Donors rein in because of downturn

More than a quarter of British donors surveyed in a European poll said they were giving less to charity because of their own financial worries.

The survey of charity donors, carried out by market research company Survey Sampling International to gauge the effect of the downturn on individual charitable giving, found that 27 per cent of the 330 British respondents now gave less because of the credit crunch, and that 11.5 per cent had stopped charitable giving completely.

However, it found that people in the UK were the most generous of the five countries surveyed, with 77 per cent saying they gave to charity, compared with 76 per cent in Spain, 72 per cent in the Netherlands, 66 per cent in France and 61 per cent in Germany.

Humanitarian or medical charities came out as the most popular causes.

More than 75 per cent of respondents said charities should spend more on their causes and less on publicity, and 20 per cent said advertising would put them off donating at all.

Similarly, the fact that a charity had a celebrity ambassador would stop 15 per cent of respondents from giving to it; 70 per cent said this would not affect their decision to donate.

David Ainsworth recommends

Survey Sampling International

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