An Analysis of Donation Rates at Christmas

Transcription

1 An Analysis of Donation Rates at Christmas Prepared for Prepared by Larry Ryan and Ciara McCarthy March J.5298

2 1. Charity Survey

3 Introduction This report details the findings from a survey of charities undertaken by Behaviour & Attitudes on behalf of Fundraising Ireland. The objective of the study was to ascertain and pool levels of donations during the Christmas Appeals Period of -. Interviews were with charity CEO s or CFO s. Most interviews were undertaken by phone; 14 participated online and 62 by phone. Fieldwork was undertaken online and by phone and was completed between 5th February and 3rd March with the telephone element commencing from February 19th.

4 Summary of Key Points

5 Christmas Appeals Period: Income in Summary Base: All Receiving Voluntary Income Survey (76) Average Amount Raised General Public ,743 Corporate Donations 62 59,956 Community Based Initiatives 43 17,8752 Trusts 8 None of these 18

6 Source of Income During Christmas Appeal Period Base: 76 Receiving Voluntary Income Recollection of Previous Year GAP Current Year Income General Public Corporate Donations Community Based Initiatives Trusts None of these While research conducted this year sees the introduction of community based initiatives and trusts into the sample, voluntary donations made by the general public were still the most popular source of income for all charities. A slight increase in general public donations and an 8 growth in corporate donations. Q.1 During the Christmas appeal period, 15 th November to 14 th January, did you receive voluntary income (donations) from any of the following sources?

7 Amount of Voluntary Income Received from General Public over Christmas Appeals Period Base: 53 Receiving Voluntary Income This Year From 0-1,000 From 1,001 to 5,000 From 5,001 to 10, From 10,001 to 50,000 From 50,001 to 100,000 From 100,001 to 250,000 From 250,001 to 400,000 From 400,001 to 500,000 More than 500, The average amount received per charity this Christmas was just over 200,000. Average 203,743 Q.2a How much voluntary income did your organisation receive from the general public over the Christmas appeal period from November 15, to January 14?

8 Amount of Voluntary Income Received from Corporations/ Companies over the Christmas appeal period Base: 47 Receiving Voluntary Income This Year From 0-1, From 1,001 to 5,000 From 5,001 to 10,000 From 10,001 to 50, More than 1 in 5 charities (41) received less than 5,000 from corporations/companies over the - Christmas appeals period. From 50,001 to 100, ,001 to 250, ,001 to 400,000 More than 400, Average 59,956 Q.2b How much voluntary income did your organisation receive from corporations/companies over the Christmas appeal period from November 15, to January 14?

9 Amount of Voluntary Income Received from Trusts Base: 9 Receiving Income from Trusts 7,000+ From From 501 to 1, From 2001 to 2,500 From 4001 to 5, Less than 7,000 From 6001 to 7, MEAN: 17, *NB: Small Base. The collection of income from trusts was added this year: 9 charities were in receipt (out of 76), with an average of almost 1,800 per charity in receipt. Q.2c How much voluntary income did your organisation receive from trusts over the Christmas appeal period from November 15, to January 14?

10 Number of Individuals Making Separate Donations Base: 53 Receiving Separate Donations From From From 26 to 50 9 from 51 to From 101 to Mean - 2,039 Individuals From 251 to More than The average amount of people making separate donations this Christmas appeals period was just over 2,000. Q.3a How many people made separate donations to your organisation during this time?

11 Number of Corporations/Companies Making Separate Donations Base: 47 Receiving Separate Donations From 1 to From 11 to 25 5 From 26 to 50 7 Mean - 41 Corporations/Companies From 51 to From 101 to From 251 to The average amount of corporations/companies making separate donations this Christmas appeals period was 41. Q.3b How many corporations/companies made separate donations to your organisation during this time?

12 Number of Trusts Making Separate Donations Base: 9 Making Separate Donations From CHARITY TYPE Base: From 1-10 From Any International (1) 100 * Childrens (2) 100 * Illness (3) 100 * Local Intervention/Aid (3) Mean: 3.11 From 1-10 *NB: Small Base. Q.3b How many corporations/companies made separate donations to your organisation during this time?

13 Annual Income

14 Amount of Annual Income Raised in 2012 vs. Base: 76 Making Voluntary Donations* GAP Amount Raised in 2012 Amount Raised in From 0 to 1000 From 1001 to 5000 From 5001 to From to From to From to From to From to More than *NB: Not just at Christmas. Mean ,608, ,717, On average, total annual fundraising income for the year was 7 greater at Christmas than it had been previously. Q.4a Q.4b How much did you raise in total annual fundraising income in 2012, excluding Government Grants Trusts? (NB: Not just at Christmas) How much did you raise in total annual fundraising income in, excluding Government Grants Trusts? (NB: Not just at Christmas)

15 Charitable Donations & Christmas Appeals National Quantitative Research Prepared for Prepared by Larry Ryan & Ciara McCarthy March J.5140

16 2. Public Opinion Survey

17 Introduction Report on a nationally representative public opinion survey conducted for Fundraising Ireland. Broadly mirroring similar research undertaken in. The key objectives of the study were as follows: Provide an estimate of the average level of charitable donations made in the past three months Assess the public response to Christmas Appeals by charitable bodies Review the channels used to donate. To evaluate the types of charities that Irish adults are more or less interested in donating to in the current environment. Provide an analysis of public perceptions in relation to wage levels in the charity sector. 17

18 Methodology The research is based on a survey of 1,018 adults aged 16 years and over, representative of the adult population in the Republic of Ireland. The questionnaire was administered to respondents as an element of the Behaviour & Attitudes syndicated TeleBarometer survey. The sample is tightly quota controlled in terms of geographic location, as well as by respondent age, gender and socio-economic status. A further quota control is applied so that 30 of fieldwork is to mobile phones. Interviewing was conducted by phone from Behaviour & Attitudes CATI (Computer Assisted Telephone Interviewing) suite in Milltown House in Dublin 6. The survey data can be deemed to be accurate to within plus or minus 3.2 percentage points. Fieldwork was conducted from the 19 th February 3 rd March,. 18

19 Headlines Number of donors has reduced, but the average claimed amounts given have grown. Net affect is of slightly more money given overall. Little fundamental shift overall but decline in the (large) traditional methods of collection and growth in (smaller) online and direct debit channels. Similar picture in relation to Christmas appeals: slightly fewer donors, albeit giving more. Longer terms shift from local (and generalist?) to overseas and internationally oriented (and specialist?) charities. Underlying shifts in donor channels likely to propel this. Wages in the charity sector a more significant and difficult issue (with many contradictory views simultaneously co-existing). 19

20 Charitable Donations 20

21 There are fewer recent donors Base: Adults aged 16+ 1,018/3,551,000 Last month 63 (2,252) 52 (1,864) 25 (894) Last three months 22 (769) 4-6 months ago 6-12 months ago Over a year ago Never donate to charity 6 4 (137) 6 4 (139) 4 (124) 7 4 (129) 3 (230) (205) (264) The numbers donating in the past three months has fallen by eleven percentage points, or the equivalent of 388,000 fewer people than a year previously. (94) NB: Thousands in brackets Q.1 When, if at all, was the last time you made a financial donation to a charity? This could be donating money, buying goods from a charity or taking part in a charity raffle or lottery? 21

22 Change in Overall Incidence of Donation Base: Adults aged 16+ 1,018/3,551,000 GAP Past 3 month giving Past month giving Donated in response to a Christmas appeal A reduction in most recent giving is noteworthy but the claimed impact on response to Christmas appeals is more minimal overall with a decline of just two percentage points. 22

23 Who Has Cut Back? Base: Adults aged 16+ 1,018/3,551,000 GAP All Adults Men Women U (Past Month Giving) ABC1 C2DE F Women and older adults are more likely to donate. Biggest fall is older, rural and male. 23

24 Who Has Cut Back X Preferred Charity Type Base: Adults aged 16+ 1,018/3,551,000 GAP All Adults Overseas/International Animal Local/Intervention Children Illness (Past Month Giving) The decline is broadly proportionate by charity sector. 24

25 Who Has Cut Back X Last Donation Method Base: Adults aged 16+ 1,018/3,551,000 GAP All Adults Direct Debit Charity Box/Bucket Charity Shop Church/Street Collection Charity Raffle Ticket Online One Off Donation Door-to-Door Collection Donate by Post (Past Month Giving) More limited curtailment for charity shops, online one off, post & bucket, but scepticism re raffles & church gate. 25

26 Amount Donated to Charities Over past 3 Months All donated in past 3 months 803/2,758,000 All Donations Past 3 months GAP Average (excl 1001+) Average (incl 1,001+) The claimed average value all donations in the past three months has increased by 20 since. This can be attributed to more donating between this year in comparison to last , /- Q.2 In total, how much did you donate to charitable causes approximately in the past 3 months? 26

27 Average Amount of Most Recent Donation All donated in past 3 months 989/3,457, GAP Average (excl 1001+) Average (incl 1,001+) ,000 Don't know * 0 (n/a) = +5 Similarly, the average value of most recent donations has increased, in this instance by almost 25 since. The shifts in amounts given may be slight, but ultimately there are 12 fewer giving under 10 and a notable growth between 16 and 50. Q.2 In total, how much did you donate to charitable causes approximately in the past 3 months? 27

28 How Donations Made Base: All donated in the last 3 months GAP Church/street donation Charity raffle ticket = Church/street collection Charity raffle ticket Base Base Net Diff Direct Debit Donation by post Direct debit Donation by post Charity shop Charity shop Door-to-door collection Charity box/bucket Door-to-door collection Charity box/bucket Online one off donation (36)* (34)* (37)* (17)* (28)* Online one off donation *NB Small Bases Q.4 How do you normally make your donations to a charity? 28

29 Charities Donated to in Past 3 Months Base: All donated in past 3 months 769/2,663,000 Any Local The Society of St. Vincent De Paul Any Other illness / Disease Concern Any Cancer Any other Animal Irish Cancer Society Trócaire Any Other Hospital Any Other Hospice Any Other Children Any Other Church Barnardos Simon Community Any Overseas *Illness - Cancer - Cancer (General) Hospital - Temple Street Children's Hospital *Illness - Cancer - Cancer Research (Unspecific) The Irish Heart Foundation Breast Cancer Ireland Animal - Guide Dogs For The Blind Can't recall One fifth (22 of all donors) made a contribution to a local charity in the past 3 months. Just over 1 in 5 donors (22) made a contribution to St. Vincent De Paul. Charities related to illness (non cancer) received contributions from one sixth of all donors. 1 in 3 donor s gave to a cancer charity in the past 3 months* Q.2a All other answers 2 or less Which charities did you make donations to in the three months? 29

30 Past 3 Month Donations Value x Demographics All donated in past 3 months 803/2,758,000 All donors $74.13 Gender: Male $75.14 Female $73.27 Age: U $55.07 $75.29 $84.92 $ Class: ABC1 C2DE F $66.08 $82.82 $76.78 Region: Dublin Leinster Munster Conn/Ulster $77.82 $69.75 $72.25 $77.80 (NB: Excluding 1,001+) The highest donations are by older and middle class adults. Q.2 In total, how much did you donate to charitable causes approximately in the past 3 months? 30

31 Charitable Donations 77 of Irish adults claim to have made a donation to a charity within the last 3 months. Just over half (52) claim to have donated within the past month. Donors claim to have contributed an average of 74 (+ 15 from ) to charitable organisations over the past three months.* The average amount of their most recent donation during this period was 56 (+ 25 from ).* Over the past three months donors appear to have been more focused upon donating to local charities, St Vincent de Paul in particular. The broad pattern is similar to last year. Overseas charities (humanitarian & development aid) have seen an improvement from figures. There remains a key interest in charities related to illness and disease (especially cancer) and these charities collectively accounted for over one quarter of all donors in the past 3 months. *Excluding values of

32 Christmas Appeals 32

33 Specific Donation in Response to a Christmas Appeal Base: All donated in past 3 months 769/2,663,000 Did not Donate to a specific Christmas Appeal (62) 61 ( ) Figures in brackets relate to 39 All Donors Gender: Male Female Age: U Specific Donation in Response to a 65+ Christmas Appeal (38) Social Class: ABC1 C2DE F Nationality: Irish born Non Irish born Preferred Charity Type: Overseas Animal Local Children Illlness Over one third of donors in the past three months made a donation in response to a charity Christmas appeal (+1 from ). Women and older adults appear to have been the most responsive. Donors with a preference for either overseas or local charities were more likely to respond positively Q.2b Did you make a specific donation, in response to an appeal, at Christmas? 33

34 Number who Gave at Christmas in Response to an Appeal x Manner of Most Recent Donation Base: All donated in past 3 months 769/2,663,000 GAP Gave at Christmas 1,134,000 1,064,000-70,000 Church/Street collection 358, ,000-86,000 Direct debit 129, , ,000 Charity raffle ticket 100, , ,000 Donation by post 139,000 93,000-46,000 Online one off donation 35,000 85, ,000 Charity shop 78,000 79,000 = Door-to-door collection 60,000 54,000-6,000 Charity box/bucket 69,000 23,000-46,000 A notable fall off at the collection tin but with evidence of a significant pick up for online one-off donations and for direct debits too. Q.4 How do you normally make your donations to a charity? 34

35 The impact of Public Christmas Appeals Base: All made a specific donation in response to a Christmas appeal 324/1,064,000 (=30) Would not have donated at all All Donors 273k 26 Gender: I would have donated the same amount regardless (58) 56 Male Female 121K 153k Age: U25 24k 18 I would have donated a smaller amount (15) k k 34 I would not have donated at all (24) Don't Know (3) ( ) Figures in brackets relate to 26 2 Just over one quarter of all specific donations made at Christmas would not have been made but for the public awareness raised by Christmas appeals. This equates to additional specific donations from 8 of the Irish adult population or 273,000 individual donors k 47k Q.2d If you had not been asked or prompted in one way or another to donate, what would you have done? 35

36 Charities Donated to in Response to a Christmas Appeal Base: All donated in response to a Christmas Appeal 324/1,064,000 The Society of St. Vincent De Paul Any Local Any overseas Concern Any Other illness / disease Trócaire Simon Community Any other Animal Any Other Hospital Any Other Hospice Irish Cancer Society Any Cancer Hospital - Temple Street Children's Hospital Bóthar Any other children Barnardos Any Other Church Our Lady's Children's Hospital Crumlin The Irish Heart Foundation Can't recall All other answers 1 or less Over one third of donors responding to a Christmas Appeal contributed to St. Vincent De Paul. Interestingly the majority of donors to specific Christmas appeals contributed to more local charitable bodies. Q.2c Which charity or charities did you make your donation to in response to an appeal at Christmas? 36

37 Christmas Appeals Almost two in five (39) adults who donated to charities in the last 3 months made a specific donation to a charity due to a public Christmas appeal. Slightly down overall but as a proportion of recent donors. In general women and older adults were the most responsive during the Christmas appeals period. Local & domestic intervention based charities, in particular St. Vincent de Paul, were the key recipients of donations resulting from a specific Christmas appeal. Public Christmas appeals appear to have a direct impact on both the number of donations achieved and the value of individual donations. One quarter of Christmas appeals donors (26) claim they would not have donated at all, were it not for public prompting and awareness raising campaigns. This equates to 8 of the full adult population (or 273,000 individual donors). A further one in seven (16) claim they would have donated less without the prompting of the public appeal. 37

38 How we donate to charity 38

39 Normal Manner of Charity Donation Base: All ever donate 989/3,457,000 Church/street collection Bought charity raffle ticket In a charity shop Door to door collection Have a direct debit to a charity Donation by post Online one off donation Via text message Charity Box/Bucket (Shop, Supermarket etc.) Bought Product From Charity (Pin, Badge etc.) Charity Event/Function Sponsorship (Walk, Marathon etc.) School/College Collection Cash Cheque Through Family/Friends Volunteer Work Work Collection k 240k 164k 115k All other answers less than Collections and charity raffle tickets are the most frequently claimed method for donating to charity A quarter of donors claim to donate in a charity shop Over 1 in 5 donors claim to make direct debit payments to charities A similar proportion also donate to door to door collectors Online one off has seen the biggest growth Mean : 2.13 : 2.24 Q.4a How do you normally make your donations to a charity? 39

40 Normal Manner of Charity Donation Base: All ever donate 989/3,457,000 Total Gender Age Class Male Female U ABC1 C2DE F Base: Church/street collection Bought charity raffle ticket Have a direct debit to a charity In a charity shop Door to door collection Donation by post Online one off donation Via text message Charity Box/Bucket (Shop, Supermarket etc.) Charity Event/Function Sponsorship (Walk, Marathon etc.) Cash Bought Product From Charity (Pin, Badge etc.) Cheque Donating Clothes/Goods School/College Collection Visa/Laser Card Volunteer Work Work Collection Older donors appear to be more traditional in their choice of donation channel (street collection, door to door, postal donations). Younger adults (U34) appear more likely to purchase raffle tickets, donate in charity shops and make one off online donations. 40

41 Normal Manner of Charity Donation Base: All ever donate 989/3,457,000 Total Any overseas/ international Any Animal Preferred Type of Charity Any Local intervention / causes Any Children Any Illnesses Base: Church/street collection Bought charity raffle ticket Have a direct debit to a charity In a charity shop Door to door collection Donation by post Online one off donation Via text message Charity Box/Bucket (Shop, Supermarket etc.) Charity Event/Function Sponsorship (Walk, Marathon etc.) Cash Bought Product From Charity (Pin, Badge etc.) Cheque Donating Clothes/Goods School/College Collection Visa/Laser Card Volunteer Work Work Collection People with an interest in overseas and international charities appear more likely to donate using online/auto billing methods. 41

42 Method of Charity Donation on Last Occasion Base: All adults 16+ 1,018/3,551,000 Church/street collection Bought charity raffle ticket Have a direct debit to a charity In a charity shop Donation by post Online one off donation Door to door collection Cash Charity Box/Bucket (Shop, Supermarket etc.) Charity Event/Function Bag pack collection Via text message Bought Product From Charity (Pin, Badge etc.) Cheque School/College Collection Sponsorship (Walk, Marathon etc.) Through Family/Friends Work Collection 485, , , , , , k 212k 172k 213k 180k 179k 1,079,000 1,019, Almost one third of donors claim to have most recently contributed to a charity through on-street collection 1 in 8 (465,000) made their most recent donation through a direct debit. Online one-off has doubled Q.4b All other answers less than 1 The last time you made a donation to a charity, how did you make your donation? 42

43 Method of Last Donation x Demographics Base: All adults 16+ 1,018/3,551,000 Total Gender Age Class Male Female U ABC1 C2DE F Base: Church/street collection Bought charity raffle ticket Have a direct debit to a charity In a charity shop Online one off donation Donation by post Door to door collection Cash Charity Box/Bucket (Shop, Supermarket etc.) Charity Event/Function Via text message Bought Product From Charity (Pin, Badge etc.) Cheque Donating Clothes/Goods * School/College Collection * Sponsorship (Walk, Marathon etc.) * Through Family/Friends * 1 1 * - Visa/Laser Card 1 1 * - * * Work Collection * Online one-off is strongest younger and middle class. 43

44 Method of Last Donation x Charity Preference Base: All adults 16+ 1,018/3,551,000 Total Any overseas/ international Any Animal Preferred Type of Charity Any Local intervention / causes Any Children Any Illnesses Base: Church/street collection Bought charity raffle ticket Have a direct debit to a charity In a charity shop Online one off donation Donation by post Door to door collection Cash Charity Box/Bucket (Shop, Supermarket etc.) Charity Event/Function Via text message Bought Product From Charity (Pin, Badge etc.) Cheque Donating Clothes/Goods School/College Collection Sponsorship (Walk, Marathon etc.) Through Family/Friends Visa/Laser Card Work Collection Direct debits appear to be particularly key for donors with a preference for overseas aid/humanitarian charities. Q.4 How do you normally make your donations to a charity? 44

45 Small Large Collection Methods that Over-Index Among Supporters of Certain Charity Types Collection Methods that Over-Index Children s Charities Illness Research Illness Care Local Intervention Aid Local Causes Animal Charities International Emergency Appeal Overseas Humanitarian Aid Overseas Development Aid Bucket/Box, Raffle Ticket, Door-to-Door Bucket/box, Raffle Ticket, Church Gate Door-to-Door, Raffle Ticket, Church Gate Post, Door-to-Door, Charity Shop Post, Charity Shop, Church Gate Charity shop, Raffle Tickets and Online One-Off Online One-Off and Direct Debit Direct Debit, Post and Online One-Off Post, Direct Debit and Online One-Off Methods in decline Methods in growth There is a definite correlation in the falling appeal of certain types of collection methods (buckets and raffles) and the rise in perhaps more securely perceived methods: direct debit, online one off etc. Q.2a Which charities did you make donations to in the three months? Q.4 How do you normally make your donations to a charity? 45

46 Normal Donation Channels Donor Profiles Channel Lifestage Class Church/Street Collection Charity Raffle Ticket 43 In a Charity Shop 25 Region & Area 56 Older adults (35+) C2DE Rural Mid Life stage and older (35+) Younger & Mid Life stage adults C2DE Urban Charity Preference Illness/Local Intervention/ Children Children/ Illness/ Animal C2DE Urban Animal Direct Debit to a Charity 26 Older adults (65+) ABC1 Dublin/Leinster Door-to-Door 21 Young adults (U24) Postal Donations 16 Older adults (65+) C2DE Online One-off Donation 14 Text 7 Young adults (U34) Middle aged adults (35-49) F ABC1 ABC1 Conn/Ulster Dublin & Conn/Ulster Dublin Dublin, Leinster & Conn/Ulster Any Overseas/ International Children/Illness/ Local Intervention Any Overseas/ International Any Overseas/ International Any Overseas/ International Q.4 How do you normally make your donations to a charity? 46

47 How We Donate to Charity Just over 1 in 2 donors (56) give to church and on-street collections. Almost half of all donors (43) purchase charity raffle tickets. Charity raffle tickets and donations through charity shops are higher among younger adults (under 34 s). Over 1 in 5 of all adults (21) normally donate to charities via door to door collections. This appears to be marginally more common for women and blue collar workers. Just over 1 in 4 (26) claim to donate by a direct debit to a specific charity. As expected, direct debit donation is higher among middle class adults. Younger and middle aged adults are the most likely to have made one off online donations and to have donated by text message. Church and on-street collections were responsible for the largest single share (29) of all most recent donations. Direct debits account for over 1 in 8 (13) of all most recent donations. 47

48 Charity Types 48

49 Charities More/Less Likely to Donate to Base: All adults 16+ 1,018/3,551,000 Broad Charity Typologies Charities less likely to donate to Charities more likely to donate to Children s charities 7 50 Illness research (cancer research, brain trust etc) Local intervention aid (SVP, Barnardos) Illness care (hospice, cancer care etc) Local causes 8 30 Animal charities (rescue/care) Overseas development aid Overseas humanitarian International emergency appeals The appeal of international emergency charities is finely balanced. Q.5 Q.5a I am going to read a number of charity types, can you please select the three that you are more likely to donate to these days? Are there any specific charities or types of charities that you are less inclined to donate to these days? 49

50 Winners and Losers Base: Adults aged 16+ 1,018/3,551,000 Less likely to support More likely to support Children s charities Illness Research Illness care (hospice, cancer care etc) Local intervention aid (SVP, Barnardos) Local causes Animal charities (rescue/care) International emergency appeals Evidence of unease about children s and local oriented charities and of quite a shift in mindset in respect of international and overseas charities: a near doubling in the appeal of international emergency appeals. Far fewer dismissive of overseas development aid than before. Overseas humanitarian Overseas development aid Q.2a Which charities did you make donations to in the three months? 50

51 Winners & Losers: Analysis of Net Shifts Net Scores* Shift Children s Charities Illness Research Illness Care Local Intervention Aid Local Causes Animal Charities International Emergency Appeal Overseas Humanitarian Overseas Development Aid *More likely to support minus less likely to support A very marked transition from children s charities in particular and a pronounced upswing in the appeal of overseas and international organisations and causes. A move also from mainstream to niche. Q.2a Which charities did you make donations to in the three months? 51

52 Charities Less Likely to Donate to Base: All adults 16+ 1,018/3,551,000 Total Gender Age Class Male Female U ABC1 C2DE F Base: Overseas development aid Overseas humanitarian Not less inclined to donate to any specific charity or type of charity Animal charities (rescue/care) International emergency appeals Local intervention aid (SVP, Barnardos) Illness research (cancer research, brain trust etc) Local causes Children s charities Illness care (hospice, cancer care etc) CRC - Central Remedial Clinic Rehab Hospitals (Mater, Temple Street etc) Big Outlays Of Wages (Unspecific) Concern GOAL Large Charities (Genreral) Non Transparent Charities (General) Religious Charities (General) Society of St. Vincent de Paul Street Collections (General) Trocaire The charities in the bottom half of the table were spontaneously mentioned. Q.5a Are there any specific charities or types of charities that you are less inclined to donate to these days? 52

53 Charity Types Although children s, local intervention and illness-related charities predominate, there is evidence of a shift towards overseas and internationally oriented causes. Notable drop in enthusiasm for both local intervention aid and children s: presumably publicity related. Possibly also a shift from mainstream and generalist to niche and specialist. 53

54 Professionals & Wages in the Charity Sector 54

55 Charity Priorities Base: All adults 16+ 1,018/3,551,000 It is important that charities are run well It is important that charities are good at what they do Charities should get the best professionals possible to work for them The amount that Senior management are paid in the charity sector makes me less likely to donate particular charities to Wages in the charity sector are too high Senior management in the charity sector should be paid less than the senior management level in similar sized companies in the private sector Charities need to pay competitive wages to get the best people to work for them Senior management in the charity sector should get the same pay level as those in similar sized companies in the private sector Strongly agree (5) Slightly agree (4) Neither (3) Slightly disagree (2) Strongly disagree(1) Don t know Q.6 I am going to read out a number of statements related to those who work for or run charitable organisations. For each statement please indicate how much you agree or disagree on a scale of 1 to 5 where 5 means you strongly agree and 1 means you strongly disagree. 55

56 The importance of charities being run well. Base: All adults 16+ 1,018/3,551,000 It is important that charities are run well It is important that charities are good at what they do Strongly agree Strongly agree Slightly agree Neither Slightly disagree Strongly disagree Don t know Slightly agree Neither Slightly disagree Strongly disagree Don t know The vast majority (92) agree that it is vital that charities are well run and need to be good at what they do (92). These views are unchanged. 56

57 Charities should get the best professionals possible to work for them Base: All adults 16+ 1,018/3,551,000 Strongly agree Slightly agree Male Female Strongly agree U Slightly agree 15 ABC Neither C2DE Slightly disagree Strongly disagree Don t know F Over two thirds of adults (69) agree that charities should be staffed with the best professionals, with 1 in 2 (50) strongly in favour of this. Women and younger adults feel slightly more strongly about this. A 7 drop in strong agreement is noteworthy. 57

58 Charities need to pay competitive wages to get the best people to work for them Base: All adults 16+ 1,018/3,551,000 Strongly agree Slightly agree Strongly agree Male Female Slightly agree U Neither Slightly disagree ABC1 C2DE Strongly disagree F Don t know 1 1 Less than half of adults agree with this statement and under 1 in 5 strongly agree (18). There is evidently a view among some that working for a charity should have a vocational or altruistic dimension and therefore employees should not expect the same level of remuneration. 58

59 Senior management in the charity sector should get the same pay level as those in similar sized companies in the private sector Base: All adults 16+ 1,018/3,551,000 Strongly agree Slightly agree Strongly agree Male Female Slightly agree U Neither Slightly disagree ABC Strongly disagree C2DE F Don t know 2 1 Just over one third of adults (38) believe that senior management should receive comparable pay to that in similar sized companies in the private sector, with a similar percentage disagreeing. Greater polarisation of response over the past year. 59

60 Senior management in the charity sector should be paid less than the senior management in similar sized companies in the private sector Base: All adults 16+ 1,018/3,551,000 Strongly agree Slightly agree Strongly agree Male Female Slightly agree U Neither Slightly disagree ABC C2DE Strongly disagree F 46 8 Don t know 2 1 Almost half of all adults (47) indicate that senior management in charities should be paid less than comparable employees in the private sector; less than one third disagree with this statement. This is a difficult issue but needs to be traded off against the need to secure the best employees. Q.6 How strongly do you agree or disagree that. 60

61 The amount that senior management are paid in the charity sector makes me less likely to donate to particular charities Base: All adults 16+ 1,018/3,551,000 Strongly agree Slightly agree Male Strongly agree Female Slightly agree Neither U Slightly disagree 11 9 ABC C2DE Strongly disagree F 47 6 Don t know 3 2 Over half of adults (57) claim that the level of wages paid to senior management in charities could have an impact on their likelihood of donating. Q.6 How strongly do you agree or disagree that. 61

62 Wages in the charity sector are too high Base: All adults 16+ 1,018/3,551,000 Strongly agree Slightly agree Strongly agree 24 Male Female Slightly agree 13 U Neither Slightly disagree ABC Strongly disagree Don t know C2DE F Over a half of all adults indicate that perceived wage levels in charities are too high. Almost one in three (31), either disagree or don t know. This indicates that there may be limited understanding overall of wage levels in the industry. Older adults identify more strongly with this view but remain the most frequent donors nonetheless. Q.6 How strongly do you agree or disagree that. 62

63 Inclination to Complain about a Charity Base: All adults 16+ 1,018/3,551,000 Wanted to complain (566,000) Ever wanted to complain about a charity Wanted to complain (685,000) Actually complained (94,000) Ever actually complained about a charity 3 3 Actually complained (94,000) While one in six adults have ever indicated they have wanted to make a complaint, fewer than one in five of these have followed through. Q.7 Q.7a Have you ever wanted to make a complaint about a charity? Have you ever made a formal complaint about a charity? 63

64 Inclination to Complain about a Charity Base: All adults 16+ 1,018/3,551,000 Total Gender Age Class Male Female U ABC1 C2DE F Wanted to Complain Actually Complained Total Gender Age Class Male Female U ABC1 C2DE F Wanted to Complain Actually Complained * Older adults, particularly those 50+, are more inclined to complain about a charity. Q.7 Q.7a Have you ever wanted to make a complaint about a charity? Have you ever made a formal complaint about a charity? 64

65 Reasons for Complaint Base: All considered complaining/complained 207/691,000 Considered Complaining Inappropriate use of funds Salaries in the charity On-street collectors Harassment Inefficient use of funds Behaviour Of Staff (Aggressive, Forceful etc.) Policy or action taken by the charity Level of service received Bad Management/Structure Questioned legality of charity Mailings you did not sign up to Advertising (Obscene etc.) Overcharged Direct Debit Door To Door Collection (General) Trocaire No Receipt For Donation Made a Complaint The area adults most frequent consider complaining about is the inappropriate use of funds (38 of all possible complaints), followed by salaries in the charity and onstreet collectors. Q.7b What did you make a complaint or want to make a complaint about? 65

66 Professionals and Wages in the Charity Sector There are somewhat contradictory views in relation to wages in the charity sector: charities should have the best staff, but equally those staff should expect less compensation than their contemporaries in the private sector. The vast majority agree that charities are generally well run and equally that it is important that charities are good at what they do. Relatedly, most feel that charities should get the best professionals possible to work for them. However, some are clearly sensitive about pay levels: the amount that senior managers are paid makes me less likely to donate (57 agree at all) and that senior management should be paid less than similar grades in the private sector (47 agree at all) Sensitivity to levels of pay has significantly escalated. 66

67 Professionals and Wages in the Charity Sector This is evidently a difficult area for people, and there is a broad spread and polarisation of opinion as to whether charity managers should be similarly paid to the private sector or not. It is clearly contradictory that charities should retain the best people but, simultaneously that they should have a lower expectation of financial reward. It seems that they would be expected to be motivated by altruism moreso than by financial rewards A generous interpretation would be that people may be open to persuasion in relation to the possible requirement to pay properly to get good managers in the sector. A more blunt interpretation is that some clearly have an expectation that charities would be staffed by those motivated by duty moreso than by money. 67

68 Summary 68

69 Summary Frequency of Donation The number of adults having donated within the last month has decreased to 52 ( -11). Donation Value However, the claimed average donation value in the past three months has actually increased to * The average donation value for most recent donations has also increased to * Donation Type For the second year, Church/street collection was the most popular donation claimed with 56 of all adults claiming to have made such a donation. Similarity, the majority of those that donated on their last occasion did so Church/street collection too. Significant evidence, however, of a shift to online and direct debit as preferred methods, albeit off a low base. Charity Types Particular support of charities that are associated with Local Intervention/Aid and Illnesses is evident amongst the sample. The Society of St. Vincent de Paul, in particular, was the charity most donated to with 22 (+2) of all adults claiming to having made a donation to them within the last three months. * Excluding *Excluding 1,001+

70 Summary Christmas Appeals The number who donated in response to a Christmas appeal is effectively unchanged despite a reduction elsewhere. Again, the Society of St. Vincent de Paul proved to be the most popular charity with almost over 1 in 3 adults claiming to have made a donation to them in response to their Christmas appeal. Just over 1 in 4 claimed that they would not have donated at all if it were not for the Christmas appeal. Perception of Charity Sector By and large, the majority of adults admit that its is important that charities are run well. Similarly, almost all agree that its is important that charities are good at what they do. However, the number agreeing that charities should get the best professionals to work for them has dropped to 52 (-7) from last year. The number claiming that wages in the charity sector are too high has increased to 40 (+16). Additionally, the number who agree that a charity managers wages (could) affect their decision to donate has increased to 45 (+10) this year. Charity Complaints The number of adults who wanted to complain to (or about) a charity has increased this year to almost 1 in 5 (+3). However, the number actually making a formal complaint has remained unchanged since last year and still stands at just 3. The key issues remain: Inappropriate use of funds, Salaries in the sector, and On-street collectors. *Excluding 1,001+

71 Appendix

72 Charity Profiles Base: All adults 16+ 1,018/3,551,000 Most Recent Donation Method Total Ever give at all Gave past 3 months Donat ed in respo nse to Xmas Appeal Charity Shop Charity raffle ticket Church/ street collection Online one off donation Door to door collectio n Donati on by post Direct debt Charity box/ bucket Base: * Male Female ABC C2DE F Respondent is chief income earner Other person is chief income earner Single Married Co-habiting Widowed Divorced/seperated *Caution: low base size 72

73 Charity Profiles Base: All adults 16+ 1,018/3,551,000 Charities that appeal more Total Any overseas/ international Any Animal Any Local intervention / causes Any Children Any Illnesses Base: Male Female ABC C2DE F Respondent is chief income earner Other person is chief income earner Single Married Co-habiting Widowed Divorced/seperated

74 Behaviour & Attitudes Ireland s leading independent marketing research agency. Owned by current directors: a very experienced team. 26 years old. 34 employees, 200 interviewers, 150,000 interviews & 1,000 groups/400 depths p.a. 40 Station phone unit in Milltown, Dublin 6. Milltown House Our home since 2008 Up to 50 qualitative work. Close co-operation 34 similar (respected independent) partners worldwide Our aim is to be the best agency: reputation for top quality Our Directors Our Full In-house Team 74

75 What makes us different? Qual/quant mix is unique and gives us greater depth of insight. Our expertise and experience: unparalleled We run 36 syndicated consumer omnibus surveys a year (each of 1,000): 24 of these face-to-face and 12 more by phone. Solution-neutral, committed to offering the most appropriate approach: bespoke, not black box Multi-disciplinary: qual and quant, but a heavy investor in new approaches (online, panels, social media). Our fast growing Acumen Online Panel a case in point. The most awarded agency in Ireland: 10 research industry awards in four years (including two Marketing Society Grand Prix for Research Excellence.) Also awarded by Employability for employment policy. 75

76 Talk to us! Recently awarded contracts for EC Eurobarometer and TILDA. An earned reputation for attention to detail and better standards: TAM contract, ASKIA platform across all studies. Aim to work in interesting areas. Significant involvement in studies-for-publication: like to partner with PR and other stakeholders. PRCA Award winner for our Pfizer Health Index and heavily involved in work with not-for-profit and charity sectors. Call Larry, Ciara or any of our research team Larry Ryan Ciara McCarthy 76

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