Charity Giving Index Highlights How Charities Compel People to Donate with Street Fundraisers, TV Adverts and Social Media Campaigns Most Impactful

Leading UK charity, Muntada Aid has published an extensive national survey*, ‘The Charity Giving Index’ to understand and offer insights into how much the UK is donating and fundraising for charities, what makes them donate and how they engage with different causes.

The survey findings give a detailed overview of how the UK public are impacted by promotional activities from charities and which are the most likely to make individuals donate. The most effective promotion was charity workers raising money in public with nearly 1 in 4 (23%) admitting they had donated this way. This was followed by TV adverts with 16% of the public donating as a direct result of seeing a charity campaign advert and then social media advertising with 1 in 10 (11%) reacting to these.

The Charity Giving Index is an extensive national survey of the UK population, providing valuable insights into the factors driving charitable donations. It delves into the motivations behind donating to charities, the favoured types of causes, and the frequency of individual donations. It also offers a breakdown of donation patterns across different age groups, the percentage of individuals engaged in fundraising efforts and the most effective promotional strategies for persuading donations.

The survey also revealed that younger generations (under 35) are significantly more inclined to support emergency charity causes, such as those addressing wars and famine, with 28% committed to offering support for urgent international aid, compared to only 18% of those over 45. Additionally, the data showed that 11% of the UK has vowed to give more to charities this year than ever before.

Muntada Aid is a global humanitarian charity which operates in some of the world’s most vulnerable places, by providing much-needed assistance to communities that have been affected by disasters, conflicts, and the cycle of poverty. It runs sustainable health, educational, water security, capacity building and emergency relief projects.

Nayaf Sheikh. CEO at Muntada Aid, added, “We commissioned this national survey to understand how individuals donate to charities and what motivates them to fundraise. The findings underscore how the public reacts to charity campaigns across

These detailed insights have helped the Muntada Aid team to maximise our fundraising efforts across all our humanitarian missions and ensure we can support even more communities who rely on our vital projects and aid.”