Main Category: Aid / Disasters
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More than 10 percent of the UK population supports Red Nose Day. "Such huge support for needy causes shows just what can be achieved when the media, celebrities and new technologies are mobilized behind an appeal", says professor Cathy Pharaoh, co-director of the Centre for Charitable Giving and Philanthropy jointly funded by the Economic and Social Research Council, Office for Civil Society, Carnegie UK Trust and Scottish Government.
The Comic Relief appeal achieves a remarkable amount of support with around six million people buying red noses. Donations to this cause have increased five-fold between 1988 when the first Red Nose Day appeal raised £15 million to the £82 million raised on Red Nose Day in 2009.
"A huge amount can clearly be achieved when a belief in giving, a high profile branding and the best use of technology are brought together in a powerful way," she says. "However, our research shows that major appeals like Red Nose Day do not contribute to raising the proportion of our spending we give to charity over time. The challenge therefore is to capture the enthusiasm of a Red Nose Day so that we can all remain engaged in building a bigger Big Society every day."
Findings from the research report, 'The new state of donation: Three decades of household giving to charity, 1978 - 2008' reveal that only 28 per cent of households donate to charity compared to 32 per cent in 1978. While the average size of donations has increased over this period, the rise in giving over the past two decades has only broadly been in line with Gross Domestic Product growth. As a share of their total spending, households today give 0.4 per cent - the same as in 1988.
"People love to take part in the Comic Relief appeal," Professor Pharaoh comments. "It would be fantastic if this momentum and enthusiasm could be captured and capitalised upon by charities throughout the year and converted into regular charity support. As our research highlights, charities now face an enormous challenge in raising levels of charitable giving."
"Some 410 artists contributed their time to Red Nose Day in 2009," Professor Pharaoh continues. "Celebrity involvement as well as the huge amount of free publicity provided by the media and the endorsement offered by government, institutions and businesses shows how much can be achieved when the full force of high profile public influencers is applied to a charity appeal".
Young people's support for Comic Relief is one of the most encouraging aspects of the appeal. Comic Relief reports that 20,000 schools and Early Years projects took part in 2009. "A new generation of donors was also represented in the 930,000 who gave small amounts through texting," Professor Pharaoh points out. "Given the general reluctance of the younger generation to give generously, which our research shows, then the interest and enthusiasm among children sparked by Comic Relief is of course encouraging," Professor Pharaoh states.
Research further indicates an increasing reliance on the older generation to donate generously. Over 65s now account for 35 per cent of all donations, compared to 25 per cent in 1978. Participation and donations have grown among older age groups, contrasting with falling participation over the whole period within almost every other age-band.
Source:
Press Office
Economic & Social Research Council
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