Charities urged to target UK regions where fewer households give

Look beyond the affluent areas, says new report by the Centre for Charitable Giving and Philanthropy and Cass Business School

The geography of giving in the UK
The geography of giving in the UK

Charities could attract more donors if they targeted areas where levels of giving are lower rather than focusing on more affluent regions, according to the author of a new report.

UK Household Giving - New Results on Regional Trends 2001-08, a report by the Centre for Charitable Giving and Philanthropy and the Cass Business School, examined giving in almost 52,000 households over the period.

It found that households in Northern Ireland, where 46.2 per cent of households donated, were almost twice as likely to donate as those in Wales, the West Midlands and north east England.

Cathy Pharoah, director of the Centre for Charitable Giving and Philanthropy and author of the report, said: "Charities will often focus their fundraising activity on areas such as the south east because of the higher levels of income.

"However, if instead they focused their resources elsewhere, where at the moment fewer households may donate, then there may be the opportunity to raise more money."

She said donor levels were often closely aligned with household incomes, but charities should consider whether there were other reasons behind the figures.

"Giving levels could be due to factors such as the fundraising infrastructure in each area," she said.

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