Donors give more when match-funded - study

A new report on corporate match-funding has found donors are likely to give 2.5 times more to charity on average when match-funded.

The research report, A Great Match, found more people are likely to donate to charity and give more money if they know their donation will be match-funded by an employer, the government or philanthropic body.

Analysing data from 138,000 charitable donations, the study found the average value of a matched donation was £333 compared with £132 for those which were un-matched.

The report, funded by Royal Bank of Scotland, the Charities Trust and The Big Give was compiled by Dr Catherine Walker, who noted: “With a more demanding younger generation coming into both the workforce and the charitable giving arena there are greater expectations of the ways in which engaging with charities should be made easier.”

The report identified growth in the number of leading UK companies offering match-funding to their employees, who donate money via payroll giving schemes or through fundraising activities.

It also predicted growth in cause-related marketing, such as Innocent Smoothies donating 25p to Age UK for every bottle sold with a knitted hat.

The study assesses the UK market as more cynical compared to the rest of the world with only 14 per cent of respondents believing their cause-related purchases made a significant impact compared to 29 per cent globally.

To download a copy of the report, visit https://www.thebiggive.org.uk/match-funding/

    Share Story:

Recent Stories


Charity Times video Q&A: In conversation with Hilda Hayo, CEO of Dementia UK
Charity Times editor, Lauren Weymouth, is joined by Dementia UK CEO, Hilda Hayo to discuss why the charity receives such high workplace satisfaction results, what a positive working culture looks like and the importance of lived experience among staff. The pair talk about challenges facing the charity, the impact felt by the pandemic and how it's striving to overcome obstacles and continue to be a highly impactful organisation for anybody affected by dementia.
Charity Times Awards 2023

Mitigating risk and reducing claims
The cost-of-living crisis is impacting charities in a number of ways, including the risks they take. Endsleigh Insurance’s* senior risk management consultant Scott Crichton joins Charity Times to discuss the ramifications of prioritising certain types of risk over others, the financial implications risk can have if not managed properly, and tips for charities to help manage those risks.

* Coming soon… Howden, the new name for Endsleigh.