Charities - UK - March 2008

ISSUES IN THE MARKET
Key themes
Definition
Abbreviations
INSIGHTS AND OPPORTUNITIES
Something for nothing
Feelgood feedback
Time to roll out the payroll
FAST FORWARD TRENDS
Staying Connected
One World Harmony
MARKET IN BRIEF
Larger charities dominate donations
A wealthy elite
Celebrities and sport
Embracing online technologies
Looking forward
INTERNAL MARKET ENVIRONMENT
Key points
A sense of duty
Figure 1: Agreement with selected lifestatements, 2003-07
Time is precious
Climb that mountain
Reach for the stars
Figure 2: Celebrities and charity work
Philanthropy becomes popular
Mobilising the workforce
Building trust
BROADER MARKET ENVIRONMENT
Key points
Two steps forward, one step back
Give and take
The third way
Olympic lottery threat
Figure 3: National Lottery turnover, 2002/03-2006/07
Fingers in pockets
Figure 4: PDI and consumer expenditure, at constant 2002 prices, 2002-12
Baby Boomer boost
Figure 5: Trends and projections in UK population (‘000s), by age group, 2002-12
COMPETITIVE CONTEXT
Key points
Competing for Income
Figure 6: Breakdown of total consumer expenditure, 2006
Bricks and mortar
A leisurely pursuit
Figure 7: Consumer expenditure on selected leisure goods and activities, 2002-06
Competing for time
Figure 8: Hours and minutes per day spent on activities, by gender, 2005
The working week
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
Strengths
Weaknesses
WHO’S INNOVATING?
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
Key points:
A crowded market
Figure 10: Number of registered charities in England and Wales, 2000-07
Rags to riches
Figure 11: Total combined income of registered charities in England and Wales, 2002-07
Voluntary growth
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
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
Key points
Charities see steady growth in income
Figure 15: Segmentation of main charities on the Charity Commission register, by income band, 2004-07
Leaving a legacy
Figure 16: Sources of income received by the top 500 charities, 2001/02-2005/06
MARKET SHARE
Key points:
Cancer Research UK stays on top
Figure 17: A selection of leading charities active in main sectors, by voluntary income, 2004/05 and 2005/06
COMPANIES AND PRODUCTS
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
 BRAND MAP
Figure 18: Attitudes and usage of charity brands, March 2008
 CANCER RESEARCH UK
What the brand is trying to achieve
What the consumer thinks
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
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
Figure 21: Attitudes towards the Poppy Appeal brand, March 2008
 CHRISTIAN AID
What the brand is trying to achieve
What the consumer thinks
Figure 22: Attitudes towards the Christian Aid brand, March 2008
 BRITISH HEART FOUNDATION
What the brand is trying to achieve
What the consumer thinks
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
Figure 24: Attitudes towards the Save The Children brand, March 2008
 RSPCA
What the brand is trying to achieve
What the consumer thinks
Figure 25: Attitudes towards the RSPCA brand, March 2008
 AGE CONCERN
What the brand is trying to achieve
What the consumer thinks
Figure 26: Attitudes towards the Age Concern brand, March 2008
 OXFAM
What the brand is trying to achieve
What the consumer thinks
Figure 27: Attitudes towards the Oxfam brand, March 2008
 NSPCC
What the brand is trying to achieve
What the consumer thinks
Figure 28: Attitudes towards the NSPCC brand, March 2008
 BRAND QUALITIES OF CHARITY BRANDS
Oxfam and Christian Aid remote and yesterday’s news?
Figure 29: Personalities of various charity brands, March 2008
 EXPERIENCE OF CHARITY BRANDS
Strong support for the war (veteran) effort
Figure 30: Consumer usage of various charity brands, March 2008
 BRAND INTENTIONS FOR CHARITY BRANDS
Loyal to the Poppy, but not to the planet!
Figure 31: Consideration of various charity brands, March 2008
 BRAND MOMENTUM FOR CHARITY BRANDS
Illnesses going viral as momentum builds
Figure 32: Momentum of various charity brands, March 2008
 BRAND SATISFACTION FOR CHARITY BRANDS
Poppy Appeal and Cancer Research achieving excellent satisfaction
Figure 33: Satisfaction of various charity brands, March 2008
 BRAND COMMITMENT TO CHARITY BRANDS
Strongest commitment to Cancer Research
Figure 34: Commitment to various charity brands, March 2008
 ROUND UP
BRAND COMMUNICATION
Key points
Speculate to accumulate
Figure 35: Main monitored media advertising expenditure on charities, 2003-07
Splashing out on children
Figure 36: Main monitored media advertising expenditure on charities, by category, 2004 and 2006
Direct mail proves less effective
Figure 37: Main monitored media advertising expenditure on charities, by medium, 2003-07
Cancer Research UK remains top spender
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
Key points
Donating dosh
Figure 39: Mode of donating to charity, 2004-07
Give as you earn
Figure 40: Development of payroll deduction schemes, 1992/93-2006/07
Covenants phased out
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
Key points
The compassionate consumer
Figure 42: Adults who have donated more than £5 to charity, 2003-07
Generous women
A generation thing
Gimme more
Figure 43: Amount donated in the last 12 months, 2001-07
Juggling allegiances
Figure 44: Number of charities people make a regular donation to, January 2008
Keeping your options open
Figure 45: Repertoire of charity givers crossed, by method of payment, January 2008
Pulling on heartstrings
Figure 46: Types of charities donated to, 2001-07
THE CONSUMER – ATTITUDES TO CHARITIES
Key points
High earners embrace direct debits
Figure 47: Ways in which people donate money to charity, January 2008
Sponsor me!
Payday
Making a difference
Figure 48: Motivations for donating to charity, by level of agreement with selected statements, January 2008
Time to act?
Word on the street
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
Key points
Untapped young idealists
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
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
APPENDIX: MARKET SIZE & FORECAST, MARKET SEGMENTATION AND MARKET SHARE
SORP 2005
APPENDIX: THE CONSUMER: CHARITABLE DONATIONS – DETAILED DEMOGRAPHICS
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
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
APPENDIX: THE CONSUMER – ATTITUDES TO CHARITIES: DETAILED DEMOGRAPHICS
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
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
Figure 56: Ways in which people donate money to charity, by number of charities donations are made to, January 2008
Figure 57: Motivations for donating to charity, by level of agreement with selected statements, January 2008
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
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
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
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
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
Figure 63: Attitudes towards donating to charity, by number of charities donations are made to, January 2008
APPENDIX: CONSUMER ATTITUDES VS. BEHAVIOUR: DETAILED DEMOGRAPHICS
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
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
Figure 66: Cluster groups, by attitudes towards charities, January 2008
Figure 67: Cluster groups, by agreement with selected statements, January 2008
Figure 68: Cluster groups, by gender, age, socio-economic group, region, newspaper readership, presence of children, supermarket usage and TV reception, January 2008