Its the season to be jolly and donations to charity are the best demonstrations of festive giving. Within the UK the best place to begin for charitable donations is Scotland. Scots are shown to be the most generous with their money almost two-thirds of them nationally make regular charitable donations from their own accord. 

When prompted Londoners and Northerners are the most responsive to charities direct marketing. Over one-fifth of the population of Northerners and Londoners make adhoc donations as a result of being promoted by direct mail. 

As the world digitalises as do the charities getting the best donations for their organisations through digital marketing. Londoners and Scots are the most progressive with digital donations they are the most likely to make their donations through digital prompts. The South, Midlands and Wales are becoming more digitally charitable, making donations digitally with a quarter  of these regions making donations as a result of email marketing.