Karen Barker, researcher, nfpSynergy Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. How can PR address the
public’s trust shortfall in
charities?
Karen Barker
nfpSynergy December 2015

2. 2
• What’s happened to public trust and perceptions of
charities?
• How have journalists’ perceptions of charities changed?
• How can PR address the trust shortfall?
Agenda

3. What has happened
to trust?

4. 4
59%
64% 66%
56%
53%
48%
Jul-11 May-12 May-13 Apr-14 Apr-15 Oct-15
Trust in charities continues to decline…
“Below is a list of public bodies and institutions. Please indicate,
by ticking in the appropriate column, how much trust you have
in each of the bodies” A great deal or quite a lot Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Oct 15, nfpSynergy

5. Why and what does
this mean?

6. 6
This is not a niche issue –critical stories have
had a wide reach

7. 7
We can’t dismiss this – the public may not
forget and forgive
Half who saw
coverage had a
worse opinion of
charities as a result
45% of public said
they find it harder
to trust charities as
a result
35% of public said
they are less likely
to donate as a
result

8. 8
Older people most likely to have had their
view of charities worsened
50%
12%
34%
55%
61% 63% 63%
Total 16-24 25-34 35-44 45-54 55-64 65+
“Did this media coverage change how you felt about charities?”
It worsened my view of charities Base: 1,000 adults 16+, Britain | Source: CAM, Jul 2015, nfpSynergy

9. The view of journalists

10. 10
Journalists see controversies as one of most
newsworthy charity stories
“Which of the following stories would you be likely to cover in your
local area?’ Base: 151 journalists| Source: : JAAM, Apr 15, nfpSynergy
73%
66%
64%
38%
32%
23%
23%
5%
A medical breakthrough/ innovation
A successful charity campaign to change a
policy
Charity Scandal/ Controversy
A story about a charity beneficiary
Celebrity support of a charity
Annual fundraising event
Social media event
No answer

11. 11
Media scrutiny of charities is the new normal
Over half agree that
more regulation of
charities is needed, even
if it means charities raise
less money
70% think there will be
more critical media
coverage of charities in
the future
65% believe media needs
to do more to scrutinise
charities

12. 12
But, there is good news too!
Only 4% agreed
coverage will make
them less likely to
cover a charity
case study
Less than a quarter
agreed their trust
in charities had
fallen as a result of
coverage
44% felt charities
generally handled
critical media
coverage well
Less than one in
ten agreed
coverage will make
them less likely to
cover a charity
campaign

13. 13
Many journalists see themselves as
benevolent partners for the sector
Last year, 94% of
journalists believed
the media helped
the public’s
understanding of
charities
“Exposure is life blood of charities,
publicity re their work, case studies etc.
are what bring the funds in - on top of
the national/international events that
prompt people to donate and
volunteer.”
Medical Correspondent, Daily Mail

14. 14
And they think you understand what they
need
“Most of them [charity press releases]
are well-written, concise and
relevant, and if I call back for more
information, I generally find well-
informed and savvy people on the
other end of the line (something you
wouldn't necessarily expect if you rang
a PR agency or a company or a
government department press office).”
Press Association
72% think charities
understand what
they need as a
journalist

15. Opportunities

16. 16
Journalists think communication about
fundraising should be the top priority for
charities
82% believe it is
absolutely vital or
very important that
charities
communicate with
the media about
fundraising
practices
"Since Mrs Cooke's sad story, we have
learned that not all donors realised that
data-swapping or rental has been
common practice among most large UK
charities. Smile Train was so concerned
by the recent disquiet that the UK
trustees met to discuss the matter and
instigated a root-and-branch review of
our practices. Smile Train will see a
fall in its charitable income as a
result."

17. 17
Who is the spokesperson for your
organisation?

18. 18
Journalists have the same perception as
other audiences that charities spend less
than they should on the cause
“Thinking about the three different types of expenditure-
‘administration’ ‘fundraising’ and ‘cauae’ what would you consider an
acceptable percentage of the average charity’s income to be spent on
each’”. Mean of each category
Base: 151 journalists| Source: : JAAM, Apr 15, nfpSynergy
55%
38%
43%
73%
64%
61%
MPs Public Journalists
Estimated % of income on the cause Acceptable % of income on the cause

19. 19
Know the audience for the outlet, and tailor
messaging accordingly
19
65+16-24 25-34 35-44 45-54 55-64
Challenging / Dynamic
Innovative
Accountable / Reputable
Professional
Approachable /
Empowering / Inspiring
Caring / Compassionate
Sympathetic
Caring / compassionate
Approachable
Passionate
Honest
Helpful
Friendly/ welcoming
Effective/Cost Effective
Reputable
Practical
Accountable
Established
Campaigning

20. 20
Digital has changed how media outlets
source stories “If we’re allowed to use it [a video on
social media], we’ll just pull it off and
use it. I think it’s a fantastic way to get
videos straight onto the TV. Quite often
now it’s good enough quality to put on
the telly.”
- Producer, Sky News

21. 21
12%
33%
Nov 03
(Paper*)
Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11 Jul-11 May-12 May-13 Apr-14 Apr-15 Oct-15
If banks have managed to begin reversing
their trust problem, surely charities can too?
“Below is a list of public bodies and institutions. Please indicate,
by ticking in the appropriate column, how much trust you have
in each of the bodies” A great deal or quite a lot Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, April 15, nfpSynergy
47%

22. Questions?

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24. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we
do:
www.charitycomms.org.uk

25. PR in the
digital age
Conference
3 December 2015
London
#charityPR
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