trust in charities
DESCRIPTION
The role of trust in fostering and sustaining public engagement - for both individual charities and for the sector in general - drawing on recent nfpSynergy data andanalysis.TRANSCRIPT
Trust in charities: the levers of power
March 2011Tel: 020 7426 8888Email: [email protected]: www.nfpsynergy.net
Overview
1. Which institutions do the public trust most?
2. What makes people trust charities?
3. Why does trust matter for charities?
4. 10 things you can do to increase trust in your
charity
2 J
Which institutions do the public trust most?
3
Least trusted
Most trusted
4
What about charities?
7thin the list
How is trust changing?
22% 20% 20% 16%19%
FRSB/ The Fundraising
Standards Board (FRSB), 15%
49% 51%
42%
58%65% 65%
70%
Charities, 53%
0%
20%
40%
60%
80%
100%
Nov 03 (Paper*)
Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11
Volatile levels of trust in charities
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies” A great deal or quite a lot
77 Base: 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 11, nfpSynergy
So charities have dropped sharply in the most recent poll
But what about other sectors?
BBC and banks rocked by scandals
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies”
1010
47%
41%
26%
34%
17%
12%
19%
Banks, 17%
45%
55%
38%
57%
44% 44%
52%
The BBC, 58%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Nov 03 (Paper*) Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11
October 2008 Russell
Brand and Jonathan Ross
prank calls
August 2007 Banking crisis starts
with Northern Rock in the UK
October 2007 Government guarantees bank deposits up to £35,000
October 2008 Government guarantees bank deposits up to
£50,000RBS under state control
September 2008 Lehman Brothers
files for bankruptcy
July 2007 New TV phone-in scandal:
BBC kept £100,000 of
Children In Need cash for itself
May 2010 BBC apologise for DJ Danny
Kelly's 'Queen is dead' jibe
November 2009Mark
Thompson's 70p claims exposed as
BBC expenses published
June 2009Top BBC bosses'
expenses revealed
September 2006'Obscene' £18m pay deal for TV's
Jonathan Ross
Base: 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 11, nfpSynergy
Trust in government and political institutions always low
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies”
1111
3%Political Parties, 4%
11% 11%
16%
12%
19%
7%
Government, 12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Nov 03 (Paper*) Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11
May 2009 Expenses scandal breaks
Base: 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 11, nfpSynergy
May 2010 General Election
Con-Dem coalition formed
May 2007 Tony Blair resigns, Gordon Brown
becomes Prime
Minister
Traditional institutions very stable
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies” A great deal or quite a lot
1212
23%26% 24%
31% 30%25% 25%
Legal system, 26%
42%36%
28%
37% 36%33%
38%The Church, 32%
23%
38%34%
40%41%
40%41%
The Royal Family, 42%
78% 76% 75% 76% 76% 78%74%
The Armed Forces, 78%
0%
20%
40%
60%
80%
100%
Nov 03 (Paper*)Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11
Base: 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 11, nfpSynergy
Trust in public services increased during the recession
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies” A great deal or quite a lot
1313
51%
63%67%
62%62%57%
51%
58%
46%
Schools, 51%53%
54% 55%60%
The Police, 57%
53%
49%
63%70%
67%
The NHS, 65%
0%
20%
40%
60%
80%
100%
Nov 03(Paper*)
Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11
August 2007 Banking crisis
starts with Northern Rock
in the UK
September 2008 Lehman Brothers files
for bankruptcy
January 2009 UK officially enters
recession
January 2010 UK returns to positive
economic growth
June 2010Emergency
budget announces significant
cuts in public spending
Base: 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 11, nfpSynergy
5 most volatile trust scores
1414
Highest- lowest
trust score1.Banks -35%
2. Charities 28%3. The NHS 21%4. Schools 21%
5. The BBC 20%
15. Legal system 7%16. The Fundraising Standards Board
(FRSB) 7%17. Insurance companies 6%
18. The Armed Forces 4%19. Political Parties 3%
5 least volatile trust scores
Base: 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, 2006-2011, nfpSynergy
In the socio-economics of 21st
century Britain, no brand will own
anything other than a temporary
lease on the consumer’s interest
and affection. The challenge
represented by potentially rampant
disloyalty sits on the Marketing
Director’s windowsill every
morning.Source: nVision
The story so far
• Trust in charities has dropped in the most recent poll
• But some types of institutions appear to be more
volatile than others
• This is true whether they are highly trusted (like the
Armed Forces) or trusted very little (like political
parties)
• External events appear to be key in changing levels
of trust
• But it is hard to prove cause and effect
Does trust vary by age or gender?
Under 45s
Over 45s
Recent donors and regular worshippers more likely to trust charities
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies” Charities
1919
52%
37%
57%45%
8%
3%
9%
6%
Given to charity in last 3 months
Not given Regular worshipper/churchgoer
Not worshipper/churchgoer
A great deal
Quite a lot
Base: 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 11, nfpSynergy
So what makes people trust charities?
R
What do the public say?
3%
5%
8%
14%
20%
28%
33%
44%
45%
47%
57%
0% 20% 40% 60% 80% 100%
I know the charity follows high standards in their fundraising
Fundraising standards make charities trustworthy
Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy
“What makes you likely to trust a particular charity? Please select up to 5 options.”
5%
5%
8%
14%
20%
28%
33%
44%
45%
47%
57%
0% 20% 40% 60% 80% 100%
Nothing would make me likely to trust a charity
The charity is supported by a celebrity
The charity advertises on television
The charity has a partnership with a well-known company
The charity receives funding from the Government
I have heard of the name of the charity
The charity is based in my local area
The charity was established a long time ago
I have had contact with the charity personally
A friend or family member has had contact with the charity
I know the charity follows high standards in their fundraising
Personal contact matters too
Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy
“What makes you likely to trust a particular charity? Please select up to 5 options.”
For example, personal experience of cancer encourages trust in cancer charities
Base: All those who have heard of each organisation among 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy
“Please tell me to what extent you trust each of these charities.” Quite a lot and A great deal scores
58%
68%
67%
66%
69%
69%
69%
64%
73%
73%
75%
78%
78%
82%
Clic Sargent
Breast Cancer Care
Teenage Cancer Trust
Marie Curie
Cancer Research UK
Great Ormond Street Hospital Children's Charity
Macmillan Cancer Support
Experience of cancer (myself, a family member, a friend, acquaintance or colleague) No experience of cancer
Personal ContactThe charity is based in my local areaI have had contact with the charity personallyA friend or family member has had contact with the charity
FundraisingI know the charity follows high standards in their fundraising
Long-establishmentThe charity was established a long time ago
AwarenessI have heard of the name of the charityThe charity advertises on television
EndorsementThe charity is supported by a celebrityThe charity has a partnership with a well-known companyThe charity receives funding from the Government
Resistant to trusting charitiesNothing would make me likely to trust a charity
Demographic differences in drivers of trust
What matters for charity specific trust?
Being long-established helps a bit
Base: All those who have heard of each organisation among 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy
“Please tell me to what extent you trust each of these charities.” Ranked by Quite a lot and A great deal scores
Year of Establishment
Trust
Macmillan Cancer Support
Teenage Cancer Trust
UNICEF
OXFAM
Arthritis Research
UK
GOSHCC
As does building broad public awareness
Base: All those who have heard of each organisation among 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy
“Please tell me to what extent you trust each of these charities.” Ranked by Quite a lot and A great deal scores
Prompted awareness
Trust
43%39%
74%
80%
65%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
RNLI
Oxfam
Macmillan Cancer Support
Well known and trusted
Not well known and not trusted
What about charity size?
41% 47% 55%
Large charities Medium sized charities Small charities
“From the following statements, please indicate whether you think each applies to any of the following organisations: large charities (with an annual income of over £10 million), medium sized charities (with an annual income of between £1 million and £10 million), small charities (with an annual income of under £1 million).”They are generally trustworthy organisations
Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Nov 09, nfpSynergy
Smaller charities have an advantage in trust
31
Does type of cause matter?
Well-known health charities dominate top 20 list
Base: All those who have heard of each organisation among 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy
“Please tell me to what extent you trust each of these charities.” Ranked by Quite a lot and A great deal scores
39%45%47%
42%50%
43%47%49%
39%47%47%46%
43%42%
36%47%46%44%42%
39%
27%21%20%
25%17%
25%21%20%
30%23%23%26%30%31%
38%28%30%33%36%41%
Royal British LegionWRVS
Barnardo'sRSPCA
Age ConcernNSPCC
RNIBRNID
The Salvation ArmyHelp the Aged
Teenage Cancer TrustBreast Cancer Care
British Red CrossMarie Curie
RNLIBritish Heart Foundation
Guide DogsCancer Research UK
Great Ormond Street Hospital Children's CharityMacmillan Cancer Support
Quite a lot A great deal
Sensory impairment and social welfare charities also score well
Base: All those who have heard of each organisation among 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy
“Please tell me to what extent you trust each of these charities.” Ranked by Quite a lot and A great deal scores
39%45%47%
42%50%
43%47%49%
39%47%47%46%
43%42%
36%47%46%44%42%
39%
27%21%20%
25%17%
25%21%20%
30%23%23%26%30%31%
38%28%30%33%36%41%
Royal British LegionWRVS
Barnardo'sRSPCA
Age ConcernNSPCC
RNIBRNID
The Salvation ArmyHelp the Aged
Teenage Cancer TrustBreast Cancer Care
British Red CrossMarie Curie
RNLIBritish Heart Foundation
Guide DogsCancer Research UK
Great Ormond Street Hospital Children's CharityMacmillan Cancer Support
Quite a lot A great deal
Parents more likely to trust children’s charities
Base: All those who have heard of each organisation among 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy
“Please tell me to what extent you trust each of these charities.” Quite a lot and A great deal scores
50%
62%
62%
64%
67%
68%
70%
70%
75%
50%
63%
49%
53%
61%
61%
64%
62%
68%
WWF
Cats Protection
Action for Children (formerly NCH)
Girlguiding UK
Save the Children
The Children's Society
NSPCC
Barnardo's
Teenage Cancer Trust
I don't have children
I have children
Base: All those who have heard of each organisation among 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy
“Please tell me to what extent you trust each of these charities.” Quite a lot and A great deal scores
43%
58%
61%
63%
66%
74%
70%
73%
49%
65%
58%
66%
50%
60%
62%
67%
71%
78%
79%
83%
69%
71%
74%
82%
Care International
WWF
Mencap
Oxfam
Barnardo's
British Heart …
British Red Cross
Guide Dogs
Christian Aid
The Children's Society
Girlguiding UK
The Salvation Army
Active ChristianOther faith/No faith
Christians are generally more likely to trust charities, especially Christian organisations
Key drivers of trust for charities
- Negative media stories
+ Health, cancer- International
+ Contacted the charity or know someone who has
+ Well-known- Niche
+ Long-established- New organisation
Why does trust matter for charities?
J
What are charities trusted to do?
14% 16% 14%19%
6%7% 5%
12%
-3% -3% -4% -2%-18% -14%
-24% -16%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Sep 07 Sep-08 Sep-09 Jan-10 Sep-07 Sep-08 Sep-09 Jan-10
I don't trust charities to make good use of a donation
I trust charities a great deal
I trust charities a fair amount
Spend donations wisely
Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 10, nfpSynergy
“When you think about charities in general, how much do you trust them to spend a donation wisely/ make good use of a donation? Please choose the one that most represents your views”
Recent donors Non donors
A sizeable minority remain unsure
“Thinking about the charities you regularly support, please indicate to what extent you agree with each of the following statements“ Agree
4141 Base: 954 adults who support charities, 16+, BritainSource: Charity Awareness Monitor, Jul 10, nfpSynergy
15%
37%
39%
55%
64%
I have on occasion wanted to complain to a charity about how I am treated as a supporter
I feel I get too many appeals or newsletters from the charities I support
I feel that charities take my wishes and needs as a supporter seriously
From what I see charities strive to achieve the highest professional standards at all times
I would recommend the charities I support to other people
Local and national charities trusted to deliver different services
“Please indicate which two types of organisations you would trust the most to deliver services to particular groups in society”
42 Base: 1003 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy
42%
43%
43%
47%
48%
48%
48%
56%
59%
68%
Services for disabled people
Services for people with dementia
Services to support those experiencing mental distress
Looking after children
Services for deaf and hard of hearing people
Services for the homeless
Training to help people with sight loss with daily living skills
International poverty alleviation and development
Cancer services
Delivering aid to disaster appeals overseas
30%
31%
32%
32%
35%
36%
37%
38%
40%
49%
Services for people with dementia
Supporting victims and witnesses of crime
Services for deaf and hard of hearing people
Services to support those experiencing mental distress
Training to help people with sight loss with daily living skills
Services for older people
Services for disabled people
Looking after children
Providing help for young people
Services for the homeless
National Local
Environment and crime are areas where the public struggle to identify a trusted organisation
“Please indicate which two types of organisations you would trust the most to deliver services to particular groups in society”
43 Base: 1003 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy
9%
10%
11%
12%
13%
16%
21%
22%
22%
29%
Cancer services
Services for disabled people
Services for older people
Training to help people with sight loss with daily living skills
Looking after children
Providing help and support for young people
International poverty alleviation and development
Protecting the environment
Supporting victims and witnesses of crime
Tackling climate change
None of these
A framework for trust
44
1) What makes a charity trustworthy?
Levels of
Trust
External events
Type of cause
Breadth of public awareness
Length of establishment
Personal contact with
the organisation
Fundraise responsibly
Spend donations
wisely
Provide services effectively
Vary by:-Charity size-Area of work-Brand name
2) How much are charities trusted?
3) What are charities trusted to do?
10 things you can do to increase trust in your charity
1. Emphasise your charity’s age2. Increase your awareness3. Tell people about your endorsements and awards and
grants4. Tell people about how you are battling to improve
performance and cut costs5. Tell people about how you recruit only the best staff6. Pledge people things – e.g. complaints7. Sprinkle your website and literature with reassuring facts8. Choose the cause that maximises trust9. Give stakeholders a person they can talk to – not an info@10. Tell people things they don’t need to know
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