Hit TV shows sees millions bake and buy for charity
An estimated six million people have been inspired to take part in charity baking sales because of a hit TV programme, research has shown.
The Great British Bakeoff, which is back on screen tonight (5 August) has mobilised folk across the UK to start baking, many of whom haven’t done so before, says the Charties Aid Foundation (CAF).
Its research shopws that of a samlple of 1,000 people, it found that in the past year 8% baked for charity and 30% bought food from a charity bake sale because of the show.
Howard Middleton, a contestant in series four of the Bake Off, said: “A huge part of the enjoyment of baking is about sharing good things with others, so it’s fitting that it should be a great way of supporting charities too.”
Baking for charity was most popular among 25-34 year olds, with 13% of them baking for a good cause.
Some 63% of respondents agreed that raising money for charity is a good reason to do something they enjoy.
“Being on GBBO makes you appreciate the affection people have for the programme – it’s wonderfully infectious,” said Middleton.
Fifty-eight percent of those surveyed agreed that bake sales and charity bake offs make fundraising fun and a fifth even agreed that cake tastes better when it has been baked for a good cause.
Last year bake sales in the UK helped raise an estimated £185m for charities – with many organisations reaping the benefits.
“There is no doubt that programmes like GBBO have had a positive impact on our flagship fundraiser World’s Biggest Coffee Morning and over the past few years the event has grown and grown,” said Hannah Redmond, head of national events marketing at Macmillan Cancer Support.
“Every year we are blown away by the amount of people baking up a storm – last year over 200,000 people signed up to host a coffee morning and raised a record breaking £25m for people affected by cancer,” she said.