ONM

1. TARGET AUDIENCE
Background Statistics

2. BACKGROUND INFORMATION
• Segment: UK population
• In 2016: 65.6 million, its largest ever.
• It is projected to continue growing, reaching over 74 million by 2039.
• The population is getting older with 18% aged 65 and over and 2.4%
aged 85 and over.
• In 2016 there were 285 people aged 65 and over for every 1,000 people
aged 16 to 64 years (“traditional working age”).
• Births are continuing to outnumber deaths and immigration continues
to outnumber emigration, resulting in a growing population.
(Hayter, 2018)

3. FREQUENCY
(CAF UK GIVING 2017, 2017)

4. CHARITABLE GIVING STATISTICS UK
• 61% of the population have donated 2016 to charity
• The average donation in 2016 was 18 Pounds
• Woman are more likely to give to children’s charity than men (26% vs.
22%)
• Younger people are more likely to be involved in physical and mental
health care charities
• The oldest age group favors hospital and hospices and religious charities
(CAF UK GIVING 2017, 2017)

5. ONLINE GIVING
• Increased in 2016 by 7,9% year-over-year
• 17% of all donations in 2016 were made using mobile devices
• In 2014 15% of private donations came from online donations
• Donations made via social media and apps accounts for 26% of the
donations in the UK
• Most donors prefer cash donations (58%)
(Charitable Giving Report 2016, 2017)

6. CAUSE
(CAF UK GIVING 2017, 2017)

7. AIM OF DONATIONS
• Medical research (26%); animal welfare (25%) and children (24%) were
the most popular cause in 2016
• 70% of the potential donors agree that they would be more inclined to
donate if they knew how money was directly helping
• Religious organizations receive the largest shares of donations by
monetary value (20%)
(CAF UK GIVING 2017, 2017)