Patricia Macauley and Jag Poonia, directors, Cultural Intelligence Hub Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. The Hidden Audiences: Diverse Communities

2. Contents…
• Diverse audiences: key insights
• Engaging with diverse audiences
• Moving Forward

3. Diverse audiences: key insights…

4. A growing population…
The total population of
England and Wales is 64m
of which 8m are from ethnic
communities
(Source: ONS Census 2011)
The ethnic population has
grown from 7.9% in 2001 to
14% in 2011
(Source: ONS Census 2001, 2011)
One quarter of Britons will be
from ethnic communities by
2051
(Source: Leeds University, 2015)
Indians

5. The changing face of Britain
One in four children under ten are
from an ethnic background
(Source: Policy Exchange – A Portrait of
Modern Britain, 2014)
There are new emerging ethnic
communities in England and
Wales that are growing fast and
playing an important role in the
country’s economy.
(Source: ONS Census Country by Birth,
2011)
Sri Lankans
127,242
Somalis
101,370
Latin Americans
186,500
Filipinos
122,625
Indians
Pakistani
s
Black Africans
Black Caribbeans
Bangladeshis
Chinese
Arab
1.4m
1.1m
989,628
595,825
579,121
447,201
393,141
230,600
Polish
Over 70% (5.7m) of the ethnic
population in England & Wales
are from eight communities
(Source: ONS Census 2o11)

6. Increasing affluence and disposable income…
The Brown Pound…
According to research, the spending power of
Britain’s ethnic consumer is now worth an
estimated £300 billion
The Grey
Pound
accounts
for £320 billion
a year (2014)
The Pink
Pound
accounts for
£6 billion a
year (2015)

7. A culture of giving…
Households that send or remit money overseas
are more likely to donate to domestic UK charities
than the general UK population
Money sent overseas by UK
migrants and minorities to
international development is
estimated at £ 2.4 billion per
year
(Source: Giving Back to Communities of Residence and of Origin
(C. Pharoah & T. McKenzie), 2013)

8. Faith often drives charitable support…
INTRINSIC TENET OF
FOLLOWING FAITH FOR SOME
Christian
values of
charity
For some Black
Africans and
Caribbeans
For Pakistanis &
Bangladeshis
For Sikhs and
Hindus
FOR OTHERS, ‘HELPING
THOSE IN NEED’
Fulfilling
the pillar
of Zakat
Part of
doing
Seva

9. The ‘charitable giving’ landscape…
• Support for both mainstream and ethnic/ faith based charities in terms of donation and
volunteering
• Key drivers (beyond generic) – sense of duty and gratitude as immigrants, ‘we have it good’
‘Back
home’
Global Domestic Local
Supporting
• Friends, family,
individuals and
community
• Those less well off
• The people I left
behind
People from my
community elsewhere
• e.g. Muslims around
the world
• Disasters in ‘our’
regions and elsewhere
The causes I care about
• Personal connections
• Health causes
• Though less for
‘special interest’
charities
Supporting the
community I live in
• Smaller charities
• Can see where money
goes
• Impact on local people
‘on my doorstep’

10. So, what does this mean for charities?…
A growing
population
A younger age
profile
Increasing
disposable
income
‘Giving’ a
cultural/
religious
mindset
Offer opportunities for charitable causes but there are challenges
regarding how best to connect and communicate with these audiences

11. Engaging with diverse audiences …

12. Differing degrees of integration can affect
attitudes and behaviour re: charities...
Less integrated More integrated
• Rooted in own culture and
faith
• More limited interaction with
other communities
Mono
Cultural Hybrid
Dual
Cultural
• Firmly rooted in own culture
but feel part of mainstream
society
• Faith important but less impact
on day to day lives
Implications for charities in terms of comms:
media and messaging
• Develop their own sense of
identity from own and
mainstream cultures
• Pick and choose what suits on
an individual level

13. Understanding the ethnic media landscape…
Significant increase in ethnic TV
channels across all major
audiences…over 50 international
channels
New DAB licenses opened up
commercial ethnic radio space. A
significant increase in RSL licences
of stations and increased online
community radio stations
Impact of social media and online
publishing, culturally savvy and
relevant bloggers, vloggers,
YouTubers and portals reaching out
to younger audiencesLike mainstream print many ethnic
print outlets have or are transferring
to digital formats
Many ethnic media channels have
strong social media reach than their
main media channel and are now
monetising social channels as new
revenue streams

14. Key principles of engagement…
14
One size doesn’t fit allPeople like me
Lost in translation Culturally intelligent
partners
Cultural resonance
The right mix

15. Getting it wrong…

16. Getting it right…

17. Moving forward…

18. So, what does this mean for charities?…
Audience
insight
Access to
culturally
relevant experts
and media
Strategic
and tactical
communications
consultancy
and support
Campaign
development
and delivery
Culturally Intelligent Partners

19. The benefits of getting it right…
Increased
donor and
support base
Increased
social impact
Increased
brand awareness
and loyalty
Culturally attuned
and reflective
internal staff

20. Let us take you on a journey of discovery…
…and help you engage, interact and communicate
with the growing diverse audiences in the UK

21. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk

22. 17 November 2016
Seminar
London
#CCfilterbubble
‘Burst the bubble’– how
do we reach beyond our
established audiences?