TV fundraising appeals drive charitable giving

15 November 2013

More people give to charity in November and March than in any other month according to a 12 month study into charitable giving in the UK from August 2012 to July 2013. These months coincide with the two biggest TV fundraising events of the year, according to the research released today by the Charities Aid Foundation.

Over 27 million Britons – 57% of the adult population – gave money to charity during November and March – three million more than average. These are the same months which see Children in Need and Comic Relief hit our screens.
 
Other popular fundraising events during these peaks include Movember, the Poppy Appeal and the build-up to the London Marathon in April.
 
These events were even more effective at encouraging giving than Christmas appeals, as just 53% gave money away during December 2013.
 
The lowest month for giving was August, when just 44% of the population or approximately 21m people gave money to good causes – holidays and warm weather may have affected donations.
 
The research also showed that younger people are much more likely to respond to major charity events, even though their overall participation is lower.
 
The amount of 18-24 year olds giving varied by up to 20% between months, reaching the levels of other age groups during the biggest fundraisers of the year. This shows the impact of major charity events on this demographic.
 
By contrast, those over 65 were much less likely to be influenced by events, their giving staying at a much more constant level throughout the year, and never dropping below that of other age groups.
 
BBC’s Children in Need raised a record £27m last year, and Comic Relief managed to bring in £75m – also a record total.
 
John Low, Chief Executive at the Charities Aid Foundation, said: “It’s great that people want to get involved in major national fundraising events.
 
“This just proves there is a widespread desire to help good causes and these events are invaluable for raising awareness and getting more people involved in charity work.
 
"Over time this interest needs to be built into a longer term commitment to support the amazing work that charities do all round the country and beyond, every day of the year."

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ComRes interviewed over 2,000 GB adults online every month between August 2012 and July 2013 by ComRes on behalf of the Charities Aid Foundation, which promotes charitable giving and provides financial services and social finance to not-for-profit organisations. Data were weighted to be demographically representative of all British adults aged 18+ by age, gender, region and social-economic status. ComRes is a member of the British Polling Council and abides by its rules.  Full data tables are available on the ComRes website,

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