Survey finds 27% of people give cash only
Melanie May | 23 September 2021 | News
A survey of giving behaviour among UK adults has revealed a number of findings about cash-only donors – including that more than a quarter of people give solely via this method.
For Is it time to fall back in love with cash donors? DTV Group used YouGov’s Realtime survey to question an audience of over 2000 nationally representative UK adults.
The survey revealed that 70% of people have responded directly to a charity appeal. 27% of UK adults have responded to appeals with cash only, 12% by regular giving only, and 31% have donated with both one-off and regular giving.
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Key findings:
- 55% of cash only donors are female
- 31% are under 35
- £10 is the most common gift across all donors who give one off donations
- For cash only donors, the next most common gift is £5, while for regular giving+cash givers it is £20
- 30% of cash donors give over £50 a year to charity, compared to 45% of regular giving only donors, and 64% of those who do both
- Cash donors aged 55 and over are more likely to say they’ve included a gift in their will to charity than older regular giving donors
- Cash-only donors were more likely than regular giving-only donors to say they had increased their giving over the past year – although also more likely to say they’d reduced it
- Overall, 30% of donors under 35 gave more than usual in the previous year
The survey also found that cash donors support and act for charities in many different ways in addition to donating to fundraising appeals, from sharing campaign content on social media; to volunteering in their communities and buying from charity shops.
In addition, the most engaged and active donors are those who give both regular and cash donations, with cash-only donors coming a close second.
Cash-only donors are also more likely to support multiple charities than regular giving-only donors. Regular giving-only donors prefer to support just one or two charities with a monthly gift, while most cash-only donors support three or more, and donors using both ways to give are more likely to support a larger number of charities with a cash gift than with a monthly gift.
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.