A recent YouGov Scottish Omnibus survey focussing on charity reveals that women are more likely than men to donate and contribute to a non-profit organisation.
Donating money on an ad hoc basis (in a charity box, over the phone, online etc.) is the most popular way to donate to charity for Scottish adults. Over half of men (55%) and 59% of women say they have contributed in this way during the last 12 months.
Women also donate money on a regular basis via direct debit more than men (30% as against 24%). They are also more likely to have bought goods from a charity shop – over half have done this in the last year (56%) – only 35% of Scottish men say they have done the same.
Scottish women seem to also be more inclined to become personally involved in charitable efforts. Just under a quarter (24%) have taken part in a fundraising event (a fun-run or bake sale etc.) compared with 17% of men. They are also more likely to sponsor some who is raising money for a charitable cause and a higher percentage have written to a politician or signed a petition for a specific campaign.
The online research also explored which type of advertising resonated best with Scottish adults. Overwhelmingly, TV advertising was the medium which was said to leave the most impact upon the person (49%). This was way ahead of magazine or newspaper adverts (7%), online (5%) or radio advertising (4%).
Karen Barzanji, Head of YouGov Scottish Omnibus said: “It is clear that there is an opportunity for not-for-profits in Scotland, if they can appeal to men’s charitable nature through their advertising methods.
If they were to be successful in receiving donations with the same frequency as we see from women, it could make a huge difference to the scope and effectiveness of the organisation.”