North East Connected

Whether you voted for BREXIT or not, could say a lot about how you give to charity

To what extent does a person’s political attitudes influence the charities they support?

Given recent debates on EU membership, Scottish Independence and a host of other social and economic factors, understanding how people choose between domestic and international charitable causes based on their political position is as important as ever.

Northumbria University, Newcastle, is hosting a free lunchtime seminar ‘Charity Begins at Home’ that will share the results of a UK-wide study designed to understand donor attitudes towards giving to ‘at-home’ versus international charities.

The study will help not for profit organisations identify those who prefer to donate to domestic as opposed to international charities and as such allocate fundraising budgets to targeting those most likely to support their cause.

Dr David Hart and Dr Andrew Robson from Northumbria University will deliver the seminar, supported by The Marketing Trust, which will take place at 11.45am on Friday July 21st at Northumbria University’s City Campus East.

Dr Hart, Principal Lecturer in Marketing at Newcastle Business School, has led the research project.

“We really wanted to help charities understand how donors choose between the huge numbers of charities requesting donations,” he said. “Specifically, we wanted to look at how people distinguish between giving to home versus overseas causes.

“Given the recent EU membership referendum and ongoing debates about issues such as immigration and overseas development aid, research understanding how issues of nationality, political views and charitable giving are intertwined seems particularly timely.

“We believe our research, in particular our identification of distinct donor segments based on the above characteristics, will aid charities in their future fundraising efforts.”

There will also be the opportunity to debate the findings with the presenters and fellow charity sector guests, as well as discuss what other fundraising challenges are faced by the sector that warrant further research.

All event attendees will also receive a free e-copy of the full ‘Charity Begins at Home’ research project report.

To book a place at the event go to or to find out more about the project email

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