Although people from all parts of Australian society donate to charity, a detailed analysis of the characteristics of people who donate shows a relationship with socio-economic status.

Of all Charity Donors 24% are in the top quintile (AB) and a further 22% in the second top quintile (C).

Socio-Economic Status of those who have donated to Charity in the last 12 months


Source: Roy Morgan Single Source, April 09 — March 10; n=18,929.


If we were to draw a pen portrait of a Charity donor he or she would be more likely than the average Australian to believe ‘a percentage of everyone’s income should go to charities,’ and that ‘helping others is an important part of who I am.’

Charity Donors are also active consumers of entertainment and  more likely than the average Australian to have attended a jazz, classical or blues performance, the theatre, the ballet or opera in the last 12 months.


Click here to purchase, and immediately download, a detailed Roy Morgan Profile on those who donated to Charity in the last 12 months.

This profile provides a broad understanding of those who have donated to charity in the last 12 months, in terms of demographics, attitudes, activities and media usage, in Australia. There are also profiles available for people who have donated different amounts to charity.


For more details contact:

info@roymorganonlinestore.com