There is an even split between those who prefer to donate to charity online and those who like to do so offline, with the preference for donating online decreasing with age, according to the Charity Digital Study, launched today.
The study, conducted by Third Sector Research in partnership with the market research firm Harris Interactive, found that online charity donations fell sharply among people aged 65 and over. This age group was significantly more likely to prefer giving in person, the research found.
More than 2,000 people who had engaged with a charity or cause online in the past 12 months were asked about their donations to charity for the research, which examined how people interacted with charities online and their use of specific charity websites and social media channels.
Participants who said they preferred offline methods of giving to charity were asked to select an applicable response from a selection of five that would best explain why. Just over half – 52 per cent – said they preferred to give in person because they could be sure that the charity had received their donations.
The second most popular response, 29 per cent, was they thought that more of their donations went to charity if they donated offline.
A quarter of respondents said they never used online methods to donate to charity and a fifth said they had concerns about internet security. Just 5 per cent said that they would not know how to donate online.
Convenience was highlighted as the main reason for using online methods to give to charity. Slightly more than three-quarters of respondents described giving online as being "quick and easy", and 60 per cent said that it "cuts out the middle man".
For details about obtaining the report, click here