Women more likely to donate than men, IoF study finds

The study raises concerns about whether charities are doing enough to appeal to men

Women are more likely to donate to charity than men, according to research published today by the Institute of Fundraising

The research also suggests women engage with voluntary organisations on a deeper level than men in many other ways, prompting questions about whether charities are doing enough to appeal to males.

Fifty-four per cent of women said they had given to a charity collection in the past 12 months, compared with 40 per cent of men, according to a survey of 2,000 people conducted by the research firm YouGov in February.

The study also found 51 per cent of females said they had supported small or local charities, compared with 36 per cent of males.

Sixty-six per cent of women said they had bought or donated goods from a charity shop or online, compared with 42 per cent of men.

Women were also more likely to sponsor someone for charity, make regular monthly gifts and volunteer, according to their responses.

The only area where men showed greater support was in the sum donated, with an average gift of £29 compared with £23.

Daniel Fluskey, head of policy and research at the institute, said there was no single reason why women said they engaged more with charities but the results should prompt voluntary organisations to rethink how they target men in their campaigns. 

"There is an opportunity here to encourage more men to step forward and support charitable causes," said Fluskey. "Charity fundraisers will want to take note of these differences to make sure that we raise money in a way that appeals to and engages men and women."

The IoF highlights Prostate Cancer UK, which has tripled its income over the past five years after focusing more on men. 

"We dramatically revamped our brand to make it unashamedly masculine to increase its appeal and relatability to our core audience," said James Beeby, associate director of fundraising at Prostate Cancer UK.

"We also focused our efforts on reaching out to men where they already are – whether that’s at their local sports club, at the rotary, through work or at the pub.

"Two-thirds of our income now comes from men - which is the exact opposite of the sector as a whole. From this experience, I strongly believe that men are just as charitable as women, if engaged in the right way."

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