Geelong Cats boast Australia’s most generous footy supporters

World Vision launches new ‘Generosity Ladder’ in lead-up to tax time

Their team is already leading the footy ladder and now Cats supporters are kicking goals in another prestigious new scoreboard that ranks the most generous AFL fans.

World Vision Australia has today launched its first Ladder of Generosity, to uncover which AFL and NRL supporters are scoring big wins for charity – and those who need to lift their game.

The inaugural survey found Geelong footy fans are digging the deepest to help those in need, spending with West Coast hot on their heels.

The survey has been released to kick off the Big Impact Appeal (‘BIA’), World Vision’s tax-time giving campaign supporting one of the world’s largest food assistance programs, in partnership with the United Nations World Food Programme.

World Vision is encouraging people to donate at tax time as donations to the Big Impact Appeal partnership provide 18 times more impact in food assistance than a regular donation. For example, $150 provides $2,700 worth of food assistance for up to 348 people for one month.

“Every year World Vision conducts research into donor and giving trends across the charitable sector and this time we decided to throw in some fun questions to see what other traits our generous supporters have,” said Zane Kuramoto, World Vision’s Chief of Marketing.

“We already know that some of the least affluent postcodes are among the most generous. So, we decided to dig a little deeper and find out what footy team they supported.

“Unfortunately the Gold Coast Sun have dropped the ball on both the footy and generosity ladders, coming in at second last and last respectively.

“But we are only at ¾ time and the final siren for tax time giving hasn’t sounded yet. So there’s still time for supporters to turn their game around and help people in vulnerable communities around the world.

According to the research, (based on 1000 respondents) the most generous AFL supporters were Geelong fans, followed by West Coast. The Western Bulldogs were third. The Gold Coast Suns came in at the bottom of the ladder.

In the NRL, the most generous supporters follow the Sea Eagles, followed by the Rabbitohs and then the Roosters. The New Zealand Warriors came in at the bottom of the ladder.

“We were surprised to see that in some cases their position on the generosity ladder matched where they were on the actual ladder,” said Mr Kuramoto. The Cats currently sit on the top of both.

“Of course, the research is a bit tongue-in-cheek, the results aren’t set in stone. Just like the sporting ladder, it only captures a moment in time.”

“Tax-time is a bit like the grand final for charities, it’s super important and there can be unexpected changes to donor profiles, even a major upset.”

“So this isn’t a fixed result, it’s a rallying call, if your team is down the bottom there is a really easy way to fix it!”

Visit to donate to the Big Impact Appeal.


Media Contact: Angus Smith, 0409 571 059

Online survey was completed by n=1004 people who had donated money to charity within the past 12 months and also supported an AFL team

World Vision put together the questionnaire.  McNair Yellow Squares was responsible for programming the questionnaire, conducting the online fieldwork and providing the raw data.

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