Face-to-face requests most effective for charitable giving, says poll
English donors are more likely to give to charity if they are asked for support in person, despite the rise of social media, according to the findings of a new opinion poll.
The survey, undertaken by ComRes for the BBC, found that two-thirds of respondents said they would prefer to be asked face-to-face rather than online to give their money.
“A lot of people are saying ‘I’ve been prompted by this direct conversation to actually commit on a regular basis’ – that’s important for the charities”, Sally de La Bedoyere, chief executive of the Public Fundraising Regulatory Association, told BBC News.
“They invest a lot of money in it, but they get a lot of support back.”
The survey also found that respondents are twice as likely support a charity if their friends and family are, too.
Of the 2,606 people surveyed, seven out of 10 said they had given to charity in the last month.
In a poll for Blue & Green Tomorrow’s Guide to Sustainable Philanthropy 2014, 28% of readers surveyed said they gave up to £10 a month to charity. Nineteen per cent gave £10-24 while 16% gave £25-99. Meanwhile, 17% of respondents said they gave more than £100 a month.
Some big name UK charities have been criticised in recent months, with Comic Relief accused of investing in the arms and alcohol industries whilst others have been accused of rewarding senior staff with excessive pay. However, charity’s collective income is on the rise regardless.
According to figures from the Charity Commission, as of March 2014, the 164,108 charities of England and Wales rake in an annual income of £62.7 billion.
Photo: James White via Free Images
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