Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Insights and Opportunities
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- Something for nothing
- Feelgood feedback
- Time to roll out the payroll
Fast Forward Trends
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- Staying Connected
- One World Harmony
Market in Brief
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- Larger charities dominate donations
- A wealthy elite
- Celebrities and sport
- Embracing online technologies
- Looking forward
Internal Market Environment
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- Key points
- A sense of duty
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- Figure 1: Agreement with selected lifestatements, 2003-07
- Time is precious
- Climb that mountain
- Reach for the stars
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- Figure 2: Celebrities and charity work
- Philanthropy becomes popular
- Mobilising the workforce
- Building trust
Broader Market Environment
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- Key points
- Two steps forward, one step back
- Give and take
- The third way
- Olympic lottery threat
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- Figure 3: National Lottery turnover, 2002/03-2006/07
- Fingers in pockets
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- Figure 4: PDI and consumer expenditure, at constant 2002 prices, 2002-12
- Baby Boomer boost
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- Figure 5: Trends and projections in UK population (‘000s), by age group, 2002-12
Competitive Context
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- Key points
- Competing for Income
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- Figure 6: Breakdown of total consumer expenditure, 2006
- Bricks and mortar
- A leisurely pursuit
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- Figure 7: Consumer expenditure on selected leisure goods and activities, 2002-06
- Competing for time
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- Figure 8: Hours and minutes per day spent on activities, by gender, 2005
- The working week
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- Figure 9: Usual weekly hours of work, by gender, May-July 2007*
- More time spent commuting
- Time for leisure
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Charity shops become specialists
- eBay for charity
- Donating in memory
- Charity e-cards
- Get networking
- Give as you click
- Companies with a conscience
- Possible future trends
Market Size and Forecast
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- Key points:
- A crowded market
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- Figure 10: Number of registered charities in England and Wales, 2000-07
- Rags to riches
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- Figure 11: Total combined income of registered charities in England and Wales, 2002-07
- Voluntary growth
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- Figure 12: Charitable donations, grants and legacies of the top 500 charities, 2001/02-2005/06
- The future of the market
- Future prospects
- Growth in donations beginning to slow
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- Figure 13: Value of charity contributions at current prices, 2002-12
- Figure 14: Value of charity contributions at real prices, 2002-12
- Factors used in the forecast
Segment Performance
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- Key points
- Charities see steady growth in income
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- Figure 15: Segmentation of main charities on the Charity Commission register, by income band, 2004-07
- Leaving a legacy
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- Figure 16: Sources of income received by the top 500 charities, 2001/02-2005/06
Market Share
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- Key points:
- Cancer Research UK stays on top
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- Figure 17: A selection of leading charities active in main sectors, by voluntary income, 2004/05 and 2005/06
Companies and Products
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- Key points
- Cancer Research UK (CRUK)
- The National Trust
- Oxfam
- The National Society for the Prevention of Cruelty to Children (NSPCC)
- British Heart Foundation
- The Royal Society for the Prevention of Cruelty to Animals (RSPCA)
- The Royal National Lifeboat Institution
- Leonard Cheshire Disability
- Terrence Higgins Trust
- Footballers lend their support
Brand Elements
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- Brand map
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- Figure 18: Attitudes and usage of charity brands, March 2008
- Cancer Research UK
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 19: Attitudes towards the Cancer Research UK brand, March 2008
- Friends of the Earth
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 20: Attitudes towards the Friends of the Earth brand, March 2008
- The Poppy Appeal
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 21: Attitudes towards the Poppy Appeal brand, March 2008
- Christian Aid
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 22: Attitudes towards the Christian Aid brand, March 2008
- British Heart Foundation
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 23: Attitudes towards the British Heart Foundation brand, March 2008
- Save the Children
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 24: Attitudes towards the Save The Children brand, March 2008
- RSPCA
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 25: Attitudes towards the RSPCA brand, March 2008
- Age Concern
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 26: Attitudes towards the Age Concern brand, March 2008
- Oxfam
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 27: Attitudes towards the Oxfam brand, March 2008
- NSPCC
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 28: Attitudes towards the NSPCC brand, March 2008
- Brand qualities of charity brands
- Oxfam and Christian Aid remote and yesterday’s news?
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- Figure 29: Personalities of various charity brands, March 2008
- Experience of charity brands
- Strong support for the war (veteran) effort
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- Figure 30: Consumer usage of various charity brands, March 2008
- Brand intentions for charity brands
- Loyal to the Poppy, but not to the planet!
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- Figure 31: Consideration of various charity brands, March 2008
- Brand momentum for charity brands
- Illnesses going viral as momentum builds
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- Figure 32: Momentum of various charity brands, March 2008
- Brand satisfaction for charity brands
- Poppy Appeal and Cancer Research achieving excellent satisfaction
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- Figure 33: Satisfaction of various charity brands, March 2008
- Brand commitment to charity brands
- Strongest commitment to Cancer Research
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- Figure 34: Commitment to various charity brands, March 2008
- Round up
Brand Communication
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- Key points
- Speculate to accumulate
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- Figure 35: Main monitored media advertising expenditure on charities, 2003-07
- Splashing out on children
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- Figure 36: Main monitored media advertising expenditure on charities, by category, 2004 and 2006
- Direct mail proves less effective
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- Figure 37: Main monitored media advertising expenditure on charities, by medium, 2003-07
- Cancer Research UK remains top spender
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- Figure 38: Top 15 advertising charities, 2003-07
- Advertising strategy
- Chasing direct debits
- Action and awareness
- To shock or not to shock
Channels to Market
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- Key points
- Donating dosh
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- Figure 39: Mode of donating to charity, 2004-07
- Give as you earn
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- Figure 40: Development of payroll deduction schemes, 1992/93-2006/07
- Covenants phased out
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- Figure 41: Gift Aid and covenants to charity (gross amounts) plus tax repayments, 1992/93-2006/07
- Gift Aid takes off
The Consumer – Charitable Donations
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- Key points
- The compassionate consumer
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- Figure 42: Adults who have donated more than £5 to charity, 2003-07
- Generous women
- A generation thing
- Gimme more
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- Figure 43: Amount donated in the last 12 months, 2001-07
- Juggling allegiances
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- Figure 44: Number of charities people make a regular donation to, January 2008
- Keeping your options open
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- Figure 45: Repertoire of charity givers crossed, by method of payment, January 2008
- Pulling on heartstrings
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- Figure 46: Types of charities donated to, 2001-07
The Consumer – Attitudes to Charities
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- Key points
- High earners embrace direct debits
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- Figure 47: Ways in which people donate money to charity, January 2008
- Sponsor me!
- Payday
- Making a difference
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- Figure 48: Motivations for donating to charity, by level of agreement with selected statements, January 2008
- Time to act?
- Word on the street
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- Figure 49: Attitudes towards donating to charity, January 2008
- Look to the stars
- State your purpose clearly
- Positive feedback
- Charity begins at home
- Time is money
Consumer Attitudes vs Behaviour
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- Key points
- Untapped young idealists
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- Figure 50: A comparison of attitudes and behaviours in charitable giving, January 2008
- Targeting consumers
- Givers (33% of sample)
- Sceptics (28% of sample)
- Unconcerned (39% of sample)
Appendix: Advertising Data
Appendix: Internal Market Environment
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- Figure 51: Agreement with selected statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car ownership, 2007
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Appendix: Market Size & Forecast, Market Segmentation and Market Share
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- SORP 2005
Appendix: The Consumer: Charitable Donations – Detailed Demographics
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- Figure 52: Adults who have donated more than £5 to charity, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car ownership, 2007
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- Figure 53: Number of charities people make a regular donation to, by gender, age, region, social grade, daily newspaper readership, weekend newspaper readership, gross household income, age of own children, personal Internet usage, supermarket used, mobile phone network provider and TV reception, January 2008
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Appendix: The Consumer – Attitudes to Charities: Detailed Demographics
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- Figure 54: Ways in which people donate money to charity, by gender, age, region, social grade, daily newspaper readership, weekend newspaper readership, gross household income, age of own children, personal Internet usage, supermarket used, mobile phone network provider and TV reception, January 2008
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- Figure 55: Ways in which people donate money to charity, by gender, age, region, social grade, daily newspaper readership, weekend newspaper readership, gross household income, age of own children, personal Internet usage, supermarket used, mobile phone network provider and TV reception, January 2008
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- Figure 56: Ways in which people donate money to charity, by number of charities donations are made to, January 2008
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- Figure 57: Motivations for donating to charity, by level of agreement with selected statements, January 2008
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- Figure 58: Level of agreement with selected statements, by gender, age, region, social grade, daily newspaper readership, weekend newspaper readership, gross household income, age of own children, personal Internet usage, supermarket used, mobile phone network provider and TV reception, January 2008
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- Figure 59: Level of agreement with selected statements, by gender, age, region, social grade, daily newspaper readership, weekend newspaper readership, gross household income, age of own children, personal Internet usage, supermarket used, mobile phone network provider and TV reception, January 2008
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- Figure 60: Attitudes towards donating to charity, by gender, age, region, social grade, daily newspaper readership, weekend newspaper readership, gross household income, age of own children, personal Internet usage, supermarket used, mobile phone network provider and TV reception, January 2008
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- Figure 61: Attitudes towards donating to charity, by gender, age, region, social grade, daily newspaper readership, weekend newspaper readership, gross household income, age of own children, personal Internet usage, supermarket used, mobile phone network provider and TV reception, January 2008
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- Figure 62: Attitudes towards donating to charity, by gender, age, region, social grade, daily newspaper readership, weekend newspaper readership, gross household income, age of own children, personal Internet usage, supermarket used, mobile phone network provider and TV reception, January 2008
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- Figure 63: Attitudes towards donating to charity, by number of charities donations are made to, January 2008
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Appendix: Consumer Attitudes vs. Behaviour: Detailed Demographics
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- Figure 64: Repertoire, by gender, age, socio-economic group, region, newspaper readership, presence of children, supermarket usage and TV reception, January 2008
- Methodology to evaluate people’s attitudes and behaviours in charitable giving
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- Figure 65: Demographics of those with positive attitudes towards charity who are inactive in their behaviour, by gender, age, socio-economic group, region, newspaper readership, presence of children, supermarket usage and TV reception, January 2008
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- Figure 66: Cluster groups, by attitudes towards charities, January 2008
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- Figure 67: Cluster groups, by agreement with selected statements, January 2008
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- Figure 68: Cluster groups, by gender, age, socio-economic group, region, newspaper readership, presence of children, supermarket usage and TV reception, January 2008
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