Evidence of the impact donations make, along with a personal connection to a cause, are the biggest influences in giving to charity, new research has shown.
The survey of more than 160 business leaders and philanthropists across England and Scotland, carried out by Pilotlight, found that nearly 60% of respondents felt that information on the impact of a charity's work was a deciding factor in their decision to donate.
A personal link to a charity was another major factor, with more than 70% of philanthropists and city executives citing it as an important influence. Three in ten people were motivated to donate because of the funding crisis facing charities, and just over a quarter felt that fundraising campaigns influenced their decision.