Table of Contents
Issues in the Market
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- Definition
- Abbreviations
Future Opportunities
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- Press for charity
- Stop bugging me!
- Look to the local
- Getting more from the store
Market in Brief
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- A resilient sector
- Feeling the squeeze but still giving
- Online, hitting the headlines and fashion line
- Advertising charity
- Donating habits
- Getting personal...
- ...but we need to trust
- Branded positive
- I’m not donating because...
The UK Charity Market
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- Key points
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- Figure 1: Agreement with selected lifestyle statements, 2006-10
- Giving time
- Duty-bound...
- ...but the young still want fun
- How do you donate?
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- Figure 2: Mode of donating to charity, 2006-10
- Donations drop
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- Figure 3: Adults who have donated more than £5 to charity, 2006-10
- Generation gap
- Positive trends
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- Figure 4: Amount donated in the last 12 months, 2006-10
- Looking for a connection
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- Figure 5: Types of charities donated to, 2010
- Face to face motivates
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- Figure 6: Motivating factors, 2006-10
- More work on Payroll Giving
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- Figure 7: Development of payroll deduction schemes, 1992/93-2009/10
- The crime of unclaimed Gift Aid
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- Figure 8: Gift Aid and covenants to charity (gross amounts) plus tax repayments, 1992/93-2009/10
- Trust me I’m a charity!
Market Size and Forecast
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- Key points
- Charity numbers drop…
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- Figure 9: Total combined income of registered charities in England and Wales, 2004-15
- …but income up
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- Figure 10: Forecast of the total combined income of registered charities in England and Wales, by current prices 2005-15
- The bigger the better
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- Figure 11: Segmentation of main charities on the Charity Commission register, by income band, 2006-09
- Voluntary income continues to rise...slowly
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- Figure 12: Sources of income received by charities (with an income greater than £500,000**), 2007-10
- Cancer Research UK enjoys highest income
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- Figure 13: A selection of leading charities active in main sectors, by voluntary income, 2007-09
Companies and Products
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- Key points
- British Heart Foundation (BHF)
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- Figure 14: Breakdown of voluntary income – British Heart Foundation, 2006-10
- Figure 15: Key financials – British Heart Foundation, 2006-10
- Cancer Research UK
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- Figure 16: Breakdown of voluntary income – Cancer Research UK, 2005-10
- Figure 17: Key financials – Cancer Research UK, 2005-10
- Macmillan Cancer Support
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- Figure 18: Breakdown of voluntary income – Macmillan Cancer Support, 2005-09
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- Figure 19: Key financials – Macmillan Cancer Support, 2005-09
- Oxfam
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- Figure 20: Breakdown of voluntary income – Oxfam UK, 2005-09
- Figure 21: Key financials – Oxfam UK, 2005-09
- The Royal Society for the Prevention of Cruelty to Animals (RSPCA)
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- Figure 22: Breakdown of voluntary income – RSPCA UK, 2007-09
- Figure 23: Key financials – RSPCA UK, 2007-09
- Save the Children
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- Figure 24: Breakdown of voluntary income – Save the Children, 2006-09*
- Figure 25: Key financials – Save the Children, 2006-09*
- The British Red Cross Society
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- Figure 26: Breakdown of voluntary income – British Red Cross Society, 2008 and 2009
- Figure 27: Key financials – British Red Cross Society, 2008 and 2009
- National Trust
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- Figure 28: Breakdown of voluntary income – The National Trust UK, 2005-10
- Figure 29: Key financials – The National Trust UK, 2005-10
- National Society for the Prevention of Cruelty to Children (NSPCC)
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- Figure 30: Breakdown of voluntary income – NSPCC, 2005-09
- Figure 31: Key financials – NSPCC, 2005-09
Brand Elements
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- Key points
- Brand map
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- Figure 32: Attitudes towards and donations to charities, August 2010
- Brand qualities of charities
- Cancer charities most caring
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- Figure 33: Personalities of various charities, August 2010
- Experience of charity donation
- Disease causes have greatest support
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- Figure 34: Consumer donations to various charities, August 2010
- Brand consideration for charities
- Cancer has greatest consideration, animals least
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- Figure 35: Consideration of various charities, August 2010
- Brand satisfaction for charities
- Cancer causes top performers, Age UK least positive
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- Figure 36: Satisfaction with various charities, August 2010
- Brand commitment to charities
- Fragmentation compromises commitment
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- Figure 37: Commitment to various charities, August 2010
- Brand intentions for charities
- Poppy Appeal has powerful pull
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- Figure 38: Future donation intentions for various charities, August 2010
- Brand recommendation for charities
- Cancer charities have greatest word of mouth
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- Figure 39: Recommendation of various charities, August 2010
- The Royal British Legion
- What the consumer thinks
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- Figure 40: Attitudes towards the Royal British Legion, August 2010
- Age UK
- What the consumer thinks
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- Figure 41: Attitudes towards Age UK, August 2010
- British Heart Foundation
- What the consumer thinks
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- Figure 42: Attitudes towards the British Heart Foundation, August 2010
- Oxfam
- What the consumer thinks
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- Figure 43: Attitudes towards Oxfam, August 2010
- Cancer Research UK
- What the consumer thinks
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- Figure 44: Attitudes towards Cancer Research UK, August 2010
Brand Communication and Promotion
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- Key points
- Competitive marketing
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- Figure 45: Main monitored media advertising expenditure on charities, 2005-09
- Healthy spend
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- Figure 46: Main monitored media advertising expenditure on charities, by category, 2007 and 2009
- Direct mail remains top
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- Figure 47: Main monitored media advertising expenditure on charities, by medium, 2006-09
- Cancer Research UK top advertiser
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- Figure 48: Top 15 advertising charities, 2006-09
- Advertising strategy
- Keeping it real...
- ...and still shocking
- Getting involved and having fun
How Many People Donate Money?
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- Key points
- Regular donations are common
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- Figure 49: Statements about donating money, June 2010
- The caring sex
- Wealthy lead the way…
- …whilst age splits donation levels and methods
Donating and Future Intentions
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- Key points
- Future donations
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- Figure 50: Future donations, June 2010
- Youthful optimism…
- …but wary third agers
- Good intentions but will they be followed through?
- Money matters
- Economic effects
- No change for many…
- …whilst some drop off
- Going local
- Awareness and appreciation for some
How Do People Donate?
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- Key points
- Regular direct action
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- Figure 51: Ways used to donate money, June 2010
- The gender divide
- Regular direct action
Attitudes Towards Supporting Charities
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- Key points
- A personal connection
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- Figure 52: Attitudes towards supporting charities, June 2010
- Shock tactics
- No to charity canvassers
- The young open to canvassers…
- …whilst men go for ’people‘ charities
- Where there’s a will
- Door policy
- More information, please
- A call for controls
- Overseas campaigns create most concerns
- Getting emotional
Brand Support
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- Key points
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- Figure 53: Attitudes towards products and services that support charities, June 2010
- Brand charity
- The young most sensitive
- Who will pay more?
- The celebrity factor
Reasons for not Donating
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- Key points
- Don’t give but shop
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- Figure 54: Attitudes towards donating to charities, June 2010
- Fundraising overkill
- Motivate me!
- Where does it go?
- Affordability
- Keeping it in the family
Targeting Opportunities
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- Key points
- Wealthy ways
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- Figure 55: Repertoire of ways used to donate money, June 2010
- Easy does it
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- Figure 56: Repertoire of ways used to donate money, by ways used to donate money, June 2010
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- Figure 57: Statements about donating money, by number of ways used to donate money, June 2010
- More, more, more
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- Figure 58: Future donations, by number of ways used to donate money, June 2010
- Shock tactics
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- Figure 59: Attitudes towards supporting charities, by number of ways used to donate money, June 2010
- Good actions but are they worth paying more for?
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- Figure 60: Attitudes towards products and services that support charities, by statements about donating money, June 2010
- Charitable giving target groups
- Prolifics
- Not interested
- Sceptical supporters
- No Chuggers
Appendix – Internal Market Environment
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- Figure 61: Agreement with selected lifestyle statements, by demographics, 2010
- Figure 62: Donated £5 or more to charity, by demographics, 2010
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Appendix – Donating Money
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- Figure 63: Statements about donating money, by demographics, June 2010
- Figure 64: Ways used to donate money, by statements about donating money, June 2010
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- Figure 65: Attitudes towards supporting charities, by statements about donating money, June 2010
- Figure 66: Attitudes towards products and services that support charities, by statements about donating money, June 2010
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Appendix – Positive Future Intentions
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- Figure 67: Future donations, by demographics, June 2010
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Appendix – How do you Donate?
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- Figure 68: Ways used to donate money, by demographics, June 2010
- Figure 69: Ways used to donate money, by demographics, June 2010
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- Figure 70: Ways used to donate money, by demographics, June 2010
- Figure 71: Ways used to donate money, by demographics, June 2010
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- Figure 72: Ways used to donate money regularly, by demographics, June 2010
- Figure 73: Ways used to donate money, by demographics, June 2010
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- Figure 74: Ways used to donate money, by demographics, June 2010
- Figure 75: Ways used to donate money, by demographics, June 2010
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- Figure 76: Ways used to donate money, by demographics, June 2010
- Figure 77: Ways used to donate money, by demographics, June 2010
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- Figure 78: Ways used to donate money, by demographics, June 2010
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Appendix – Attitudes towards Supporting Charities
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- Figure 79: Attitudes towards supporting charities, by demographics, June 2010
- Figure 80: Attitudes towards supporting charities, by demographics, June 2010
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- Figure 81: Attitudes towards supporting charities, by demographics, June 2010
- Figure 82: Attitudes towards supporting charities, by demographics, June 2010
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- Figure 83: Attitudes towards supporting charities, by demographics, June 2010
- Figure 84: Attitudes towards supporting charities, by demographics, June 2010
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- Figure 85: Attitudes towards supporting charities, by demographics, June 2010
- Figure 86: Attitudes towards supporting charities, by demographics, June 2010
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- Figure 87: Attitudes towards supporting charities, by demographics, June 2010
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Appendix – Brand Support
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- Figure 88: Attitudes towards products and services that support charities, by demographics, June 2010
- Figure 89: Attitudes towards products and services that support charities, by demographics, June 2010
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- Figure 90: Attitudes towards products and services that support charities, by demographics, June 2010
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Appendix – Reasons for not Donating
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- Figure 91: Attitudes towards donating to charities, by demographics, June 2010
- Figure 92: Attitudes towards donating to charities, by demographics, June 2010
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- Figure 93: Attitudes towards donating to charities, by demographics, June 2010
- Figure 94: Attitudes towards donating to charities, by demographics, June 2010
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- Figure 95: Attitudes towards donating to charities, by demographics, June 2010
- Figure 96: Attitudes towards donating to charities, by demographics, June 2010
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- Figure 97: Attitudes towards donating to charities, by demographics, June 2010
- Figure 98: Attitudes towards donating to charities, by demographics, June 2010
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Appendix – Targeting Opportunities
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- Figure 99: Repertoire of ways used to donate money, by demographics, June 2010
- Figure 100: Target groups, by demographics, June 2010
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- Figure 101: Attitudes towards supporting charities, by target groups, June 2010
- Figure 102: Statements about donating money, by target groups, June 2010
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- Figure 103: Future donations, by target groups, June 2010
- Figure 104: Ways used to donate money, by target groups, June 2010
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- Figure 105: Repertoire of ways used to donate money, by target groups, June 2010
- Figure 106: Attitudes towards products and services that support charities, by target groups, June 2010
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