Towards new modes of giving

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Towards new modes of giving
Sally Panayiotou
3rd July 2012
Head of charities research at Ipsos MORI

© Ipsos MORI Version 1 | Public

INTERNAL PANLOGIC CONSULTATION
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Technology trends


Four fifths of British adults are now connected

Which of the following applies to you?

90
Internet usage anywhere
80 81%
70 73%
60
Broadband at home
50
%
40 39%
30
*Connect using mobile phone
20
10
Connect via Dongle
0
4%

* The wording used for measuring ‘internet connection by mobile phone’ has been updated which means earlier data is not strictly comparable and is therefore not shown
Base: circa 2,000 interviews per wave until January 2010, circa 1,000 GB Source: Ipsos MORI Technology Tracker Q1 2012
adults aged 15+ per wave thereafter


Increasing penetration of smart phones

42% British
adults own a
smart phone

39% Connect to the
internet via their
mobile phone

Source: Ipsos MORI Technology Tracker Q1 2012

And mobile phone technology constantly developing


CAF text donation services, paypal donation platform,
giving widget


RSPCA mobile phone service – will benefit from up to
15% of users’ pay-as-you-go top-up costs

http://www.rspcamobile.co.uk/

ITV’s text Santa appeal being repeated in 2012


Phone app downloaded by over 3700 participants
during 2011 Comic Relief pilot now launched

http://www.fundraising.co.uk/news/2011/06/02/mobile-fundraising-app-now-available-uk

Halifax raised £25,000 for Save the Children with their
Christmas Facebook campaign

http://www.savethechildren.org.uk/node/2375

Giving trends


The funding environment remains a clear cause of concern…

91% of 85%very/fairly
organisations very/fairly confident that will meet
successful meeting main main objectives over the
objectives over past 12 next 12 months
months (2009-10) (2010-11)

(92% orgs main area (85% orgs main area
activity is ‘culture’)* However activity is ‘culture’)*

36% of organisations have had
insufficient income over the past twelve
months to meet their main objectives
(42% culture orgs*)

Source: Ipsos MORI, Cabinet office National Survey of Charities and Social Enterprises (NSCSE)on behalf of the Cabinet
office. NSCSE is the largest survey of the charitable sector, interviewing 44,109 organisations in 2010, and 48,939 in 2008.
© Ipsos MORI Version 1 | Public *Base = 5092 organisations whose main area of activity is culture (including arts and music)

…and is set to become even more challenging

Estimated that by 2015/16 voluntary
sector is likely to lose £1.2bn in
government income each year

! Charity spending increased in real terms by £1.1bn in
2008-10 as charities expanded their services in order to
meet increased demand

! Public sector grants fell by almost £500m during the
recession –

! Free reserves were £42.2bn in 2009/10 - £4.1bn lower
than at the beginning of the decade in real terms
NCVO UK 2012 Civil Society Almanac http://data.ncvo-vol.org.uk/

Citizenship shows slight downward trend of giving

100 Mean amount
given in past four
90
weeks = £17.87
80 76 78 76 74 72
70
60
Per cent

50
40
30
20
10
0
2003 2005 2007-08 2008-09 2010
Base: Core sample in England (2003: 8,922; 2005: 9,195; 2007-08: 8,799; 2008-09: 8,764; 2009-10: 8,699) Source Citizenship


The economy remains the public’s key concern

What do you see as the most/other important issues facing Britain today?

Economy
70

60

50
Unemployment
40
Race / immigration
30

20
NHS Crime/
10 Law &
Order
0
J n J n J n J n J n J n J n J n J n J n J n J n J n J n J n J n
u u u u u u u u u u u u u u u u
19 1 9 1 9 20 2 0 20 20 2 0 2 0 20 2 0 20 20 2 1 2 1 21
97 98 99 00 0 1 02 03 04 05 06 0 7 08 09 00 01 02
Base: representative sample of c.1,000 British adults age 18+ each month, Source: Ipsos MORI Issues Index
interviewed face-to-face in home


Charitable giving has decreased in the current recession
amongst a fifth of British adults (May 2012)
Q In the current recession would you say the amount of money you donate to charity has
increased, decreased or stayed the same?

Don't know Decreased Stayed the same Increased

Total 5 18 67 9
Age
15-24 8 17 61 12

25-34 10 22 63 4

35-64 3 18 69 8

65+ 2 12 71 14

Social Grade
ABC1 4 14 70 12

C2DE 6 22 64 7

Base: 1,003 British adults interviewed via Capibus May 2012 Source: Ipsos MORI


Giving to cultural institutions


Large proportion of the public/close friends or family have
ever visited an art gallery and/or National Trust property

Visited an art
gallery

68% adults
Visited a
National Trust
property

70% adults

Source: Ipsos MORI-Charity Commission
Base: 1,150 adults in England and Wales 7-17th May 2010 Public trust and confidence in charities


INTERNAL PANLOGIC
CONSULTATION

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Three tenths of the public have personally ever used a
foyer donation box
Q Which, if any, of the following methods have you ever used to make a donation?
Q Which, if any of the following methods would you use again / ever use in future?

87% of those who have done
31% of British adults
so before would do again
have ever used a
donation box in the
18% of those who have not
foyer at a charitable done before would do in future
institution

39% of British adults would
use a donation box in the
foyer at a charitable
institution in future

Base: 974 British adults interviewed via Capibus May 2012 Source: Ipsos MORI


INTERNAL PANLOGIC
CONSULTATION

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16% of British adults have donated to an arts or cultural
institution in the past twelve months
Q Have you made a donation to an arts or cultural institution in the past twelve months?

Total 16%
Age

15-24 8%
25-34 12%
35-44 19%
45-54 14%
55-64 17%
65+ 22%
Social Grade

AB 29%
C1 17%
C2DE 7%



Reasons for making a donation - Direct call to action
Q Why have you made a donation to an arts or cultural institution in the past twelve months ?

45%
33%
33%
I wanted to make donation when I
31%
visited
26%
I enjoy/personally use them 22%
18%
I felt I ought to when I visited them 18%
17%
13%
I was asked to make donation 12%
8%
1%

Base: 135 British adults who have made a donation to an arts or cultural institution in the
past twelve months interviewed via Capibus May 2012 Source: Ipsos MORI


Reasons for not donating - No direct call to action
Q Why have you not made a donation to an arts or cultural institution in the past twelve
months ?

18%
16%
I haven' visited an arts/cultural
t
15%
institution
14%
11%
8%
7%
I haven' been asked to make a
t
6%
cultural/arts donation
2%
2%
1%
1%
Base: 827 British adults who have not made a donation to an arts or cultural institution in
the past twelve months interviewed via Capibus May 2012 Source: Ipsos MORI


Other reasons for donating include importance of the cause
Q Why have you made a donation to an arts or cultural institution in the past twelve months ?

It's important to support the arts 45%
I enjoy the arts and want to support it 33%
They do an important job 33%
I wanted to make donation when I visited 31%
They might not survive without financial support 26%
I enjoy/personally use them 22%
They are set up for public good 18%
I felt I ought to when I visited them 18%
It's something I have always done 17%
It's easy to do 13%
I was asked to make donation 12%
They have a good reputation 8%
A public figure is associated with them 1%

Base: 135 British adults who have made a donation to an arts or cultural institution in the
past twelve months interviewed via Capibus May 2012 Source: Ipsos MORI


Other reasons for not donating include lack of affinity to the
cause / not donating to charity per se
Q Why have you not made a donation to an arts or cultural institution in the past twelve
months ?

I donate to other causes 18%
I've never thought about it 16%
I haven't visited an arts/cultural institution 15%
I don't donate to charity 14%
There are more important causes 11%
I haven't got around to it 8%
I can't afford to make donation at moment 7%
I haven't been asked to make a cultural/arts donation 6%
I don't think they spend the money wisely 2%
I don't know how they spend their money 2%
They should be subsidised by state 1%
It's too difficult 1%
Base: 827 British adults who have not made a donation to an arts or cultural institution in
the past twelve months interviewed via Capibus May 2012 Source: Ipsos MORI


Towards new modes of giving


Mobile technology for giving currently fairly low

Donation box in foyer at charitable institution 31%
39%

Text message 7% Have done before
9% Would do again / in future

Mobile-based giving site (e.g. JustTextGiving) 5%
6%



‘New’ giving methods not yet widespread

Collection tin 59%
66%
Donation box in foyer at charitable institution 31%
39%
Adding voluntary donation to a purchase made in a shop 17%
22%
Sponsoring someone through an online sponsorship site 14%
16%
Online via a credit or debit card 12%
14%
Text message 7%
9% Have done before

Contactless donation through debit or credit card 6% Would do again / in future
10%
Adding voluntary donation to a purchase made online 6%
8%
Mobile-based giving site (e.g. JustTextGiving) 5%
6%
Payroll giving 4%
6%
None of these 20%
2%


‘New’ giving methods not yet widespread


3%
Coinstar machines in supermarkets
5%
2%
Follow a link in social network site to online sponsorship site Have done before
4%
2% Would do again / in future
Fundraising social network (e.g. Mycharitypage) 4%
2%
Round Pound
7%
2%
Digital TV 3%
1%
Follow a link/advert in a social network site to charity page
3%
1%
Fundraising search engine (e.g. Everyclick.com) 2%
Directly through a social network site (e.g. Buying a gift in second 1%
life) 2%
0%
ATM machine 3%
20%
None of these
2%


On the surface the data would suggest low receptiveness
to new methods…

31% of British adults
have ever used a 7% have ever donated
donation box in the via text message
foyer at a charitable
institution

39% would consider 9% would consider
doing so in future doing so in future

BUT…


An effective call to action with the technology in place to
respond does modify behaviour

During the DEC 2004
tsunami appeal 61% of
online donors said this was
the first time they had
donated online

AND…
https://www.cafonline.org/publications/2011-publications/caf-disaster-monitor-2011.aspx

…moving from generalities
into specifics….


INTERNAL PANLOGIC
CONSULTATION
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Concluding remarks

• Impulse giving
• Complement existing modes
• Easy, intuitive and fit with behaviour
• Effective call to action
• Technical expertise and resources???
• Strategic partnerships, industry bodies, third
party sites, intermediary organisations


Concluding remarks

• Online and mobile technology offer great opportunities for facilitating
impulse giving
• New technologies for giving will complement the existing modes
• In line with technology use, new methods must be easy, intuitive and fit with
users’ behaviour…
• …and be accompanied by an effective call to action
• Not all charities/charitable institutions have the technical expertise or
resources to introduce new technologies for giving
• Strategic partnerships, industry bodies, third party sites and intermediary
organisations are enablers
• Ideally the organisation will maintain direct contact with their donors to
continue to develop relationships with them


Concluding remarks

If an organisation does not
embrace new technologies in
the way it interacts with the
public it will be left behind!


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sally.panayiotou@ipsos.com 020 7347 3073


Towards new modes of giving

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