More than half of the general public would donate more money to charity if they knew exactly how it was spent, a new survey of 2,000 people indicates.
The research was carried out for donation website See the Difference, which will be launched next year. The data shows that 51 per cent of people would give more if they knew how their money was spent and 40 per cent would do so if they could actually see the difference their money was making.
A third of respondents said knowing the charity would not use their money to cover administrative costs would make them donate more, and 37 per cent said they wanted to feel they were helping real people, rather than a brand or an organisation.
Almost a quarter of respondents cited "being left alone by chuggers in the street" as a factor that would make them give more. Only 8 per cent said they wanted more interaction between themselves and the charity.
Nearly a third said they gave more money to "small causes that need help and have no voice", and 27 per cent said they preferred to support local charities than national ones.
Dominic Vallely, founder of See the Difference, said: "This research shows that people want transparency and choice from the charities they donate to. They want to choose causes that mean something to them and to know where their money goes."