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Donations may become smaller & more ad hoc suggests Pennies research

Donations may become smaller & more ad hoc suggests Pennies research

More than a third of people in the UK say they may give more ad hoc donations to charity as a result of uncertain times, research from Pennies has suggested.

39% of 2025 consumers questioned by independent consultancy Markettiers 4DC between 28th October and 7th November 2016 for digital charity box Pennies said they would make less frequent, smaller donations.

A further 34% also said that if shop prices were to rise, they would reduce the amount they give to good causes.

Alison Hutchinson CBE, Pennies chief executive, said;

“The British public still value the feeling of making a contribution to causes and communities around them. What is changing, clearly, is the ways in which people wish to give – and for a growing number this is by what we term ‘feel good giving’; smaller, more ad-hoc acts of doing good. One way charities might work with this preference is by harnessing small, digital payments.”

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

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