YouGov research reveals women are more likely to engage with charity in Scotland than men
Women are more likely to donate to charity in Scotland than men, a survey has revealed.
Research for YouGov found 59% of women had given money on an ad-hoc basis to a good cause in the past 12 months, compared to 55% of men.
Women also donated more on a regular basis by direct debit, with 30% using this method to give money compared to just under a quarter of men.
The survey found 56% of women in Scotland have made a purchase from charity shop in the last year while just 35% of men can say the same.
There is an opportunity for not-for-profits in Scotland, if they can appeal to men’s charitable nature.
Women also came out on top when asked about participation in charity events such as bake sales or fun runs. Just under a quarter (24%) have taken part in a recent fundraising event compared with 17% of men.
Finally, the research found women were more likely to have sponsored someone or signed a campaign petition than their male counterparts.
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, at 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.”