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Charitable giving in the uk research 2013
- 1. 11Incite Marketing Planning 2012© Charitable Giving In the UK – 2013
- 2. 22Incite Marketing Planning 2012© This document outlines findings from the recent charity research and includes our initial thoughts on how we can use research to help change behaviours in the charity sector. The Research approach is set out below: 1526 short interviews conducted with UK residents 1021 more in-depth interivews conducted with charity donors All interviews completed online Data weighted to be nationally representative
- 3. 33Incite Marketing Planning 2012© Over two thirds of the UK population have donated to a charity in the past 12 months 68% SOURCE: Charity Research – Incite Marketing Planning – December 2012 BASE: Nationally representative sample (n=1535) Proportion that have donated to a charity in the past 12 months
- 4. 44Incite Marketing Planning 2012© SOURCE: Charity Research – Incite Marketing Planning – December 2012 BASE: Nationally representative sample (n=1526) Medical Research and Children’s charities are among the most popular causes 1% 4% 6% 8% 9% 9% 10% 10% 10% 11% 11% 13% 15% 24% 24% 29% 30% The Smile Train RSPB Guide Dogs for… Barnardos National Trust Age UK Save The Children British Red Cross RSPCA NSPCC Salvation Army RNLI Marie Curie… British Heart… Macmillan Cancer… Cancer Research… Royal British Legion % that have donated to charity in the P12M 2% 4% 4% 4% 4% 5% 7% 8% 11% 11% 11% 14% 16% 21% 25% 26% 28% An Arts Charity Education Human Rights Sports organisations Schools or higher… Environmental… Heritage sites or… Religious… Disabled People Elderly People Oversees/… Rescue Services Armed Services Animal charities Hospitals/ Hospices Children/ Young… Medical Research % that have donated to cause in the P12M
- 5. 55Incite Marketing Planning 2012© At a total level, face-to-face and direct debit donations are the most popular means of donations 60% 27% 24% 19% 15% 13% 8% 4% 3% Face-to-face By direct debit Online (through a charity's website) Through an online sponsorship site (e.g. Just Giving) By post Via a paper- based sponsorship form By text By payroll giving / debit from salary By telephone SOURCE: Charity Research – Incite Marketing Planning – December 2012 BASE: All Charity Donors (1021) Q5: Overall, how do you prefer to donate money to the organisations or causes that you are interested in? (Multicode allowed) Preferred means of donation (%)
- 6. 66Incite Marketing Planning 2012© The older age-groups are generally more likely to donate to charity SOURCE: Charity Research – Incite Marketing Planning – December 2012 BASE: Nationally representative sample (n=153) S3 Which of the following have you done in the past 12 months? 68% 52% 57% 63% 69% 73% 65% 70% 69% 63% 73% 83% 74% Total Male 16- 24 Male 25- 34 Male 35 - 44 Male 45 - 54 Male 55 - 64 Male 65+ Female 16-24 Female 25-34 Female 35 - 44 Female 45 - 54 Female 55 - 64 Female 65+ Incidence of charity donation (P12m)
- 7. 77Incite Marketing Planning 2012© SOURCE: Charity Research – Incite Marketing Planning – December 2012 BASE: Nationally representative sample (n=1535) Q1d And still thinking about donating to charity, which of the following best applies? Older donors generally give more to charity and are more likely to make regular payments 67% 77% 62% 67% 62% 47% 71% 71% 55% 48% 34% 45% 7% 12% 13% 16% 6% 14% 11% 8% 12% 4% 13% 10% 27% 12% 24% 17% 32% 39% 19% 21% 34% 47% 53% 46% Male 16- 24 Male 25- 34 Male 35 - 44 Male 45 - 54 Male 55 - 64 Male 65+ Female 16-24 Female 25-34 Female 35 - 44 Female 45 - 54 Female 55 - 64 Female 65+ I tend to only make one-off donations I make regular donations to charity, but do not tend to make one-off donations I make both regular donations and one-off donations to charity 25 83 69 57 92 131 41 74 72 121 156 106 Average amount donated in past year (£) Type of donations made
- 8. 88Incite Marketing Planning 2012© SOURCE: Charity Research – Incite Marketing Planning – December 2012 BASE: Nationally representative sample (n=1535) Q16: For each please indicate the extent to which you agree or disagree. Q1C2: In the next 12 months, do you think you will give more, less, or about the same amount of money to charity as you have over the past 12 months? Despite donating less to charity on average, younger donors present an interesting opportunity for those charities looking to recruit new donors 63% 64% 34% 26% 28% 13% 59% 55% 39% 27% 37% 20%Male 16-24 Male 25-34 Male 35 - 44 Male 45 - 54 Male 55 - 64 Male 65+ Female 16-24 Female 25-34 Female 35 - 44 Female 45 - 54 Female 55 - 64 Female 65+ Agree that will not add to list of charities donate to (%) Will be donating more next year (%) 4% 4% 2% 3% 14% 28% 11% 11% 5% 7% 23% 20%
- 9. 99Incite Marketing Planning 2012© Charities should tailor their communications to suit the needs of different age groups 72% 9% 5% 36% 24% 14% 18% 3% 2% 58% 21% 5% 38% 35% 13% 14% 4% 6% 54% 38% 29% 14% 10% 11% 3% 1% 3% 54% 41% 31% 13% 9% 11% 1% 2% 2% Face-to-face By direct debit By post Online (through a charity's website) Through an online sponsorship site (e.g. Just Giving) Via a paper- based sponsorship form By text By telephone By payroll giving / debit from salary 16 - 24 25- 34 55-64 65+ SOURCE: Charity Research – Incite Marketing Planning – December 2012 BASE: All Charity Donors (1021) 55 – 64 donors (171) 65+ donors (200) Q5: Overall, how do you prefer to donate money to the organisations or causes that you are interested in? Preferred means of donation
- 10. 1010Incite Marketing Planning 2012© We also know that different demographics are more receptive to different forms of communications 72% 9% 5% 36% 24% 14% 18% 3% 2% 58% 21% 5% 38% 35% 13% 14% 4% 6% 54% 38% 29% 14% 10% 11% 3% 1% 3% 54% 41% 31% 13% 9% 11% 1% 2% 2% Face-to-face By direct debit By post Online (through a charity's website) Through an online sponsorship site (e.g. Just Giving) Via a paper- based sponsorship form By text By telephone By payroll giving / debit from salary 16 - 24 25- 34 55-64 65+ SOURCE: Charity Research – Incite Marketing Planning – December 2012 BASE: All Charity Donors (1021) 55 – 64 donors (171) 65+ donors (200) Q5: Overall, how do you prefer to donate money to the organisations or causes that you are interested in? Preferred means of donation
- 11. 1111Incite Marketing Planning 2012© And that certain tactics will be particularly motivating for the younger donor Social Media/ Networks Transparency: Knowledge not advertising Word of Mouth/ Recommendations from friends and family SOURCE: GEN Y Research – Incite Marketing Planning – 2012 Key themes for Gen Y Make things fun!
- 12. 1212Incite Marketing Planning 2012© Interested in reading the full research? Get in touch: marketing@st-ives.co.uk 020 7928 8844 @StIvesGp