Matchmaking tool connects donors with charities this Giving Tuesday

Donors can now be matched up with the charity that best suits their giving needs with a new marketing tool designed to help people navigate the oversaturated sector.

This Giving Tuesday, Parachute Digital and Clarety released the Charity Matchmaker Quiz which features 22 charities across a variety of industries as the “best choice” for donors to make a donation to or sign up to continue supporting in future.

CEO of Parachute Digital, Shanelle Newton Clapham, said it is the second year of the Charity Matchmaking campaign for Giving Tuesday and has seen improvement.

“Already 2018 has dwarfed last year in terms of people being matched to a charity and sign ups to hear more from the organisation. But Giving Tuesday is about giving – so we’ve redesigned the Matchmaker this year, hoping to see more donations.”

The most recent report by Giving Australia shows that fewer Australians are donating, with a study by NAB’s Charitable Giving Index highlighting that giving is not growing with the global need and, despite the socially conscious mindset of millennials, young Australians aged 15 to 24 account for just four per cent of total giving.

The Charity Matchmaker Quiz is a response to this downward trend, aimed at helping Australians reconnect with the not-for-profit organisation that best suits their passions. It focuses on Australia’s biggest social issues, including refugees and racism, climate change, medical research, women’s rights, LGBTQI+ support, and many others.

The quiz’s 22 charities include the Asylum Seeker Resource Centre, OzHarvest, Red Cross, Animals Australia and WWF. It was important to the organisations behind the quiz that the chosen charities have a big impact in their space and are educating their supporters. It was also important that they responsibly spend donations.

Director of Fundraising at the Asylum Seeker Resource Centre, Cath Hoban, said: “Every day hundreds of refugees and people seeking asylum come through our doors for food, legal advice, healthcare or general support.

“The Charity Matchmaking Quiz is an opportunity for people who haven’t yet aligned themselves with a cause or organisation, who share the same values to do so via a simple online quiz with the aim to increase donor fundraising to tackle some of the biggest issues of our time.”