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Charitable Giving - UK - September 2016

OVERVIEW
What you need to know
EXECUTIVE SUMMARY
Charities have bloomed, but Brexit threatens to reverse growth
Eroding trust in the charity sector
Figure 1: Trends in ways of donating to charities, June 2016 and July 2014
Rethinking fundraising methods
Figure 2: What encourages people to donate and discourages them from donating to charity, June 2016
Personal benefits of fundraising
Figure 3: Factors encouraging people to participate in fundraising for charity, June 2016
Building an emotional connection through advertising
Figure 4: Attitudes towards donating to charity, June 2016
What we think
ISSUES AND INSIGHTS
Putting the bad publicity behind
The facts
The implications
Raising accountability in the charity sector
The facts
The implications
From Brexit to Chexit?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Number and income of charities grow
Proportion of donors stagnant…
…but donors are becoming more generous
However, Brexit uncertainties pose a threat
Volunteering stalls
A need to boost community spirit
MARKET DRIVERS
Number of charities continues to rise…
Figure 5: Number of charities in each income bracket, England and Wales, June 2015 and March 2016
…as does their income…
Figure 6: Charities’ annual income, England and Wales, June 2015 and March 2016
Figure 7: Charitable spending, March 2016
…but Brexit poses a threat to the sector
Proportion of donors stagnates
Figure 8: Trends in charitable giving in the four weeks prior to interview, England, 2005-2014/15
Average amount donated is on the rise
Figure 9: Donors and non-donors, by social grade and annual household income, June 2016
Figure 10: Average amount given to charity in the four weeks prior to interview, England, 2005-2014/15
Company initiatives give volunteering a boost
Figure 11: Participation in voluntary activities, England, 2001-2014/15
Slight uptick in community spirit
Figure 12: Extent to which people in their neighbourhood pull together to improve the neighbourhood, England, 2003-2014/15
THE CONSUMER – WHAT YOU NEED TO KNOW
Bad publicity leads to sluggish in-person giving
Men and 25-44s are the most generous donors
Widespread annoyance with fundraising methods
Loyalty to a cause is a strong motivator
Majority are worried about use of their personal information
Appeal to emotions matters
WAYS OF DONATING TO CHARITIES
In-person collections suffer in wake of negative publicity
Figure 13: Trends in ways of donating to charities, June 2016 and July 2014
Thrift is in
Online donations rise
Figure 14: to charity, by annual household income, June 2016
HOW MUCH MONEY PEOPLE DONATE
Men and 25-44s donate the most
Figure 15: Mean amount of money people donated in the past 3 months, by gender and age, June 2016
Figure 16: #mandictionary campaign poster by CALM charity, July 2016
ONLINE CHARITABLE ACTIVITIES
No major shifts in online activity in support of charities
Figure 17: Trends in online activities in support of charities, June 2016 and July 2014
Converting ‘slacktivists’ into donors
MOTIVATING AND DISCOURAGING METHODS OF FUNDRAISING
Time to rethink charity fundraising methods
Figure 18: What encourages people to donate and discourages them from donating to charity, June 2016
Innovative solutions are needed
Figure 19: The Big Issue Change Please initiative, July 2016
Young could donate their skills instead
Figure 20: What encourages people to donate to charity, by age, June 2016
FUNDRAISING MOTIVATIONS
Opportunities to tap into donor base for more active support
Figure 21: Factors encouraging people to participate in fundraising for charity, June 2016
Emphasising the personal benefits of giving
Figure 22: Charity Miles app, July 2016
ATTITUDES TOWARDS DONATING TO CHARITIES
Getting back in the public’s good books
Figure 23: Attitudes towards donating to charity, June 2016
The need to prove where the money goes
Figure 24: Giving What We Can, July 2016
Creating emotional connections with donors is paramount
Figure 25: Other attitudes towards donating to charity, June 2016
Harnessing innovation
Figure 26: Cancer Research UK tribute garden at RHS Hampton Court Palace Flower Show, July 2016
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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