Donors give more when match-funded - study

Written by Mark Evans

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

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