What types of charity do donors most readily support?

Results gained by the Data Partnership as long ago as 2008 via their in-house telephone survey showed a marked preference for donating to Cancer charities (280,000); Children’s charities (262,000); and Animal charities (233,000). By contrast, Homeless charities rated only 15,400 donors and charities supporting Older People 7,000.

Fast forward to this year and a comprehensive report by Enthuse which concentrates on participants in mass events. Enthuse also drew contrasts between those who were primarily motivated by the opportunity to raise funds (64%); and those who were dedicated distance runners (56%).

Enthuse’s report covers a wider range of charities than were included in the Darta Partnership’s 2008 survey – but, interestingly, the popularity league table remains the same even though additional charitable areas are included.

Enrthuse’s data covers the years 2022-24 inclusive. In 2024, some 23% of event participants chose charities which support and/or carry out research into diseases (not restricted to cancer); 22% chose Children’s charities; 22% Animal charities; 16% Poverty (including, but not restricted to, homelessness); and 8% Older People.

Apart from the 14-year gap between the two surveys, there is of course a difference in the target donors – all donors in 2008 compared with specifically mass event participants in 2022-24. Nonetheless, a clear pattern emerges, with support and research into diseases leading the field and Older People receiving a relatively low level of support. Although numbers may have changed, support for specific types of charity were almost exactly the same in 2024 as they were in 2008.

Food for thought!