Individuals who already donate say that they are giving to their limit, YouGov research reveals today.

According to the results of the survey, commissioned by the Institute of Fundraising, as many as 43% of people questioned felt they were already giving as much as they could afford, and have cited having a higher income and earning more money as the biggest factor that would encourage them to give more to charity.

The results confirm that the current sagging economy and high unemployment figures are putting a strain on public donations.

Worryingly, in a period when Government spending is likely to continue falling, only 8% said that a reduction in Government spending would mean that they were more likely to give.

The vast majority (66%) also reported that a fundraising ask had led them to stump up cash, showing the need for charities to employ properly trained fundraisers.

Peter Lewis, chief executive of the Institute of Fundraising, said: “In these tough economic times charities are increasingly relying on public donations to support their vital causes, and skilled fundraisers are key to building good relationships with donors and making the ask.

“It is also clear that charities need to effectively communicate how this money is going towards good causes, as any donation, no matter how modest, is vital right now.”

YouGov surveyed 1,999 people across the UK who had given to charity in the past three months in late January and early February to gain insight into their views on fundraising and charity giving.

The full report will become available later this spring on the IoF's website.

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