One in four Brits say they gave less to charity last year than the year before, according to a new study released today.

Charities saw a 12 per cent drop in total donation values in 2011, with the average falling to £186.15. Only one in ten of the more than 2,000 people surveyed, in research commissioned by Investec, claimed to have given more in 2011 than in the previous year. A minority of people, 6 per cent, who gave to charities in 2010 gave nothing in 2011.

While research on giving is notoriously variable, today’s results correlate with the UK Giving Report, released last December, which found that while more people were giving to charity, the total value of those donations remained flat – indicating that people are reducing their gifts. 

The regional figures show that London had the highest percentage of people who donated (85 per cent), and they gave an average of £420.20. Meanwhile only 73 per cent of people in the North West donated to charity, and those that did gave an average of £166.88. The lowest average donation was in the East Midlands at £82.03

This reported drop in individual giving is not suprising, given that the consumer price index rose during the year and unemployment hit its highest levels since 1994, just two factors putting strain on consumer budgets.

Research company Research Plus interviewed 2,011 people between 11 and 15 November 2011 for the study.

Reporting by Adam Martin