The UK Charity Sector
For many people, awareness of the work that charities do begins at a young age. School-based collections and sponsored activities give an early introduction to the idea of donating time and money to others.
The effect, it seems, stays with us. According to the Charities Aid Foundation, the UK is the most generous nation in Europe, and there are around 170,000 registered charities in England and Wales alone. Donating money is the most popular form of charitable giving, with 61% of the population doing so in 2016, with medical research being the most common recipient. Donating goods is also popular, with 56% giving to charity in this way during the same year.
In spite of recent political uncertainties, charitable donations remain reasonably stable, although this means that charities must work hard to raise awareness and attract their share of all this generosity. There are many factors that can help or hinder a charity’s efforts, but just as in the commercial world, brand equity plays a vital role in the success, or otherwise, of this task.