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Charitable Giving In the UK – 2013

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This document outlines findings from the recent charity research and includes our initial thoughts on how we can use research to help change behaviours in the charity sector. The Research approach is set out below:

1526 short interviews

conducted with UK residents

1021 more in-depth interivews

conducted with charity donors

All interviews completed online

Data weighted to be nationally

representative

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Over two thirds of the UK population have donated to a charity in the past 12 months

68%

SOURCE: Charity Research – Incite Marketing Planning – December 2012BASE: Nationally representative sample (n=1535)

Proportion that have donated to a charity in the past

12 months

44Incite Marketing Planning 2012©SOURCE: Charity Research – Incite Marketing Planning – December 2012BASE: Nationally representative sample (n=1526)

Medical Research and Children’s charities are among the most popular causes

The Smile Train RSPB

Guide Dogs for The BuildBarnardos

National TrustAge UK

Save The ChildrenBritish Red Cross

RSPCANSPCC

Salvation ArmyRNLI

Marie Curie Cancer CareBritish Heart Foundation

Macmillan Cancer SupportCancer Research UKRoyal British Legion

1%4%6%8%9%9%10%10%10%11%11%13%15%

24%24%

29%30%

% that have donated to charity in the P12M

An Arts Charity Education

Human RightsSports organisations

Schools or higher educationEnvironmental (green) Issues

Heritage sites or organisationsReligious Organisations

Disabled PeopleElderly People

Oversees/ Developing CountriesRescue ServicesArmed ServicesAnimal charities

Hospitals/ HospicesChildren/ Young People

Medical Research

2%4%4%4%4%5%7%8%11%11%11%

14%16%

21%25%26%28%

% that have donated to cause in the P12M

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At a total level, face-to-face and direct debit donations are the most popular means of donations

60%

27%24%

19%15% 13%

8%4% 3%

SOURCE: Charity Research – Incite Marketing Planning – December 2012BASE: All Charity Donors (1021)Q5: Overall, how do you prefer to donate money to the organisations or causes that you are interested in? (Multicode allowed)

Preferred means of donation (%)

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The older age-groups are generally more likely to donate to charity

SOURCE: Charity Research – Incite Marketing Planning – December 2012BASE: Nationally representative sample (n=153)S3 Which of the following have you done in the past 12 months?

Total Male 16-24

Male 25-34

Male 35 - 44

Male 45 - 54

Male 55 - 64

Male 65+

Female 16-24

Female 25-34

Female 35 - 44

Female 45 - 54

Female 55 - 64

Female 65+

0.680.5172413793

10345

0.572916666666666

0.632911392405063

0.693693693693694

0.7260273972602740.6500000000

00001

0.703947368421053

0.6887159533073910.6288659793

81441

0.733870967741934

0.833333333333333

0.7421875

Incidence of charity donation (P12m)

77Incite Marketing Planning 2012©

SOURCE: Charity Research – Incite Marketing Planning – December 2012BASE: Nationally representative sample (n=1535)Q1d And still thinking about donating to charity, which of the following best applies?

Older donors generally give more to charity and are more likely to make regular payments

Male 16-24

Male 25-34

Male 35 - 44

Male 45 - 54

Male 55 - 64

Male 65+ Female 16-24

Female 25-34

Female 35 - 44

Female 45 - 54

Female 55 - 64

Female 65+

67%77%

62% 67% 62%47%

71% 71%55% 48%

34%45%

7%

12%

13%16%

6%

14%

11% 8%

12%

4%

13%

10%

27%12%

24%17%

32% 39%

19% 21%34%

47% 53%46%

I tend to only make one-off donationsI make regular donations to charity, but do not tend to make one-off donationsI make both regular donations and one-off donations to charity

25 83 69 57 92 131   41 74 72 121 156 106

Average amount donated in past year (£)

Type of donations made

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SOURCE: Charity Research – Incite Marketing Planning – December 2012BASE: Nationally representative sample (n=1535)Q16: For each please indicate the extent to which you agree or disagree. Q1C2: In the next 12 months, do you think you will give more, less, or about the same amount of money to charity as you have over the past 12 months?

Despite donating less to charity on average, younger donors present an interesting opportunity for those charities looking to recruit new donors

63%

64%

34%

26%

28%

13%

59%

55%

39%

27%

37%

20%Male 16-24

Male 25-34

Male 35 - 44

Male 45 - 54

Male 55 - 64

Male 65+

Female 16-24

Female 25-34

Female 35 - 44

Female 45 - 54

Female 55 - 64

Female 65+

Agree that will not add to list of

charities donate to (%) Will be donating more

next year (%)

4%

4%

2%

3%

14%

28%

11%

11%

5%

7%

23%

20%

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Charities should tailor their communications to suit the needs of different age groups

72%

9%

5%

36%

24%

14%

18%

3%2%

58%

21%

5%

38%

35%

13% 14%

4%6%

54%

38%

29%

14%10% 11%

3%1%

3%

54%

41%

31%

13%9%

11%

1% 2% 2%

16 - 24 25- 34 55-64 65+

SOURCE: Charity Research – Incite Marketing Planning – December 2012BASE: All Charity Donors (1021) 55 – 64 donors (171) 65+ donors (200)Q5: Overall, how do you prefer to donate money to the organisations or causes that you are interested in?

Preferred means of donation

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We also know that different demographics are more receptive to different forms of communications

72%

9%

5%

36%

24%

14%

18%

3%2%

58%

21%

5%

38%

35%

13% 14%

4%6%

54%

38%

29%

14%10% 11%

3%1%

3%

54%

41%

31%

13%9%

11%

1% 2% 2%

16 - 24 25- 34 55-64 65+

SOURCE: Charity Research – Incite Marketing Planning – December 2012BASE: All Charity Donors (1021) 55 – 64 donors (171) 65+ donors (200)Q5: Overall, how do you prefer to donate money to the organisations or causes that you are interested in?

Preferred means of donation

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And that certain tactics will be particularly motivating for the younger donor

Social Media/ Networks

Transparency: Knowledge

not advertising

Word of Mouth/ Recommendations from friends and

family

SOURCE: GEN Y Research – Incite Marketing Planning – 2012

Key themes for Gen Y

Make things fun!

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Interested in reading the full research?

Get in touch:marketing@st-ives.co.uk 020 7928 8844@StIvesGp