35% of Britons say they’ll donate to charity on #GivingTuesday
Howard Lake | 3 November 2015 | News
With four weeks to go until #GivingTuesday, research for Charities Aid Foundation reveals that 35% of people in Britain said they are likely to donate money to charity on the global day of giving, which takes place on 1 December 2015.
The poll carried out by ComRes confirms that Giving Tuesday has grown in recognition in the UK since its first official outing last year.
There are already more than 1,100 Giving Tuesday partners in the UK, with charities like Salvation Army, Veterans Aid and Save the Children joining other organisations such heritage groups like the National Gallery and the London Philharmonic Orchestra. Retailers supporting the one-day event include Argos and Morrisons.
Last year partners took part in the campaign.
Involvement with Giving Tuesday
The poll for CAF, which is again leading the Giving Tuesday campaign in the UK, found that that engagement with the event is higher than in 2014:
• One in three (35%) people said they are likely to make a donation on #GivingTuesday this year, compared to one in four people (26%) who said the same in October 2014, ahead of the UK’s first #GivingTuesday.
• 13% of people said they were likely to use the opportunity to raise money, compared to 10% in October 2014.
• 14% are likely to volunteer time as part of #GivingTuesday compared to 11% in October 2014.
• 30% of people are likely to tell their friends and family about it, compared to 26% in October 2014.
• 21% plan to spread the word on social media compared to 17% in October 2014.
Capital involvement
According to the poll, Londoners were the most likely to get involved with Giving Tuesday. This follows yesterday’s research from City Philanthropy which put the value of charitable gifts from institutions and employees in London at £5.6 billion a year.
The research found that 45% of Londoners said they are likely to make a donation as part of the campaign, compared to 35% of Britons overall. Similarly, 36% of Londoners say they are likely to spread the word on social media compared to 21% of Britons overall.
ComRes interviewed 2,007 GB adults online between October 16-18, 2015, and the data were weighted to be representative of all GB adults aged 18 and above.
John Low, Chief Executive of CAF, said:
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“#GivingTuesday is an antidote to the seduction of Black Friday and Cyber Monday. It embodies the real spirit of the festive season – which is giving, not just shopping… Thousands of small acts of kindness can transform lives and #GivingTuesday is a time for people to rally around those precious local causes and help those who are in need”.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.