The most common reason for not giving to charity is people thinking that "too little money goes to the cause", according to new research by the consultancy nfpSynergy.
A survey of 1,000 British adults, carried out by nfpSynergy and published today, found that 62 per cent of people gave that answer when asked to select from a list of suggested reasons for not making a donation to a charity.
Fifty-three per cent of respondents said "too much being spent on staff salaries" was the reason they did not donate, which was an increase of three percentage points on the same poll carried out last year.
The poll showed that 51 per cent of people said they were put off giving by "not being clear about how donations are spent".
Nearly half of those surveyed (46 per cent) were put off by fundraisers "being too persistent". Forty per cent would not donate because of bad publicity, which is up seven percentage points from last year’s survey.
NfpSynergy said the poll showed that the public was torn on some issues. For example, 52 per cent of respondents said that charities needed to spend money on advertising and marketing to raise money and make a difference, but 33 per cent said big campaigns and advertising put them off giving.
Joe Saxton, co-founder of nfpSynergy, said: "Telling people what they are spending on the cause, justifying staff salaries and explaining how donations are spent are all things that charities should be doing to overcome the barriers highlighted in the survey."
"There are always going to be people who don’t want to see money spent on anything but the cause, but when are we as a sector going to learn that explaining what we do, why we do it and how it benefits us could increase donations dramatically?"