Who gives? Del Boy or Sex and the City's Carrie? More poor people than rich give to charity

Published on 27 June 2004, by howardlake

in

Headline Findings:

· Giving is most prevalent amongst people who live in council
accommodation, and least prevalent amongst high earners and affluent households

· London is the least charitable region in the UK

· The most charitable towns are Sunderland, Blackpool and Motherwell

New Experian research , commissioned by The Giving Campaign - a national initiative that has been working to promote charitable giving across the UK, reveals that poorer people more frequently give to charity than the rich.

The research has found that charitable giving is most prevalent amongst those who live in council houses, and least prevalent amongst high earners and affluent households. Furthermore, there is a clear north / south divide between areas where charitable giving is rife (in the north) and where it is less common (in the south). The following table emphasises the inverse correlation between giving and wealth.

10 Most Charitable Towns	Wealth Rank (1-rich, 114 - poor)	10 Least Charitable Towns	Wealth Rank (1-rich, 114 - poor)
<!--[if !supportLists]-->1. <!--[endif]-->Sunderland	100	1. London	23
<!--[if !supportLists]-->2. <!--[endif]-->Blackpool	92	2. Harrow	10
<!--[if !supportLists]-->3. <!--[endif]-->Motherwell	89	3. Twickenham	20
<!--[if !supportLists]-->4. <!--[endif]-->Dundee	55	4. Kingston-upon-Thames	2
<!--[if !supportLists]-->5. <!--[endif]-->Newcastle upon Tyne	72	5. Ilford	33
<!--[if !supportLists]-->6. <!--[endif]-->Kilmarnock	60	6. Croydon	18
<!--[if !supportLists]-->7. <!--[endif]-->Liverpool	69	7. Southall	86
<!--[if !supportLists]-->8. <!--[endif]-->Oldham	81	8. Guildford	1
<!--[if !supportLists]-->9. <!--[endif]-->Paisley	49	9. Slough	5
<!--[if !supportLists]-->10. <!--[endif]-->Sheffield	83	10.St Albans	3

The average wealth within the 10 most charitable towns - where giving is most prevalent - is significantly lower than the national average.
In contrast, the 10 towns with the lowest number of donors have an average wealth of twice the national average. The three wealthiest towns are
amongst the 10 towns with the fewest donors in the UK. (See Notes to Editors for more regional data).

Experian has developed a postcode based consumer classification system called UK Mosaic which divides the UK population into 11 groups, containing 61 different types. Using these criteria, the following list shows how prevalent giving is amongst the following stereotypes.

Individuals most likely to give to charity:

1. Municipal Dependency - Often living in council housing earning a low rate of income, unemployed or retired. Few people within this group have significant savings.

2. Twilight Subsistence -With the support of housing and social services departments, this group relies entirely on state benefits for their income and have a low level of savings and income.

3. Blue Collar Enterprises - Mainly living on council estates, this is an enterprising group of self-reliant individuals, many of whom have
become homeowners.

Individuals least likely to give to charity:

1. Symbols of Success - As successful, higher rate taxpayers, these individuals have substantial equity, expensive leisure interests and live in spacious, fashionable housing.

2. Urban Intelligence - Typically well-educated, stylish young professionals with no children, this group tend to live in inner city areas. Many have high disposable incomes.

3. Rural Isolation - Living deep in the small rural communities where farming remains a key occupation, this group tend to have low disposable incomes, but high value, illiquid assets.

The Giving Campaign has been working to encourage people to consider their charitable giving in relation to their overall income and wealth and is challenging the UK to double donations over the next decade. Amanda
Delew, Director of The Giving Campaign, says:
"It is staggering to think that, although the better-off have more money than ever before, it is the poorer people in society who are giving their money away to good causes. While there are many wealthy people who do give to charity, often very generously, there are too many who aren't. I'd like to see people across the UK working to generate a culture of giving,
where it is natural for people - particularly the wealthy - to give generously towards the good causes they care about."

This news comes at the closure of The Giving Campaign (ending 30 June 2004) and is accompanied by the launch of the Campaign's 'Blueprint' for charitable giving, in which the UK public is challenged to double charitable donations, as a percentage of GDP, by 2014. Currently, 70% of people in the UK give to charity, giving an average of 0.7% GDP to charity.

For further information, visit www.givingcampaign.org.uk

- Ends -

Media Enquiries
Lucinda Gould 020 7930 2629 / 07712 045 308
The Giving Campaign lucinda.gould@givingcampaign.org.uk

Notes to editors
· The Giving Campaign (www.givingcampaign.org.uk)
The Giving Campaign is a partnership between the Government and the charity sector, working to encourage a greater culture of giving in the UK and to raise the overall level of giving in the UK. Working from July 2001 to the end of June 2004, the Campaign has focused on four specific work streams: Targeting Wealthy People, Tax-Effective Giving, Employers and Employees
and Young People. The Campaign remains as an online tax-effective giving resource at www.givingcampaign.org.uk

· Experian (www.experian.com)
Experian is a global leader in providing information solutions to organisations and consumers. Experian works with more than 40,000
clientsacross diverse industries, including financial services, telecommunications, healthcare, insurance, retail and catalogue, automotive, manufacturing, leisure, utilities, property, e-commerce and government. Experian is a subsidiary of GUS plc and has headquarters in Nottingham, UK, and Costa Mesa, California. Its 13,000 people support clients in more than 60 countries. Annual sales exceed £1.2 billion.

The word 'Experian' is a registered trademark in the EU and other countries and is owned by Experian Ltd and/or its associated companies.

·
Regional
Breakdown of data

Postal Area	Giving Rank	Wealth Rank	Giving Index	Wealth Index
Sunderland	1	100	120	32
Blackpool	2	92	116	37
Motherwell	3	89	115	40
Dundee	4	55	114	78
Newcastle upon Tyne	5	72	114	61
Kilmarnock	6	60	114	73
Liverpool	7	69	113	62
Oldham	8	81	113	50
Paisley	9	49	112	84
Sheffield	10	83	112	47
Hull	11	71	112	61
Cleveland	12	76	112	56
Blackburn	13	78	112	53
Wakefield	14	87	112	41
Glasgow	15	39	111	101
Torquay	16	109	111	24
Kirkcaldy	17	56	111	76
Manchester	18	88	111	40
Wigan	19	91	111	40
Durham	20	90	111	40
Doncaster	21	98	111	33
Halifax	22	68	110	64
Darlington	23	85	110	42
Newport	24	75	110	59
Galashiels	25	102	110	31
Truro	26	113	110	11
Dumfries	27	112	109	20
Canterbury	28	80	109	50
Falkirk	29	44	109	91
Bolton	30	38	109	102
Wolverhampton	31	66	108	66
Carlisle	32	107	108	26
Llandudno	33	93	108	36
Lancaster	34	106	108	26
Nottingham	35	64	108	68
Stoke-on-Trent	36	74	108	60
Walsall	37	57	108	76
Swansea	38	95	108	35
Norwich	39	96	107	33
Perth	40	62	107	71
Plymouth	41	103	107	29
Portsmouth	42	63	107	71
Inverness	43	79	107	53
Bradford	44	82	106	48
Dudley	45	58	106	76
Huddersfield	46	50	106	84
Harris	47	108	106	24
Cardiff	48	52	106	82
Chester	49	29	106	113
Bournemouth	50	41	105	99
Kirkwall	51	110	105	24
Lincoln	52	101	105	32
Derby	53	73	105	60
Birmingham	54	47	105	89
Brighton	55	54	105	79
Exeter	56	111	104	21
Warrington	57	27	104	123
Leeds	58	37	104	103
Taunton	59	99	104	32
York	60	77	104	54
Aberdeen	61	34	103	106
Dorchester	62	94	103	35
Edinburgh	63	26	103	126
Colchester	64	59	103	75
Telford	65	65	103	67
Peterborough	66	61	103	72
Southend-on-Sea	67	67	103	65
Coventry	68	32	102	108
Preston	69	45	102	90
Romford	70	84	102	47
Northampton	71	36	102	103
Llandrindod Wells	72	114	101	4
Stockport	73	12	101	186
Ipswich	74	70	101	61
Lerwick	75	105	101	26
Medway	76	48	100	86
Northern Ireland	77	53	100	81
Luton	78	42	100	95
Hereford	79	104	100	28
Bristol	80	30	99	110
Bath	81	46	99	90
Dartford	82	51	99	83
Leicester	83	43	99	91
Crewe	84	24	98	138
Gloucester	85	40	98	99
Swindon	86	28	98	118
Worcester	87	31	97	110
Shrewsbury	88	97	97	33
Salisbury	89	35	97	104
Harrogate	90	13	96	182
Southampton	91	22	96	148
Tunbridge Wells	92	17	96	173
Milton Keynes	93	19	94	164
Stevenage	94	15	93	179
Chelmsford	95	11	92	194
Enfield	96	25	92	131
Watford	97	9	91	213
Sutton	98	21	91	151
Cambridge	99	14	91	181
Oxford	100	16	90	176
Redhill	101	8	90	241
Bromley	102	7	89	247
Hemel Hempstead	103	4	88	296
Reading	104	6	88	260
St Albans	105	3	87	300
Slough	106	5	86	294
Guildford	107	1	86	320
Southall	108	86	85	41
Croydon	109	18	83	169
Ilford	110	33	82	107
Kingston-upon-Thames	111	2	82	320
Twickenham	112	20	82	152
Harrow	113	10	76	210
London	114	23	62	147

*The wealthiest 10
towns are shaded in the table above

Giving Rank: No. 1 is the region where the highest proportion of
inhabitants give to charity, no. 114 is the region with the lowest proportion of
donors

Wealth Rank: No. 1 is the region where the inhabitants are most wealthy,
no. 114 is the region whose inhabitants are least wealthy

Giving Index: Indices of over 100 show an over-representation of
donors compared to the national average. Indices lower than 100 show an under-representation of donors compared to the national average . For example, Sunderland with a giving index of 120, means that people in Sunderland are 20% more likely to donate to charity in comparison to
the national average.

Wealth Index: Indices of over 100 show a higher proportion of wealthy
people than the national average, indices lower than 100 show a lower proportion
of wealthy people. For example, Sunderland with a wealth index of 32, is
less wealthy than the national average.

[1] Analysis of Experian's Canvasse Lifestyle
Survey (842,707 respondents, 2001) in May 2004.

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