Television appeals 'still move and inspire donors'

Newspaper reports were less likely to influence people to donate to the DEC's Haiti appeal, CAF survey finds

DEC television appeal for Haiti
DEC television appeal for Haiti

The proportion of donors who are motivated by television adverts to give money for major disasters is rising, according to research by the Charities Aid Foundation.

CAF asked 1,005 people whether they gave to the Disasters Emergency Committee's Haiti appeal.

Of the 480 who donated, 75 per cent said they gave a result of TV appeals. Previous research found that the figure was 67 per cent of those who gave to appeals for the 2009 Samoan tsunami, the Indonesian earthquake and severe floods in the Philippines and Vietnam.

Only 6 per cent of the people who donated to the Haiti appeal said they did so because of stories and adverts in newspapers, compared with 11 per cent of those who gave to the Asia-Pacific appeal and 12 per cent of those that gave to the DEC's Burma cyclone appeal in 2008.

The report says 40 per cent of the donations made to the Haiti appeal were in the form of cash.

Liz Goodey, head of research at CAF, said: "This research shows that newspapers have become less important than they once were in inspiring people to donate.

"Society is moving into a digital world, but these figures show that television still holds a great deal of power in inspiring and moving people to donate.

"It's interesting that people are keen to make spontaneous cash donations when there is an opportunity for them to do so."

Kaye Wiggins recommends

Charities Aid Foundation

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