People Give to the Charities that Show Donations Make a Difference Abby Young-Powell - The Guardian UK
go to original February 28, 2013

Evidence of the impact donations make, along with a personal connection to a cause, are the biggest influences in giving to charity, new research has shown.

The survey of more than 160 business leaders and philanthropists across England and Scotland, carried out by Pilotlight, found that nearly 60% of respondents felt that information on the impact of a charity's work was a deciding factor in their decision to donate.

A personal link to a charity was another major factor, with more than 70% of philanthropists and city executives citing it as an important influence. Three in ten people were motivated to donate because of the funding crisis facing charities, and just over a quarter felt that fundraising campaigns influenced their decision.

Fiona Halton, chief executive of Pilotlight, believes the research reinforces the need for charities to measure the impact of campaigns and be more business-like.

Read the whole story at The Guardian UK

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