Which UK demographic donates the most to charity?
Market research is vital for any charity looking to achieve maximum reach with its campaigns, as it gives invaluable insight into the groups listening and the ones that require extra work.
Market research is vital for any charity looking to achieve maximum reach with its campaigns, as it gives invaluable insight into the groups listening and the ones that require extra work to become engaged.
This infographic visualises information discovered by the Charities Aid Foundation in a report looking at the giving habits of British citizens.
It shows some fascinating differences in giving activity between sexes and ages, as well as the average value of donations given by people in the UK.
Key findings from the report:
- Eight out of ten people (79 per cent) participated in at least one charitable giving or social action activity in the 12 months prior to interview, with over half (57 per cent) having done so in the last month.
- Those aged 16-24 are the least likely to be involved in charitable giving or social action, with only 42 per cent having participated in any of the activities during the previous month, whilst those aged 45-64 are most likely to be involved, 63 per cent having done something.
- In terms of giving money to charity (either directly or through sponsorship of an individual), 70 per cent report doing so in the 12 months prior to interview, and 44 per cent do so in a typical month. As identified previously by UK Giving, those most likely to give money are female, older and in higher socio-economic grades.
- The typical monthly amount given by a donor in 2014 was £14. This level is similar to the typical gift recorded over the ten years of UK Giving, when it has ranged from £10 to £15.
Commitment to giving
Dr John Low, chief executive of the Charities Aid Foundation, commented on the report, saying: “Whilst the economy has been lashed by storms sweeping from around the world, the uncertainty of rock bottom interest rates and pressure on household incomes, giving to charity is something to which the British public remains steadfastly committed.
“While many charities face financial pressure and an uncertain future, one of the few things on which we can rely is that British people will turn to help the causes close to their hearts – a fact that has been established time and again by the long-running UK Giving project.”