Northern leading lights: Aberdeen tops the giving league

Aberdeen-web

Haven't they Don well – Aberdeen tops the Scottish giving table

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21st August 2014 by Graham Martin 1 Comment

Aberdeen has been named as the most generous place in Scotland by charity donation site JustGiving.

In the year to May 2014, 58,307 people in the north-east city gave a total of £1,872,610 to good causes.

Aberdeen was the only Scottish location to feature in JustGiving’s most generous UK top ten.

It came in sixth behind Bedford, Cambridge, Reading, Brentwood and Woking.

We're going to see in the next few years that the majority of income is digital - charities really need to prepare

The top 10 ranking was determined by calculating how much a town had donated via the site, adjusted to account for the population in the area.

Data only reflects donations made through the JustGiving website, and so does not take into account other charity donations made by people, such as putting cash in collections, making payments via direct debits and standing orders, or through other online services.

JustGiving is the UK's largest charity fundraising website and is widely used for people undertaking sponsored events to raise money for good causes.

However, it has been criticised for charging charities a fee to use its site and it takes a small cut of every pound donated.

The data highlights the growing importance of online donating and campaigning to charities.

Matt Haworth, co-founder of Reason Digital, which advises charities on online fundraising, said: “If you look at the distribution of donors by their age, direct mail is most popular amongst those aged 70-plus.

"We need to replace that with new blood. We're going to see in the next few years that the majority of income is digital. Charities really need to prepare.

"You used to send your supporters a long penned letter that might go into great detail. That is now giving way to shorter messages, tweets, and text-giving."

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