The poor donate a higher proportion of their income to
charity than the rich but are less likely to give, according
to NfpSynergy’s latest research.
Based on a representative sample of UK households, new
analysis from the think tank states that half of the wealthiest
10% of households have all donated in the last month, giving
an average of £60. In contrast, only 15% of the poorest
households claim to donate, giving an average of just £14.
But the poorest 10% of households give 3.2% of their income,
while the rich give only 0.8% of their earnings.
Single women living alone were found to be the most likely
to give to charity – one in three claimed to have
donated in the last month, and the average gift stood at
£36. Just one in six of single parents gave, with
an average donation of £11.
Joe Saxton, NfpSynergy’s driver of ideas, said: “This
data highlights clear opportunities for fundraisers. Whilst
the richest 10% of households by income are the most generous
in terms of their frequency and size of donation, their
giving remains a tantalisingly tiny proportion of their
wealth. And finger-grained analysis suggests that middle
income households – already likely to give –
also have potential to give greater amounts when they do