More people are likely to donate to charity and give more money if they know their donation will be match-funded, a new report has found.
The research report, entitled “A Great Match”, analysed data from 138,000 charitable donations, is the first-ever in depth research carried out into match-funding in the UK.
Researchers found donors gave 2.5 times more to charity on average when match-funded. The average value of a matched donation was £333 compared with only £132 for those which were unmatched.
The analysis was carried out with one of the UK’s largest online matching facilitators for charitable appeals, The Big Give, which jointly funded the report along with RBS and Charities Trust, which manages corporate match-giving programmes.
‘Drive greater engagement’
Dr Catherine Walker, who wrote the report, said: “With a more demanding younger generation coming into both the workforce and the charitable giving arena there are greater expectations of the ways in which engaging with charities should be made easier.
“Companies and charities are expected to encourage and reward charitable engagement, and matching could play a pivotal role in this.
“It may seem like a ‘no brainer’ that if you offer to double a donation, then more people will give and maybe give more. However, previous research has been inconclusive. This is the best UK proof yet.”
The report identified a growth in the number of leading companies in the UK, which are now offering match-funding to their employees, who donate money via payroll giving schemes or through fundraising activities.
The report also predicted a growth in cause-related marketing, such as Innocent Smoothies donating 25p to Age UK for every bottle sold with a knitted hat.
However, it warned the UK market was much more cynical when compared to the rest of the world with only 14% believing their cause-related purchases made a significant impact compared to 29% globally.
The research analysed 138,000 donations made through The Big Give online giving portal, surveyed 1,215 Big Give donors, who made gifts in 2015 along with interviews with 17 companies, trusts, foundations, charities and experts involved in match-funding in the UK.
To download a copy of the report, visit www.thebiggive.org.uk/match-funding/
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