It’s a new year and rather than look forward to the year ahead, we’re going to look back at giving in 2017. A report from the Co-op, released just before Christmas showed that women are both more likely donate money to and volunteer for charities, whereas, men donate significantly more money on average, per year.

The stats in isolation might seem a little uninteresting, I mean, what’s the difference between a man and a woman with regards to charity? Not a great deal – if you have a sick relative, you may well support a charity that focuses on that condition, it doesn’t matter whether you’re a man or woman. So why is there such a discrepancy in giving, especially in volunteering? I believe the answer may well lie in what charities can offer and how they offer it.

Based on research from the Co-op

The sector as a whole is getting better at recognising the need to diversify its support models, moving away from a reliance on and channelling everyone towards regular giving. Instead, charities are looking more broadly at different supporter touch-points; slowly learning that engaging with a charity needs to be on a supporter’s level, not the charity’s.

Despite the improvements, the stats show that men still aren’t volunteering anywhere close to the level of women – this can only be down to a lack of opportunity to do something that is both rewarding and interesting, and that activity being marketed in the right way.

So, it’s over to you! There’s a great untapped resource of volunteer hours if only someone would channel it in the right way. Why not think about what help you need, how you advertise it and see if there’s a way you can garner a whole new army of support.

Author

Sam Meegan