Research reveals most popular good causes amid 'post pandemic generosity boom'

A survey has revealed the good causes that Brits are most likely to donate to amid evidence of increasing rates of generosity due to the Covid-19 health crisis.

Among Brits surveyed a third (34%) said the pandemic had prompted them to be more generous with their time and money.

Animal Welfare charities are among those set to benefit from this increase in generosity. This was the most popular good cause for donations, cited by 22% of Britons.

Hospital and hospices as well as homelessness charities and those supporting mental health are also popular, each mentioned by 21% of those surveyed.

The average donation per year from Brits is estimated at £103.41, says the research by PayPal.

It also found that people in Aberdeen are the most generous in the UK, donating £193.76 on average, nearly twice the national average. People in Edinburgh are also among the most generous donors.

Despite an increase in generosity, six in ten said they never volunteer their time to charitable causes.

Online fundraising

However, the survey also found a strong desire, particularly among younger people, to raise funds for good causes via online platforms.

It found that around a quarter (24%) of UK adults raise money for causes via online platforms.

This rate increases to 54% amongst generation Z, who are aged up to 24, and is 38% among millennials, aged up to 40.

Brits raise a “healthy” £959.76 on average for good causes through online platforms, says PayPal, with people in Oxford the most active, raising more than three times the UK average at £3,319.25.

“Humans are social beings,” said behavioural psychologist Dr Linda Papadopoulos about the survey findings.

“Being generous with our time, money, or sharing resources, allows us to connect meaningfully with those around us.

“Research has shown that when we give, our brains release endorphins that lift our mood and make us feel good. There’s no better time than the holiday season to be generous, whether it’s donating our time and money to charity, buying gifts for family and friends or acts of service and kindness in our communities.’’

    Share Story:

Recent Stories


How to elevate your non-profit storytelling with data and performance metrics.
Sage Intacct the non-profit financial management platform, takes a look at giving trends and insights.

What has the pandemic taught us about the public’s perception of charities?
In this episode of the Charity Times Leadership podcast, we take a look at what the pandemic has taught us about the public’s perception of charities. Charity fundraising platform, Enthuse, recently released its quarterly donor research study, which highlighted significant shifts in donor behaviour throughout the duration of the pandemic. Not only does the report highlight an overarching sense of positivity towards the sector, but a propensity for younger generations to give more generously, too. Lauren Weymouth is joined by Enthuse CEO, Chester Mojay-Sinclare to discuss more.

The importance of the ‘S’ in ‘ESG’
In this episode, Lauren Weymouth is joined by Ketan Patel, equities fund manager at EdenTree, to delve into the issue of social investment and why that all-important ‘S’ in ESG is more relevant now than ever before. The social element of ESG often gets forgotten when thinking about investing in more ethical and sustainable ways. But, after a challenging year for all areas of society, social injustice has been highlighted, and there’s a much greater need for charities to put people at the heart of their investment decisions.