People think 57 per cent of donations should go to beneficiaries, says report

Research by nfpSynergy finds that respondents think roughly equal amounts of the rest should go on administration, fundraising and campaigning

People think that an average of 57 per cent of their charitable donations should be spent on beneficiaries, new research shows.

The consultancy nfpSynergy asked 1,000 people what proportion of their donations should be allocated to helping beneficiaries, administration, fundraising and campaigning, and used that data to produce an average figure in each area.

The research, which is summarised in a report called Who Cares About Admin?, found that people felt administration, fundraising and campaigning should get similar proportions of the amount raised, but 57 per cent should be reserved for fulfilling the charity’s purpose.

Most charities spend more than 57 per cent on helping beneficiaries.

Respondents said an average of 16 per cent of their donations should be spent on campaigning, 14 per cent on fundraising and 13 per cent on administration.

Fifty-six per cent of respondents said they would give more money to charity if they knew more about how their money was spent.

The report says: "Greater transparency would seem to encourage people to give to a charity. If a charity isn’t seen to be being transparent, the public may think they have something to hide. It is therefore essential that charities continue to make efforts to communicate clearly to the public on how they spend their income."

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