While a decade ago two in five people listed children and young people as their favourite cause to support, the proportion now stands at a quarter and “only time will tell if this figure drops any further”, warned nfpResearch, the charity sector specialist research firm that has carried out the analysis.
A major factor in the decline is long term demographic shift impacting their supporters. Increasingly their donors are less likely to have a personal connection to children’s charities, which is a key driver for people to support a good cause, said researchers.
This includes the UK’s ageing population, which is leaving more people “in the empty-nest phase” of their lives as their “personal connection to children’s causes diminishes”.
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