While donors believe that charities exist primarily to help the needy, most donors tend to support organisations that promote their own preferences, help people they feel some affinity with and support causes that relate to their own life experiences according to research released today.

The study, produced by Dr Beth Breeze at the University of Kent’s Centre showed that donors find it difficult to make choices between the vast number of beneficiaries because of the overwhelming amount of choice which makes it impossible to rationally assess all possible alternative destinations for donations.

Donors, the research found are motivated by a desire to ‘personally make a difference’ and are keen to avoid their donations becoming a substitute for government spending.

The study, which involved in-depth interviews with 60 committed donors, was released today at a conference hosted by the Centre for Charitable Giving and Philanthropy (CGAP).

“Donors retain an expectation that charities exist to serve the needy, yet in reality their own giving decisions are driven by many non-needs-based factors. Given the voluntary nature of charitable activity these findings are not actually that surprising, as the freedom to support things that people care most deeply about is what differentiates charitable giving from paying tax” said Breeze.

“Donors value the control they have over their charitable giving decisions and expect to distribute their money according to their judgements about what is important and worthwhile. This raises a timely question about the extent to which the coalition government can realistically expect donations to plug any gaps that may result from public spending cuts on charitable activity.”