In January 2012 the LSE Annual Fund conducted its first online donor survey to help gain a better understanding of our donor community and ensure we are positioned to steward our supporters appropriately and encourage their continued support.
It revealed that 47 per cent of respondents give to LSE but not to other academic institutions they attended, while 62 per cent regard student scholarships as a funding priority.
Learn more about the LSE Annual Fund.
We contacted 2,821 donors who had made a gift between August 2010 and January 2012 for whom we hold a valid email address. An impressive 13 per cent response rate has enabled us to learn a great deal about our donors’ needs.
The vast majority of respondents were LSE alumni (93 per cent), with graduates between 2000 and 2010 best represented among those.
Most respondents are in some degree of employment (64 per cent) and 31 per cent have retired. The majority of respondents work or worked in banking, financial services and accounting, education and government.
UK and US nationals accounted for 73 per cent of respondents.
Giving to LSE Annual Fund
Two-thirds of respondents plan to support the Annual Fund at the same level the next time they donate. As summarised above, student support through scholarships was the area considered of most importance.
Giving to other charities
We asked donors about their other philanthropic interests - and whether their giving habits change from one charity to another.
The survey revealed that 46 per cent of respondents also support six or more other charities. Education, poverty relief, health, child welfare, the arts, overseas development and disaster relief were the most popular causes. Interestingly 29 per cent try to increase their support to these charities.
LSE Annual Fund communications
We want to know how our donors would like us to communicate with them. Results showed that 71 per cent would favour updates by email, with 66 per cent preferring to receive them either on a quarterly or biannual basis.
In addition, one-third of respondents really enjoyed receiving recognition through a donor list in the Annual Fund Report to Donors, while 58 per cent didn’t mind being recognised.
The feedback has given a great insight into our donor community which will help the Annual Fund to communicate better. If you didn’t have the opportunity to respond to the survey and would like to provide some feedback regarding the Annual Fund, please email Annualfund@lse.ac.uk.
To join the many donors who have already supported the Annual Fund this year, please make a gift online.
A special thanks to Carnaby Co who helped to conduct this survey for LSE Annual Fund.