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1Donor Insights
Donor Insights
An Amárach Presentation // January 2016 //
2Donor Insights
Methodology
The questions analysed in this report were
included in Amárach’s monthly online
omnibus poll o...
Trends Report
Trust
Issues
4Donor Insights
Trust Issues
17%
14%
25%
17%
20%
7%
1%
10%
11%
26%
19%
23%
9%
1%
15%
14%
24%
23%
17%
5%
2%
No trust at all...
5Donor Insights
Trust Issues
10%
75%
15%
Yes No Don't Know
Q. Do you think Irish charities are doing enough to build trust...
6Donor Insights
Uninformed
Q. How much do you feel you know about what charities do with the money you
donate to them? % G...
7Donor Insights
Tell Me More
Q. Would you like to hear more from charities about how they use donations
including yours? %...
Trends Report
Still
Giving
9Donor Insights
End of Charity Recession?
Average amount donated to charity:
€15.00
€10.00
€12.50
€16.40
2005 2014 2015 20...
10Donor Insights
Charitable Channels
Q. How do you normally make donations to charity?
Q. What was the value of your last ...
11Donor Insights
Christmas Giving
Q. Did you make a specific donation in response to a Christmas appeal in 2015?
If yes, w...
Trends Report
People
& Pay
13Donor Insights
Pay Levels
29%
22%
39%
6% 5%
23% 23%
44%
7%
3%
Strongly agree Slightly agree Neither/nor Slightly disagre...
14Donor Insights
The Best People
36%
32%
21%
7%
4%
27%
33%
27%
9%
4%
Strongly agree Slightly agree Neither/nor Slightly di...
15Donor Insights
Competitive Wages
15%
26%
29%
19%
11%10%
28%
36%
15%
11%
Strongly agree Slightly agree Neither/nor Slight...
16Donor Insights
Senior Management – I
13%
22%
24%
21% 20%
9%
21%
33%
20%
17%
Strongly agree Slightly agree Neither/nor Sl...
17Donor Insights
Senior Management – II
22%
29%
32%
11%
5%
19%
27%
37%
13%
4%
Strongly agree Slightly agree Neither/nor Sl...
Trends Report
Driving
Donations
19Donor Insights
Direct Persuasion
21% 21%
23%
19%
20% 20%
12%
25%
24%
23% 23%
22%
20% 20%
15%
14%
Direct mail Door-to-doo...
20Donor Insights
Lasting Impressions – I
40%
28%
31%
29%
26%
14%
11%
38%
36%
32%
29%
26%
15%
10%
8%
5%
Tv advert Via email...
21Donor Insights
Lasting Impressions – II
31%
21%
16%
15%
13%
14%
10%
30%
24%
15%
14%
12% 12%
8% 8%
7%
Direct mail Via ema...
22Donor Insights
Lasting Impressions – III
13%
15%
17%
27% 27%
38%
48%
54%
56%
Press advert Via website Tv advert Direct m...
23Donor Insights
Conclusions
The economic recovery is feeding through
to higher levels of donations to charity
But the tru...
Trends Report
e. info@amarach.com
t. 01 410 5200
w. www.amarach.com
b. www.amarach.com/blog
t. twitter.com/AmarachResearch
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Fundraising Ireland Research January 2016

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Our annual look on behalf of Fundraising Ireland at Irish citizens views on charities, donation behaviour and preferences, and the impact of different media. Sponsored by An Post.

Fundraising Ireland Research January 2016

  1. 1. 1Donor Insights Donor Insights An Amárach Presentation // January 2016 //
  2. 2. 2Donor Insights Methodology The questions analysed in this report were included in Amárach’s monthly online omnibus poll of 1,000 adults aged 16+. The most recent omnibus fieldwork was conducted during 11th-18th January 2016 inclusive. Weighting was applied to make them representative of the total adult population in Ireland, in accordance with standard sampling practice. Where possible, comparisons have been made with the results of previous surveys. The results of a survey of members of Fundraising Ireland will be reported separately.
  3. 3. Trends Report Trust Issues
  4. 4. 4Donor Insights Trust Issues 17% 14% 25% 17% 20% 7% 1% 10% 11% 26% 19% 23% 9% 1% 15% 14% 24% 23% 17% 5% 2% No trust at all Distrust Somewhat distrust Neither/nor Somewhat trust Trust Trust completely 2014 2015 2016 Q. How much do you feel you can trust Irish charities nowadays?
  5. 5. 5Donor Insights Trust Issues 10% 75% 15% Yes No Don't Know Q. Do you think Irish charities are doing enough to build trust with their donors?
  6. 6. 6Donor Insights Uninformed Q. How much do you feel you know about what charities do with the money you donate to them? % Good Knowledge 30% 30% 30% 32% 33% 32% 33% 23% All Adults Male Female 16-24 25-34 35-44 45-54 55+
  7. 7. 7Donor Insights Tell Me More Q. Would you like to hear more from charities about how they use donations including yours? % Yes 70% 69% 72% 74% 68% 74% 66% 70% All Adults Male Female 16-24 25-34 35-44 45-54 55+ 72% would like to hear by email; 26% by post
  8. 8. Trends Report Still Giving
  9. 9. 9Donor Insights End of Charity Recession? Average amount donated to charity: €15.00 €10.00 €12.50 €16.40 2005 2014 2015 2016
  10. 10. 10Donor Insights Charitable Channels Q. How do you normally make donations to charity? Q. What was the value of your last donation (x method)? Methods of Donation to Charity All Adults Male Female 16-24 25-34 35-44 45-54 55+ € Average In a charity shop 51% 48% 54% 57% 51% 53% 50% 46% €20 Church, street, or shopping centre collection 45% 42% 48% 38% 38% 46% 51% 53% €6 Bought charity raffle ticket 39% 39% 39% 28% 30% 42% 48% 46% €8 Via text message 14% 11% 18% 17% 18% 22% 13% 6% €4 Donations through websites 14% 14% 15% 10% 22% 15% 11% 13% €39 Have a direct debit to a charity 13% 15% 11% 5% 11% 10% 13% 23% €42 Door to door collection 13% 15% 11% 7% 12% 12% 13% 16% €8 Donation by post 7% 9% 6% 1% 3% 6% 8% 16% €38 By mobile app 2% 2% 2% 2% 2% 2% 2% 1% €3 By telephone 2% 2% 1% 1% 2% 1% 1% 2% €10 Give to collectors or needy on the streets or collection boxes in shops 1% 1% 2% 1% 2% 2% 1% 1% n/a I don’t give money to charity 7% 9% 5% 8% 9% 6% 7% 5% n/a
  11. 11. 11Donor Insights Christmas Giving Q. Did you make a specific donation in response to a Christmas appeal in 2015? If yes, was it more, same or less than year before (or didn’t make one before)? 33% 59% 30% 5% 6% Donated to Christmas Appeal Same as last year More than last year Less than last year No donation previous Xmas
  12. 12. Trends Report People & Pay
  13. 13. 13Donor Insights Pay Levels 29% 22% 39% 6% 5% 23% 23% 44% 7% 3% Strongly agree Slightly agree Neither/nor Slightly disagree Strongly disagree 2015 2016 Q. Agreement with statements: “Wages in the charity sector are too high”
  14. 14. 14Donor Insights The Best People 36% 32% 21% 7% 4% 27% 33% 27% 9% 4% Strongly agree Slightly agree Neither/nor Slightly disagree Strongly disagree 2015 2016 Q. Agreement with statement: “Charities should get the best professionals possible to work for them”
  15. 15. 15Donor Insights Competitive Wages 15% 26% 29% 19% 11%10% 28% 36% 15% 11% Strongly agree Slightly agree Neither/nor Slightly disagree Strongly disagree 2015 2016 Q. Agreement with statement: “Charities need to pay competitive wages to get the best people to work for them”
  16. 16. 16Donor Insights Senior Management – I 13% 22% 24% 21% 20% 9% 21% 33% 20% 17% Strongly agree Slightly agree Neither/nor Slightly disagree Strongly disagree 2015 2016 Q. Agreement with statements: “Senior management in charity sector should get same pay level as those in similar sized companies in private sector”
  17. 17. 17Donor Insights Senior Management – II 22% 29% 32% 11% 5% 19% 27% 37% 13% 4% Strongly agree Slightly agree Neither/nor Slightly disagree Strongly disagree 2015 2016 Q. Agreement with statements: “Senior management in charity sector should be paid less than senior management in similar sized companies in private sector”
  18. 18. Trends Report Driving Donations
  19. 19. 19Donor Insights Direct Persuasion 21% 21% 23% 19% 20% 20% 12% 25% 24% 23% 23% 22% 20% 20% 15% 14% Direct mail Door-to-door Tv advert Via website Press advert On-street rep Via email Text message Telephone call 2015 2016 Q. Likelihood of signing up to direct debit to a charity by contact method: % fairly/very/extremely likely
  20. 20. 20Donor Insights Lasting Impressions – I 40% 28% 31% 29% 26% 14% 11% 38% 36% 32% 29% 26% 15% 10% 8% 5% Tv advert Via email Via website Press advert Direct mail Door-to-door On-street rep Text message Telephone call 2015 2016 Q. Impact of different charity communications on personal feelings: Feeling Informed
  21. 21. 21Donor Insights Lasting Impressions – II 31% 21% 16% 15% 13% 14% 10% 30% 24% 15% 14% 12% 12% 8% 8% 7% Direct mail Via email Tv advert Via website Press advert Door-to-door On-street rep Telephone call Text message 2015 2016 Q. Impact of different charity communications on personal feelings: Feeling Valued
  22. 22. 22Donor Insights Lasting Impressions – III 13% 15% 17% 27% 27% 38% 48% 54% 56% Press advert Via website Tv advert Direct mail Via email Text message On-street rep Telephone call Door-to-door Q. Impact of different charity communications on personal feelings: Feeling Irritated
  23. 23. 23Donor Insights Conclusions The economic recovery is feeding through to higher levels of donations to charity But the trust recovery is lagging behind and in danger getting worse before it gets better The general public still have unrealistic expectations about the ‘economics’ of running modern charities – but are interested in learning more about what charities do They are also open to more digital interaction with charities – but the traditional means of collecting and communicating remain just as important as before.
  24. 24. Trends Report e. info@amarach.com t. 01 410 5200 w. www.amarach.com b. www.amarach.com/blog t. twitter.com/AmarachResearch
  • CiaranOReilly2

    Jan. 29, 2016

Our annual look on behalf of Fundraising Ireland at Irish citizens views on charities, donation behaviour and preferences, and the impact of different media. Sponsored by An Post.

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