In the wake of the end of the financial crisis, Danes are once again stepping up their charity efforts, according to new analysis by the charity advocacy organisation Isobro.

The new report showed that from 2009-2013, Danes gave 57 percent more to charity, up from 269 to 422 million kroner.

“We've experienced a gradual increase of support for our collectors since 2002, when we started our analyses. So, in that respect, we haven't really felt the crisis,” Robert Hinnerskov, the secretary general of Isobro, told Kristeligt-Dagblad.

In particular, it is the illness-fighting and disabled organisations that have enjoyed the generous side of Danish charity trends in recent years, with donation figures more than doubling between 2009 and 2013 thanks to an increase of 124 million kroner.

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Cancer strikes a chord
Hinnerskov revealed that charity given out to international aid organisations in Denmark occurred in waves, while smaller organisations really need to struggle to attract funds.

Charities for illnesses, such as cancer, are big winners because it strikes a chord with the average Dane, who may have experienced someone close to them struggling with the illness, according to Domen Bajde, a lecturer in consumer habits at the University of Southern Denmark.

“Everyone knows someone who has had cancer, and we can easily imagine ourselves being struck by the illness,” Bajde said.

“People 'save' themselves in the short term, while saving the planet or starving children in Africa becomes a more distant priority. It doesn't mean we are selfish though, because people often donate for unselfish reasons.”