Donors feel pressurised into donating money - research

New research has revealed that 13% of Brits have donated to charity as they have felt under pressure to do so when asked. The research from YouGov reveals street fundraisers and lack of transparency have put people off donating to charity.

The research, commissioned by technology platform company, Activistic, further revealed that six per cent of the British public have never donated money to charity, with a lack of transparency on where the money goes (43 per cent) and street fundraisers (31 per cent) putting them off.

The survey also found that 60 per cent of Brits said that the reason they have donated money to a charity is because it was close to their hearts.

Activistic commissioned the research ahead of the launch of its new micro-donation app, Ralli, which it claims will revolutionise the way people give to charity. It says of the 2,175 adults questioned, almost one in three (28 per cent) would be more likely to give money to charity via an app if it meant a reduction in the number of cold calls made by charities.

The free app, which is due to launch Spring 2016, will allow Brits to donate from 50 pence up to three pounds a month via their mobile phone bill.

Fiona Grindlay-Kuzian, head of marketing at Ralli said: “There has been much focus on the traditional fundraising practices of UK charities over the past year. As our research reveals, donors have felt pressurised in to donating money and practices such as street fundraisers are potentially costing charities vital donations.

“Modern technology offers charities opportunities to adopt new fundraising practices, which will be far more remunerative and the time is right to launch the UK’s first micro-donation app.

Peter Yates, digital communications manager at Tearfund, which is one of the first charities to sign-up to Ralli said: “Ralli is an exciting app that offers a great deal for charities and will make it even easier for our givers to contribute to the work we’re doing. We’re looking forward to working with them and seeing how the app will help us engage with a wider audience and further extend Tearfund’s reach globally.”

Charities already signed-up to feature on the app include Children’s Heart Surgery Fund, Scotty’s Little Soldiers, Arc Youth Counselling, Grass Roots Suicide Prevention, Emmaus, Temwa, Spark Inside, Tearfund and The Nehemiah.

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