There is varied outlook among people about donating to charity. This research is focused on understanding peoples attitudes towards donating for charity. An attitude questionnaire was prepared and surveyed among people. Simple percentage analysis was used to study the survey results to research on attitude difference among people of different age group, gender and environment. Also, their personal opinion about charity, charity channel and preference of charity organization was collected and studied. Results were produced in graphical and tabular forms and it is observed that people in the age group above 35 are more likely to donate than younger generation, women are more interested to donate than men, many people prefer to donate in person rather than donating online and some people are least interested to donate because of their ignorance about charity organisations.
” With Malice toward none, with charity for all, with firmness in the right, as God gives us to see the right, let us strive on to finish the work we are in, to bind up the nation’s wounds. “[5]
-Abraham Lincoln
The research is mainly focused to find out what people think about charity and to understand the reason why many people donate for charity as well as why many people do not donate to charity. Different Charity attitude among different age group, gender and location is studied in this research to make judgements about charity awareness among people. Preference about charity channel is studied to understand which channel has reached many people and which channel is weak in promotion.
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The research conducted by www.ageuk.org.uk[4] supporting aged people states that 10.3 million people in the UK are 65 and over, and this is set to rise to over 16.4 million by 2033.They say the cause might be due to hearing loss, dementia and incontinence. They are striving hard to help people to be medically fit. They request people to support their research by funding and other research works which are related to age related illness.
Volunteering is also a part because he/she is contributing a help even though the person could not contribute financially. It could be administrative work, arranging a stall or helping people in the way they feel like without profit except for the love with their heart and soul. There are much more related to charity for the people who couldn’t support themselves either by their family or relatives. The list goes on whether it is a disease, environmental funding, disaster or which is affecting the people lives.
Assessment of analysis showed that majority of the people have donated for charity at least once whereas less than 35% of the people have not donated yet due to various reasons. The results also stated that main reasons provided by the particular age group for not donating to charity includes being a student, laziness, did not start earning and so on. Also many have mentioned that they are not aware of the procedure in making donation to charity.
This study also examined that majority of the people are interested in donating for aged , child & youth and disabled sectors than other part of the charity sectors. The survey also showed the results crossed with gender and crossed with age along with general statistics. And also shows the channel that most of the people prefer for donating to charity and how frequently they do.
Literature Review
NCVO (National Council for Voluntary Organisations) and CAF (Charity Aided Foundation) jointly conducted an analysis in December 2010[3] UK Giving 2010 – An overview of charitable giving in the UK, 2009/10 which states that the proportion of adults in the UK giving to charity increased by 2% and reached 56% which was 54% in 2008/09 and the same UK giving 2011 conducted on December 2011[2] states that it increased to 2% more and reached 58% in 2010/11.
Methodology
Online survey method has been followed in gathering the results. A list of questionnaire mentioned below has been prepared and online survey has been designed with the help of quicksurveys.com and the survey link has been promoted through Facebook for collecting the results.
Online survey link: http://tolu.na/VWLdXK
The results were analysed using simple statistical method. Percentage analysis method is used to convert the answers into statistics.
C:UsersSureishDesktopPDRMimagesPicture2.png
Figure : Methodology – Flow Diagram
List of questionnaire
Have you ever donated to charity?
Any reason for not donating to charity?
How long have you been donating for charity?
Through what channel you will make the donation?
To which charity category you have donated? (Select at least one)
Do you regularly donate to a charity?
Enter the name of the Charity you have donated (At-least one)
Any reason in donating for Charity?
How often do you donate for charity?
Findings
Charity Donation Behaviour – General Statistics
Below table and graphs shows the general statistics on whether people have donated for charity (Yes/No)
Total Respondents: 41
Result
Total (%)
Count
Yes
65.85%
27
No
34.15%
14
Table : Charity Donation Behaviour – General Statistics
Graph : Charity Donation Behaviour – General Statistics
Charity Donation Behaviour – Crossed with: Gender
Below table and graphs shows the statistics on whether people have donated for charity (Yes/No – Crossed with: Gender)
Total Respondents: 41
Result
Total (% ) & Count
Male 100% (31)
Female 100% (9)
Yes
67.5%
27
64.52%
20
77.78%
7
No
32.5%
14
35.48%
12
22.22%
2
Table : Charity Donation Behaviour – Crossed with: Gender
Graph : Charity Donation Behaviour – Crossed with: Gender
Charity Donation Behaviour – Crossed with: Age
Below table and graphs shows the statistics on whether people have donated for charity (Yes/No – Crossed with: Gender)
Total Respondents: 41
Result
Total (%) & Count
18 – 34
100% (33)
35 – 54
100% (6)
55 +
100% (1)
Yes
67.5%
27
60.61%
20
100%
6
100%
1
No
32.5%
14
39.39%
14
0%
0
0%
0
Table : Charity Donation Behaviour – Crossed with: Age
Graph : Charity Donation Behaviour – Crossed with: Age
Donation Frequency – General Statistics
Below table and graphs shows the general statistics on how often people donate for charity
Total Respondents: 27
Result
Total (% )
Count
Weekly
0%
0
Bi – Weekly
0%
0
Monthly
37.04%
10
Bi – Monthly
3.7%
1
Quarterly
11.11%
3
Half-Yearly
7.41%
2
Annually
22.22%
6
Rarely
18.52%
5
Table : Donation Frequency – General Statistics
Graph : Donation Frequency – General Statistics
Channel used – General Statistics
Below table and graphs shows the general statistics on the major channels through which donations are made.
Total Respondents: 27
Channel
Total (%)
Count
Charity Website
18.52%
5
In Person
66.67%
18
Social Networking (like Facebook)
3.7%
1
Other, please specify
11.11%
3
Table : Channel used – General Statistics
Graph : Channel used – General Statistics
Other includes
Volunteering work
NGO or in person
shops
Charity Sector – General Statistics
Below table and graph shows the general statistics to which charity sector people shows more interest in donating.
Charity Sector
Total (%)
Count
Aged
51.85%
14
Animals
11.11%
3
Armed & Ex-Services
3.7%
1
Children & Youth
59.26%
16
Community
0%
0
Culture & Heritage
0%
0
Disabled
48.15%
13
Education & Training
18.52%
5
Employment, Trades & Professions
0%
0
Environment
11.11%
3
Family
0%
0
Health
25.93%
7
Hearing Impairments
7.41%
2
Hospices
3.7%
1
Hospitals
7.41%
2
Housing
0%
0
Human Rights
11.11%
3
Learning Disabilities & SEN
3.7%
1
Medical Research
18.52%
5
Medical Welfare
14.81%
4
Mental Health
7.41%
2
Overseas Aid
7.41%
2
Religious
14.81%
4
Rescue Services
3.7%
1
Social Welfare
7.41%
2
Sport & Recreation
0%
0
Visual Impairments
3.7%
1
Other, please specify
3.7%
1
Total Respondents: 27
Table : Charity Sector – General Statistics
Graph : Charity Sector – General Statistics
Charity Sector – Crossed with: Gender
Below table and graph shows to which charity sector people shows more interest in making donations (Crossed with: Gender).
Category
Total (% ) & Count
Male
100% (20)
Female
100% (7)
Aged
51.85%
14
45%
9
71.43%
5
Animals
11.11%
3
5%
1
28.57%
2
Armed & Ex-Services
3.7%
1
0%
0
14.29%
1
Children & Youth
59.26%
16
55%
11
71.43%
5
Community
0%
0
0%
0
0%
0
Culture & Heritage
0%
0
0%
0
0%
0
Disabled
48.15%
13
50%
10
42.86%
3
Education & Training
18.52%
5
20%
4
14.29%
1
Employment, Trades & Professions
0%
0
0%
0
0%
0
Environment
11.11%
3
15%
3
0%
0
Family
0%
0
0%
0
0%
0
Health
25.93%
7
30%
6
14.29%
1
Hearing Impairments
7.41%
2
10%
2
0%
0
Hospices
3.7%
1
0%
0
14.29%
1
Hospitals
7.41%
2
5%
1
14.29%
1
Housing
0%
0
0%
0
0%
0
Human Rights
11.11%
3
15%
3
0%
0
Learning Disabilities & SEN
3.7%
1
5%
1
0%
0
Medical Research
18.52%
5
15%
3
28.57%
2
Medical Welfare
14.81%
4
10%
2
28.57%
2
Mental Health
7.41%
2
10%
2
0%
0
Overseas Aid
7.41%
2
10%
2
0%
0
Religious
14.81%
4
20%
4
0%
0
Rescue Services
3.7%
1
5%
1
0%
0
Social Welfare
7.41%
2
5%
1
14.29%
1
Sport & Recreation
0%
0
0%
0
0%
0
Visual Impairments
3.7%
1
5%
1
0%
0
Other
3.7%
1
0%
0
14.29%
1
Total Respondents: 27
Table : Charity Sector – Crossed with: Gender
Graph : Charity Sector – Crossed with: Gender
Charity Sector – Crossed With: Age
Below table and graph shows to which charity sector people shows more interest in making donations (Crossed With: Age).
Total Respondents: 27
Charity Sector
Total (% & freq col)
100% (27)
18 – 34
100% (20)
35 – 54
100% (6)
55 +
100% (1)
Aged
51.85%
14
65%
13
16.67%
1
0%
0
Animals
11.11%
3
10%
2
16.67%
1
0%
0
Armed & Ex-Services
3.7%
1
5%
1
0%
0
0%
0
Children & Youth
59.26%
16
60%
12
66.67%
4
0%
0
Community
0%
0
0%
0
0%
0
0%
0
Culture & Heritage
0%
0
0%
0
0%
0
0%
0
Disabled
48.15%
13
50%
10
50%
3
0%
0
Education & Training
18.52%
5
20%
4
16.67%
1
0%
0
Employment, Trades & Professions
0%
0
0%
0
0%
0
0%
0
Environment
11.11%
3
5%
1
33.33%
2
0%
0
Family
0%
0
0%
0
0%
0
0%
0
Health
25.93%
7
20%
4
50%
3
0%
0
Hearing Impairments
7.41%
2
0%
0
16.67%
1
100%
1
Hospices
3.7%
1
5%
1
0%
0
0%
0
Hospitals
7.41%
2
10%
2
0%
0
0%
0
Housing
0%
0
0%
0
0%
0
0%
0
Human Rights
11.11%
3
5%
1
33.33%
2
0%
0
Learning Disabilities & SEN
3.7%
1
0%
0
16.67%
1
0%
0
Medical Research
18.52%
5
10%
2
50%
3
0%
0
Medical Welfare
14.81%
4
15%
3
16.67%
1
0%
0
Mental Health
7.41%
2
10%
2
0%
0
0%
0
Overseas Aid
7.41%
2
5%
1
16.67%
1
0%
0
Religious
14.81%
4
5%
1
50%
3
0%
0
Rescue Services
3.7%
1
5%
1
0%
0
0%
0
Social Welfare
7.41%
2
5%
1
16.67%
1
0%
0
Sport & Recreation
0%
0
0%
0
0%
0
0%
0
Visual Impairments
3.7%
1
0%
0
16.67%
1
0%
0
Other
3.7%
1
5%
1
0%
0
0%
0
Table : Charity Sector – Crossed with: Gender
Graph : Charity Sector – Crossed with: Gender
Survey Result -Reason for donating
We live a good life, so some money can get to people who have nothing. People have to help each other if government is not capable.
To Help.
Can claim back on tax.
To help thalassemia children.
Mainly when feeling generous, but if it’s for something like the Poppy Appeal or Help for Heroes it’s because I strongly believe in their causes and know the money does reach the soldiers.
To help fellow beings.
I find happiness in helping the needy.
Poor children education.
Survey Result -Reason for not donating
Don’t know. Laziness I guess. But I have the desire to donate.
Till now I didn’t have any opportunity to donate meant that I didn’t get any information to donate but am keen interested in that and we have organised a camp like taking the orphanage students to kishkintha which is a theme park in Chennai and our teams name is vizhigal.
I have recently started working.
Being a student I don’t have cash to donate.
Didn’t get a chance.
I am not getting enough income to donate to charity.
Not yet came across a chance to do.
Conclusion
Looking at the results more than 65% of the people shows interest in donating to charity at least once and less than 35% haven’t donated due to various reasons mentioned above. The research also concluded that the people with age above 35 are much interested in donating to charity and the age group between 18 and 34 are least interested due to various reasons such as they have just started their work or they are still student and do not have enough money for providing donations.
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Recommendations
The awareness in explaining the benefits and procedure in donating to charity needs to be increased as the research results states that the younger age group (between 18 and 34) are not aware of what procedure to follow for making donating to charities. Donation through internet is an easy way to reach out people in all age group especially young generation. Online promotions of charity organisation will definitely change the donation behaviour of people when the opportunities to give are plenty and easy.
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