Towards new modes of giving
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The document outlines the trends and challenges in charitable giving in the UK, highlighting that despite a rise in internet connectivity and smartphone ownership, charitable donations have decreased, particularly among younger demographics. It notes the financial pressures faced by charities, with many reporting insufficient income to meet their objectives, and underscores changing public attitudes towards different methods of giving. Additionally, it discusses new mobile-based donation methods that are not yet widely adopted, but may have potential for future fundraising efforts.
Towards new modes of giving
- 1. Paste co- brand logo here Towards new modes of giving Sally Panayiotou 3rd July 2012 Head of charities research at Ipsos MORI © Ipsos MORI Version 1 | Public
- 2. INTERNAL PANLOGIC CONSULTATION • • • • • EXTERNAL IPSOS MORI RESEARCH • ! " # $% " & # ') (' • * + , " # $" - © Ipsos MORI Version 1 | Public
- 3. INTERNAL PANLOGIC CONSULTATION • . / ') (' • . 01 • !2 , • , 3 o4 5 + . ' )% () * &+ , - & o .5 6 + % o 7 $ + 8. 87 . 8 & © Ipsos MORI Version 1 | Public
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- 5. Technology trends © Ipsos MORI Version 1 | Public
- 6. Four fifths of British adults are now connected Which of the following applies to you? 90 Internet usage anywhere 80 81% 70 73% 60 Broadband at home 50 % 40 39% 30 *Connect using mobile phone 20 10 Connect via Dongle 0 4% * The wording used for measuring ‘internet connection by mobile phone’ has been updated which means earlier data is not strictly comparable and is therefore not shown Base: circa 2,000 interviews per wave until January 2010, circa 1,000 GB Source: Ipsos MORI Technology Tracker Q1 2012 adults aged 15+ per wave thereafter © Ipsos MORI Version 1 | Public
- 7. Increasing penetration of smart phones 42% British adults own a smart phone 39% Connect to the internet via their mobile phone Source: Ipsos MORI Technology Tracker Q1 2012 © Ipsos MORI Version 1 | Public
- 8. And mobile phone technology constantly developing © Ipsos MORI Version 1 | Public
- 9. CAF text donation services, paypal donation platform, giving widget © Ipsos MORI Version 1 | Public
- 10. RSPCA mobile phone service – will benefit from up to 15% of users’ pay-as-you-go top-up costs http://www.rspcamobile.co.uk/ © Ipsos MORI Version 1 | Public
- 11. ITV’s text Santa appeal being repeated in 2012 © Ipsos MORI Version 1 | Public
- 12. Phone app downloaded by over 3700 participants during 2011 Comic Relief pilot now launched http://www.fundraising.co.uk/news/2011/06/02/mobile-fundraising-app-now-available-uk © Ipsos MORI Version 1 | Public
- 13. Halifax raised £25,000 for Save the Children with their Christmas Facebook campaign http://www.savethechildren.org.uk/node/2375 © Ipsos MORI Version 1 | Public
- 14. Giving trends © Ipsos MORI Version 1 | Public
- 15. The funding environment remains a clear cause of concern… 91% of 85%very/fairly organisations very/fairly confident that will meet successful meeting main main objectives over the objectives over past 12 next 12 months months (2009-10) (2010-11) (92% orgs main area (85% orgs main area activity is ‘culture’)* However activity is ‘culture’)* 36% of organisations have had insufficient income over the past twelve months to meet their main objectives (42% culture orgs*) Source: Ipsos MORI, Cabinet office National Survey of Charities and Social Enterprises (NSCSE)on behalf of the Cabinet office. NSCSE is the largest survey of the charitable sector, interviewing 44,109 organisations in 2010, and 48,939 in 2008. © Ipsos MORI Version 1 | Public *Base = 5092 organisations whose main area of activity is culture (including arts and music)
- 16. …and is set to become even more challenging Estimated that by 2015/16 voluntary sector is likely to lose £1.2bn in government income each year ! Charity spending increased in real terms by £1.1bn in 2008-10 as charities expanded their services in order to meet increased demand ! Public sector grants fell by almost £500m during the recession – ! Free reserves were £42.2bn in 2009/10 - £4.1bn lower than at the beginning of the decade in real terms NCVO UK 2012 Civil Society Almanac http://data.ncvo-vol.org.uk/ © Ipsos MORI Version 1 | Public
- 17. Citizenship shows slight downward trend of giving 100 Mean amount given in past four 90 weeks = £17.87 80 76 78 76 74 72 70 60 Per cent 50 40 30 20 10 0 2003 2005 2007-08 2008-09 2010 Base: Core sample in England (2003: 8,922; 2005: 9,195; 2007-08: 8,799; 2008-09: 8,764; 2009-10: 8,699) Source Citizenship © Ipsos MORI Version 1 | Public
- 18. The economy remains the public’s key concern What do you see as the most/other important issues facing Britain today? Economy 70 60 50 Unemployment 40 Race / immigration 30 20 NHS Crime/ 10 Law & Order 0 J n J n J n J n J n J n J n J n J n J n J n J n J n J n J n J n u u u u u u u u u u u u u u u u 19 1 9 1 9 20 2 0 20 20 2 0 2 0 20 2 0 20 20 2 1 2 1 21 97 98 99 00 0 1 02 03 04 05 06 0 7 08 09 00 01 02 Base: representative sample of c.1,000 British adults age 18+ each month, Source: Ipsos MORI Issues Index interviewed face-to-face in home © Ipsos MORI Version 1 | Public
- 19. Charitable giving has decreased in the current recession amongst a fifth of British adults (May 2012) Q In the current recession would you say the amount of money you donate to charity has increased, decreased or stayed the same? Don't know Decreased Stayed the same Increased Total 5 18 67 9 Age 15-24 8 17 61 12 25-34 10 22 63 4 35-64 3 18 69 8 65+ 2 12 71 14 Social Grade ABC1 4 14 70 12 C2DE 6 22 64 7 Base: 1,003 British adults interviewed via Capibus May 2012 Source: Ipsos MORI © Ipsos MORI Version 1 | Public
- 20. Giving to cultural institutions © Ipsos MORI Version 1 | Public
- 21. Large proportion of the public/close friends or family have ever visited an art gallery and/or National Trust property Visited an art gallery 68% adults Visited a National Trust property 70% adults Source: Ipsos MORI-Charity Commission Base: 1,150 adults in England and Wales 7-17th May 2010 Public trust and confidence in charities © Ipsos MORI Version 1 | Public
- 22. INTERNAL PANLOGIC CONSULTATION 2% 21% 17% < , 24% 36% , 3!! © Ipsos MORI Version 1 | Public
- 23. • INTERNAL PANLOGIC CONSULTATION (> => ( 77% (> ;> ( 2> ( !> ( 31% :> ( 19% '> ( 12% 10% )> ( 2% 2% (> ? " @ ? ", A ? " A ?" A ?@ ", A ?@ @ ", A ?@ ", , , @ @ # ,& @ " , B# ,& @ @ B &< , , & 3: == © Ipsos MORI Version 1 | Public
- 24. Three tenths of the public have personally ever used a foyer donation box Q Which, if any, of the following methods have you ever used to make a donation? Q Which, if any of the following methods would you use again / ever use in future? 87% of those who have done 31% of British adults so before would do again have ever used a donation box in the 18% of those who have not foyer at a charitable done before would do in future institution 39% of British adults would use a donation box in the foyer at a charitable institution in future Base: 974 British adults interviewed via Capibus May 2012 Source: Ipsos MORI © Ipsos MORI Version 1 | Public
- 25. INTERNAL PANLOGIC CONSULTATION 2% " @ , 0% 29% &C D " E E ) 2 53% E( E ( ) ' 16% FE ( ' 3: == © Ipsos MORI Version 1 | Public
- 26. 16% of British adults have donated to an arts or cultural institution in the past twelve months Q Have you made a donation to an arts or cultural institution in the past twelve months? Total 16% Age 15-24 8% 25-34 12% 35-44 19% 45-54 14% 55-64 17% 65+ 22% Social Grade AB 29% C1 17% C2DE 7% Base: 974 British adults interviewed via Capibus May 2012 Source: Ipsos MORI © Ipsos MORI Version 1 | Public
- 27. Reasons for making a donation - Direct call to action Q Why have you made a donation to an arts or cultural institution in the past twelve months ? 45% 33% 33% I wanted to make donation when I 31% visited 26% I enjoy/personally use them 22% 18% I felt I ought to when I visited them 18% 17% 13% I was asked to make donation 12% 8% 1% Base: 135 British adults who have made a donation to an arts or cultural institution in the past twelve months interviewed via Capibus May 2012 Source: Ipsos MORI © Ipsos MORI Version 1 | Public
- 28. Reasons for not donating - No direct call to action Q Why have you not made a donation to an arts or cultural institution in the past twelve months ? 18% 16% I haven' visited an arts/cultural t 15% institution 14% 11% 8% 7% I haven' been asked to make a t 6% cultural/arts donation 2% 2% 1% 1% Base: 827 British adults who have not made a donation to an arts or cultural institution in the past twelve months interviewed via Capibus May 2012 Source: Ipsos MORI © Ipsos MORI Version 1 | Public
- 29. Other reasons for donating include importance of the cause Q Why have you made a donation to an arts or cultural institution in the past twelve months ? It's important to support the arts 45% I enjoy the arts and want to support it 33% They do an important job 33% I wanted to make donation when I visited 31% They might not survive without financial support 26% I enjoy/personally use them 22% They are set up for public good 18% I felt I ought to when I visited them 18% It's something I have always done 17% It's easy to do 13% I was asked to make donation 12% They have a good reputation 8% A public figure is associated with them 1% Base: 135 British adults who have made a donation to an arts or cultural institution in the past twelve months interviewed via Capibus May 2012 Source: Ipsos MORI © Ipsos MORI Version 1 | Public
- 30. Other reasons for not donating include lack of affinity to the cause / not donating to charity per se Q Why have you not made a donation to an arts or cultural institution in the past twelve months ? I donate to other causes 18% I've never thought about it 16% I haven't visited an arts/cultural institution 15% I don't donate to charity 14% There are more important causes 11% I haven't got around to it 8% I can't afford to make donation at moment 7% I haven't been asked to make a cultural/arts donation 6% I don't think they spend the money wisely 2% I don't know how they spend their money 2% They should be subsidised by state 1% It's too difficult 1% Base: 827 British adults who have not made a donation to an arts or cultural institution in the past twelve months interviewed via Capibus May 2012 Source: Ipsos MORI © Ipsos MORI Version 1 | Public
- 31. Towards new modes of giving © Ipsos MORI Version 1 | Public
- 32. Mobile technology for giving currently fairly low Q Which, if any, of the following methods have you ever used to make a donation? Q Which, if any of the following methods would you use again / ever use in future? Donation box in foyer at charitable institution 31% 39% Text message 7% Have done before 9% Would do again / in future Mobile-based giving site (e.g. JustTextGiving) 5% 6% Base: 974 British adults interviewed via Capibus May 2012 Source: Ipsos MORI © Ipsos MORI Version 1 | Public
- 33. ‘New’ giving methods not yet widespread Q Which, if any, of the following methods have you ever used to make a donation? Q Which, if any of the following methods would you use again / ever use in future? Collection tin 59% 66% Donation box in foyer at charitable institution 31% 39% Adding voluntary donation to a purchase made in a shop 17% 22% Sponsoring someone through an online sponsorship site 14% 16% Online via a credit or debit card 12% 14% Text message 7% 9% Have done before Contactless donation through debit or credit card 6% Would do again / in future 10% Adding voluntary donation to a purchase made online 6% 8% Mobile-based giving site (e.g. JustTextGiving) 5% 6% Payroll giving 4% 6% None of these 20% 2% Base: 974 British adults interviewed via Capibus May 2012 Source: Ipsos MORI © Ipsos MORI Version 1 | Public
- 34. ‘New’ giving methods not yet widespread Q Which, if any, of the following methods have you ever used to make a donation? Q Which, if any of the following methods would you use again / ever use in future? 3% Coinstar machines in supermarkets 5% 2% Follow a link in social network site to online sponsorship site Have done before 4% 2% Would do again / in future Fundraising social network (e.g. Mycharitypage) 4% 2% Round Pound 7% 2% Digital TV 3% 1% Follow a link/advert in a social network site to charity page 3% 1% Fundraising search engine (e.g. Everyclick.com) 2% Directly through a social network site (e.g. Buying a gift in second 1% life) 2% 0% ATM machine 3% 20% None of these 2% Base: 974 British adults interviewed via Capibus May 2012 Source: Ipsos MORI © Ipsos MORI Version 1 | Public
- 35. On the surface the data would suggest low receptiveness to new methods… 31% of British adults have ever used a 7% have ever donated donation box in the via text message foyer at a charitable institution 39% would consider 9% would consider doing so in future doing so in future BUT… Base: 974 British adults interviewed via Capibus May 2012 Source: Ipsos MORI © Ipsos MORI Version 1 | Public
- 36. An effective call to action with the technology in place to respond does modify behaviour During the DEC 2004 tsunami appeal 61% of online donors said this was the first time they had donated online AND… © Ipsos MORI Version 1 | Public https://www.cafonline.org/publications/2011-publications/caf-disaster-monitor-2011.aspx
- 37. …moving from generalities into specifics…. © Ipsos MORI Version 1 | Public
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- 39. INTERNAL PANLOGIC CONSULTATION 20% Would give more frequently if mechanism 40% of those *( )> && J for mobile phone giving aged 18-32 , K - as leave institution * & H= = )8 ) :- = ' , & * -, I I , * & H: - ); © Ipsos MORI Version 1 | Public
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- 43. Concluding remarks • Impulse giving • Complement existing modes • Easy, intuitive and fit with behaviour • Effective call to action • Technical expertise and resources??? • Strategic partnerships, industry bodies, third party sites, intermediary organisations © Ipsos MORI Version 1 | Public
- 44. Concluding remarks • Online and mobile technology offer great opportunities for facilitating impulse giving • New technologies for giving will complement the existing modes • In line with technology use, new methods must be easy, intuitive and fit with users’ behaviour… • …and be accompanied by an effective call to action • Not all charities/charitable institutions have the technical expertise or resources to introduce new technologies for giving • Strategic partnerships, industry bodies, third party sites and intermediary organisations are enablers • Ideally the organisation will maintain direct contact with their donors to continue to develop relationships with them © Ipsos MORI Version 1 | Public
- 45. Concluding remarks If an organisation does not embrace new technologies in the way it interacts with the public it will be left behind! © Ipsos MORI Version 1 | Public
- 46. Paste co- brand logo here sally.panayiotou@ipsos.com 020 7347 3073 © Ipsos MORI Version 1 | Public