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Attitudes towards charities at Christmas

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Our latest research carried out with a nationally representative sample of the public in October shows how people are more aware of charities at Christmas, but no charities are gaining awareness through advertising at Christmas. Some highlights are:
• 86% of the population don’t remember any ads in which charities featured. Almost no charity ads are remembered at Christmas, and even the best remembered ads are in low single figures.. This must be a massive opportunity for a charity to dominate the charity ad market.
• 60% of the public say they hear more about charities at Christmas, and 31% are more likely to give at Christmas.
• The most common ways of giving are through charity Christmas Cards. These tend to bought by older women (65% for women 55+ vs 48% overall) and products which contain an element of donation (40% overall).
• A minority volunteer at Xmas (18%) and a minority turn are more likely to turn to charities for help at Xmas (19%)
• For about 43% of people its harder to give simply because its Christmas, with all the other demands that brings.

Published in: Government & Nonprofit
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Attitudes towards charities at Christmas

  1. 1. Attitudes towards charities at Christmas Public awareness research from 1000 people representative of the UK public December 2016 – (from research in October 2016)
  2. 2. 2 Summary of findings • People hear more about charities, and are more likely to give to them, at Christmas. • The most common ways of giving are through charity Christmas cards. These tend to bought by older women (65% for women 55+ vs 48% overall). Also popular were products which contain an element of donation (40% overall). • A minority volunteer at Christmas (18%) and a minority are more likely to turn to charities for help at Christmas (19%). • For about 43% of people, the demands that Christmas brings means that it is harder to give. • 86% of the population don’t remember any charity ads. No charity ads are remembered at Christmas, and even the best remembered ads are in low single figures. This must be a massive opportunity for a charity to dominate the charity ad market.
  3. 3. 3 Chart 1: Charity partnership Christmas ads Base: 1,000 adults 16+, Britain | Source: CAM, Oct 2016, nfpSynergy “In recent years some companies have teamed up with charities at Christmas for their big Christmas TV advert. Can you list any of the adverts you remember from previous years?” 4% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 86% John Lewis Sainsbury's M&S British Red Cross Salvation Army Oxfam Tesco Cancer Research (unspec) Age UK Asda Coca Cola NSPCC Save The Children Shelter Can't think of any/None
  4. 4. 4Base: 1,000 adults 16+, Britain | Source: CAM, Oct 2016, nfpSynergy “Thinking about charities at Christmas, to what extent do you agree with the statements below?” 13% 14% 24% 19% 17% 31% 31% 32% 43% 5% 5% 7% 7% 7% 9% 12% 16% 17% -31% -27% -20% -24% -26% -13% -12% -14% -8% -22% -20% -10% -11% -14% -8% -5% -9% -4% I often volunteer for a charity during the Christmas period I am more likely to look for help from a charity at Christmas I tend to give more to charities at Christmas I am more likely to visit a charity shop at Christmas I buy charity gifts for family and friends at Christmas (e.g. adopt an animal/send a goat) I am more likely to buy a product that makes a donation to charity at Christmas Christmas makes it harder to find the money to support charities I usually buy charity Christmas cards I hear more about charities at Christmas Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree Chart 2: People’s interactions with charities at Christmas
  5. 5. 5Base: 1,000 adults 16+, Britain | Source: CAM, Oct 2016, nfpSynergy “Thinking about charities at Christmas, to what extent do you agree with the statements below? - I usually buy charity Christmas cards” Strongly Agree + Agree 42% 52% 65% 47% 36% 46% Women 16-34 Women 35-54 Women 55+ Men 16-34 Men 35-54 Male 55+ Chart 3: “I usually buy charity Christmas cards” 43% 53% 61% 41% 49% 45% 44% 44% 43% 45% 51% 60% M F AB C1 C2 DE 16-24 25-34 35-44 45-54 55-64 65+
  6. 6. 6Base: 1,000 adults 16+, Britain | Source: CAM, Oct 2016, nfpSynergy “Thinking about charities at Christmas, to what extent do you agree with the statements below? - Christmas makes it harder to find the money to support charities” Strongly Agree + Agree 51% 47% 36% 52% 42% 33% Women 16-34 Women 35-54 Women 55+ Men 16-34 Men 35-54 Male 55+ Chart 4: “Christmas makes it harder to find the money to support charities” 41% 44% 42% 34% 49% 49% 55% 48% 43% 46% 41% 30% M F AB C1 C2 DE 16-24 25-34 35-44 45-54 55-64 65+
  7. 7. 7Base: 1,000 adults 16+, Britain | Source: CAM, Oct 2016, nfpSynergy “Thinking about charities at Christmas, to what extent do you agree with the statements below? - I am more likely to look for help from a charity at Christmas” Strongly Agree + Agree Chart 5: “I am more likely to look for help from a charity at Christmas” 20% 17% 24% 13% 21% 19% 38% 28% 25% 12% 9% 6% M F AB C1 C2 DE 16-24 25-34 35-44 45-54 55-64 65+ 23% 12% 21% 18% 29% 15% 14% 18% NW Yorkshire / Humberside North East Mids East Lond SE SW/ Wales Scot
  8. 8. 8 2-6 Tenter Ground Spitalfields London E1 7NH www.nfpsynergy.net +44 (0)20 7426 8888 insight@nfpsynergy.net nfpsynergy nfpsynergy nfpsynergy Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH. Registered in England No. 04387900. VAT Registration 839 8186 72

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