Poll Lifts Lid On What Drives HNWIs To Give To Charity

Tom Burroughes

27 February 2013

A survey of wealth philanthropists in the UK lifts the lid on what drives people to make donations, finding that almost 60 per cent of those questioned say information on the impact of a charity’s work is a crucial factor.

The survey, by Pilotlight, an organisation supporting and advising charities, found that more than 70 per cent of philanthropists say a personal link to a charity drove their donation decisions.

The answers were drawn from a survey of more than 160 business leaders and philanthropists across the UK. It showed that three in 10 people were motivated to give because of charities suffering a funding shortfall.

Against a background of economic uncertainties, there have been concerns that even the wealthiest individuals might rein in donations. Recent reports from the Charities Aid Foundation and the National Council for Voluntary Organisations say £1.7 billion (about $2.6 billion) less was given in 2011/12 (donations fell to £9.3 billion, according to the statement from Pilotlight.

The Pilotlight poll reinforces the need for charities to measure their impact and be more business-like, the organisation said.

“Clearly donors now want more evidence of the impact a charity is having on the communities they serve. It’s also important they are told how their donation contributes to the charity and makes an even bigger difference. With donations falling, charities need to be actively measuring their impact and talking about it, if they want to attract donations of both time and money,” Fiona Halton, chief executive of Pilotlight, said.

Pilotlight’s poll found that while 90 per cent of business executives engaged with a charity like Pilotlight to “give something back”, some 60 per cent of them also joined for their own professional learning and development. Volunteering with charities through Pilotlight also led to nearly 40 per cent of people increasing the amount they gave to a charity and over 20 per cent increased the amount of time they spent volunteering.

The organisation currently works with over 70 charities and social enterprises in the UK.