Table of Contents
Executive Summary
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- The market
- Number of charities rises
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- Figure 1: Number of charities, England and Wales, 2009-17
- Workers enjoy real wage rise…
- …and financial confidence continues to rise
- Adapting to an increasingly cashless society
- Companies and brands
- Brands take a different approach to advertising
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- Figure 2: Total above-the-line, online display and direct mail advertising expenditure by charities, 2015-18
- The consumer
- Health and medical giving softens, as environmental causes gain traction
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- Figure 3: Types of charitable cause donated to in last 6 months, March 2019 vs December 2017
- Digital payment options become more popular
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- Figure 4: How people have donated money to charity in last 6 months, March 2019 vs December 2017
- Online donations increase…
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- Figure 5: Ways in which online donations were made to charities in last 6 months, March 2019 vs December 2017
- …but cash remains important
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- Figure 6: Ways in which cash donations were made to charities in last 6 months, March 2019 vs December 2017
- Charitable donations increase…
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- Figure 7: Mean donation given to charity in last month, by age and gender, March 2019 vs December 2017
- …but further growth could be under threat
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- Figure 8: Reasons for not donating money to charity, March 2019
- The pros and cons of “Marie Kondo effect”
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- Figure 9: Other charitable activities conducted in last 6 months, March 2019 vs December 2017
- Consumers most charitable when buying clothing
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- Figure 10: Charitable consideration taken into account, by retail sector, March 2019
- What we think
Issues and Insights
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- The tipping balance between cash and digital donations
- The facts
- The implications
- Boosting the UK charity shop market
- The facts
- The implications
The Market – What You Need to Know
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- Workers enjoy real wage rise…
- …and financial confidence continues to rise
- Charities see rise in income
- Volunteer levels stabilise
- Adapting to an increasingly cashless society
Market Size
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- Number of charities rises
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- Figure 11: Number of charities, England and Wales, 2009-17
- Larger charities grow at faster rate…
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- Figure 12: Number of charities in each income bracket, England and Wales, September 2017-September 2018
- …as does their income
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- Figure 13: Charities’ annual income, England and Wales, September 2017-September 2018
- Volunteer levels stabilise
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- Figure 14: Any formal or informal volunteering (NET), online and paper estimates, England, 2013/14-2017/18
Market Drivers
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- Workers enjoy real wage rise
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- Figure 15: Headline CPI inflation (12-month percentage change), vs average weekly earnings (3-month average), January 2013-January 2019
- Financial wellbeing fluctuates
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- Figure 16: Financial wellbeing index, December 2013-January 2019
- Adapting to a cashless society
- Cybersecurity concerns
Companies and Brands – What You Need to Know
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- Recorded adspend continues to decline
- A correlation between advertising levels and donations
- Spending on TV advertising grows
- Outdoor advertising goes digital
Advertising and Marketing Activity
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- Recorded adspend continues to decline
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- Figure 17: Total above-the-line, online display and direct mail advertising expenditure by charities, 2015-18
- A correlation between advertising levels and donations
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- Figure 18: Total above-the-line, online display and direct mail advertising expenditure by charities, by charity type, 2015-18
- Spending on direct mail declines…
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- Figure 19: Total above-the-line, online display and direct mail advertising expenditure by charities, by media type, 2015-18
- …as TV advertising grows
- Outdoor advertising goes digital
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- Figure 20: Movember ‘Stop Men Dying Too Young’ campaign, November 2018
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- Figure 21: The Dyslexia Association ‘A Moment of Dyslexia’ campaign, July 2018
- Top charities account for a third of total adspend
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- Figure 22: Total above-the-line, online display and direct mail advertising expenditure by charities, by leading charities (based on top 10 for 2018), 2015-18
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Health and medical giving softens…
- …while giving to environmental causes rises
- Cash donations begin to slide…
- …as digital payment options become more popular
- Charitable donations increase
- 35% cannot afford to donate financially
- The pros and cons of “Marie Kondo effect”
- Consumers most influenced by corporate charitable giving when buying clothing
- FMCG shoppers prove engaged with charity
Charitable Causes Donated To
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- Health and medical giving softens…
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- Figure 23: Types of charitable cause donated to in last 6 months, March 2019 vs December 2017
- …while giving to environmental causes rises
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- Figure 24: Proportion of adults who gave to environmental causes, by age, March 2019 vs December 2017
How People Donate Money
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- Cash donations begin to slide…
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- Figure 25: How people have donated money to charity in last 6 months, March 2019 vs December 2017
- …digital payment options become more popular…
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- Figure 26: The Big Issue ‘Pay It Forward’ initiative in collaboration with Monzo, April 2019
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- Figure 27: Marie Curie’s ‘Garden of Light’ campaign, March 2018
- …but cash remains important
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- Figure 28: Ways in which cash donations were made to charities in last 6 months, March 2019 vs December 2017
- Online donations increase
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- Figure 29: Ways in which online donations were made to charities in last 6 months, March 2018 vs December 2017
- The importance of digital marketing
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- Figure 30: Knorr charity click initiative, April 2018
How Much Money People Donate
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- Charitable donations increase
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- Figure 31: Mean donation given to charity in last month, by age and gender, March 2019 vs December 2017
- Donations appear to peak amongst 25-34s
- Engaging more affluent donors
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- Figure 32: Mean donation given to charity in last month, by household income, March 2019
Barriers to Donating to Charity
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- 35% cannot afford to donate financially
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- Figure 33: Reasons for not donating money to charity, March 2019
- Trust remains a challenge for the third sector
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- Figure 34: Proportion of non-donors who agree “I do not trust charities to put my money to good use”, by age, March 2019
- Charities must continue to adapt to cashless society
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- Figure 35: Proportion of non-donors who agree “I never have any cash on me”, by age, March 2019
Other Charitable Activities Conducted
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- The “Marie Kondo effect” boosts charity shop donations…
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- Figure 36: Other charitable activities conducted in last 6 months, March 2019 vs December 2017
- …but damages purchase rates
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- Figure 37: Screengrab of Oxfam Festival Shop boutique on ASOS Marketplace, May 2019
Charitable Buying Considerations
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- Consumers most charitable when buying clothing…
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- Figure 38: Charitable consideration taken into account, by retail sector, March 2019
- …underpinning opportunities for fashion retail sector
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- Figure 39: Harrods’ Fashion Re-Told pop-up, April 2018
- FMCG shoppers prove engaged with charity
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- Figure 40: Proportion of total launches, by super-category carrying “ethical – charity” claims, 2016-18
- Boosting engagement with charities in the homeware sector
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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