New research has revealed that more than one in ten members of the British public have donated to charity because they have felt pressured to do so when asked.
The research, carried out by YouGov on behalf of technology platform company, Activistic, reveals that that 13 per cent of people donated because they felt under pressure. It also found that 60 per cent of people made donations because the charity was close to their hearts.
However, the research also revealed that 6 per cent had never donated to charity. Of these, 31 per cent blamed a dislike of street fundraisers, whilst 43 per cent said that a lack of transparency was a turn off.
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 in Spring 2016, will allow people to donate between 50 pence and £3 three pounds per 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 the research reveals, donors have felt pressurised in to donating money and practices such as street fundraisers are potentially costing charities vital donations.”
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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