This document discusses trends that will impact charities and how they can adapt. It notes that different generations now have differing wealth levels and priorities. Baby Boomers profited from postwar growth while Millennials face high debt and stagnant incomes. Charities need to understand these different audiences. It also discusses the rise of ethical businesses and social media which is changing how people receive information and connect with organizations. Charities will need to harness new technologies, be transparent, and give supporters more control over their engagement to adapt to these shifting trends.

1. Trends: how can charities keep
up?
Michele Madden
April 2018

2. 2
Health and well-being

3. 3
‘Appification’ - health

4. 4
Wellness

5. 5
Ethical business is stretching its wings
• CICs, social enterprises increasing
• B Corps, purpose driven brands
• Ethical consumerism
• Corporate advertising and emotional space

6. 6
Divided nation

7. 7
Political instability set to continue

8. 8
Babyboomers and Millennials on different paths
• Babyboomers- profited from post-war growth, job security, pensions and house price
increases
– Don’t want to be defined by age, entertainment about self-improvement
– Own more than half Britain’s £11trillion wealth
• Millennials - combination of debt, joblessness, globalisation, demographics and rising
house prices is depressing incomes and prospects - unprecedented inequality
between generations
– In the US and Italy – disposable incomes for millennials are scarcely higher in real terms than
they were 30 years ago, while the rest of the population has experienced handsome gains.
• Challenge is how to respond to these two different audiences

9. 9
Household structure matters
The wealthiest and least wealthy households
0% 10% 20% 30% 40% 50%
2+ Unrelated adults
Other Households
Lone par: dep childr
Lone par: non-dep ch
Single Non-Elderly
Couple: non-dep chil
Single Elderly
Couple: dep children
Couple No Children
Top 20% Bottom 20%

10. 10
Rise of singles household (& family) structures changing
Household types as a percent of all households - forecast
0%
10%
20%
30%
40%
50%
60%
70%
80%
Married couple Cohabiting couple Lone parent Other multiperson One person
1971 1981 1991 2001 2011 2021

11. 11
Social media is changing everything
Social and
Video media
up
Print and
word media
down
People news
up
Policy &
serious news
down
Truth
is supreme
Interesting is
supreme
Few
mass media
outlets
Millions
of
outlets
The
user chooses
The editor is
supreme

12. 12
Choice, connections and
transparency

13. 13
Trust and disintermediation
• Effect of decline in trust is desire for increased regulation and increased transparency (public, MPs & journalists)
• At same time we have access and choice never before imagined
• Consumers and donors being pulled in two directions
– need intermediaries to help them navigate the volume of decisions they have to make
– distrusting some of those existing organisations
• Technology and social media allowing connections to be made

14. 14
Control

15. 15
Managing money

16. 16
Take back control

17. 17
Change how charities spend their money
Lots of this has been about tech and digital, because…..

18. 18
Questions….
• Control is everything – how are you allowing supporters, beneficiaries and campaigners to manage their
relationships and engagement with you?
• How are you working with corporates to harness and direct their programmes?
• Choose your tribe or become a bridge for a divided nation?
• Are you changing the way you do business to adapt to this new space?

19. 19
Further information – free reports from nfpSynergy

20. 20
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21. The future of engagement:
developing audience-centred strategies
25 April 2018
London
#CCaudience
Sponsored by

22. Visit the CharityComms website to view
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