Many younger adults feel increasingly likely to donate to charities, according to new survey data.
In response to Enthuse’s latest Donor Pulse survey, twice as many under-35s as their older counterparts said they felt more likely to give to charities than they did three months ago.
This is despite 34% of respondents of all ages feeling worse off financially than they had six months previously, with 23% feeling better off and the remaining 43% about the same.
The research, based on a nationally representative sample of 2,000 members of the UK public, found that 73% of people had given to charity in the last 12 months – in line with recent years.
The same proportion said they were “very” or “somewhat” likely to donate in the next three months, with 82% either equally or more likely to give than they were three months previously.
Within that total, 48% of respondents aged 18-24, and 54% of those aged 25-34 said they felt more likely than they had done three months ago. Those figures contrasted sharply with 28% of people aged 35-44, 12% of those aged 45-54 and 7.5% of over-55s.
“Charities with a younger-leaning supporter base may be particularly well placed to receive donations over the coming months,” the report reads.
“Putting on events that engage those younger demographics could be a good way for charities to generate income in the near future.”
More than twice as many trust charities as government
This relatively positive financial context came as the research also reinforced the findings of previous editions around levels of public trust in charities.
In all, 75% of respondents said they had high (42%) or moderate (33%) trust in charities – more than twice as many as said they trusted the government (36%). Faith groups and religious institutions were the next most trusted bodies, far behind charities on 43%.
Meanwhile, 79% of respondents said they believe charities’ work is either essential (38%) or very important (41%).
Commenting on the findings, Chester Mojay-Sinclare, the Enthuse founder and CEO, said: “The sector should also take strength from the fact that the public views their work as essential, which is testament to the services they provide.
“People only give to causes if they trust them, so it’s great to see that charities are the most trusted British institution – and by some distance too.”
Overseas aid support
The top charity causes backed financially by survey respondents were animals (21%), disease support and research (21%), children (20%) and health (19%).
Against a backdrop of global unrest, conflict and natural disasters, the survey also focused on donations to charities providing overseas aid (made by 7% of respondents) – following UK government aid cuts earlier this year.
Slightly more respondents (25%) said they believe charities, rather than government (22%), offer the most effective way to get aid overseas, while 55% said the government should maintain or increase spending in this area.
There was a marked enthusiasm among younger people for increasing overseas aid, with 42% of people aged 18-24 and 38% of those aged 25-34 backing a rise.
Direct digital donations dominant
Despite some of the sharp generational disparities contained in the report, it found that digital donations were favoured across nearly all age groups, with just 24% preferring to give cash compared with 56% who like to donate digitally.
The over-65s were the only demographic surveyed who preferred cash, and even among these older givers, this was only by a 12-point margin (42% compared with 30% who favoured online giving).
People of all ages like to give directly through a charity’s website, which the report said gives peace of mind.
“Donating directly is also the best option for brand recall,” it reads. “This is key for avoiding the ‘give and forget’ trap” where people are unable to recall the name of the charity they last donated to.
Mojay-Sinclare added: “Good causes should be encouraged that the public most trusts information about charities when it comes directly from them.
“Building and improving your direct communication channels and facilitating donations through your website has never been more important.”
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