Philanthropy | For Goodness’ Sake

Now it’s easier to make donation decisions

A new resource that makes giving more efficient and effective

Now it’s easier to make donation decisions

June 26 2011
Lindsay Macpherson

After devoting 80 years to improving the impact made by UK charities, The Charities Aid Foundation knows more about the importance of efficient giving than most. Its latest initiative to encourage donors to adopt a strategic giving plan is Charitytrends.com: a free directory of the UK’s 162,000 registered charities, making it the most extensive, in-depth and up-to-date resource of its type.

The site is set up so that donors can search for or compare charities based on 17 criteria, including location, which countries they work in and total voluntary income, allowing them to assess how their money will be put to use before they make a decision, and enabling them to create charts and tables to track trends. “Ninety-two per cent of higher income donors agree that charities need to improve communication of impact,” says Jo Ensor, head of CAF’s Advisory and Consulting. “We hope that this tool will encourage giving.”