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Charitable Giving - UK - November 2014

“A focus on engagement with core supporters and innovation in fundraising techniques are a must for today’s charitable organisations, particularly as donors are becoming increasingly weary of established methods, which, in turn, affects charities’ bottom line.”
– Ina Mitskavets, Senior Lifestyles and Consumer Analyst

This report discusses the following key topics:

  • Raising the engagement of younger donors
  • Charities responding to the modern need for speed and convenience

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Donations in shops and in the street are the most common ways of giving to charity
              • Figure 1: Ways of donating to charities, July 2014
            • Charitable spirit strong during church service
              • Figure 2: Average amount of money people donated in the past 3 months, by ways in which people donate, July 2014
            • Online giving marches on
              • Figure 3: Online charitable activities over the past 12 months, July 2014
            • Emotional connection as the top driver of donations
              • Figure 4: Reasons for donating money to charities, July 2014
            • What we think
            • Issues and Insights

                • Raising the engagement of younger donors
                  • The facts
                    • The implications
                      • Charities responding to the modern need for speed and convenience
                        • The facts
                          • The implications
                          • Trend Application

                              • Trend: Guiding Choice
                                • Trend: Moral Brands
                                  • Mintel Futures Trend: Generation Next
                                  • Market Drivers

                                    • Key points
                                      • Charitable sector dominated by small- and medium-sized charities
                                        • Figure 5: Number of charities, total income and total spending, by annual income band, England and Wales, June 2014
                                      • Charities’ income continues to rise
                                        • Figure 6: Total annual charities’ income, England and Wales, September 2013 - June 2014
                                        • Figure 7: Sources of charities’ income, June 2014
                                      • ‘Big Society’ impact on volunteering unclear
                                        • Figure 8: Trends in monthly participation in voluntary activities, England, 2005-2013/14
                                      • Average donations on the rise again
                                        • Figure 9: Average amount given to charity in the 4 weeks prior to interview, England, 2005-13/14
                                      • Strong community spirit boosts donations
                                        • Figure 10: Amount given to charity in the four weeks before interview, by how much people in neighbourhood are trusted, England, 2012-13
                                      • Catering to the time-pressed donors
                                        • Figure 11: Barriers to regular formal volunteering in the 12 months before interview, England, 2012-13
                                    • Brand Communication and Promotion

                                      • Key points
                                        • ‘Christmas spirit’ proves a draw for charity advertising
                                          • Figure 12: Total advertising spend by UK charities, January 2011-September 2014
                                        • Cancer charities dominate advertising
                                          • Figure 13: Total advertising spend by UK charities, by top 10 advertisers and other (based on top 10 for 2013), January 2011-September 2014
                                          • Figure 14: Total advertising spend by UK charities, by type of charity, January 2011-September 2014
                                        • Direct mail appeals for the personal approach, but TV advertising is on the rise
                                          • Figure 15: Total advertising spend by UK charities, by media type, January 2011-September 2014
                                        • Online advertising spend on the decline
                                        • The Consumer – Ways of Donating to Charities

                                          • Key points
                                            • Donations in shops and in the street are more popular, but less generous
                                              • Figure 16: Ways of donating to charities, July 2014
                                            • Appealing to younger demographics via mobile and online channels
                                              • Figure 17: Ways of donating to charities, by age, July 2014
                                            • Looking beyond direct mail to reach out to older donors
                                              • Health of finances drives charitable intent
                                                • Figure 18: Ways of donating to charities, by current financial situation, July 2014
                                              • Regular donations are more generous
                                                • Figure 19: How people prefer to donate, and average amount of money people donated in the past 3 months, July 2014
                                            • The Consumer – Charitable Causes People Support

                                              • Key points
                                                • Personal relevance of charitable cause drives donations
                                                  • Figure 20: Charitable causes people support, July 2014
                                                • Religious causes attract few donors, but highest contributions
                                                • The Consumer – How Much Money People Donate

                                                  • Key points
                                                    • Londoners are the most generous donors
                                                      • Figure 21: Amount of money people donated in the past 3 months, July 2014
                                                    • Average donations rise amongst men and youngest adults
                                                      • Figure 22: Average amount of money people donated in the past 3 months, by gender and age, July 2014
                                                    • People feel most charitable during church services…
                                                      • Figure 23: Average amount of money people donated in the past 3 months, by ways in which people donate, July 2014
                                                    • …and also when donating to religious organisations
                                                      • Figure 24: Average amount of money people donated in the past 3 months, by types of charitable causes people donate to, July 2014
                                                    • Transparency increases size of charitable contributions
                                                      • Figure 25: Average amount of money people donated in the past 3 months, by reasons why people donate to charities, July 2014
                                                      • Figure 26: Screenshot illustrating Innocent’s ‘Chain of Good’ stories, October 2014
                                                  • The Consumer – Online Charitable Activities

                                                    • Key points
                                                      • The rise of online charitable giving
                                                        • Figure 27: Online charitable activities over the past 12 months, July 2014
                                                      • Younger donors appreciate the convenience of online donations
                                                        • Figure 28: Attitudes towards donating online and on social media, by age, July 2014
                                                      • Online fundraising platforms going from strength to strength
                                                        • JustGiving enters crowdfunding space
                                                          • Figure 29: Screenshot from the beta version of yimby.com, October 2014
                                                        • Selfie campaigns are raising charities’ profile
                                                          • Figure 30: #nomakeupselfie campaign celebrities’ selfies, October 2014
                                                          • Figure 31: Sharing badges for the macmillan ice bucket challenge, October 2014
                                                          • Figure 32: #wakeupcall celebrity selfies, October 2014
                                                      • The Consumer – Motivations for Supporting Charities

                                                        • Key points
                                                          • Emotional connection as the top motivator to donate
                                                            • Figure 33: Reasons for donating money to charities, July 2014
                                                          • Feel-good factor and guilt motivate younger donors
                                                            • Figure 34: Reasons for donating money to charities, by age, July 2014
                                                        • The Consumer – Attitudes towards Donating to Charities

                                                          • Key points
                                                            • Nearly half of adults are annoyed if they are stopped in the street
                                                              • Figure 35: Attitudes towards donating to charities, July 2014
                                                              • Figure 36: Screenshot of Solar Aid’s online social impact calculator, October 2014
                                                            • Older donors are more sceptical about impact of their donations
                                                              • Figure 37: Attitudes towards donating to charities, by age, July 2014
                                                            • Celebrity influence
                                                              • Charitable wills
                                                                  • Figure 38: Screenshot from the front page of Will Aid website, October 2014
                                                                • Weddings benefitting charities
                                                                    • Figure 39: Example of Oxfam’s wedding favour, October 2014
                                                                • The Consumer – Brands and Charitable Giving

                                                                  • Key points
                                                                    • Millennials are most positive about charitable brands
                                                                      • Figure 40: Attitudes towards charitable brands, by generations, July 2014
                                                                    • Greater need to engage non-donors
                                                                      • Figure 41: Attitudes towards charitable brands, by whether or not people donated to charity in the past 12 months, July 2014

                                                                  Companies Covered

                                                                  • JustGiving

                                                                  Charitable Giving - UK - November 2014

                                                                  £1,995.00 (Excl.Tax)