The British Heart Foundation’s income stood at £338 million. They tend to raise far more than most other organisations because many in Britain have been touched in some way by these diseases.Īccording to the UK Charity Commission, in 2019 Cancer Research UK’s income and endowments stood at £672 million (£431 million of this was through donations and legacies). However, a prominent one is the value of donations raised by large health charities such as Cancer Research UK, or the British Heart Foundation. Exampleīecause of the prevalence of implicit bias in giving behaviour, examples abound. It can often influence the way we see and treat others, even if we think we are being fair and objective. Racial bias, when racial stereotypes and assumptions affect our actions, is one of the most common forms of implicit bias. This bias triggers an emotional response of closeness and responsibility that increase sympathy and, with that, the probability of charitable donations. This may be because of religion, race, gender or personal relationships. This is where the donor weighs the welfare of their own group, or those similar to them, more than those considered outsiders. This is the most commonly researched bias within philanthropy, and it is probably one of the more powerful biases and drivers behind why people give in the first place. We are also always available to speak to you about any aspect of your giving, and help you refine your approach and strategy to deliver as much impact as possible. This article is not exhaustive human behaviour is highly complex, but we hope that we have captured the most common biases. To that end, here we tackle some common behavioural biases that can act as barriers that may be inadvertently preventing us from supporting the causes we truly care about in the best possible way. The fact that UK charities are facing a funding gap that is estimated at anywhere between £4 and £12 billion this year, and particular beneficiary groups stand to be far more affected by the fallout from the pandemic than others, means there is a need now more than ever for funders to interrogate their giving behaviour, and see if there is something they can do differently. However, the same factors that drive this personal impulse to give may also hinder us from doing so effectively. This is a good thing because it means philanthropy is one of the best examples of humanity’s empathy, generosity and desire to see a better and brighter future for future generations. Philanthropy can be a deeply personal endeavour.
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