Third of consumers may cut charity donations over festive period, research says

29 Nov 2022 News

More than a third of consumers may cut their charitable donations in the next three months, according to new research.

A survey of more than 1,000 people by agency Beautiful Insights found that 36% of consumers may make these changes, which the researchers estimated could see charities lose £580m.

The survey found that many expect the next three months to be financially challenging with 54% believing their finances will get significantly worse.
Indeed, it found 10% of respondents have already stopped all charitable support with another 26% saying they are likely to reduce the amount they give and 13% stating they are likely to stop in the next three months.
However, over half, 55%, of people believe charities should be running big Christmas TV fundraising campaigns despite the cost-of-living crisis in the UK. This jumped to 64% amongst those who were shown a charity advert prior to answering the question.

The research is based on an online survey taken amongst a random sample of the UK population, representative by age and gender. In November it had 1,019 completed surveys, and the field work was conducted the week commencing 7 November.

Almost half of Brits may continue to give

Meanwhile, research from YouGov on behalf of financial institution GoCardless, found that people are still finding ways to donate during the ongoing cost of living crisis.

The total sample size was 2,014 adults and fieldwork was undertaken between 22 to 23 November 2022, while the survey was carried out online. 

It found the cost-of-living crisis is not wholly stunting charity donations, as 44% of British people say they will continue to give.
The research also found 77% of consumers believe card providers should waive fees when collecting charity donations. Half add that they are also more likely to give to a charity again if donating is fast and easy. 

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