One in four people ‘feel pressured by aggressive’ charity campaigning

Around a quarter of people say they feel pressured into giving donations to charity by “aggressive campaigners”, according to a survey.

This found that 24% are concerned by aggressive campaigning, while a similar proportion (22%) are worried about giving more than they can afford.

Also 22% are anxious about being locked into a payment schedule.

The findings have emerged in a survey of 200 people by digital payment firm PayPoint.

It warns charities of the need to help donors better understand details around giving and to ensure they are aware of how they can control how much they spend.

According to PayPoint client services director Danny Vant donor contact needs to be “part of a dialogue in a two-way relationship, rather than an ambush to get a transaction”.

He praised charities that provide flexible donation options. These “will benefit from a healthier ongoing relationship.”

The survey found that TV advertising is the most influential way charities can appeal for funds, cited by more than a fifth (21%) of respondents.

Social media campaigns and telethons are also effective, mentioned by 15%.

None of those surveyed said they welcomed door-to-door fundraising and only 2% said unsolicited telephone calls are effective, although PayPoint points out these tactics are less common among charities in recent years.

Meanwhile, high-street and shopping centre fundraising is favoured by 13% of those surveyed.

“Despite being a face-to-face method, it can be far less intrusive than a phone call at home or a knock on the front door,” added PayPoint.

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