Survey: UK donors not keen on sharing personal info

Residents of the United Kingdom (UK) are as reluctant to give personal information to charities as they are to Internet companies and media firms, according to a report by KPMG and first reported in Charity Digital News.

The KPMG survey found that the general public has some pretty serious concerns regarding giving up their data. Consumers were even reluctant to give up the information if they knew it would improve the quality of services provided by the organizations. Of course, this comes on the heels of the General Data Protection Regulation (GDPR) that went into effect on May 1.

The survey of 2,000 UK residents by KPMG found that the public has significant concerns about trusting charities with its data, even if it is being used to improve the quality of support they can offer to vulnerable people.

Just 11% of consumers told KPMG that they would be willing to give their data to charities, even if it would improve services. That’s 45 points less than their willingness to give the data to the National Health Service in England (NHS), which barely cracked half of those surveyed at 56%. But, that NHS number is more than sharing data with banks (47%) and police (33%).

Charities did beat out Internet and media companies (both 8%) and political organizations (7%).

UK residents are particularly concerned about artificial intelligence (AI), with 51% of respondents mentioning it.