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The North East tops UK charts for growth in charitable donations in 2016

16 January 2017

  • East Anglia, the North West, South East and East Midlands complete the top 5 fastest growing regions for charitable donations in 2016.
  • Charitable giving in the UK holds firm as generous Brits continue to give in 2016.
  • Virgin Money Giving helped charities raise almost £92 million for good causes in 2016. The not-for-profit online donation service has helped to raise more than half a billion pounds since launching in 2009.

Despite real income (wages adjusted for inflation) falling across the UK, with the North East of England and the East Midlands being particularly hard hit, Virgin Money Giving analysis shows that charitable donation growth in 2016 was up by almost 18 per cent year-on-year in the North East – the highest in the UK. Donation growth was up 8 per cent in East Anglia, almost 4 per cent in the North West and South East and 3 per cent in the East Midlands.

Even in the face of economic uncertainty, the British public are still giving generously and putting in the hard yards of fundraising, with the average donation across the UK holding firm on 2015, at just over £33 per person.

Virgin Money Giving asked over 2,000 UK adults if the vote to leave the European Union affected their plans to donate money to good causes. Also, whether they actually did give more or less to charity in the second half of the year.

PlannedActual - H2 2016
4% planned to give more to charity8% gave more to charity
75% planned to give the same amount to charity63% gave the same to charity
5% planned to give less to charity7% gave less to charity

Populus Survey of 2,098 Fieldwork: 4th - 5th January 2017

In the immediate aftermath of the referendum in June, three quarters (75%) of Brits planned to give about the same to charity and only 5 per cent of respondents said that they had planned to batten down the hatches and give less to good causes. In reality, 8 per cent gave more and just under two-thirds (63%) gave about the same as they had planned over the last six months of 2016.

Jo Barnett, Executive Director at Virgin Money Giving, said: “Our analysis shows that despite real income falling and economic uncertainty, Brits are still remarkably generous when it comes to charitable giving. It’s clear that individual motivation for charitable giving goes well beyond the constraints of personal finances.”

“We’d like to thank the thousands of fundraisers who inspire people to give their hard-earned cash through their charitable endeavours. We’d also like to thank everyone who dug deep and donated an incredible £92 million in 2016. Virgin Money Giving has now helped to raise more than half a billion pounds in online donations since launching in 2009.”


Media Contacts

Virgin Money Press Office:

0191 279 4676


About Virgin Money Giving

Two thousand UK-wide respondents were surveyed by OnePoll over 27-28th November 2016.

About Virgin Money Giving

  • Virgin Money Giving is the not-for-profit online fundraising website from Virgin Money and was established in 2009. Virgin Money uses its infrastructure and expertise as a financial services business to ensure that Virgin Money Giving is efficient and secure.
  • More than 12,500 charities have registered with Virgin Money Giving and over £500 million has been raised for charity through the service since its launch in 2009, resulting in an estimated £15.7 million more raised for charity because of its not-for-profit model.
  • Fundraisers can personalise their fundraising pages, send out email alerts and manage their fundraising events. They can include their own content, photos and links to their page as well as customise messages for their supporters and link their page to social networking sites. Virgin Money Giving provides fundraising ideas and tips, offering help and advice on how to raise more for charity. In addition to supporting individual fundraisers, Virgin Money Giving also supports Appeals, Corporate and In Memory fundraising.
  • Virgin Money Giving is the official fundraising partner of events that include the Virgin Money London Marathon, Swim Serpentine, Kiltwalk, Prudential Ride London and the Royal Parks Half Marathon.