Table of Contents
Overview
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- What you need to know
Executive Summary
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- Charities have bloomed, but Brexit threatens to reverse growth
- Eroding trust in the charity sector
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- Figure 1: Trends in ways of donating to charities, June 2016 and July 2014
- Rethinking fundraising methods
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- Figure 2: What encourages people to donate and discourages them from donating to charity, June 2016
- Personal benefits of fundraising
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- Figure 3: Factors encouraging people to participate in fundraising for charity, June 2016
- Building an emotional connection through advertising
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- Figure 4: Attitudes towards donating to charity, June 2016
- What we think
Issues and Insights
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- 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
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- 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
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- Number of charities continues to rise…
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- Figure 5: Number of charities in each income bracket, England and Wales, June 2015 and March 2016
- …as does their income…
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- 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
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- Figure 8: Trends in charitable giving in the four weeks prior to interview, England, 2005-2014/15
- Average amount donated is on the rise
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- 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
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- Figure 11: Participation in voluntary activities, England, 2001-2014/15
- Slight uptick in community spirit
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- 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
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- 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
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- In-person collections suffer in wake of negative publicity
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- Figure 13: Trends in ways of donating to charities, June 2016 and July 2014
- Thrift is in
- Online donations rise
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- Figure 14: to charity, by annual household income, June 2016
How Much Money People Donate
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- Men and 25-44s donate the most
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- Figure 15: Mean amount of money people donated in the past 3 months, by gender and age, June 2016
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- Figure 16: #mandictionary campaign poster by CALM charity, July 2016
Online Charitable Activities
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- No major shifts in online activity in support of charities
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- 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
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- Time to rethink charity fundraising methods
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- Figure 18: What encourages people to donate and discourages them from donating to charity, June 2016
- Innovative solutions are needed
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- Figure 19: The Big Issue Change Please initiative, July 2016
- Young could donate their skills instead
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- Figure 20: What encourages people to donate to charity, by age, June 2016
Fundraising Motivations
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- Opportunities to tap into donor base for more active support
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- Figure 21: Factors encouraging people to participate in fundraising for charity, June 2016
- Emphasising the personal benefits of giving
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- Figure 22: Charity Miles app, July 2016
Attitudes towards Donating to Charities
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- Getting back in the public’s good books
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- Figure 23: Attitudes towards donating to charity, June 2016
- The need to prove where the money goes
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- Figure 24: Giving What We Can, July 2016
- Creating emotional connections with donors is paramount
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- Figure 25: Other attitudes towards donating to charity, June 2016
- Harnessing innovation
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- Figure 26: Cancer Research UK tribute garden at RHS Hampton Court Palace Flower Show, July 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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