A wealth of opportunity

The Giving Campaign

The Giving Campaign

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Online Resource

The Giving Campaign was keen to explore the higher income segment of the population with a view to understanding how they decided on the level they would give at, and what would encourage them to give more. This report documents research undertaken by NOPWorld Financial, on behalf of The Giving Campaign, exploring those issues.

The overall research objective was to understand, through a series of depth interviews, the process by which the mass affluent (roughly defined as higher rate taxpayers) decide how much to give to charity.

Further objectives were:

• To examine how the gift is related to income and wealth.
• To gauge the extent to which charity 'ask' affects the size of the gift.
• To explore attitudes to regular giving and potential influences that would encourage movement towards regular giving
• To consider whether life events, such as the birth of a child, marriage, house purchasing, making a will, drawing up a budget, etc., trigger a gift to charity.

A wealth of opportunity (pdf)