Money for Good UK (2013)
Money for Good is the largest ever UK study of donor motivation. It aims to increase the quantity and quality of giving to charity, helping charities to appeal more to the giving public. The report shows that charities perform relatively well in the areas that donors care about, but that there is room for improvement, which could lead to a significant jump in donations. High income donors in particular say they wanted charities to be clearer about what their money is used for and the impact that the charities has.