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Charitable Giving - UK - November 2014

Published By :

Mintel

Published Date : Nov 2014

Category :

Lifestyle

No. of Pages : 76 Pages

A focus on engagement with core supporters and innovation in fundraising techniques are a must for today’s charitable organisations, particularly as donors are becoming increasingly weary of established methods, which, in turn, affects charities’ bottom line.
Table of Content

Introduction

Methodology
Abbreviations

Executive Summary

Donations in shops and in the street are the most common ways of giving to charity
Figure 1: Ways of donating to charities, July 2014
Charitable spirit strong during church service
Figure 2: Average amount of money people donated in the past 3 months, by ways in which people donate, July 2014
Online giving marches on
Figure 3: Online charitable activities over the past 12 months, July 2014
Emotional connection as the top driver of donations
Figure 4: Reasons for donating money to charities, July 2014
What we think

Issues and Insights

Raising the engagement of younger donors
The facts
The implications
Charities responding to the modern need for speed and convenience
The facts
The implications

Trend Application

Trend: Guiding Choice
Trend: Moral Brands
Mintel Futures Trend: Generation Next

Market Drivers

Key points
Charitable sector dominated by small- and medium-sized charities
Figure 5: Number of charities, total income and total spending, by annual income band, England and Wales, June 2014
Charities’ income continues to rise
Figure 6: Total annual charities’ income, England and Wales, September 2013 - June 2014
Figure 7: Sources of charities’ income, June 2014
‘Big Society’ impact on volunteering unclear
Figure 8: Trends in monthly participation in voluntary activities, England, 2005-2013/14
Average donations on the rise again
Figure 9: Average amount given to charity in the 4 weeks prior to interview, England, 2005-13/14
Strong community spirit boosts donations
Figure 10: Amount given to charity in the four weeks before interview, by how much people in neighbourhood are trusted, England, 2012-13
Catering to the time-pressed donors
Figure 11: Barriers to regular formal volunteering in the 12 months before interview, England, 2012-13

Brand Communication and Promotion

Key points
‘Christmas spirit’ proves a draw for charity advertising
Figure 12: Total advertising spend by UK charities, January 2011-September 2014
Cancer charities dominate advertising
Figure 13: Total advertising spend by UK charities, by top 10 advertisers and other (based on top 10 for 2013), January 2011-September 2014
Figure 14: Total advertising spend by UK charities, by type of charity, January 2011-September 2014
Direct mail appeals for the personal approach, but TV advertising is on the rise
Figure 15: Total advertising spend by UK charities, by media type, January 2011-September 2014
Online advertising spend on the decline

The Consumer – Ways of Donating to Charities

Key points
Donations in shops and in the street are more popular, but less generous
Figure 16: Ways of donating to charities, July 2014
Appealing to younger demographics via mobile and online channels
Figure 17: Ways of donating to charities, by age, July 2014
Looking beyond direct mail to reach out to older donors
Health of finances drives charitable intent
Figure 18: Ways of donating to charities, by current financial situation, July 2014
Regular donations are more generous
Figure 19: How people prefer to donate, and average amount of money people donated in the past 3 months, July 2014

The Consumer – Charitable Causes People Support

Key points
Personal relevance of charitable cause drives donations
Figure 20: Charitable causes people support, July 2014
Religious causes attract few donors, but highest contributions

The Consumer – How Much Money People Donate

Key points
Londoners are the most generous donors
Figure 21: Amount of money people donated in the past 3 months, July 2014
Average donations rise amongst men and youngest adults
Figure 22: Average amount of money people donated in the past 3 months, by gender and age, July 2014
People feel most charitable during church services…
Figure 23: Average amount of money people donated in the past 3 months, by ways in which people donate, July 2014
and also when donating to religious organisations
Figure 24: Average amount of money people donated in the past 3 months, by types of charitable causes people donate to, July 2014
Transparency increases size of charitable contributions
Figure 25: Average amount of money people donated in the past 3 months, by reasons why people donate to charities, July 2014
Figure 26: Screenshot illustrating Innocent’s ‘Chain of Good’ stories, October 2014

The Consumer – Online Charitable Activities

Key points
The rise of online charitable giving
Figure 27: Online charitable activities over the past 12 months, July 2014
Younger donors appreciate the convenience of online donations
Figure 28: Attitudes towards donating online and on social media, by age, July 2014
Online fundraising platforms going from strength to strength
JustGiving enters crowdfunding space
Figure 29: Screenshot from the beta version of yimby.com, October 2014
Selfie campaigns are raising charities’ profile
Figure 30: #nomakeupselfie campaign celebrities’ selfies, October 2014
Figure 31: Sharing badges for the macmillan ice bucket challenge, October 2014
Figure 32: #wakeupcall celebrity selfies, October 2014

The Consumer – Motivations for Supporting Charities

Key points
Emotional connection as the top motivator to donate
Figure 33: Reasons for donating money to charities, July 2014
Feel-good factor and guilt motivate younger donors
Figure 34: Reasons for donating money to charities, by age, July 2014

The Consumer – Attitudes towards Donating to Charities

Key points
Nearly half of adults are annoyed if they are stopped in the street
Figure 35: Attitudes towards donating to charities, July 2014
Figure 36: Screenshot of Solar Aid’s online social impact calculator, October 2014
Older donors are more sceptical about impact of their donations
Figure 37: Attitudes towards donating to charities, by age, July 2014
Celebrity influence
Charitable wills
Figure 38: Screenshot from the front page of Will Aid website, October 2014
Weddings benefitting charities
Figure 39: Example of Oxfam’s wedding favour, October 2014

The Consumer – Brands and Charitable Giving

Key points
Millennials are most positive about charitable brands
Figure 40: Attitudes towards charitable brands, by generations, July 2014
Greater need to engage non-donors
Figure 41: Attitudes towards charitable brands, by whether or not people donated to charity in the past 12 months, July 2014

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