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Charitable Giving - UK - October 2010

Charities are facing tough times with recent research showing that donations are down, however, Mintel has found that, in general, the consumer is committed to donating and plans to do so at similar levels in the future. Conversely, there is evidence that some consumers are cutting back and donating goods rather than cash. Furthermore, the government’s imminent Autumn Spending Review is set to bring in a number of cutbacks which will impact the public’s ability to donate.

  • In 2009, there were just under 180,000 charities in England and Wales with a total income of £51.7 billion, with the number of operating charities falling from a high of 190,541 in 2007 to an estimated 172,194 in 2010.
  • Over two thirds of adults have donated to charity in the last year with nearly half of those adults donating throughout the year, with collection boxes in shops, sponsoring an event or challenge and giving to street collections are the most popular ways for people to give to charity.
  • The majority of large charities have a number of awareness and fundraising campaigns, and reaching their audiences via new media is commonplace; email shots, viral video campaigns, SMS texting, blogs and social networking sites, such as Facebook and Twitter are all utilised.
  • Trust and transparency are a key concern for consumers; 43% of adults question how much money donated is received by the actual recipient, while the majority dislike being phoned by charity canvassers (86%) and being stopped in the street (71%).
  • There is an increasing trend for giving goods rather than cash. Out of those that have not donated (cash) to charity in the last 12 months two thirds have given unwanted items to charity shops instead. Concern that not enough money goes directly to the cause was the reason for over half (57%).
  • Consumer perceptions of companies as a whole benefit directly from relationships with charities and getting involved with charity is an effective way for brands to boost their reputation, with over two thirds of adults think positively of brands which make charitable donations whilst over half prefer to buy brands that do so.

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Table of contents

  1. 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

                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                    • Alzheimer's Society
                                                                                                                                                                                                    • Argos
                                                                                                                                                                                                    • Arthritis Research Campaign
                                                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                                                    • Bank of America Corporation
                                                                                                                                                                                                    • Bank of England
                                                                                                                                                                                                    • British Heart Foundation
                                                                                                                                                                                                    • British Red Cross
                                                                                                                                                                                                    • Cafédirect Ltd
                                                                                                                                                                                                    • Cancer Research UK
                                                                                                                                                                                                    • Co-operative Group
                                                                                                                                                                                                    • Comic Relief UK
                                                                                                                                                                                                    • Debenhams Total (GTV)
                                                                                                                                                                                                    • Dogs Trust
                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                    • Guide Dogs for the Blind Association
                                                                                                                                                                                                    • HBOS plc (Halifax Bank of Scotland)
                                                                                                                                                                                                    • Home Retail Group
                                                                                                                                                                                                    • International Red Cross
                                                                                                                                                                                                    • Kantar Media
                                                                                                                                                                                                    • Lidl (UK)
                                                                                                                                                                                                    • LOVEFiLM International Ltd
                                                                                                                                                                                                    • MySpace.com
                                                                                                                                                                                                    • NSPCC
                                                                                                                                                                                                    • OXFAM
                                                                                                                                                                                                    • PayPal Inc.
                                                                                                                                                                                                    • Primark Stores Ltd
                                                                                                                                                                                                    • Procter & Gamble UK & Ireland
                                                                                                                                                                                                    • Royal National Institute of the Blind (RNIB)
                                                                                                                                                                                                    • Royal National Lifeboat Institution
                                                                                                                                                                                                    • Royal Society for the Prevention of Cruelty to Animals (RSPCA)
                                                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                                                    • The British Council
                                                                                                                                                                                                    • The Children's Society
                                                                                                                                                                                                    • The Royal British Legion
                                                                                                                                                                                                    • The Salvation Army
                                                                                                                                                                                                    • Topshop old
                                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                                    • Waitrose
                                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                                    Charitable Giving - UK - October 2010

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