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Survey finds 42% believe businesses should give to charity by law

Survey finds 42% believe businesses should give to charity by law

42% of British adults believe UK businesses should give at least 1-5% of annual profit to charity by law, according to research from the Greg Secker Foundation and YouGov.

The Greg Secker Foundation‘s research questioned over 2,000 British adults aged 18+ on whether UK businesses are doing enough for charities. As well as showing that 42% believe businesses should donate by law, the findings also suggest that consumers would view companies more favourably if they did so.

If consumers knew a UK business gave 5% of its annual profits to charity:

  • 43% would have a more positive opinion of the company
  • 20% would use this company over competitors companies
  • 17% would recommend the company to friends/family

The research also found that 41% of those surveyed believe businesses should be doing more for charity as a whole. Offering pro-bono services that map back to the business’ specific area of expertise came out on top with 25% of respondents wanting to see more of this. Donating more of their profits followed with 24% and upskilling members of the community with 21%.

Greg Secker, Founder of the Greg Secker Foundation, said:

“UK businesses are already doing excellent work for the third sector, and the government’s tax relief incentives are certainly a step in the right direction. However, what these results show is there is public appetite for more, both morally and legally. Time and time again we see the benefits a thorough social responsibility programme offers businesses, with the figures here speaking for themselves.

“By simply donating a small percentage of annual profits to charity, businesses are able to increase brand loyalty, positively shift perceptions, and increase their potential customer pool, all the while helping a good cause. We would just like to encourage businesses to keep the third sector in mind because helping out is good for business.”

 

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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 www.thepurplepim.com.
  • David Bern

    But wouldn’t businesses pass the cost of these “good works” onto consumers in the form of increased costs of goods and services?

    What if a company backs a charity which had goals that I disagreed with, or had a compensation scheme that I found excessive. Could I then in all good conscience deal with that company?

    Take a well known restaurant chain who has a community partner programme and provides spaces to support families… workers now striking for a pay rise, TU recognition and an end to zero hours contracts.

    There is a danger that official charity programmes will become a “badge” for business to declare their social responsibility credentials. This would be feckless and irresponsible and instead business should be encouraged to-

    – Pay their staff a fair wage
    – Ensure they do not engage in aggressive tax avoidance
    – Ensure supply chains are ethical
    – Reduce use of harmful components in production
    – Ensure as much waste product is recycled as possible.

    I would sooner that 5% be invested to ensure the business is socially and ethically sound and responsible, fully responsible in manufacturing and production and supportive of it’s employee’s.

    The “give to charity” tagline may just imply credentials or work ethic/culture which the business simply does not have. Cynically, it’s just another form of brand marketing.

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