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Survey – wealthy payroll donors seek recognition from charities

Survey – wealthy payroll donors seek recognition from charities

A survey for The Giving Campaign confirms that wealthy donors are looking for stronger communication between themselves and

the charities that they support through Payroll Giving.

NOP looked at the attitudes of high earners towards giving to charity through Payroll Giving. With only 3% of eligible

employees using the Payroll Giving scheme offered by their employer, the research also investigates the triggers or barriers that would influence individuals for and against participating in Payroll Giving.

The survey showed that once individuals had been fully briefed on Payroll Giving, not surprisingly all thought it was an excellent way to support charity and would consider giving in this way.

Low take-up rates for Payroll Giving were attributed to lack of awareness and communication of the scheme. Many respondents did not even know that their employer offered the scheme. Respondents also didn’t see Payroll Giving as an ‘easy’ way to give, or one that allowed them to opt out of communication with the charity of charities they were supporting.

Feedback from charities was regarded as essential in order for donors to maintain the feel of a direct relationship with the cause(s) they are supporting.

Amanda Delew, Director of The Giving Campaign, said: “The research is encouraging in showing how positive donors are about Payroll Giving. However, to boost take-up of the scheme, work needs to be done to improve communication between employers, charities and employees. For charities, it is a definite call to action to communicate with and further involve their Payroll Giving donors.”

NOP’s research constituted four one and a half hour group discussions and 16 in-depth interviews, each 45-60 minutes long.

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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