London workers would give more if given more information about impact, says report

A report commissioned by City Philanthropy, based on a YouGov poll of 1,000 full-time capital workers, says many would also be stimulated to give by workplace-based schemes

The report More to Give: London Millennials Working Towards a Better World
The report More to Give: London Millennials Working Towards a Better World

Workers in London say they would donate more to charity if they were given more information about the impact of their donations and if their employers offered schemes such as charity of the year initiatives, according to new report.

The report, More to Give: London Millennials Working Towards a Better World, was commissioned by City Philanthropy, an initiative to encourage a new generation of philanthropists in London. It is based on the results of a YouGov survey of more than 1,000 full-time London workers aged 18 or over. The results were collated by the Centre for Charitable Giving and Philanthropy at Cass Business School.

The report says that the most important factor in encouraging more giving among employees in London is information about the impact of their donations, with 27 per cent of respondents (and almost half of the 18 to 24-year-olds in the sample) selecting this response from a list when asked what would encourage them to give more money.

But 27 per cent of respondents said that nothing would encourage them to give more money to charitable or community groups.

The third most popular factor, selected by 18 per cent of respondents, was if their employers offered workplace-based schemes or encouragement for greater giving such as charity of the year schemes or direct encouragement for staff to take part in fundraising initiatives such as Comic Relief.

The report says: "‘Making a difference or impact’ means different things to different employees, who were asked for examples. It can be about seeing charities step in where statutory and other services fall short, for example in mental health provision; or that donations are largely devoted to the causes and not charity overheads; or directly seeing the value of what they give to beneficiaries themselves; or cost-effectiveness and evidence of impact, especially in larger programmes."

The report says that 30 per cent of London-based employees would volunteer more if they had access to a person or organisation that could match their skills and experience with an appropriate charity; 29 per cent would do so if they were given more information about the needs in their area; and 28 per cent would get involved if it gave them the opportunity to apply their skills or experience more widely to help meet charitable needs.

The report says: "The results show there are several ways in which employee volunteering could be encouraged, but interest declines steadily with age, indicating the particular value of offering the millennials more opportunities, such as workplace-based fundraising. Other opportunities for companies lie in creative links between employment and skills development or business networking."

Cathy Pharoah, a co-author of the report, said in a statement: "The results of this research are exciting because they reveal significant new potential to increase the numbers of young people involved in giving and volunteering. It is within our reach to build a stronger base for future giving."

Susannah Birkwood

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