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Charitable Giving - UK - October 2010

ISSUES IN THE MARKET
Definition
Abbreviations
FUTURE OPPORTUNITIES
 PRESS FOR CHARITY
Stop bugging me!
 LOOK TO THE LOCAL
Getting more from the store
MARKET IN BRIEF
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
Key points
Figure 1: Agreement with selected lifestyle statements, 2006-10
Giving time
Duty-bound...
...but the young still want fun
How do you donate?
Figure 2: Mode of donating to charity, 2006-10
Donations drop
Figure 3: Adults who have donated more than £5 to charity, 2006-10
Generation gap
Positive trends
Figure 4: Amount donated in the last 12 months, 2006-10
Looking for a connection
Figure 5: Types of charities donated to, 2010
Face to face motivates
Figure 6: Motivating factors, 2006-10
More work on Payroll Giving
Figure 7: Development of payroll deduction schemes, 1992/93-2009/10
The crime of unclaimed Gift Aid
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
Key points
Charity numbers drop…
Figure 9: Total combined income of registered charities in England and Wales, 2004-15
…but income up
Figure 10: Forecast of the total combined income of registered charities in England and Wales, by current prices 2005-15
The bigger the better
Figure 11: Segmentation of main charities on the Charity Commission register, by income band, 2006-09
Voluntary income continues to rise...slowly
Figure 12: Sources of income received by charities (with an income greater than £500,000**), 2007-10
Cancer Research UK enjoys highest income
Figure 13: A selection of leading charities active in main sectors, by voluntary income, 2007-09
COMPANIES AND PRODUCTS
Key points
British Heart Foundation (BHF)
Figure 14: Breakdown of voluntary income – British Heart Foundation, 2006-10
Figure 15: Key financials – British Heart Foundation, 2006-10
Cancer Research UK
Figure 16: Breakdown of voluntary income – Cancer Research UK, 2005-10
Figure 17: Key financials – Cancer Research UK, 2005-10
Macmillan Cancer Support
Figure 18: Breakdown of voluntary income – Macmillan Cancer Support, 2005-09
Figure 19: Key financials – Macmillan Cancer Support, 2005-09
Oxfam
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)
Figure 22: Breakdown of voluntary income – RSPCA UK, 2007-09
Figure 23: Key financials – RSPCA UK, 2007-09
Save the Children
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
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
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)
Figure 30: Breakdown of voluntary income – NSPCC, 2005-09
Figure 31: Key financials – NSPCC, 2005-09
BRAND ELEMENTS
Key points
Brand map
Figure 32: Attitudes towards and donations to charities, August 2010
 BRAND QUALITIES OF CHARITIES
Cancer charities most caring
Figure 33: Personalities of various charities, August 2010
 EXPERIENCE OF CHARITY DONATION
Disease causes have greatest support
Figure 34: Consumer donations to various charities, August 2010
 BRAND CONSIDERATION FOR CHARITIES
Cancer has greatest consideration, animals least
Figure 35: Consideration of various charities, August 2010
 BRAND SATISFACTION FOR CHARITIES
Cancer causes top performers, Age UK least positive
Figure 36: Satisfaction with various charities, August 2010
 BRAND COMMITMENT TO CHARITIES
Fragmentation compromises commitment
Figure 37: Commitment to various charities, August 2010
 BRAND INTENTIONS FOR CHARITIES
Poppy Appeal has powerful pull
Figure 38: Future donation intentions for various charities, August 2010
 BRAND RECOMMENDATION FOR CHARITIES
Cancer charities have greatest word of mouth
Figure 39: Recommendation of various charities, August 2010
 THE ROYAL BRITISH LEGION
What the consumer thinks
Figure 40: Attitudes towards the Royal British Legion, August 2010
 AGE UK
What the consumer thinks
Figure 41: Attitudes towards Age UK, August 2010
 BRITISH HEART FOUNDATION
What the consumer thinks
Figure 42: Attitudes towards the British Heart Foundation, August 2010
 OXFAM
What the consumer thinks
Figure 43: Attitudes towards Oxfam, August 2010
 CANCER RESEARCH UK
What the consumer thinks
Figure 44: Attitudes towards Cancer Research UK, August 2010
BRAND COMMUNICATION AND PROMOTION
Key points
Competitive marketing
Figure 45: Main monitored media advertising expenditure on charities, 2005-09
Healthy spend
Figure 46: Main monitored media advertising expenditure on charities, by category, 2007 and 2009
Direct mail remains top
Figure 47: Main monitored media advertising expenditure on charities, by medium, 2006-09
Cancer Research UK top advertiser
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?
Key points
Regular donations are common
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
Key points
Future donations
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?
Key points
Regular direct action
Figure 51: Ways used to donate money, June 2010
The gender divide
Regular direct action
ATTITUDES TOWARDS SUPPORTING CHARITIES
Key points
A personal connection
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
Key points
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
Key points
Don’t give but shop
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
Key points
Wealthy ways
Figure 55: Repertoire of ways used to donate money, June 2010
Easy does it
Figure 56: Repertoire of ways used to donate money, by ways used to donate money, June 2010
Figure 57: Statements about donating money, by number of ways used to donate money, June 2010
More, more, more
Figure 58: Future donations, by number of ways used to donate money, June 2010
Shock tactics
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?
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
Figure 61: Agreement with selected lifestyle statements, by demographics, 2010
Figure 62: Donated £5 or more to charity, by demographics, 2010
APPENDIX – DONATING MONEY
Figure 63: Statements about donating money, by demographics, June 2010
Figure 64: Ways used to donate money, by statements about donating money, June 2010
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
APPENDIX – POSITIVE FUTURE INTENTIONS
Figure 67: Future donations, by demographics, June 2010
APPENDIX – HOW DO YOU DONATE?
Figure 68: Ways used to donate money, by demographics, June 2010
Figure 69: Ways used to donate money, by demographics, June 2010
Figure 70: Ways used to donate money, by demographics, June 2010
Figure 71: Ways used to donate money, by demographics, June 2010
Figure 72: Ways used to donate money regularly, by demographics, June 2010
Figure 73: Ways used to donate money, by demographics, June 2010
Figure 74: Ways used to donate money, by demographics, June 2010
Figure 75: Ways used to donate money, by demographics, June 2010
Figure 76: Ways used to donate money, by demographics, June 2010
Figure 77: Ways used to donate money, by demographics, June 2010
Figure 78: Ways used to donate money, by demographics, June 2010
APPENDIX – ATTITUDES TOWARDS SUPPORTING CHARITIES
Figure 79: Attitudes towards supporting charities, by demographics, June 2010
Figure 80: Attitudes towards supporting charities, by demographics, June 2010
Figure 81: Attitudes towards supporting charities, by demographics, June 2010
Figure 82: Attitudes towards supporting charities, by demographics, June 2010
Figure 83: Attitudes towards supporting charities, by demographics, June 2010
Figure 84: Attitudes towards supporting charities, by demographics, June 2010
Figure 85: Attitudes towards supporting charities, by demographics, June 2010
Figure 86: Attitudes towards supporting charities, by demographics, June 2010
Figure 87: Attitudes towards supporting charities, by demographics, June 2010
APPENDIX – BRAND SUPPORT
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
Figure 90: Attitudes towards products and services that support charities, by demographics, June 2010
APPENDIX – REASONS FOR NOT DONATING
Figure 91: Attitudes towards donating to charities, by demographics, June 2010
Figure 92: Attitudes towards donating to charities, by demographics, June 2010
Figure 93: Attitudes towards donating to charities, by demographics, June 2010
Figure 94: Attitudes towards donating to charities, by demographics, June 2010
Figure 95: Attitudes towards donating to charities, by demographics, June 2010
Figure 96: Attitudes towards donating to charities, by demographics, June 2010
Figure 97: Attitudes towards donating to charities, by demographics, June 2010
Figure 98: Attitudes towards donating to charities, by demographics, June 2010
APPENDIX – TARGETING OPPORTUNITIES
Figure 99: Repertoire of ways used to donate money, by demographics, June 2010
Figure 100: Target groups, by demographics, June 2010
Figure 101: Attitudes towards supporting charities, by target groups, June 2010
Figure 102: Statements about donating money, by target groups, June 2010
Figure 103: Future donations, by target groups, June 2010
Figure 104: Ways used to donate money, by target groups, June 2010
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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