# Days like Giving Tuesday make people more likely to donate, research suggests

- Link: https://fundraising.co.uk/2022/11/22/days-like-giving-tuesday-make-people-more-likely-to-donate-research-suggests/
- Published: 2022-11-22T10:47:22+00:00
- Author: Melanie May

**Ahead of next week’s Giving Tuesday, new research has shown that a third of people(
35%) say such a recognised day would make them more likely to donate, with almost
three quarters (73%) of those aged 18-34 said such a day was important, and more
than six in ten (61%) saying that it would mean they would be likely to donate more.**

[The Opinium Research](https://www.opinium.com/) commissioned by [Giving Tuesday](https://www.givingtuesday.org.uk/)
surveyed 2,000 nationally representative UK adults. The research was conducted between
4 and 8 November 2022.

The results of the poll also show that almost two thirds (63%) believe it’s important
that people give what they can to support charities while there is a cost-of-living
crisis, with half (50%) saying they are still likely to give to charities despite
the economic difficulties.

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With the FIFA World Cup currently taking place, the survey also found that football
fans are more likely to donate to a fundraising appeal from charity that’s close
to their heart this festive period, with only around one in seven (15%) fans opting
not to donate compared to a quarter (26%) of those who do not follow football. Additionally,
football fans on average would give more (£48.50) compared to non-fans (£23.30).

Across the UK there were areas where people indicated that they would be more likely
to continue giving to charities despite the cost of living crisis this festive period,
with those in Sheffield (61%), Birmingham (56%) and London (54%) most likely to 
continue donating.

GivingTuesday takes place on 29 November this year, and now runs in over 70 countries.
Previous years has seen support in the UK from celebrities such as Stephen Fry and
Joanna Lumley.

Katie Docherty, CEO at the Chartered Institute of Fundraising, which leads the campaign
in the UK, said:

> “Giving Tuesday is a unique day where together we can celebrate, fundraise, and
> donate to good causes and charities. Whether through COVID, or in the face of 
> economic difficulty due to the cost of living, we consistently see people continuing
> to care about others and committed to supporting charities that are close to their
> heart. It’s really striking to see how much younger people see the value of businesses,
> charities, and others coming together to fundraise and I’m looking forward to 
> seeing some fantastic fundraising campaigns and I’m sure lots of people giving
> what they can on 29^(th) November.”