Understanding the Correlates of Donor Intention: A comparison of Local, National, and International Charity Destinations

The United Kingdom is generous toward charitable donations, and this commitment appears robust against a background of economic uncertainty. While prior work has identified a clear preference for domestic over international causes, research has yet to identify the range of variables that significantly correlate with this important element of charitable choice. A survey of 1,004 U.K. residents was designed to assess willingness to donate to local, national, and international causes. For each destination, stepwise multiple regression analysis identified the key variables that correlate to an individual’s willingness to donate. Findings suggest that donor willingness correlates with levels of trust, preferred types of charitable cause, and donation channels. In contrast, the role of donor demographics is relatively limited. The findings suggest some commonality in the variables that associate most significantly with willingness to donate locally and nationally, but those relating to international donation intention are relatively distinct.