What makes a charity popular?

Is it personal involvement where a cause touches someone's life?

Could it be slick advertising or just something that people identify with?

Some people give to just one charity while others hand over £1 whenever they're asked.

Some of the top charities by voluntary income are:

Cancer Research UK
Oxfam
The National Trust
Royal National Lifeboat Institution
British Heart Foundation
Salvation Army
NSPCC
British Red Cross
Macmillan Cancer Relief
RSPCA.

Do some digging to find out why some people put their hand in their pocket - and why others play their cards more closely to their chest.