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Australian communities infographic-2016-mccrindle

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The results of our annual longitudinal study, which analyses the effectiveness, engagement and awareness of the Not for Profit sector, will be presented at the one-day Australian Communities Forum in Sydney on October 13.

The Australian Community Trends Report delivers a clear analysis of the social context in which the Not for Profit sector is operating, and shows that Australians are a generous bunch, with four in five Australian givers (80%) giving financially to charitable organisations.

Some of the findings which are presented in the infographic below from the 2016 research, will be shared by Mark McCrindle and John Rose (R2L & Associates) at the Australian Communities Forum.
MOTIVATION FOR GIVING
When it comes to motivation to give money to or volunteer with a charitable organisation, children and health are the top causes. Australian charitable givers are most likely to be highly motivated to give money to or volunteer for children’s charities (47%) followed by medical and cancer research organisations (46%) and animal welfare and wildlife support groups (44%). Compared to our 2015 research findings, children’s charities have overtaken health and disaster relief as the highest giving priorities in 2016.

THE KEY DECISION DRIVERS
The key decision drivers for Australian charitable givers are knowledge and trust of the organisation, which is the most significant influence on Australian givers getting involved with a charitable organisation. Almost seven in 10 Australian givers (68%) indicated that this is extremely or very significant as a motivation for getting involved. Australians are also highly motivated by organisations that make the world a better place for the less fortunate (54%) and also by their own knowledge of a need (52%).

THE MOST IMPORTANT COMMUNICATION CHANNELS
The most important communication channels in helping Australian charitable givers to engage with causes, Not for Profit organisations and charitable organisations is through word of mouth by way of friends or family members. This was listed as the most influential channel through which Australian givers hear about and engage with charitable organisations, with 39% of Australian givers considering this to be extremely or very important. This validates the ingrained Aussie “scepticism” and our need to hear information from someone we trust in order to fully trust the information we are receiving. Websites are increasingly seen as reliable sources of information with a third (33%) of Australian givers considering these as extremely or very important to them engaging with a charitable organisation.

Published in: Government & Nonprofit
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Australian communities infographic-2016-mccrindle

  1. 1. METHODOLOGY Nationally representative survey, n = 1,510. Charity supporter survey, n = 2,688. Not-for-profit staff survey, n = 875. 6 focus groups (Syd & Mel) of charity givers. Expert interviews, n = 14. Research and infographic by McCrindle Research c b 2016 TOP 7 CAUSES % of Australians highly motivated by this cause 54% To make a better world Donating goods Volunteering Fundraising/promoting Raising awareness 59% 34% 17% 13% 50%COMMUNITY INFLUENCERS 4%GLOBAL ADVOCATES 40%LOCAL ACTIVATORS 6%OVERSEAS PARTICIPATORS H O W A U S T R A L I A N S G E T I N V O L V E D Children’s charities Medical research Animal welfare Disaster reponse in Australia Disability Mental health Homelessness TOP MOTIVATIONS FOR GETTING INVOLVED WITH CHARITIES 52% See the need 68% Know and trust the charity 51% The feeling I get when I volunteer 51% Responsibility to give back to the community 49% To make a better world SUPPORTING VOLUNTEERING 45% 40% 35% 30% 47% 46% 44% 37% 33% 32% 30% Y Gen Y are more likely to have volunteered for a charity (46%) than over 30s (31%). Gen Y prefer one-off volunteering activities (31% vs. 19% for over 30s), and represent a new approach to volunteering in Australia. Y Gen Y are almost twice as likely to prefer raising awareness (40%) than direct action (23%), but for over 30s it is the reverse. Gen Y are more global in outlook and have less of a focus on local / national (48%) compared to over 30s (61%). 50% 4 in 5AUSTRALIANS GIVE FINANCIALLY TO CHARITIES / NOT-FOR-PROFITS THE LONG-TERM ENGAGEMENT CHALLENGE Australians are twice as likely to... ...give a one-off donation than to donate regularly ...volunteer for an event than be an ongoing volunteer VS. VS. 1 in 4 give at least once a month However, 1 in 5 don’t give at all MOST OF THESE SUPPORT IN OTHER WAYS TOO Y For Gen Y the number 1 cause is animal welfare (53%). 56% 28% 21% 11%
  2. 2. Y CHARITIES ARE INCREASINGLY GETTING IT RIGHT Water level = % too much - % too little THE 5 CHARITY ESSENTIALS % who say this is extremely / very important H O W C H A R I T I E S C A N E N G A G E Administration costs kept below 20% Verification of registration as a charity Transparent reporting of admin costs Where donations are allocated Reporting specific impacts and costs 72% 72% 71% 65% 65% Y Gen Y is less focussed on keeping administration costs below 20%, dropping this to 6th position at 56%. 75% Just right +8% from 2015 66% Just right +4% from 2015 57% Just right +9% from 2015 58% Just right +14% from 2015 Y Charities are getting the balance right with Gen Y, with equal numbers of Gen Y saying that the frequency of donation requests and the amount spent on administration are either too much or too little. COMMUNICATION CHANNELS % who say this is extremely / very important 1 For Gen Y, number 3 is social media (44% vs. 18%). Word of mouth Website Television 39% 33% 31% 2 3 P R A C T I C A L E M O T I O N A L BLOCKERS & ENABLERS TO GIVING B L O C K E R S E N A B L E R S CHANGES AND CHALLENGES IN THE EXTERNAL ENVIRONMENT % who strongly / somewhat agree Y 1 Not surprisingly, Gen Y view the generosity of the younger generations less harshly (49% strongly / somewhat agree), but it is still almost half. Growing gap between rich and poor Rising cost of living Younger generations not as generous 73% 67% 60% 2 3 Australians believe the biggest advertising channel in the next decade will be social media campaigns (29%). Y This figure is much higher for Gen Y (44%). Y Y Y Y NPS/NCS = [9+10] - [0+1+2+3+4+5+6] Scores of promoters Scores of detractors AUSTRALIA’S HIGHEST RATED SECTOR On a scale of 0 to 10, how likely would you be to recommend this organisation to a friend looking for a charity to support? 29 NET PROMOTER SCORE (SUPPORTERS) NET PROMOTER SCORE +2 from 2015 On a scale of 0 to 10, how likely would you be to recommend this organisation to a friend looking for a place to work? NET CULTURE SCORE (STAFF) 21 Personal connection Show impact of individual gift Stories of change/impact Frontline participation Tech-enabled communications Values alignment ‘One-click’ giving Micro-giving, small steps Oversaturation of charities Doubting how much gets through Already give to people in need Role of government funding Donation requests intrusive Risings costs, variable income Set amounts/ongoing contracts Complex giving process Y Gen Y desire tech-enabled giving and opportunities to engage with charities by actively participating beyond just giving money. 20% $

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