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Paste co-                                           brand logo                                              hereTowards ne...
INTERNAL PANLOGIC CONSULTATION     •     •     •     •     •EXTERNAL IPSOS MORI RESEARCH    •                             ...
INTERNAL PANLOGIC CONSULTATION  • .                    /          )                                    (  • .             ...
INTERNAL PANLOGIC CONSULTATION     • .                      #     )                                    (     • 9          ...
Technology trends© Ipsos MORI   Version 1 | Public
Four fifths of British adults are now connected        Which of the following applies to you?                90           ...
Increasing penetration of smart phones                             42% British                             adults own a   ...
And mobile phone technology constantly developing© Ipsos MORI   Version 1 | Public
CAF text donation services, paypal donation platform,giving widget© Ipsos MORI   Version 1 | Public
RSPCA mobile phone service – will benefit from up to15% of users’ pay-as-you-go top-up costs                              ...
ITV’s text Santa appeal being repeated in 2012© Ipsos MORI   Version 1 | Public
Phone app downloaded by over 3700 participantsduring 2011 Comic Relief pilot now launched                                 ...
Halifax raised £25,000 for Save the Children with theirChristmas Facebook campaign                                    http...
Giving trends© Ipsos MORI   Version 1 | Public
The funding environment remains a clear cause of concern…                           91% of                                ...
…and is set to become even more challenging                                         Estimated that by 2015/16 voluntary   ...
Citizenship shows slight downward trend of giving        100                                                              ...
The economy remains the public’s key concern  What do you see as the most/other important issues facing Britain today?    ...
Charitable giving has decreased in the current recessionamongst a fifth of British adults (May 2012)Q         In the curre...
Giving to cultural institutions© Ipsos MORI   Version 1 | Public
Large proportion of the public/close friends or family have  ever visited an art gallery and/or National Trust property   ...
INTERNAL PANLOGICCONSULTATION                                            2%                                      21%      ...
•INTERNAL PANLOGIC CONSULTATION    (>   =>   (                                                                     77%    ...
Three tenths of the public have personally ever used afoyer donation box    Q          Which, if any, of the following met...
INTERNAL PANLOGICCONSULTATION                                    2%                                                "   @  ...
16% of British adults have donated to an arts or culturalinstitution in the past twelve monthsQ              Have you made...
Reasons for making a donation - Direct call to actionQ              Why have you made a donation to an arts or cultural in...
Reasons for not donating - No direct call to actionQ          Why have you not made a donation to an arts or cultural inst...
Other reasons for donating include importance of the causeQ              Why have you made a donation to an arts or cultur...
Other reasons for not donating include lack of affinity to thecause / not donating to charity per seQ              Why hav...
Towards new modes of giving© Ipsos MORI   Version 1 | Public
Mobile technology for giving currently fairly low    Q          Which, if any, of the following methods have you ever used...
‘New’ giving methods not yet widespread    Q          Which, if any, of the following methods have you ever used to make a...
‘New’ giving methods not yet widespread Q         Which, if any, of the following methods have you ever used to make a don...
On the surface the data would suggest low receptivenessto new methods…                        31% of British adults       ...
An effective call to action with the technology in place torespond does modify behaviour               During the DEC 2004...
…moving from generalities      into specifics….© Ipsos MORI   Version 1 | Public
INTERNAL PANLOGICCONSULTATION(>                62%;>(2>(!>(:>(                                                           2...
INTERNAL PANLOGIC CONSULTATION            20% Would give more           frequently if mechanism       40% of those    *(  ...
INTERNAL PANLOGIC CONSULTATION     •.    ,                            ,                      , *!                         ...
INTERNAL PANLOGIC CONSULTATION                     !    •           ,                   ,             @            ,      ...
INTERNAL PANLOGIC CONSULTATION                                    "                                                       ...
Concluding remarks • Impulse giving • Complement existing modes • Easy, intuitive and fit with behaviour • Effective call ...
Concluding remarks          • Online and mobile technology offer great opportunities for facilitating          impulse giv...
Concluding remarks                           If an organisation does not                          embrace new technologies...
Paste co-                                           brand logo                                              heresally.pana...
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Towards new modes of giving

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Sally Panayiotou, Head of Charities Research, Ipsos MORI presented this research to the National Funding Scheme (NFS) for arts, cultural and heritage sector announced by Jeremy Hunt MP at the National Portrait Gallery on 2 July 2012.

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Transcript of "Towards new modes of giving"

  1. 1. Paste co- brand logo hereTowards new modes of givingSally Panayiotou 3rd July 2012Head of charities research at Ipsos MORI© Ipsos MORI Version 1 | Public
  2. 2. INTERNAL PANLOGIC CONSULTATION • • • • •EXTERNAL IPSOS MORI RESEARCH • ! " # $% " & # ) ( • * + , " # $" -© Ipsos MORI Version 1 | Public
  3. 3. INTERNAL PANLOGIC CONSULTATION • . / ) ( • . 01 • !2 , • , 3 o4 5 + . )% () * &+ , - & o .5 6 + % o 7 $ + 8. 87 . 8 &© Ipsos MORI Version 1 | Public
  4. 4. INTERNAL PANLOGIC CONSULTATION • . # ) ( • 9 3 o4 + 6 o1 * 4 - • ); : • # <© Ipsos MORI Version 1 | Public
  5. 5. Technology trends© Ipsos MORI Version 1 | Public
  6. 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. 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. 8. And mobile phone technology constantly developing© Ipsos MORI Version 1 | Public
  9. 9. CAF text donation services, paypal donation platform,giving widget© Ipsos MORI Version 1 | Public
  10. 10. RSPCA mobile phone service – will benefit from up to15% of users’ pay-as-you-go top-up costs http://www.rspcamobile.co.uk/© Ipsos MORI Version 1 | Public
  11. 11. ITV’s text Santa appeal being repeated in 2012© Ipsos MORI Version 1 | Public
  12. 12. Phone app downloaded by over 3700 participantsduring 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. 13. Halifax raised £25,000 for Save the Children with theirChristmas Facebook campaign http://www.savethechildren.org.uk/node/2375© Ipsos MORI Version 1 | Public
  14. 14. Giving trends© Ipsos MORI Version 1 | Public
  15. 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. 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. 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. 18. The economy remains the public’s key concern What do you see as the most/other important issues facing Britain today? Economy706050 Unemployment40 Race / immigration3020 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. 19. Charitable giving has decreased in the current recessionamongst 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? Dont 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 7Base: 1,003 British adults interviewed via Capibus May 2012 Source: Ipsos MORI© Ipsos MORI Version 1 | Public
  20. 20. Giving to cultural institutions© Ipsos MORI Version 1 | Public
  21. 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. 22. INTERNAL PANLOGICCONSULTATION 2% 21% 17% < , 24% 36% , 3!!© Ipsos MORI Version 1 | Public
  23. 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. 24. Three tenths of the public have personally ever used afoyer 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. 25. INTERNAL PANLOGICCONSULTATION 2% " @ , 0% 29% &C D " E E ) 2 53% E( E ( ) 16% FE ( 3: ==© Ipsos MORI Version 1 | Public
  26. 26. 16% of British adults have donated to an arts or culturalinstitution in the past twelve monthsQ 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. 27. Reasons for making a donation - Direct call to actionQ 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 thepast twelve months interviewed via Capibus May 2012 Source: Ipsos MORI© Ipsos MORI Version 1 | Public
  28. 28. Reasons for not donating - No direct call to actionQ 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 inthe past twelve months interviewed via Capibus May 2012 Source: Ipsos MORI© Ipsos MORI Version 1 | Public
  29. 29. Other reasons for donating include importance of the causeQ Why have you made a donation to an arts or cultural institution in the past twelve months ? Its 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% Its something I have always done 17% Its 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 thepast twelve months interviewed via Capibus May 2012 Source: Ipsos MORI© Ipsos MORI Version 1 | Public
  30. 30. Other reasons for not donating include lack of affinity to thecause / not donating to charity per seQ Why have you not made a donation to an arts or cultural institution in the past twelve months ? I donate to other causes 18% Ive never thought about it 16% I havent visited an arts/cultural institution 15% I dont donate to charity 14% There are more important causes 11% I havent got around to it 8% I cant afford to make donation at moment 7% I havent been asked to make a cultural/arts donation 6% I dont think they spend the money wisely 2% I dont know how they spend their money 2% They should be subsidised by state 1% Its too difficult 1%Base: 827 British adults who have not made a donation to an arts or cultural institution inthe past twelve months interviewed via Capibus May 2012 Source: Ipsos MORI© Ipsos MORI Version 1 | Public
  31. 31. Towards new modes of giving© Ipsos MORI Version 1 | Public
  32. 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 futureMobile-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. 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. 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. 35. On the surface the data would suggest low receptivenessto 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. 36. An effective call to action with the technology in place torespond 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. 37. …moving from generalities into specifics….© Ipsos MORI Version 1 | Public
  38. 38. INTERNAL PANLOGICCONSULTATION(> 62%;>(2>(!>(:>( 23% 16%>( 8% 10% 7%)>((> ?" ? " & @ A ?@ " , A ?@ " C A ?@ " A ?@ " , & , , & G , * + , $ @ - & 3) == © Ipsos MORI Version 1 | Public
  39. 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
  40. 40. INTERNAL PANLOGIC CONSULTATION •. , , , *! ! >- • C& , , *; )>- •# & C *) )>- •. , & . *>- ! "# ?& H= = :© Ipsos MORI Version 1 | Public
  41. 41. INTERNAL PANLOGIC CONSULTATION ! • , , @ , , *= ! >- • $< , @ @L * L ?, L* -)>- ! "# $ %& & © Ipsos MORI Version 1 | Public
  42. 42. INTERNAL PANLOGIC CONSULTATION " , ( $ ) $ * * $ ! * * $* * $* * "$ + $, # %- & © Ipsos MORI Version 1 | Public
  43. 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. 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. 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. 46. Paste co- brand logo heresally.panayiotou@ipsos.com 020 7347 3073© Ipsos MORI Version 1 | Public
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