By Thomas Hobbs

Londoners are the worst offenders, with nearly a quarter (23%), admitting to doing a challenge and not actually donating. Scots, meanwhile, are the most charitable, with only 1% admitting to not donating, according to the study.

Whether participants within the study, which was conducted by charitable price comparison site Give As You Live from a sample size of 1,198 people, answered honestly is up for debate.

Just last year, 53% of Brits polled by VouceCodesPRo admitted they didn’t actually donate to the ALS charity at all after taking part in its ice bucket challenge. To date, the campaign, which has featured George Read full story ›

Source: Marketing Week