Clarity about how donations are spent and learning about the impact a charity has are the top two reasons why people give to charity, new research from the consultancy nfpSynergy has found.
According to research carried out among 1,000 UK adults, 56 per cent of respondents said that whether a charity was clear on how donations were spent was one of the biggest reasons why they would give money to a particular charity.
Learning about the impact of a charity was cited by 47 per cent of respondents, the survey says.
Positive stories about a charity in the media and case studies about people who have been helped were also popular reasons cited, mentioned by 37 per cent and 33 per cent of respondents respectively.
The research found a generational split, with younger people more likely than older people to name supporter benefits, being able to volunteer for the charity, hearing positive things about a charity from a celebrity and fundraising events as reasons to give to a particular charity.
Case studies about individuals helped were also an extremely popular reason for giving among people aged 35 or less.
The survey asked why people felt confident that a particular charity would spend a donation well. The top reason given was that it was run mostly by volunteers, cited by 44 per cent of respondents.
Staff never travelling first class, no one at the charity being paid more than £50,000 and nobody getting a bonus were also popular reasons why people felt confident that a charity would spend its donations well, the survey found.
The results follow previous research by nfpSynergy, which was released last month and looked at the reasons why people did not give to charity.
Joe Saxton, co-founder of nfpSynergy, said: "What people want to persuade them to give is to know that their donation is being well spent, and to feel the rosy glow of the difference it makes. They want great case studies and human stories. It’s a clear mix of the information that motivates and inspires, and the information that convinces them their donation isn’t being wasted."
Saxton said that the differences between the generations should be useful food for thought for the charity sector.
He said: "More interesting, perhaps, is how young people want more than other age groups. They want to be engaged as a whole supporter, to give and to volunteer, to take part and to be thanked. One of the messages from this research is how the motivation to give for young people is different in a whole variety of ways. Fundraisers should take note."