So, who gives to charity? Check out our first interactive content

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So, who gives to charity? Check out our first interactive content

We're launching our first interactive data visualisation. The tool below incorporates data from 16,000 respondents to our surveys of the general public over the last 12 months. What’s more, it allows you to explore one of the simplest and most important questions we ask in our surveys – who is giving to charity?

By selecting different demographic factors, you can see how age, gender, social grade, region and regular worship affect a person’s likelihood to give to charity. Not only can you see the effect of one these factors, you can also see how they interact. Given the number of data points, we can be confident that we have a robust sample for even smaller breaks, such as a specific age range within a specific region.

For example, by selecting Worship and Age, we can see that being older and being a regular worshipper are both more likely to make someone a donor. Regular worshippers are more likely to be donors than non-worshippers at every age range, suggesting it’s not just the fact that regular worshippers tend to be older that makes them more likely to give to charity.

By playing around with the data, you will be able to see the impact of many other factors. Hover your mouse over the bars for the specific values and don't forget the data table below it.

"Have you donated to any charities in the last 3 months?"



This visualisation is the first of many more interactive ways to explore our data, both for clients and for the wider sector. One of our aims at nfpSynergy is to make our data simpler, easier to interact with and more visual, ensuring that everyone can instantly see what they need to when it comes to data. We hope we can make our data more accessible, useful and clearer in the stories it tells about the charity sector.

The first step will be to change our regular SlideZone slot from its usual static image format to something more interactive and interesting. As a side note, we hope this will also make SlideZone more mobile friendly!

If you have any ideas for future visualisations or would like to know more about how we can help your charity visualise its data, we’d love to hear from you.

Submitted by Peter Maple (not verified) on 13 Jul 2015


Very useful piece of up to date research and analysis. Thanks. It would be interesting to analyse the non-donors since there may be a bias in those who respond?


All of our samples are of 1,000 people, selected randomly from a panel but always nationally representative of their given area (Britain, in this particular survey).

Submitted by Shaila (not verified) on 14 Jul 2015



What counts as someone who "is giving" to charity? Having given once by any means in the past year?


Submitted by Anonymous (not verified) on 14 Jul 2015

In reply to by Shaila (not verified)



It's people who have given to charity in the last three months.

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