It’s the season of goodwill and it’s official: it does feel better to give than to receive. Making a donation to charity increases the activity in the area of the brain that registers pleasure, according to recent research.
But with thousands of charities all needing extra help as we face hefty inflation and a cost-of-living crisis, how do you select one that will give you, and them, the greatest benefit?
Aurelia Kassatly, who works for the private client team at the Charities Aid Foundation (CAF), which connects donors, companies and philanthropists with charities and other social enterprises, suggests ‘thinking outside your comfort zone’.
As CAF approaches its 100th anniversary she believes it has never been more important for would-be donors to choose carefully, and not automatically opt for the obvious or larger organisations.
‘Fifty per cent of people support charities with which they have a close connection – and that’s wonderful,’ she says. ‘But in these difficult times, when we’re seeing a decline in giving, I’d urge people to think about where their donation could matter most – and this is often smaller charities with less funding for advertising.
‘Charities that deal with upsetting or unpleasant issues – such as domestic violence – are very underfunded. As are those that help people from ethnic minorities or families, such as the WILD Young Parents’ Project in Cornwall.
‘I would urge people to consider about helping a charity outside their comfort zone – but one where their contribution could really make an enormous difference.’
CAF sent £876 million to good causes around the world last year, supporting more than 100,000 charities in 135 countries.But charities currently face unprecedented challenges. CAF studies show that in September this year only 26% of people had donated to a charity in the previous month, compared with 30% prior to the pandemic. A further 4.9 million people said they had held back from making a one-off donation, and 3.2 million reduced or stopped a regular payment to charity.
But making a personal financial donation is only one way you can help. Aurelia points out that educating your children and grandchildren about the joys and benefits of giving, and supporting a charity they choose, will help to create donors of the future.
You might also opt to take part in a ‘giving circle’, which brings together people with shared values to collectively make a contribution. Giving circles – there are more than 2,500 of them active around the world – also help to build awareness and often connect people in practical ways with their local communities.
As Christmas approaches, with fêtes, fairs and events, you could also consider setting up a fundraising stall or event to benefit your chosen good cause.
‘We have a dual challenge at CAF,’ says Aurelia. ‘To ensure that the concept of philanthropy stays relevant in a changing world, and to maintain awareness that philanthropy has been behind some of the greatest scientific and other developments that we have seen in the world.’
Charity, and giving, of course, is not just for Christmas. Any help we can give is appreciated all year round. But this is a timely season to reflect on how we can truly help others – and leave ourselves with the inner glow that comes from giving.
