Connection to a cause is biggest influencer to giving, says Givey report
Melanie May | 24 November 2016 | News
More than half of people in the UK (53%) say an event that has impacted them or their friends and family is the most influential factor in inspiring them to donate to a charitable cause, according to a report from social donation platform Givey, with just 12% affected by general current affairs.
Givey questioned 2,000 UK adults of all ages about the factors that influence them to give in a survey conducted this month. It also found that more than two fifths (42%) of those questioned are more likely to give to a well-known charity because they think it is easier and safer to do so, with a quarter (25%) saying they find it difficult to locate or donate to small charities. Cumbersome donation processes also deter people from giving money, with 21% withdrawing from donating because the process is too time consuming.
A quarter of British charity donors are more likely to give to an organisation with a significant media profile, rising to 38% among 18-34 year olds, with a fifth (20%) saying they tend to support charities in response to marketing or advertising campaigns, which rises to nearly a third (31%) of millennials.
Givey believes that as a result, smaller charities are losing out on donations due to a perceived lack of ease and security, pointing to Charity Commission data stating that 90% of annual donations go to the largest 6% of UK charities.
Neil Mehta, CEO of Givey said:
“It’s reassuring to see that nearly three quarters of the UK gives so generously to charity. However, the 94% of small charities that are so often overlooked in favour of high-profile organisations is disheartening. There are so many worthy causes out there in the UK that are missing out on vital funding.”
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About Melanie May
Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via thepurplepim.com.