Young women are twice as likely to be involved in charities as young men, with two thirds of young females claiming to have donated money in the last three months. But the consultants warn that without nurturing their interest will be lost when they hit their more “cynical” 20s.

One in six young people claim to be regularly involved with charities. But they were most attracted to the charities they perceived as ‘effective’, rather than ‘cool’ or ‘exciting’.

Joe Saxton, driver of ideas at the consultancy said: “Young people and their attitudes and behaviour are of fundamental importance to the future of any thriving charity. Many young people are informed and inspired by the work of not-for-profit organisations, which alas all too often fail to fully appreciate or utilise their drive.”

He said the research would help charities better understand what turns young people on, and off, their work and campaigns.