'Charities should target single women'

Fundraisers will reap the greatest rewards by targeting single women and donors without children, according to nfpSynergy's Who Gives to Charity? report, which analyses the Office for National Statistics' latest Family Expenditure Survey.

The analysis found that single women and child-free households were more likely to give to charity. Single women also gave bigger donations: on average, they gave £36 a month, whereas single men gave £22.
Couples without children gave more than those with
children: on average, the former gave £37 a month and the latter gave £23. Single parents gave the least.
The report adds that fundraisers will generate most revenue from higher-income households, which are more likely to give
to charity and give bigger
donations, even though those donations are equivalent to a tiny proportion of their overall wealth.
Who Gives to Charity? caused controversy by suggesting that the widely held belief that poor people are more generous is not true (Third Sector, 20 June).

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