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Charitable Giving - UK - May 2012

“Even though charities are facing the perfect storm of public funding cuts and poor returns on investments, more aggressive canvassing alienates potential donors. Increased transparency of operations and an open conversation about how the donations are spent would result in more converts.”

– Ina Mitskavets, Consumer and Lifestyles Analyst

Some questions answered in this report include:

  • Which demographic is accounting for the biggest increase in regular donations?
  • Which donors are most sceptical?
  • What factors influence giving?
  • What role do finances play in donating?

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Recession is affecting donations
              • Figure 1: Trends in the number of adults who donated more than £5 to charity in the past year, 2007-11
            • Youngest adults account for biggest increase in regular donations
              • Figure 2: Trends in donating to charity throughout the year, by age, June 2010 and March 2012
            • Female donors are more sceptical
              • Figure 3: Selected attitudes towards supporting charities, by gender, March 2012
            • Emotions influence giving
              • Figure 4: Motivations for donating, March 2012
            • Finances are key impediment to donating
              • Figure 5: Reasons why people don’t donate, March 2012
          • Future Opportunities

              • Trend: Girly Men
                • Trend: Me, Me, Me
                • The UK Charity Market

                  • Key points
                    • Charity market
                      • Figure 6: Charities in England and Wales – sector overview, 1999-2011
                    • Commitment to giving is strong
                      • Figure 7: Trends in agreement with selected life style statements, 2007-11
                    • Cash donations on the decline
                      • Figure 8: Trends in the ways of donating to charity, 2007-11
                    • Recession is putting a dampener on donations
                      • Figure 9: Trends in the number of adults who donated more than £5 to charity in the past year, 2007-11
                    • Personal relevance is key
                      • Figure 10: Types of charities donated to in the past year, 2011
                    • The human touch
                      • Figure 11: Trends in what motivates people to donate, 2007-11
                  • How Many People Donate Money?

                    • Key points
                      • Number of people donating on the rise
                        • Figure 12: How people donate to charities, June 2010 and March 2012
                      • Biggest jump in giving amongst the youngest adults
                        • Figure 13: Trends in proportion of adults who donate throughout the year, by age, June 2010 and March 2012
                      • Financial situation determines level of donations
                        • Figure 14: How people donate to charities, by current financial situation, March 2012
                    • Future Intentions

                      • Key points
                        • Effect of economic uncertainty
                          • Figure 15: Future intentions for donating, March 2012 and June 2010
                        • Women planning curbs to donations
                          • Figure 16: Future intentions for donating, by gender, March 2012
                        • Regular giving remains stable
                          • Figure 17: How people donate to charities, by future intentions for donating, March 2012
                      • How Do People Donate?

                        • Key points
                          • Economic need draws adults to charity shops
                            • Figure 18: Ways of donating, March 2012
                          • Younger adults favour digital donations
                            • Figure 19: Ways of donating money, March 2012 and June 2010
                          • Multitude of ways to donate
                            • Figure 20: Number of ways in which people donate, March 2012
                          • Children foster charitable spirit
                            • Figure 21: Number of ways in which people donate, March 2012
                          • Second-hand is a mainstay
                            • Figure 22: Interest in buying items from charity shops, by frequency of shopping at charity shops, March 2012
                          • Women more loyal to charity shops
                            • Figure 23: Interest in buying items from charity shops, by gender, March 2012
                        • Attitudes Towards Supporting Charities

                          • Key points
                            • Majority of donors dislike canvassers
                              • Figure 24: Attitudes towards supporting charities, March 2012
                            • Better transparency needed
                              • Figure 25: Selected attitudes towards supporting charities, by age, March 2012
                            • Shocking advertising without desired effect?
                              • Growing the digital channel
                                • Female donors are more sceptical
                                  • Figure 27: Selected attitudes towards supporting charities, by gender, March 2012
                                • Transparency pays off
                                  • Figure 28: Selected attitudes towards supporting charities, by future intentions for donating, March 2012
                                • Women are more positive about company donations
                                  • Figure 29: Attitudes towards brands that support charities, March 2012
                                • Brands donating to charity are well-liked at either end of income range
                                  • Figure 33: Selected attitudes towards brands that support charities, March 2012
                              • Motivations For Supporting Charities

                                • Key points
                                  • Emotions influence giving
                                    • Figure 34: Motivations for donating, March 2012
                                  • Personal connections
                                    • Figure 35: Motivations for donating, by age, March 2012
                                  • Going local
                                    • Figure 36: Future donations intent, by motivations for donating, March 2012
                                  • Motivations for future donations
                                    • Figure 37: Motivations for donating, by future donations intent, March 2012
                                • Reasons For Not Donating

                                  • Key points
                                    • Finances are key impediment to donating
                                      • Figure 38: Reasons why people don’t donate, March 2012
                                    • Women and lower income adults are the most financially hit
                                      • Figure 39: Reasons why people don’t donate, by demographics, March 2012
                                  • Consumer Typologies

                                    • Key points
                                        • Figure 40: Consumer typologies, March 2012
                                      • The Altruists (41%) – 11.4 million internet adults aged 16+
                                        • Who are they?
                                          • Personal causes (31%) – 8.9 million internet adults aged 16+
                                            • Who are they?
                                              • The Indifferent (28%) – 7.9 million internet adults aged 16+
                                                • Who are they?
                                                • Appendix – How Many People Donate?

                                                    • Figure 41: How people donate to charities, by demographics, March 2012
                                                    • Figure 42: Ways of donating, by how people donate to charities, March 2012
                                                    • Figure 43: Future intentions for donating, by how people donate to charities, March 2012
                                                    • Figure 44: Attitudes towards supporting charities, by how people donate to charities, March 2012
                                                    • Figure 45: Attitudes towards brands supporting charities, by how people donate to charities, March 2012
                                                    • Figure 46: Motivations for donating, by how people donate to charities, March 2012
                                                    • Figure 47: Current financial situation, by how people donate to charities, March 2012
                                                    • Figure 48: Confidence about future financial situation, by how people donate to charities, March 2012
                                                    • Figure 49: Impact of economic downturn, by how people donate to charities, March 2012
                                                • Appendix – Future Intentions

                                                    • Figure 50: Future intentions, by demographics, March 2012
                                                    • Figure 51: How people donate to charities, by future intentions for donating, March 2012
                                                    • Figure 52: Ways of donating, by future intentions for donating, March 2012
                                                    • Figure 53: Attitudes towards supporting charities, by future intentions for donating, March 2012
                                                    • Figure 54: Attitudes towards supporting charities, by future intentions for donating, March 2012
                                                    • Figure 55: Motivations for donating, by future intentions for donating, March 2012
                                                    • Figure 56: Current financial situation, by future intentions for donating, March 2012
                                                • Appendix – How Do People Donate?

                                                    • Figure 57: Repertoire of ways of donating, by demographics, March 2012
                                                    • Figure 58: How people donate to charities, by repertoire of ways of donating, March 2012
                                                    • Figure 59: Ways of donating, by repertoire of ways of donating, March 2012
                                                    • Figure 60: Ways of donating, by repertoire of ways of donating, March 2012
                                                    • Figure 61: Future intentions for donating, by repertoire of ways of donating, March 2012
                                                    • Figure 62: Attitudes towards supporting charities, by repertoire of ways of donating, March 2012
                                                    • Figure 63: Attitudes towards supporting charities, by repertoire of ways of donating, March 2012
                                                    • Figure 64: Motivations for donating, by repertoire of ways of donating, March 2012
                                                    • Figure 65: Current financial situation, by repertoire of ways of donating, March 2012
                                                    • Figure 66: Interest in charity shop products, by demographics, March 2012
                                                    • Figure 67: Interest in charity shop products, continued, March 2012
                                                • Appendix – Attitudes Towards Supporting Charities

                                                    • Figure 68: attitudes towards supporting charities, by demographics, March 2012
                                                    • Figure 69: attitudes towards supporting charities, by demographics, continued, March 2012
                                                    • Figure 70: Attitudes towards brands supporting charities, by demographics, March 2012
                                                    • Figure 71: Attitudes towards supporting charities, by attitudes towards charitable brands, March 2012
                                                • Appendix – Motivations for Supporting Charities

                                                    • Figure 72: Agreement with the statements ‘I donate to charity if I truly care about the cause’ and ‘I donate to charity as I feel I am making other people’s lives better’, by demographics, March 2012
                                                    • Figure 73: Agreement with the statements ‘Not enough of the money donated actually gets to the cause’ and ‘I tend to support charities that deal with causes that have affected me/someone I know’, by demographics, March 2012
                                                    • Figure 74: Agreement with the statements ‘I would donate to charity if a friend or family member asked me’ and ‘Donating to charity makes me feel good about myself’, by demographics, March 2012
                                                    • Figure 75: Agreement with the statements ‘I tend to support larger charitable organisations’ and ‘I tend to support charities that work in my local community’, by demographics, March 2012
                                                    • Figure 76: Agreement with the statements ‘I tend to support small charities, where my donation will make the most difference’ and ‘I tend to support causes that seem overlooked by others’, by demographics, March 2012
                                                    • Figure 77: Agreement with the statements ‘I trust religious charities more than non-religious charities’ and ‘I mainly give to charity through a sense of guilt’, by demographics, March 2012
                                                • Appendix – Reasons For Not Donating

                                                    • Figure 78: Reasons for not donating, by demographics, March 2012
                                                • Appendix – Consumer Typologies

                                                    • Figure 79: Demographics of the target groups, March 2012
                                                    • Figure 80: How people donate to charities, by target groups, March 2012
                                                    • Figure 81: Ways of donating, by target groups, March 2012
                                                    • Figure 82: Interest in charity shop products, by target groups, March 2012
                                                    • Figure 83: Future intentions for donating, by target groups, March 2012
                                                    • Figure 84: Attitudes towards supporting charities, by target groups, March 2012
                                                    • Figure 85: Attitudes towards brands supporting charities, by target groups, March 2012
                                                    • Figure 86: Motivations for donating, by target groups, March 2012
                                                    • Figure 87: Current financial situation, by target groups, March 2012
                                                    • Figure 88: Sentiment about future financial situation, by target groups, March 2012
                                                    • Figure 89: Sentiment about impact of economic downturn, by target groups, March 2012
                                                    • Figure 90: What extra money is spent on, by target groups, March 2012

                                                Companies Covered

                                                • British Heart Foundation
                                                • Cancer Research UK
                                                • Comic Relief UK
                                                • Facebook, Inc.
                                                • Green & Black's Ltd
                                                • HSBC Private Bank (UK) Limited
                                                • Institute of Financial Services
                                                • JustGiving
                                                • Kantar Media
                                                • Marie Curie Shops & Trading
                                                • McDonald's Restaurants Limited (UK)
                                                • OXFAM
                                                • PayPal Inc.
                                                • The Royal British Legion
                                                • Traid
                                                • Twitter, Inc.

                                                Charitable Giving - UK - May 2012

                                                £1,995.00 (Excl.Tax)