News

Olympics have left local giving legacy, research suggests1

Fundraising | Jonathan Last | 1 Nov 2012

The Olympics and Paralympics have encouraged people to become more involved in their local communities, according to research released today.

Membership and international financial services mutual Foresters employed Wriglesworth Research to survey over 3,300 people across the UK online between March and September.  

Comparing statistics from when people were asked before (March) and after (September) this summer's events, more people said they were involved in local charities following the Games (23 per cent, an increase of 3 per cent) and 34 per cent were donating to local charities (up 8 per cent).

In addition, almost a third (30 per cent) said that they are more willing to volunteer and understand about volunteering as a result of the summer's events.

Women driving increase in donations

The research found that the number of people who donated has remained relatively stable: 90 per cent in 2011, 89 per cent in 2012, and 89 per cent saying that they intend to carry on in 2013.

Although respondents said they gave less in ad hoc donations in 2012 (£69) than in 2011 (£72), they did believe that they will give more in 2013 (£78).  

One of the driving forces behind this projected increase is women’s desire to increase their donations from 2012’s £64 to £76 in 2013, and the fact that a higher percentage of women (91 per cent) give money to charity than men (only 85 per cent).

Most people are using gift aid

Foresters found that 53 per cent of its respondents are donating using gift aid, which represents a 5 per cent rise since March, when the figure was 48 per cent.

At 58 per cent, donating to charity shops remains the most popular way of giving, and 57 per cent of people said they are giving money spontaneously when a cause appeals.

Financial anxieties continue to be the biggest obstacle for giving – 65 per cent citing this as the main reason they do not make charitable donations, compared to 60 per cent in March.

Local charities ‘increasingly important’

Stephen Dilworth, UK membership director at Foresters, said that these results show that the country has an aspiration to give more to charity, irrespective of people’s financial concerns.

“People are finding new ways to give to charity and there is a great deal of positive sentiment going into the next year,” Dilworth said.

“Local charities are becoming increasingly important to people who are looking to improve and help their local communities, and this behaviour may in part be due to the good will generated by the Olympics, Paralympics and Jubilee.”