Table of Contents
Overview
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- What you need to know
Executive Summary
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- 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
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- 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
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- Figure 2: Types of charitable cause donated to in last 6 months, December 2017
- Cash the most popular form of donating money
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- Figure 3: How people have donated money to charity in last 6 months, December 2017
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- Figure 4: Ways in which cash donations were made to charities in last 6 months, December 2017
- ‘Lifestyle giving’ appeals to under-45s
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- 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
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- Figure 6: Mean donation given to charity in last month, by age and gender, December 2017
- The personal link is key
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- Figure 7: Behaviours around charitable giving, December 2017
- Privacy and anonymity are important factors
- Donating goods and buying from charity are most popular activities
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- Figure 8: Other charitable activities conducted in last 6 months, December 2017
- ‘Bad publicity’ does exist
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- Figure 9: Attitudes towards charitable giving, December 2017
- What we think
Issues and Insights
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- 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
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- 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
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- Charities and the GDPR
- Two thirds make monetary donations to charity…
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- 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
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- Figure 11: Changes in household finances, January 2015 – February 2018
- Number of charities rises again…
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- 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
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- Figure 13: Charities’ annual income, England and Wales, 31 March 2017 to 31 December 2017
- National Lottery funding for good causes bounce back
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- Figure 14: Total returns to good causes from the National Lottery, recent quarters*, April 2015 – December 2017
- Volunteering levels continue to decline…
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- Figure 15: Participation in voluntary activities* (at least once a month), England, 2001-2015/16
- …but community spirit is on the rise
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- 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
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- 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
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- Recorded advertising spend in decline
- Leading charities dominate adspend
- Charities adopt new ways to communicate…
- …including making causes more ‘real’
Advertising and Marketing Activity
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- Recorded advertising spend in decline
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- 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
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- Figure 20: Total above-the line, online display and direct mail advertising expenditure by charities, by quarter, 2014-17
- Leading charities dominate adspend
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- 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
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- Figure 22: CALM #bestmanproject, January 2018
- Charities adopt new ways to communicate
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- Figure 23: Movember Unmute – ask him campaign, September 2017
- Making causes more ‘real’
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- 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
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- 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
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- Health hits home
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- Figure 25: Types of charitable cause donated to in last 6 months, December 2017
- Younger adults look to invest in the future
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- 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
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- Cash the most common way of donating money
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- 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
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- Figure 28: Ways in which cash donations were made to charities in last 6 months, December 2017
- ‘Lifestyle giving’ appeals to under-45s
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- Figure 29: Ways in which online donations were made to charities in last 6 months, by age, December 2017
How Much Money People Donate
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- 25-34s donate the most…
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- Figure 30: Mean donation given to charity in last month, by age and gender, December 2017
- …but for how long?
Behaviours around Charitable Giving
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- The personal link is key
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- Figure 31: Behaviours around charitable giving, December 2017
- Anonymous giving could benefit from the GDPR
- Celebrity ambassadors ‘not a draw’
Other Charitable Activities Conducted
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- Donating goods and buying from charity are most popular activities…
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- 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
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- Figure 33: We Make Change website, September 2017
Attitudes towards Charitable Giving
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- ‘Bad publicity’ does exist
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- 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
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- Abbreviations
- Consumer research methodology
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