Givers respond best to television, survey finds

Television is the best way to prompt people to donate to disaster appeals, according to a survey published by the Charities Aid Foundation.

The telephone poll of 1,002 UK adults revealed that 69 per cent of donors responded to television appeals compared with 12 per cent from newspapers and only 6 per cent from internet coverage.

"We always knew that television and newspapers were essential to fundraising, but this survey tells us that, without them, charities trying to deal with disasters might never receive the level of support they need," said Liz Goodey, head of research at CAF.

However, only 23 per cent of respondents said they donated to charities after the Burma cyclone, compared with 81 per cent of people who were surveyed after the 2004 tsunami.

Although cash was the post popular method of donating to the Burma appeals, with 35 per cent of respondents giving in this way, the proportion of donors giving online had nearly doubled since the tsunami, from 7 per cent to 12 per cent.

Goodey said: "Donors are showing their preference for online giving as a convenient way to make donations, so fundraisers need to ensure that it is clear to donors and potential donors how to give online."

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