Charity Giving: Are you ruled by head or heart?

In 2014 people in the UK donated around £10.6bn to charity – that’s roughly equivalent to £165 per person. For many of us, when it comes to making decisions about charitable giving, it’s the heart that drives the hand into the pocket. It can be very hard to resist the emotional punch of an expertly crafted advertisement or TV appeal. But is that really the best way to decide where our money goes?