Two thirds of younger people say a day like Giving Tuesday would mean they would be likely to donate more.
Public polling carried out ahead of Giving Tuesday, the global day of generosity on 29th November, shows the value of a day like Giving Tuesday in encouraging people to give to charities. When asked about there being a recognised day when charities, businesses, and others come together to encourage people to give donations and inspire charitable actions, a third (35%) said such a recognised day would make them more likely to donate. The support is particularly strong among younger people – almost three quarters (73%) of those aged 18-34 said such a day was important, and more than six in ten (61%) said that it would mean they would be likely to donate more.
The Opinium Research commissioned by Giving Tuesday surveyed 2,000 nationally representative UK adults. The research was conducted between 4 and 8 November 2022.
The results of the poll also show strong support for the work charities do and their need to fundraise, with almost two thirds (63%) believing it’s important that people give what they can to support charities while there is a cost-of-living crisis, and half (50%) still likely to give to charities despite the economic difficulties.
Football fans are more likely to donate to a fundraising appeal from charity that’s close to their heart this festive period, with only around one in seven (15%) fans opting not to donate compared to a quarter (26%) of those who do not follow football. Additionally, football fans on average would give more (£48.50) compared to non-fans (£23.30).
Across the UK there were areas where people indicated that they would be more likely to continue giving to charities despite the cost of living crisis this festive period, with those in Sheffield (61%), Birmingham (56%) and London (54%) most likely to continue donating.
With thousands of charities and businesses ready to get involved in Giving Tuesday by fundraising and encouraging their employees and customers to take charitable actions on 29th November, the UK is set to see millions of pounds raised as part of this global campaign run in over 70 countries. Previous years has seen support from celebrities such as Stephen Fry and Joanna Lumley.
Stuart Andrew, Minister for Sport, Tourism and Civil Society, said:
“Charities are demonstrating great resilience at the moment and donations play a vital role in helping them carry out their important work.
Communities coming together in times of need make a genuine difference and I look forward to seeing the brilliant fundraising activities that are taking place this Giving Tuesday.”
Katie Docherty, CEO at the Chartered Institute of Fundraising said:
“Giving Tuesday is a unique day where together we can celebrate, fundraise, and donate to good causes and charities. Whether through COVID, or in the face of economic difficulty due to the cost of living, we consistently see people continuing to care about others and committed to supporting charities that are close to their heart. It’s really striking to see how much younger people see the value of businesses, charities, and others coming together to fundraise and I’m looking forward to seeing some fantastic fundraising campaigns and I’m sure lots of people giving what they can on 29th November.”
Michael Duncan, Head of Giving Strategy & Programmes at NatWest Group, said:
“Giving Tuesday is such an integral part of the charity work that NatWest Group does and we are excited to once again be involved at the forefront. Over the past two and a half years, the charity sector has faced unprecedented difficulties like so many people and businesses across the world. Giving Tuesday provides a great opportunity to say thank you for all the work charities have done during this very difficult period.
We, as a company, recognise the importance of charitable work and this Giving Tuesday we will be encouraging our customers and employees to support in any way they can on November 29th and beyond.”
Notes to editors:
The Giving Tuesday website in the UK is https://www.givingtuesday.org.uk/
Giving Tuesday is a day of global giving that started in the United States 2012 as a movement to inspire generosity. It has now become a global movement run in over 70 countries that inspires hundreds of millions of people to give, collaborate, and celebrate giving in all its forms. In the UK the campaign is lead by the Chartered Institute of Fundraising.
Giving Tuesday campaign is centred on the first Tuesday after Thanksgiving, and follows Black Friday and Cyber Monday. For 2022 Giving Tuesday is 29th November.
Organisations can sign up to be a #GivingTuesday partner and hear more about the campaign at https://www.givingtuesday.org.uk/
The Chartered Institute of Fundraising is the professional membership body for UK fundraising. We champion our members’ excellence in fundraising. We support fundraisers through professional development and education. We connect fundraisers across all sectors and skill sets to share and learn with each other. So that together we can best serve our causes and communities both now and in the future.
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