Unpacking the Non-Donor Segment: Reasons for Non-Support and Five Attitudinal Clusters Based on Data From the German Donation Monitor

This article provides an overview of the state-of-knowledge on non-donor research, identifies key reasons for not donating money, and presents evidence of non-donor clusters based on representative data from the German Donation Monitor. The study collected and analyzed a sample of 1,908 non-donors. The descriptive results show that statements like “I cannot afford to donate”; “A too high percentage of the donation is used for administrative purposes”; and “I don’t like personal donation appeals” were the top three reasons for non-support. A cluster analysis identified five clusters and labeled them categorical, unsolicited, indifferent, restrictive, and convincible non-donors. Convincible non-donors had the highest intention to donate in the future and were predominantly composed of younger, well-educated men. Based on the findings, the article explains a non-donor portfolio matrix and recommends a focus on convincible as well as restricted non-donors in the future recruitment strategies of nonprofits.