Cloud wizard, Business Catalyst Premium Partner, Adobe Community Professional, Passionate Liverpool FC supporter, Muse Advisory Board Member, Semi-retired (tried and failed at least 17 times) Futsal player for Dribblers FC and Toothless Tigers, BC Sandpile activist, Liverpool International Academy and Burwood FC coach, can juggle and do over 1,000 keepie-ups (just not at the same time - come on!)


Not for profit

Help and advice on marketing and branding for not-for-profits in Australia RSS

What would you like to discuss  

  • Marketing plans
  • Marketing Automation
  • Identity design (logos)
  • Visual style guides
  • Graphic design
  • Web development
  • Content marketing
  • Copywriting
  • Search Engine Optimisation
  • Photography
  • Videography
  • Email marketing
  • Google Adwords and Facebook ads
  • Social Media Management
  • E-commerce
  • Website helpdesk and healthcare
  • and football, especially Liverpool FC :)

Phone 1300 714 512  


25 Royce Ave, Croydon NSW 2132


We're problem solvers, delivering solutions for digital and print that are functional, engaging and most importantly results focussed.