An overview of our research project, designed to understand how UK consumers view charitable causes. The project was undertaken in collaboration with our charitable partners The Worldwide Tribe.

1. 1
RDSi Charity Research
Conducted in April 2018
How the UK view charities and their
causes

2. 2
What we did…
The British public have an almost infinite choice
when it comes to choosing which charities to
support with each trying to communicate their
worth and capture the public’s attention. As
an agency of inquisitive researchers, we
wanted to understand how different
charitable causes are viewed in the UK, and
where the public are most likely to donate
their time, money and support.
Since 2017, RDSi have charitable partners with
The Worldwide Tribe, a charity who focus on
supporting those displaced by war. In
collaboration with The Worldwide Tribe, we
conducted a large piece of online research to
better understand what was going through the
minds of UK consumers when they consider
different charitable causes.

3. 3
…How we did it
To reach our goal we conducted 1,014 online
interviews with adults in the UK, sourced
through SSI’s consumer panel, and asked them
a series of questions about their habits and
attitudes when it came to making charitable
donations.
We utilised system one and system two
question techniques to try to uncover both the
rational and the unrationalised thought
process behind selecting charities to support.
As our research was conducted with our
charitable partners, we are sharing this data
free with those who will listen. Some of the
data can be found in the deck, whilst others is
being shared through initiatives such as The
100 Days of Displaced Data.

4. 4
100 Days of Displaced Data
On June 1st, we were excited to launch our new initiative,
The 100 Days of Displaced Data. It all began in 2017 when
we launched a collaboration with our friends at The
Worldwide Tribe to understand how the global refugee crisis
is viewed from the UK.
This summer we have been sharing the findings through a
daily feed of statistics and information uncovered from the
research.
Some of the statistics are shocking, some sad and some full of
hope for the future.
The aim of these posts has been to help raise awareness of the
refugee crisis, and to encourage everyone to read, learn and
engage more with this issue.
To follow the 100 Days of Displaced Data, head over to our
Twitter https://twitter.com/rdsi

5. 5 v
The research audience
A nationally representative UK sample

6. 6
We spoke to a representative audience of UK adults
Gender
49% 51%
South West
West Midlands
Wales
South East
(excluding London)
London
East
East Midlands
Yorkshire & The
Humber
Northern
Ireland
North East
Scotland
9%
13%
13%
7%
5%
11%
North
West
8%
4%
9%
3%
9%
9%
34%
have children
aged 18 or under
living at home
19%
31%
19%
40%
30%
14% Under 1
1-4 yrs
5-9 yrs
10-11 yrs
12-15 yrs
16-18 yrs
ChildrenLocation
12%
17%
20%
20%
18%
13% 18-24 yrs
25-34 yrs
35-44 yrs
45-54 yrs
55-64 yrs
65-74 yrs
Age
90%
5%
2%
2%
Ethnicity
Base: All respondents (1014)

7. 7 v
Donations of time, money and
support
UK behaviour with regards to donations

8. 8
31%
43%
42%
11%
12%
34%
36%
33%
18%
18%
31%
17%
15%
59%
53%
4%
5%
10%
11%
18%
Sponsoring
Fundraising
Volunteering
Donating goods
Monetary donation
Regularly Ocassionally Rarely Never
18-34 year olds most likely to never
donate money.
Northerners and those with children at
home are more likely to donate once
a week
Southerners more likely to donate
goods or regularly sponsor
compared to Northerners or
Midlanders
Males and non BAME Brits most likely
to never have fundraised for charity
Question wording: A1. How often do you typically participate in the following charitable action or activities? Base: All respondents (1014)
Donating money/goods were the most frequent charitable activities
Those without children are more
likely to volunteer more frequently
than those with children

9. 9 Question wording: A2a. Which of the following have you done in the last 6 months? Base: All respondents (1014)
Given
goods to
charity
Single
payment to
charity
Sponsored
someone
for charity
Spent
money at
charity
event
Paid charity
by DD
Looked up
info on
charity
Signed
charity
petition
Volunteered
for charity
Shared/
posted about
charity online
Personally
raised
money
Took part in
public
protest
62% 53% 41% 32%
21% 20% 19% 16%
14% 13% 2%
Under 45’s most likely age group to have
looked up information about a charity and
post about charity on social media
Over 45’s most likely
to have given
goods to charity
Over 55’s most likely to have given
money by direct debit, but far less likely to
have personally raised money for charity
2/3 of UK adults claim to have donated goods to charity this year

10. 10
Given
goods to
charity
Single
payment to
charity
Sponsored
someone
for charity
Spent
money at
charity
event
Paid charity
by DD
Looked up
info on
charity
Signed
charity
petition
Volunteered
for charity
Shared/
posted about
charity online
Personally
raised
money
Took part in
public
protest
59% 49% 34% 28%
20% 15% 15% 15%
13% 12% 2%
Question wording: A5. Which of the following are you likely to do in the next 6 months? Base: All respondents (1014)
There is an expectation from UK adults that they will be less inclined to
donate to charity in the next six months

11. 11
Respondents claimed to have donated an average of £38 in the last
six months, a lower figure than those paying direct debit
Question wording: A2b. How much money have you donated to charity in the last six months? Base: Donated money by single payment, sponsorship, or spent at fundraising event (732)
A2c. You have mentioned that you give money to charity by direct debit in the last 6 months, how much to do you donate per month? Base: Donated money directly to charity by direct debit (212)
£38
Average sum of monetary
donations to charitable causes in
last 6 months
11%
16%
20%
15%
14%
7% 7%
8%
Less than
£5
£5-£10 £11-£20 £21-£30 £31-£50 £51-£80 £81-£100 Over £100
BAME respondents claimed to donate more to charity in
the last 6 months than non BAME respondents (£48 vs £36)
£12
Average claimed direct debit
donation to charitable causes
each month
9%
26%
28%
18%
9%
6%
3%
Less than
£3
£3-£5 £6-£10 £11-£20 £21-£30 £31-£50 Over £50
ONE OFF DONATIONS DIRECT DEBITS

12. 12
Question wording: A3a. Are you aware of Gift Aid? Base: All respondents (1014)
A3b. Which of the following statements do you think accurately describes Gift Aid? Base: All respondents (1014)
A4. When you have donated money to charity in the lats 6 months, did you use Gift Aid on your donation? Base: Those aware of Gift Aid and have donated money to charity in last 6 months (626)
82%Awareness of Gift Aid
Awareness is highest among 55-74 year
olds and white respondents
75%Accurately select
definition of Gift Aid
Likeliness to select correct definition is
highest among over 35 year olds
56%Have used Gift Aid on their charitable
donation in the last 6 months
Males, over 24’s and social groups A, B & C1 most likely
to have used Gift Aid
Around 62% of UK adults were aware of Gift Aid and how it works

13. 13
Cancer was the cause to which respondents offered the most time,
money and goods. Heart disease collected more goods than money
45%
21%
19%
16%
14% 13% 13%
10%
25%
9%
11%
10%
15%
3% 2%
7%7%
3% 4% 3% 2% 2% 2% 3%
Money Goods Volunteered/fundraised
Question wording: A12a,b,c. Which, if ay, of the following causes have you donated money/ goods to/ volunteered/ fundraised for in the last 6 months? Base: All respondents (1014)
Cancer Animal
Welfare
Child
Welfare
The
Homeless
Heart
Disease
Air /
Lifeguard
Army Vets The Elderly

14. 14
The less personal the cause, the less likely respondents were to
donate
8%
7%
7%
5%
5%
3%
2%
2%
3%
2%
2%
3%
2%
1%1%
2%
2%
2%
2% 2%
1%
Money Goods Volunteered/fundraised
Question wording: A12a,b,c. Which, if ay, of the following causes have you donated money/ goods to/ volunteered/ fundraised for in the last 6 months? Base: All respondents (1014)
Environment The
disabled
Access to
clean water
Famine Refugees Access to
education
AIDS
research

15. 15 v
The public’s understanding of
charitable causes
How do adults view each of the causes

16. 16
Cancer was by far the most frequently cited cause when considering
visibility of charities
6%
7%
11%
18%
19%
19%
19%
20%
23%
28%
31%
32%
33%
36%
55%
AIDS research
Access to education
The disabled
The elderly
Air ambulance/Lifeguard
Environmental / Conservation
Famine
Army veterans
Refugees
Heart Disease
Child welfare
Access to water / Clean water
Homelessness
Animal welfare
Cancer
Question wording: Which of the following causes have you seen seeking charitable donations in the last six months? Base: All respondents (1014)

17. 17
UK adults felt they knew significantly more about cancer than any
other charitable cause
39%
58%
59%
58%
60%
59%
63%
65%
68%
67%
67%
72%
75%
77%
79%
40%
34%
34%
30%
31%
32%
28%
28%
26%
27%
26%
24%
20%
19%
18%
21%
8%
8%
12%
9%
9%
9%
7%
6%
6%
7%
4%
5%
4%
3%
Cancer
Heart Disease
Air ambulance/ Lifeguard
Animal welfare
Child welfare
The elderly
Homelessness
The disabled
Access to water / Clean water
Environmental / Conservation
Army veterans
Famine
Refugees
Access to education
AIDS research
Low (0-6) Medium (7-8) High (9-10)
MEAN
6.8
5.9
5.8
5.8
5.8
5.8
5.7
5.5
5.4
5.4
5.3
5.1
5.0
4.8
4.7
Question wording: A13a. How much do you think you know about the following causes? Base: All respondents (1014)

18. 18
Despite already having a significant knowledge of cancer, UK adults
still felt this was the cause that they wanted to know more about
29% 29% 29% 25% 28% 24% 22% 22%
27%
17% 16% 19% 14%
14% 19% 16%
56%
46% 45% 45% 43%
39% 41%
38%
-8% -11% -11% -12% -11% -15% -14% -15%
-5%
-5% -6% -7% -5%
-6% -10% -7%-13% -16% -17%
-19%
-17%
-20%
-24% -23%
31% 38% 38% 37% 41% 41% 35% 40%
Agree (4)
Agree strongly (5)
Disagree (2)
Neither agree nor
disagree (3)
Disagree strongly (1)
Top 2 box
Bottom 2 box
Cancer Heart Disease
Emergency
services
Child welfare The elderly The disabled
Animal
welfare
Homelessness
MEAN 3.65 3.42 3.38 3.38 3.35 3.27 3.26 3.24
Question wording: A13b. How much do you agree or disagree that you would like to know more about the following causes? Base: All respondents (1014)

19. 19
25% 21% 23% 21% 21% 17% 17%
14% 16% 12% 13% 11%
9% 10%
38% 37% 35% 34% 32%
26% 27%
-14% -17% -16% -18% -18% -21% -20%
-8%
-9% -9% -9% -11%
-12% -16%-22%
-25% -24% -27% -29%
-33%
-36%
40% 38% 40% 39% 39% 40% 37%
Agree (4)
Agree strongly (5)
Disagree (2)
Neither agree nor
disagree (3)
Disagree strongly (1)
Top 2 box
Bottom 2 box
Access to
water / Clean
water
Environmental /
Conservation
Army
veterans
Access to
education Famine AIDS research Refugees
MEAN 3.22 3.19 3.15 3.1 3.03 2.9 2.85
AIDS and the refugee crisis have a negative balance for a desire to
learn more about the cause
Question wording: A13b. How much do you agree or disagree that you would like to know more about the following causes? Base: All respondents (1014)

20. 20 v
The importance of causes
How the public rank the importance of
different charitable causes

21. 21
UK adults considered cancer the most important cause for themselves
Question wording: A9a. Which, if any, of the following are the most important charities to you personally? Choose up to 3 Base: All respondents (1014)
Question wording: A9b. And which, if any, of the following do you think are the most important charities to you globally? Select up to 3 Base: All respondents (1014)
57%
32%
30%
19%
17%
16%
14%
12%
36%
26%
15%
10%
11%
10%
7%
21%
Cancer
Child welfare
Animal welfare
Heart Disease
Homelessness
Air ambulance/Lifeguard
The elderly
Environmental / Conservation
Personally Globally

22. 22
However, there were a number of global causes that respondents felt
were important outside of their personal sphere
Question wording: A9a. Which, if any, of the following are the most important charities to you personally? Choose up to 3 Base: All respondents (1014)
Question wording: A9b. And which, if any, of the following do you think are the most important charities to you globally? Select up to 3 Base: All respondents (1014)
12%
11%
11%
6%
5%
4%
2%
5%
37%
6%
27%
15%
11%
7%
Army veterans
Access to water / Clean water
The disabled
Famine
Refugees
Access to education
AIDS research
Personally Globally

23. 23
Using implicit response testing we can tap into what matters most to
the public when considering where to donate
45%
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
1.001.051.101.151.201.251.301.351.401.451.50
Refugees
Environment
Education
AIDS
Animals
Disabled
Heart
Famine
Homeless Elderly
Water
Children
Cancer
Universally prioritised without need for considerationUniversally prioritised but needed consideration
Lower prioritisation but important to someLower prioritisation even after consideration

24. 24 v
Grassroots vs Established
Organisations
The observed difference between
different charity types

25. 25
Grassroots charities were seen as marginally more efficient,
responsive and impactful compared to the larger organisations
Question wording: A16. How strongly do you agree that the statement fits with the charitable organisation type? Base: All respondents (1014)
38%
37%
37% 42%
13% 13%
Charitable
organisation
Grassroots charity
25% 24%
39% 40%
31% 31%
Charitable
organisation
Grassroots charity
6.5 6.6 7.4 7.5MEAN
“Their work can have
a real impact”“They are efficient”
32%
32%
39% 41%
18% 20%
Charitable
organisation
Grassroots charity
6.7 6.9
“They are responsive”

26. 26
Significantly more respondents agreed that grassroots charities were
transparent compared to large charitable organisations
Question wording: A16. How strongly do you agree that the statement fits with the charitable organisation type? Base: All respondents (1014)
5% 3%
8% 5%
27% 31%
40% 42%
21% 18%
Charitable
organisation
Grassroots charity
6.8 6.9
10% 7%
17%
11%
31%
33%
29%
35%
13% 15%
Charitable
organisation
Grassroots charity
5.9 6.3*MEAN
7% 5%
11%
8%
31% 35%
34% 36%
18% 16%
Charitable
organisation
Grassroots charity
6.4 6.5
* SIG DIFF BETWEEN MEANS
“They act in a
professional manner”
“They are
transparent”
“They are held accountable
for their actions”

27. 27
“Grass root charities have more
say in where the money they
raise is donated”
We explored how the public viewed grassroots and large organised
charities
55% agree
Significantly higher
agreement amongst
the over 45s
“Grass root charities are more
focused on helping their local
community”
62% agree
Significantly higher
agreement amongst
the over 45s
“Established non-governmental organisations
are more likely to deliver real change”
“It is much harder for small
grassroots charities to compete with
larger charities”
“Grassroot charities are more
trustworthy than established non-
governmental organisations”
“would prefer to donate to small grassroot
charities over larger established non-
governmental organisations”
OTHER QUESTIONS WE ASKED

28. 28 v
For more information please email
Dave.Power@rdsiresearch.com
Hannah.Tales@rdsiresearch.com