Donors to elderly and deaf charities 'least loyal in the recession'

But overseas development, blindness and Christian charities' donors stay loyal, according to research

Charitable organisations for older people and the deaf are the most vulnerable to losing their donors during the recession, according to new research.

The least vulnerable are overseas development, blindness and Christian charities.

The survey, conducted by online market research company CCB Fastmap, asked 969 donors what kind of charities they gave money to and whether the recession had prompted them to change the kind of charity they gave to.

Twelve per cent of respondents said they had already changed, 9 per cent said they were considering changing, 1 per cent said they were going to change and 70 per cent said they would not change.

Development charities scored most highly on the 'will not change' question, at 83 per cent. They were followed closely by 'third world' (81 per cent) and 'wildlife', 'blind people' and 'Christian' charities, all at 80 per cent. The lowest scorers on this question were 'elderly' and 'deaf', both with 64 per cent, 'disability' with 69 per cent and 'poverty' and 'homeless', both with 71 per cent.

The survey also asked respondents who had changed whether there was anything the charity could have done to prevent them stopping or reducing their donations.

Eighty-four per cent ticked the answer 'no, because I stopped or reduced my donation due to financial problems'.

Seven per cent said they felt they were 'being hassled for more money', Two per cent said the charity could have communicated more, and 1 per cent said there could have been less communication. None said they had stopped giving because they disagreed with a new policy.

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