Fundraising News: People 'favour donation by telephone'

Georgina Lock

More than half of people in the UK prefer to donate to charity by telephone rather than in person or through the post, according to research by telephone-marketing company Prolog Connect.

A random sample of 250 consumers were asked the question: "When you give to charity, how do you prefer to donate - over the phone, in person, by post or through the internet?"

Fifty-five per cent of those asked preferred to donate over the phone, with 28 per cent opting for the internet.

The survey also probed the public's motivation for donating, with 63 per cent of respondents saying that word-of-mouth and personal experiences were the most likely ways of spurring them to make pledges.

Other key motivators included information seen in the news and specific appeals.

About 14 per cent of those questioned said they would donate to an individual charity's direct mail request, but fewer than 5 per cent said they would donate through a street collector.

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