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Charitable Giving - UK - September 2016

“As donors become more discerning in their giving, impact-driven donations could become the gold standard in the sector. In an era when social media drives a greater share of donations, transparency and proper data management will be key to engaging and holding on to donors, particularly as the impact of the Brexit vote may make giving to charity a more considered outlay.”
- Ina Mitskavets, Senior Consumer and Lifestyles Analyst

This report will cover the following areas:

  • Putting the bad publicity behind
  • Raising accountability in the charity sector
  • From Brexit to Chexit?

Charities’ finances have been under huge pressure, and – some may argue – as a result, they have turned a blind eye to aggressive fundraising practices that have developed in an increasingly competitive market for donations.

Poor fundraising practice, inappropriate data sharing, damaging commercial relationships and the high-profile collapse of Kids Company have all combined to knock the public’s trust in the charity sector.

To turn around the fortunes in a sector additionally challenged by the Brexit vote, charities need to account better for how they spend their money, increase ethical fundraising and prove to donors they are making a positive difference to their causes.

The charity sector has suffered from a recent succession of negative news stories. As a result, there were noticeable drops in the proportions of people donating as a result of street and door-to-door collections between July 2014 and June 2016.

Should bans on street collections become widespread, the implications for charities could be severe. However, this could create opportunities to redirect focus and efforts towards more innovative, less antagonistic ways of fundraising to engage with new demographics.

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • Charities have bloomed, but Brexit threatens to reverse growth
          • Eroding trust in the charity sector
            • Figure 1: Trends in ways of donating to charities, June 2016 and July 2014
          • Rethinking fundraising methods
            • Figure 2: What encourages people to donate and discourages them from donating to charity, June 2016
          • Personal benefits of fundraising
            • Figure 3: Factors encouraging people to participate in fundraising for charity, June 2016
          • Building an emotional connection through advertising
            • Figure 4: Attitudes towards donating to charity, June 2016
          • What we think
          • Issues and Insights

            • Putting the bad publicity behind
              • The facts
                • The implications
                  • Raising accountability in the charity sector
                    • The facts
                      • The implications
                        • From Brexit to Chexit?
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Number and income of charities grow
                                • Proportion of donors stagnant…
                                  • …but donors are becoming more generous
                                    • However, Brexit uncertainties pose a threat
                                      • Volunteering stalls
                                        • A need to boost community spirit
                                        • Market Drivers

                                          • Number of charities continues to rise…
                                            • Figure 5: Number of charities in each income bracket, England and Wales, June 2015 and March 2016
                                          • …as does their income…
                                            • Figure 6: Charities’ annual income, England and Wales, June 2015 and March 2016
                                            • Figure 7: Charitable spending, March 2016
                                          • …but Brexit poses a threat to the sector
                                            • Proportion of donors stagnates
                                              • Figure 8: Trends in charitable giving in the four weeks prior to interview, England, 2005-2014/15
                                            • Average amount donated is on the rise
                                              • Figure 9: Donors and non-donors, by social grade and annual household income, June 2016
                                              • Figure 10: Average amount given to charity in the four weeks prior to interview, England, 2005-2014/15
                                            • Company initiatives give volunteering a boost
                                              • Figure 11: Participation in voluntary activities, England, 2001-2014/15
                                            • Slight uptick in community spirit
                                              • Figure 12: Extent to which people in their neighbourhood pull together to improve the neighbourhood, England, 2003-2014/15
                                          • The Consumer – What You Need to Know

                                            • Bad publicity leads to sluggish in-person giving
                                              • Men and 25-44s are the most generous donors
                                                • Widespread annoyance with fundraising methods
                                                  • Loyalty to a cause is a strong motivator
                                                    • Majority are worried about use of their personal information
                                                      • Appeal to emotions matters
                                                      • Ways of Donating to Charities

                                                        • In-person collections suffer in wake of negative publicity
                                                          • Figure 13: Trends in ways of donating to charities, June 2016 and July 2014
                                                        • Thrift is in
                                                          • Online donations rise
                                                            • Figure 14: to charity, by annual household income, June 2016
                                                        • How Much Money People Donate

                                                          • Men and 25-44s donate the most
                                                            • Figure 15: Mean amount of money people donated in the past 3 months, by gender and age, June 2016
                                                            • Figure 16: #mandictionary campaign poster by CALM charity, July 2016
                                                        • Online Charitable Activities

                                                          • No major shifts in online activity in support of charities
                                                            • Figure 17: Trends in online activities in support of charities, June 2016 and July 2014
                                                          • Converting ‘slacktivists’ into donors
                                                          • Motivating and Discouraging Methods of Fundraising

                                                            • Time to rethink charity fundraising methods
                                                              • Figure 18: What encourages people to donate and discourages them from donating to charity, June 2016
                                                            • Innovative solutions are needed
                                                              • Figure 19: The Big Issue Change Please initiative, July 2016
                                                            • Young could donate their skills instead
                                                              • Figure 20: What encourages people to donate to charity, by age, June 2016
                                                          • Fundraising Motivations

                                                            • Opportunities to tap into donor base for more active support
                                                              • Figure 21: Factors encouraging people to participate in fundraising for charity, June 2016
                                                            • Emphasising the personal benefits of giving
                                                              • Figure 22: Charity Miles app, July 2016
                                                          • Attitudes towards Donating to Charities

                                                            • Getting back in the public’s good books
                                                              • Figure 23: Attitudes towards donating to charity, June 2016
                                                            • The need to prove where the money goes
                                                              • Figure 24: Giving What We Can, July 2016
                                                            • Creating emotional connections with donors is paramount
                                                              • Figure 25: Other attitudes towards donating to charity, June 2016
                                                            • Harnessing innovation
                                                              • Figure 26: Cancer Research UK tribute garden at RHS Hampton Court Palace Flower Show, July 2016
                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                              • Abbreviations
                                                                • Consumer research methodology

                                                                Companies Covered

                                                                To learn more about the companies covered in this report please contact us.

                                                                Charitable Giving - UK - September 2016

                                                                £2,195.00 (Excl.Tax)