Table of Contents
Executive Summary
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- Donations in shops and in the street are the most common ways of giving to charity
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- Figure 1: Ways of donating to charities, July 2014
- Charitable spirit strong during church service
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- Figure 2: Average amount of money people donated in the past 3 months, by ways in which people donate, July 2014
- Online giving marches on
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- Figure 3: Online charitable activities over the past 12 months, July 2014
- Emotional connection as the top driver of donations
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- Figure 4: Reasons for donating money to charities, July 2014
- What we think
Issues and Insights
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- Raising the engagement of younger donors
- The facts
- The implications
- Charities responding to the modern need for speed and convenience
- The facts
- The implications
Trend Application
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- Trend: Guiding Choice
- Trend: Moral Brands
- Mintel Futures Trend: Generation Next
Market Drivers
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- Key points
- Charitable sector dominated by small- and medium-sized charities
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- Figure 5: Number of charities, total income and total spending, by annual income band, England and Wales, June 2014
- Charities’ income continues to rise
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- Figure 6: Total annual charities’ income, England and Wales, September 2013 - June 2014
- Figure 7: Sources of charities’ income, June 2014
- ‘Big Society’ impact on volunteering unclear
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- Figure 8: Trends in monthly participation in voluntary activities, England, 2005-2013/14
- Average donations on the rise again
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- Figure 9: Average amount given to charity in the 4 weeks prior to interview, England, 2005-13/14
- Strong community spirit boosts donations
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- Figure 10: Amount given to charity in the four weeks before interview, by how much people in neighbourhood are trusted, England, 2012-13
- Catering to the time-pressed donors
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- Figure 11: Barriers to regular formal volunteering in the 12 months before interview, England, 2012-13
Brand Communication and Promotion
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- Key points
- ‘Christmas spirit’ proves a draw for charity advertising
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- Figure 12: Total advertising spend by UK charities, January 2011-September 2014
- Cancer charities dominate advertising
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- Figure 13: Total advertising spend by UK charities, by top 10 advertisers and other (based on top 10 for 2013), January 2011-September 2014
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- Figure 14: Total advertising spend by UK charities, by type of charity, January 2011-September 2014
- Direct mail appeals for the personal approach, but TV advertising is on the rise
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- Figure 15: Total advertising spend by UK charities, by media type, January 2011-September 2014
- Online advertising spend on the decline
The Consumer – Ways of Donating to Charities
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- Key points
- Donations in shops and in the street are more popular, but less generous
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- Figure 16: Ways of donating to charities, July 2014
- Appealing to younger demographics via mobile and online channels
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- Figure 17: Ways of donating to charities, by age, July 2014
- Looking beyond direct mail to reach out to older donors
- Health of finances drives charitable intent
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- Figure 18: Ways of donating to charities, by current financial situation, July 2014
- Regular donations are more generous
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- Figure 19: How people prefer to donate, and average amount of money people donated in the past 3 months, July 2014
The Consumer – Charitable Causes People Support
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- Key points
- Personal relevance of charitable cause drives donations
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- Figure 20: Charitable causes people support, July 2014
- Religious causes attract few donors, but highest contributions
The Consumer – How Much Money People Donate
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- Key points
- Londoners are the most generous donors
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- Figure 21: Amount of money people donated in the past 3 months, July 2014
- Average donations rise amongst men and youngest adults
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- Figure 22: Average amount of money people donated in the past 3 months, by gender and age, July 2014
- People feel most charitable during church services…
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- Figure 23: Average amount of money people donated in the past 3 months, by ways in which people donate, July 2014
- …and also when donating to religious organisations
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- Figure 24: Average amount of money people donated in the past 3 months, by types of charitable causes people donate to, July 2014
- Transparency increases size of charitable contributions
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- Figure 25: Average amount of money people donated in the past 3 months, by reasons why people donate to charities, July 2014
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- Figure 26: Screenshot illustrating Innocent’s ‘Chain of Good’ stories, October 2014
The Consumer – Online Charitable Activities
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- Key points
- The rise of online charitable giving
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- Figure 27: Online charitable activities over the past 12 months, July 2014
- Younger donors appreciate the convenience of online donations
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- Figure 28: Attitudes towards donating online and on social media, by age, July 2014
- Online fundraising platforms going from strength to strength
- JustGiving enters crowdfunding space
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- Figure 29: Screenshot from the beta version of yimby.com, October 2014
- Selfie campaigns are raising charities’ profile
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- Figure 30: #nomakeupselfie campaign celebrities’ selfies, October 2014
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- Figure 31: Sharing badges for the macmillan ice bucket challenge, October 2014
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- Figure 32: #wakeupcall celebrity selfies, October 2014
The Consumer – Motivations for Supporting Charities
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- Key points
- Emotional connection as the top motivator to donate
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- Figure 33: Reasons for donating money to charities, July 2014
- Feel-good factor and guilt motivate younger donors
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- Figure 34: Reasons for donating money to charities, by age, July 2014
The Consumer – Attitudes towards Donating to Charities
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- Key points
- Nearly half of adults are annoyed if they are stopped in the street
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- Figure 35: Attitudes towards donating to charities, July 2014
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- Figure 36: Screenshot of Solar Aid’s online social impact calculator, October 2014
- Older donors are more sceptical about impact of their donations
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- Figure 37: Attitudes towards donating to charities, by age, July 2014
- Celebrity influence
- Charitable wills
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- Figure 38: Screenshot from the front page of Will Aid website, October 2014
- Weddings benefitting charities
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- Figure 39: Example of Oxfam’s wedding favour, October 2014
The Consumer – Brands and Charitable Giving
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- Key points
- Millennials are most positive about charitable brands
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- Figure 40: Attitudes towards charitable brands, by generations, July 2014
- Greater need to engage non-donors
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- Figure 41: Attitudes towards charitable brands, by whether or not people donated to charity in the past 12 months, July 2014
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