How certain are Brits about their giving intentions in 2020?

A new neuroscience research report by Walnut Unlimited and Pentatonic has used Reaction Time Testing to reveal that a significant proportion of people in the UK are uncertain about their giving intentions this year. There have been several recent studies providing a variety of different perspectives on what will happen to charitable donations in the UK. However, the challenge in asking people how they intend to support charities in the future is that what they say and what they do are two very different things.

The study found 42% of people are uncertain about what their giving behaviour may be this year. The data clearly shows that regardless of what people say they intend doing, many are uncertain about how they will really behave. The report suggests that donors need to be continually nurtured in these uncertain times. To reduce feelings of uncertainty, people will want to feel in control of their lives.

Now, more than ever, it is critical that charities focus on providing inspiring supporter experiences that address donor needs and demonstrate the impact donors have on the causes they support. Charities need to make donors feel powerful and needed.

Read the full report including findings and commentary from our own neuroscience teams below.