Seventy-eight per cent of respondents to a poll think charities have become more intrusive in the way they ask for donations in the last five years, while 83 per cent say they would support an “Olive’s Law” to limit fundraising.
The survey, which was conducted on behalf of ethical search engine Storm, revealed that 74 per cent of respondents agreed that charities, overall, do a “great job of raising awareness of important causes and supporting those in need”.
However respondents also said that aggressive charity fundraising tactics make consumers less likely to donate.
Respondents were asked to what extent they agreed with the statement: 'Charities have become more aggressive in the way that they target people for donations over the last five years?'
Of those polled, 44 per cent they agreed strongly, with almost 34 per cent saying they agreed somewhat. Only 3 per cent disagreed somewhat and less than 1 per cent disagreed strongly.
They were also asked the impact of more aggressive targeting from charities on the amount they give to charities, with 58 per cent saying it alienates them and makes them much less likely to donate. Another 28 per cent said it makes them slightly less likely to donate. Only 1 per cent of respondents said that such techniques have “the desired effect” of making them donate more or larger amounts.
Three-quarters of respondents said they believe charities and cold-callers target those they see as a “soft touch”, with 41 per cent of respondents strongly agreeing with that statement. Only 5 per cent disagreed with the statement.
As a result of this, when asked how they felt about “new legislation to impose tighter controls on the way charities ask for donations and prevent charities repeatedly targeting elderly people”, 83 per cent of respondents felt like it was a good idea. A significantly smaller figure, 5 per cent, said they did not support the legislation and that “it makes no sense”.
The proposed legislation became known as Olive’s Law following the media storm that came after the blame that was put on charities, led by the Daily Mail, following the suicide of 92-year-old poppy seller Olive Cooke, who had previously spoken out about the high number of fundraising asks she was receiving from charities. The media attacks that charities were faced with came despite numerous assertions by Cooke’s family that charities were not responsible for her death.
Kevin Taylor, chief executive of Storm, said: “The UK is one of the world’s most generous nations but increasingly aggressive tactics are threatening to create a “donation deficit” where the amount we donate to charity actually decreases.
“Consumers are saying they want easy, non-intrusive ways to incorporate charitable giving into their everyday lives and digital fundraising is a way to do this. If they don’t want to alienate their loyal supporters, charities need to embrace more innovative and less invasive ways to raise money.”
Respondents to the survey did reveal that they are still willing to donate charities. Almost half of consumers (46 per cent) said schemes that allow you to give as you shop online, where charities receive commission on purchases, were most appealing. This was followed by national TV appeals at 22 per cent. Only 3 per cent said cold calls from charities are there preferred method of giving.
The research, which consisted of nine questions, was carried out in the form of a “nationally representative” poll of 2,019 consumers by Censuswide in July 2015.
