Accenture Study Finds Technology Drives Charitable Giving in UK

Half of British adults aged 18-24 are encouraged to donate to charities spontaneously through text messaging and online giving, according to a recent Accenture survey.

The study was carried out by Redshift Research on behalf of Accenture and in conjunction with the charity Action for Children. Redshift examined how technology affects how people donate, particularly among younger generations.

Of the 1,000 respondents, 20 percent said they donated more as a result of technology. One in three respondents said they donate to charities they would not have previously considered.

“For these changing consumers technology clearly plays a central role in all aspects of the lives, including the way in which they engage with charities and the third sector — largely because it provides an instant and direct route to donations,” said Steve Nunn, global infrastructure lead and senior executive at Accenture UK.