How the public is responding to charitable causes in the current climate michael wagstaff - you gov
How the public is responding to charitable causes in the current climate
What the presentation covers Aim Attitudes to charitable giving Understanding the behaviour of donors New media v traditional Motivations and messages
Since the start of the recession more say they give but theygive less. Source : NCVO
Health, children and animals are top of the charitable causesHit Parade Health and medicine 48%
Poverty and social care complete the top 5What causes did you donate to in the last 3 months?. Base=1240
But charities report that donations are down and that donorsare changing the causes they support Charity donations to the top 500 down by £70m Donations to the biggest charities hardest hit Donations to social causes down from the previous year Donations to animal welfare charities up significantly
The ‘ask’ can determine how much is donated £51+ £11-£50 Mailshot, £1-£10 6% circulars and emails result in Direct marketing from a charity 42% the largest 52% donations. Need to 10% connect and I wasn’t prompted 27% develop a relationship 63% with this group. 3% Family / friend / colleague 25% 72% 3% I saw an advert for the charity on the TV, radio or 24% in a newspaper 73% 5% International appeal / National TV event / Annual 22% event 74% 3% Street fundraiser / box collection / charity 13% representative 85%How much donated by type of ‘ask’. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
But we know not everyone agrees with giving to charity Your reasons for not donating to charity in the last 3 months. Base=1240
In today’s climate you need to understand donor behaviour Donor history
Being more responsive – know your audience Understanding your audience is vital. Demographics Life-stage Attitudes Motivations Donor history Media consumption
Meet LisaShe has recently married, has no children but does plan a family Lisa checks her Facebook page and Twitter feed more than once per day She reads the Daily Mail She earns £36,000 p.a and is confident of her future financial situation Lisa is female, 29 years old Her favourite tv and lives in Leeds programmes include soaps, Sherlock and the Blue Planet Lisa banks with HSBC Lisa is a keen supporter of environmental charities
Lisa is one of the 28% of people who received an email from acharity in the last 3 months.One third of allemails that peoplereceive from acharity talk aboutspecific projectsand how to donateto support them.Just over onequarter talk aboutthe charities aimsand objectives Which of the following have you seen from a charity in the last 3 months? Base 1993
The email had a positive outcome because after receiving it Lisa set up adirect debit to give £10 a month to the charity to help their conservation work. 28% received an email of which 13% made a donation.What did you do as a result of the email message? Base 540
A presence on social media can be a good way of generatingdonations 15 per cent of Facebook users and 16 per cent of Twitter users made a donation after reading a charity Facebook page or receiving a tweet from a charity.
It can also help you connect with your target audience
Meet Harry He doesn’t read newsprint but catches He is on Facebook and checks it up on his iPad. regularly He earns £20,000 p.a and He watches TV online via thinks he should start BBC iPlayer and Sky Go saving soon Harry is 23 years old and lives in Exeter Harry cycles everywhere. Harry hasn’t really thought about charities in the past.
Harry is one of the 20% of people who have seen a reference to a charity on Facebook in the last 3 monthsThe Facebookpage Harry sawgave details of theaims of a charitythat promotes sportto disadvantagedyoungsters.24% of viewers ofcharity Facebookpages read aboutthe charities aimsand objectives,20% read casestudies and 49%on how to donate. Which of the following have you seen from a charity in the last 3 months?
Social media can help you connect with potential supportersin other ways.The reaction that the Facebook reference to the charity caused. Base=540
Know your audience : some people prefer more traditional‘asks’.
Meet Jack He likes to play tennis Jack but doesn’t really use and does jogging. social media He watches BBC1, ITV He earns £50,000 p.a and C4 and reads the Guardian. Jack is male, 58 years old and lives in LondonJack is married with two Jack has a nearly paid offteenaged children, a dog mortgage and has a and two rabbits. Jack is an occasional giver to series of investment charity products
Social media is not really a source of information for Jack’sage groupIn Jack’s age group(55+) people aremuch more likely toget exposure tocharities throughtraditional print andbroadcast media.Which of the following have you seen from a charity in the last 3 months – Aged 55+
What do we know about motivations and messaging?
What motivates Lisa, Harry and Jack to get involved with acharity? Personal experience/affinity An expression of who you are/reflects your beliefs Social and emotional pressures Wanting to make a difference They were asked to
In conclusion : what about the message? Communicate in a targeted way - segmentation Clear about aims of the charity and intended outcomes Show how the money will make a difference Share news and information Communication should be about building a relationship
A strong relationship will protect your brand if things go wrong 9th August: BBC Newsnight features an interview with wounded servicemen criticising Likelihood to donate how Help for Heroes invests its drops 10 points and takes money one month to recover Two weeks later Buzz has fallen into negative territory