866-997-4948(US-Canada Toll Free)

CHARITABLE GIVING - UK - APRIL 2018

Published By :

Mintel

Published Date : Apr 2018

Category :

Lifestyle

No. of Pages : N/A

2018 heralds a new era for the third sector. Not only do charitable organisations need to adjust to the rules and regulations of the GDPR, which will influence how they engage with future and existing donors, but the scandal surrounding Oxfam threatens to undermine public confidence in charitable giving.
It is clear that to attract donations charities need to be visible and vocal. Harnessing the power of social media can enable them to achieve this with minimal outlay, whilst greater transparency over spending, codes of conduct, and the use of personal data could help rebuild trust in the sector.

Table of contents

OVERVIEW
What you need to know
EXECUTIVE SUMMARY
The market
GDPR comes into force
Two thirds of adults donate money to charity
Number of charities on the rise
Controversy in the third sector
Companies and brands
Recorded advertising spend in decline
Figure 1: % share of total above-the line, online display and direct mail advertising expenditure by charities, by media type, 2016-17
Leading charities dominate adspend
Charities adopt new ways to communicate…
…including making causes more ‘real’
The consumer
Health hits home
Figure 2: Types of charitable cause donated to in last 6 months, December 2017
Cash the most popular form of donating money
Figure 3: How people have donated money to charity in last 6 months, December 2017
Figure 4: Ways in which cash donations were made to charities in last 6 months, December 2017
‘Lifestyle giving’ appeals to under-45s
Figure 5: Ways in which online donations were made to charities in last 6 months, by age, December 2017
25-34s say that they donate the most
Figure 6: Mean donation given to charity in last month, by age and gender, December 2017
The personal link is key
Figure 7: Behaviours around charitable giving, December 2017
Privacy and anonymity are important factors
Donating goods and buying from charity are most popular activities
Figure 8: Other charitable activities conducted in last 6 months, December 2017
‘Bad publicity’ does exist
Figure 9: Attitudes towards charitable giving, December 2017
What we think
ISSUES AND INSIGHTS
The GDPR comes into force
The facts
The implications
Trust and transparency remain core concerns
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
GDPR comes into force
Two thirds of adults donate money to charity
Number of charities on the rise
Controversy in the third sector
MARKET DRIVERS
Charities and the GDPR
Two thirds make monetary donations to charity…
Figure 10: Monetary donors and non-donors, by social grade and annual household income, December 2017
…but the income squeeze could have an impact on spare cash
Figure 11: Changes in household finances, January 2015 – February 2018
Number of charities rises again…
Figure 12: Number of charities in each income bracket, England and Wales, 31 March 2017 to 31 December 2017
…but many smaller charities are struggling
Annual income is also rising
Figure 13: Charities’ annual income, England and Wales, 31 March 2017 to 31 December 2017
National Lottery funding for good causes bounce back
Figure 14: Total returns to good causes from the National Lottery, recent quarters*, April 2015 – December 2017
Volunteering levels continue to decline…
Figure 15: Participation in voluntary activities* (at least once a month), England, 2001-2015/16
…but community spirit is on the rise
Figure 16: Extent to which people in their neighbourhood pull together to improve the neighbourhood*, England, 2003-2015-16
Controversy in the third sector
‘Latte levy’ has potential to generate millions for good causes
Figure 17: Outlets used to buy hot drinks out of home, October 2017
Calls for review on gifts and inheritance tax
Charities against fraud
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Recorded advertising spend in decline
Leading charities dominate adspend
Charities adopt new ways to communicate…
…including making causes more ‘real’
ADVERTISING AND MARKETING ACTIVITY
Recorded advertising spend in decline
Figure 18: Total above-the line, online display and direct mail advertising expenditure by charities, 2014-17
Figure 19: Total above-the line, online display and direct mail advertising expenditure by charities, by media type, 2014-17
Charities look to tap in to seasonal goodwill
Figure 20: Total above-the line, online display and direct mail advertising expenditure by charities, by quarter, 2014-17
Leading charities dominate adspend
Figure 21: Total above-the line, online display and direct mail advertising expenditure by charities, by leading charities (based on top ten for 2017), 2015-17
Consumers have reservations about charity advertising spending
Figure 22: CALM #bestmanproject, January 2018
Charities adopt new ways to communicate
Figure 23: Movember Unmute – ask him campaign, September 2017
Making causes more ‘real’
Figure 24: Royal British Legion Every pin tells a tale AR experience, February 2018
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
Health hits home
Younger adults look to invest in the future
Cash the most common way of donating money
‘Lifestyle giving’ appeals to under-45s
25-34s claim to donate the most
The personal link is key
Anonymous giving could benefit from the GDPR
Donating goods and buying from charity are most popular activities
‘Bad publicity’ does exist
CHARITABLE CAUSES DONATED TO
Health hits home
Figure 25: Types of charitable cause donated to in last 6 months, December 2017
Younger adults look to invest in the future
Figure 26: Selected types of charitable cause donated to in last 6 months, by age, December 2017
A need to take a different approach to reach younger donors
HOW PEOPLE DONATE MONEY
Cash the most common way of donating money
Figure 27: How people have donated money to charity in last 6 months, December 2017
Contactless donations rise amongst young adults
Street collections most popular way to donate cash
Figure 28: Ways in which cash donations were made to charities in last 6 months, December 2017
‘Lifestyle giving’ appeals to under-45s
Figure 29: Ways in which online donations were made to charities in last 6 months, by age, December 2017
HOW MUCH MONEY PEOPLE DONATE
25-34s donate the most…
Figure 30: Mean donation given to charity in last month, by age and gender, December 2017
…but for how long?
BEHAVIOURS AROUND CHARITABLE GIVING
The personal link is key
Figure 31: Behaviours around charitable giving, December 2017
Anonymous giving could benefit from the GDPR
Celebrity ambassadors ‘not a draw’
OTHER CHARITABLE ACTIVITIES CONDUCTED
Donating goods and buying from charity are most popular activities…
Figure 32: Other charitable activities conducted in last 6 months, December 2017
…as food banks continue to open
16-24s more likely to research charities…
…and to participate in fundraising events
Figure 33: We Make Change website, September 2017
ATTITUDES TOWARDS CHARITABLE GIVING
‘Bad publicity’ does exist
Figure 34: Attitudes towards charitable giving, December 2017
A call for greater transparency on spending…
…and on use of personal data
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *