Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Leisurely donation
- Take a chance on charity
- Click if you care
Executive Summary
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- The incoming Charities Bill
- Emergency appeals dominate the headlines
- Market reaching saturation point
- Wealth concentrated amongst the big players
- Further mergers on the cards
- Above-the-line investment on the rise
- More consumers reach for their wallets
- The future – innovation and consolidation
Market Background
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- New bill redefines ‘charity’
- A curb on cash collections
- Self-regulation – a new code of practice
- Delivering public services and VAT reform
Market Drivers
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- International disasters galvanise donors into action
- PDI – how much can or will consumers give?
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- Figure 1: PDI and consumer expenditure, at constant 2000 prices, 2000-09
- The generation, gender and wealth gap
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- Figure 2: Trends and projections in UK adult population, by age within gender, 2000-09
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- Figure 3: Trends in UK adult population, by socio-economic group, 2000-09
- Direct marketing bandwagon hits rocky ground
- Too many cooks spoil the broth
- The National Lottery
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- Figure 4: Breakdown of National Lottery revenue, 2003 and 2005
- Figure 5: National Lottery turnover, 1994/95-2004/05
- The issue of transparency
- The impact of CRM
Market Size and Trends
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- Number of registered charities
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- Figure 6: Number of registered charities in England and Wales, 1996-2004
- Consolidation vs. diversity
- Mergers offer numerous benefits…
- …but may result in loss of initiative
- Average income steadily rising
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- Figure 7: Total combined income of registered charities in England and Wales, 2000-04
- Voluntary income demonstrates slower growth
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- Figure 8: Charitable donations, 2000-04/05
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- Figure 9: Average monthly donation, 2000-04/05
Market Segmentation
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- Size of charity
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- Figure 10: Segmentation of main charities on the Charity Commission register, by income band, 2002-05
- Type of charitable cause
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- Figure 11: The top 500 charities, by type, 1997-2004
- Types of revenue
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- Figure 12: Sources of voluntary income received by the top 500 charities, 1999/2000-2003/04
- Legacy income and planning for the future
- Charity shops – profiting from professionalism
- Tax-efficient giving
- Covenants
- Gift Aid
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- Figure 13: Gift aid and covenants to charity (gross amounts) plus tax repayments, 1990/91-2004/05
- Payroll giving schemes
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- Figure 14: Development of payroll deduction schemes, 1990/91-2004/05
The Supply Structure
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- A fragmented market
- The DEC
- The major UK charities
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- Figure 15: Leading charities active in main sectors, by voluntary income, 2001/02 and 2003/04
- Leading charities
- Cancer Research UK (£306.4 million)
- Raising breast cancer awareness
- Engaging the population
- The advantages of consolidation
- The National Trust (£143.8 million)
- Developing corporate partnerships
- The National Trust MasterCard
- Oxfam (£133.9 million)
- Raising the profile of poverty
- Maximising profits
- British Heart Foundation (£119.4 million)
- The London to Brighton Bike Ride
- The Royal National Lifeboat Institution (£91.3 million)
- The Salvation Army (£90.9 million)
- RSPCA (£76 million)
- Save the Children UK
- People’s Dispensary for Sick Animals (£58.3 million)
- RNIB
- Major charity events
Advertising and Promotion
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- Figure 16: Main monitored media advertising expenditure by charities, 1999-2005*
- Leading advertisers
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- Figure 17: Top ten advertising charities, 2003-05*
- International aid on the agenda
- High-profile campaigns prove effective
- Direct mail saturation
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- Figure 18: Direct mail expenditure by charities, 1999-2005*
- New postal charging scheme will hit direct mail
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The Consumer
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- More donors giving larger amounts
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- Figure 19: Adults who have donated more than £5 to charity and amount denoted in the last 12 months, 2001-05
- ABs, women and the retired are the most likely donors
- Monies diverted to international relief
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- Figure 20: Types of charities donated to, 2001-05
- Consumers look for ‘fashionable’ causes
- Methods of giving to charity
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- Figure 21: Methods of giving to charity, August 2005
- Emergency appeals and Christmas cards top the agenda
- Street collections losing popularity
- Charity merchandising proving effective
- Engaging younger consumers
- Targeting by media
The Consumer – Detailed Demographics
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- Figure 22: Adults who have donated more than £5 to charity in the last 12 months, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2005
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- Figure 23: Most popular methods of giving money to charity, by gender, age, socio-economic group, region, marital status, working status and presence of children, August 2005
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- Figure 24: Most popular methods of giving money to charity, by lifestage, Mintel’s Special Groups, media usage, household size, ACORN category, commercial TV viewing and supermarket usage, August 2005
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- Figure 25: Further methods of giving money to charity, by gender, age, socio-economic group, region, marital status, working status and presence of children, August 2005
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- Figure 26: Further methods of giving money to charity, by lifestage, Mintel’s Special Groups, media usage, household size, ACORN category, commercial TV viewing and supermarket usage, August 2005
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The Consumer: Attitudes and Typologies
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- Attitudes towards giving to charity
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- Figure 27: Attitudes towards giving money to charity, August 2005
- Older consumers stick to their favourites
- Trust and transparency
- Is direct marketing alienating potential donors?
- SMS – the next big thing?
- Consumer typologies
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- Figure 28: Consumer target groups, August 2005
- Unconcerned
- Demographics of the Unconcerned
- Regular Donors
- Demographics of the Regular Donors
- When Prompted
- Demographics of the When Prompted
- Cynical
- Demographics of the Cynical
- Repertoire analysis
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- Figure 29: Repertoire of methods used to give money to charity, August 2005
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- Figure 30: Repertoire of methods used to give money to charity, by methods used, August 2005
- Expanding limited repertoires
The Consumer: Attitudes and Typologies – Detailed Demographics
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- Figure 31: Most popular attitudes towards giving money to charity, by gender, age, socio-economic group, region, marital status, working status and presence of children, August 2005
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- Figure 32: Most popular attitudes towards giving money to charity, by lifestage, Mintel’s Special Groups, media usage, household size, ACORN category, commercial TV viewing and supermarket usage, August 2005
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- Figure 33: Further attitudes towards giving money to charity, by gender, age, socio-economic group, region, marital status, working status and presence of children, August 2005
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- Figure 34: Further attitudes towards giving money to charity, by lifestage, Mintel’s Special Groups, media usage, household size, ACORN category, commercial TV viewing and supermarket usage, August 2005
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- Figure 35: Consumer target groups, by gender, age, socio-economic group, ACORN category and lifestage, august 2005
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- Figure 36: Consumer target groups, by detailed lifestage groups, region and presence of children, August 2005
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- Figure 37: Consumer target groups, by Mintel’s Special Groups, supermarket usage and commercial TV viewing, August 2005
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The Future
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- The future of legislation
- Public sector services offer a new revenue stream
- Consolidation is inevitable
- Engaging the target audience
Forecast
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- Scenario 1: Group compositions remain static
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- Figure 38: Forecast of consumer typologies, scenario 1, 2005 & 2010
- Scenario 2: Market consolidation – a clearer but less unique message
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- Figure 39: Forecast of consumer typologies, scenario 2, 2005 & 2010
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- Appendix I: Consumer target groups, by gender, age, socio-economic group, and lifestage, August 2005
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