UK Charity Type Choices by Motivational Values

UK Charity Type Choices by Motivational
Values
Chris Rose CSL chris@campaignstrategy.co.uk
www.campaignstrategy.org
Pat Dade
Cultural Dynamics Strategy and Marketing (CDSM)
www.cultdyn.co.uk
All data and images © CDSM (British Values Survey 2014)

Data from 2014 British Values Survey
© CDSM www.cultdyn.co.uk
• A nationally representative sample were asked to select 5
‘favourite’ types of charity from a longer list
• Many charity types show strong values differences (skews) in
choices which are very likely to be reflected in actual choices of
particular charities and causes to support
• Data was also collected on SEG, age and sex which in some cases
shows further distinct differences
• A few have very small samples/ limited insight
• Individual experience will have an effect on some charity choices
(eg know someone affected by a disability or illness) but many
reflect wider social-psychological orientations (judge charity types
on the wider social impact they are thought likely to have), ie many
people clearly select charity types by their own unconscious values

Summary of Insight
• The public is broadly divisible into the three psychological Maslow Groups of
Pioneers, Prospectors and Settlers – in the UK roughly equal in size
(www.cultdyn.co.uk), with very different motivational needs
• This (2014) survey of charity-type preferences shows such choices are strongly
values differentiated (much more so than by sex or SEG)
• ‘Environment charities’ are strongly skewed to Pioneers (other studies confirm this)
meaning that a Pioneer-only or very Pioneer ‘movement’ would not engage or
reflect the wider public and thus not feel popular or representative, mainstream or
‘normal’
• Environment ranks 13th of 22 charity types
• So there potential to engage types of charities (and/or other organisations and
channels) which are more supported by Settlers and Prospectors, to broaden a base
• Affinities to actual charity brands take years to develop, so the practical step to take
in order to engage a more diverse values mix for example for a Pioneer dominated
project would be to find a way to engage actual charities working in sectors such as
health, children and youth (strongly Prospector), hospices, hospitals, ex-services
(strongly Settler) or care for animals (all values groups but especially Settler-
Prospector)

Survey
• 3594 nationally representative adults in UK as part of British Values Survey
(2014) www.cultdyn.co.uk
• asked to say which five types of charity were their favourites
• ‘types’ of charity derived from Charity Causes Spotlight;
www.charityfinancials.com
• Data generated for values (three Maslow Groups and 12 Values Modes) ,
age, sex and socio economic group
• Note: these are UK data and some features may be UK specific eg possibly
the ‘universal across values groups’ appeal of care for animals but most of
these preferences will be internationally applicable as they are reflected in
other issues/ interest / behaviour surveys run in many countries

% chosing 1 of 5
Animals 43
Children and youth 41
Health 32
Hospices 31
Aged 23
Hospitals 21
Disabled 20
Ex Services 17
Armed Forces 17
Environment 15
Human Rights 14
Education 11
Family Welfare 11
Blind 11
Heritage 9
Overseas Aid 9
Community Care 6
International 6
Deaf 4
Cultural 3
Community relations 2
Ethnic organisations 1
Data not segmented by values. Environment is 13th choice
If an environment campaign/project also engaged
charities with these types of mission it could have a
much bigger reach
This would require the trusted charity/entity as a messenger /channel, not
just ‘messages’

overall top 10 no. chosing
PION PROS SETT
Animals 492 528 526
Children and youth 491 594 377
Health 387 464 315
Hospices 378 396 345
Aged 246 288 291
Hospitals 196 350 223
Disabled 224 279 231
Ex Services 158 197 261
Armed Forces 141 216 270
Environment 254 147 136
0
100
200
300
400
500
600
700
PION
PROS
SETT
These categories are all more popular than
‘environment’. Data show actual ‘votes’
(choices). Environment is the only one
where Pioneers score highest. For indexes
taking into account values group sizes in
population – see later.
Top ten. Animals (#1) has
the most even support.
Children & youth, health,
hospices, hospitals and
disabled have more
Prospector ‘votes’.
Aged, ex services and
armed forces are more
Settler.
Environment is more
Pioneer.

0
100
200
300
400
500
600
PION total 'votes' for charity type
PION

0
100
200
300
400
500
600
700
PROS total 'votes' for charity type
PROS

0
100
200
300
400
500
600
SETT total 'votes' for charity type
SETT

Charity types in which Pioneer choices are the largest
PION PROS SETT
Overseas Aid 59.8 28.1 12.1
Cultural 59.6 27.2 13.2
Human Rights 54.6 31.7 13.7
Environment 47.4 27.4 25.8
International 46.6 46.6 6.8
Heritage 43.7 25.8 30.5
Education 41.8 41.6 16.7
Community Care 40.1 38 21.9
Environment
SETT
PION
PROS
Overseas Aid
SETT
PION
PROS
Human Rights
SETT
PION
PROS
Cultural
SETT
PION
PROS
UK POP 2014
SETT
PION
PROS
%s of total
choices made
Some Pioneer
favourites

The ‘charity type’
choices are not brands
but specific brand
data is likely to match
the values skews, eg
here, Greenpeace UK
(actual survey 2013)
All UK environment
survey data to date
shows a strong
Pioneer skew

UK POP 2014
SETT
PION
PROS
charity types in which Prospector choices are the largest
% chosing
PION PROS SETT
Community relations 37.4 47 15.7
Family Welfare 28.1 45.9 25.9
Hospitals 25.5 45.5 29
Children and youth 33.6 40.6 25.8
Health 33.2 39.8 27
Deaf 32.8 39.7 27.5
Hospices 33.8 35.4 30.8
Animals 31.8 34.1 34.1
Children and youth
SETT
PION
PROS
Health
SETT
PION
PROS
Animals
SETT
PION
PROS
Hospitals
SETT
PION
PROS
%s of total
choices made
Some
Prospector
favourites

UK POP 2014
SETT
PION
PROS
Charity types in which Settler choices are the largest by %
% chosing
PION PROS SETT
Armed Forces 22.4 34.5 43.1
Ex Services 25.7 31.9 42.4
Blind 27.6 35.4 37
Aged 29.8 35 35.2
Animals 31.8 34.1 34.1
Armed Forces
SETT
PION
PROS
Blind
SETT
PION
PROS
Aged
SETT
PION
PROS
Animals
SETT
PION
PROS
%s of total
choices made
Some Settler
favourites

Blind
SETT
PION
PROS
Animals
SETT
PION
PROS
Nb 43% of the population
chose ‘animals’ as a favourite
charity type and only 11%
chose ‘blind’.
Is Guide Dogs for the Blind is
an animal charity or a blind
charity ?

0
200
400
600
800
1000
1200
1400
1600
1800
SETT
PROS
PION
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SETT
PROS
PION
Top ten charity types by
total number of choices
and MG
Top ten charity types by
total number of choices
and MG - proportions
NB these are not
absolute differences
but strong preferences.
Eg even ‘environment’
has more Settler +
Prospector than
Pioneer choices

More insight
Map of each charity type (tables
of data are also available incl age,
sex, SEG (data not shown here),
and the 12 Values Modes). Tables
give significance levels.
Examples of ‘Star Diagrams’ which
show the strongest single
‘Attribute’ (a set of tested
statements) and the five next
most strongly associated
Attributes – this can be used as a
template for communications eg
copy writing or designing events
(but are not the only Attributes
one can use)

Favorite Type of Charity- Aged
Scale Factor 2.6
Observed response rate = Key rate ÷ Scale Factor
Source: _BVS 2014.xls (CWSA)
Prospector
Pioneer
Settler
Roots RT
Smooth
Sailing SS
Brave New World
BNW
Certainty
First CF
Golden Dreamer
GD
Happy Follower HF
Now People NP
Tomorrow People
NP
Transcender TX
Flexible
Individualist FI
Transitional TS
Concerned Ethical
CE
Malsow Groups
and Values Modes
(VMs)
Reference is made in comments on next slides to
VMs eg ‘TX’. ‘Skew’ means significant skew

Scale Factor 2.6
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
23%
Chosen by
23% as one of
their top 5
from a list of
charity types
Prospector
Pioneer
Settler
‘Gradient Map’
simply showing
level of agreement
with the choice
option by the three
Maslow Groups of
Settler, Prospector
and PioneerSkewed Settler, 55+, DE

Favorite Types of Charity - Animals
Scale Factor 1.6
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
43%
‘Gradient Map’
simply showing
level of agreement
with the choice
option by the three
Maslow Groups of
Settler, Prospector
and Pioneer
Skewed Settler, 35-44,
female, DE but wide appeal

Favourite Type of Charity - Armed Forces
Scale Factor 2.4
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
17%
Skewed Settler, 65+

Favourite Type of Charity -Blind
Scale Factor 4.5
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
11%
Skewed Settler, 55+

Favourite Type of Charity Children and Youth
Scale Factor 1.7
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
Skewed Prospector, 35-44,
female

Favourite type of Charity - Community Care
Scale Factor 6.7
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
6%
No skews at all (no significances +ve or -ve) so no
targeting insight

Favourite type of Charity -Community Relations
Scale Factor 10.4
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
2%
small
sample
Not reliable

Favourite Type of Charity - Cultural
Scale Factor 7.3
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
3%
small
sample
but
coherent
Skewed Pioneer, AB

Favourite Type of Charity -Deaf
Scale Factor 9.3
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
4%
small
sample
Skewed AB, 55-64, GD

Favourite Type of Charity - Disabled
Scale Factor 2.9
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
20%
Only skew, DE – limited
targeting insight

Favourite Type of Charity - Education
Scale Factor 3.9
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
11%
Skewed Pioneer and NP, AB
and under 34

Favourite Type of Charity -Environment
Scale Factor 3.1
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
15%
Skewed Pioneer, CE & TX

Favourite Type of Charity- Ethnic Organizations
Scale Factor 17.2
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
1%
Very
small
sample
Not reliable

Favorite Type of Charity - Ex-Services
Scale Factor 2.5
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
17%
Skewed Settler, over 55, C1

Favorite Type of Charity -Family Welfare
Scale Factor 4.6
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
11%
Skewed Prospector, 35-44,
C2

FavouriteType of Charity -Health
Scale Factor 2.2
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
Skewed Prospector, female
32%

FavouriteType of Charity -Hospices
Scale Factor 2.1
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
31%
Skewed female over 55

FavouriteType of Charity - Heritage
Scale Factor 4.6
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
9%
Skewed 55-64, male, CE &
Pioneer

FavouriteType of Charity Hospitals
Scale Factor 2.4
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
21%
Skewed Prospector (GD), C2

FavouriteType of Charity -Overseas Aid
Scale Factor 2.6
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
9%
Skewed Pioneer, 15-17, AB

FavouriteType of Charity - Human Rights
Scale Factor 1.8
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
14%
Skewed Pioneer and NP,
15-34

FavouriteType of Charity -International
Scale Factor 4.5
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
6%
Skewed Pioneer (TX) and Prospector (NP),
male, ABC1

MG data % chosing
PION PROS SETT
Aged 29.8 35 35.2
Animals 31.8 34.1 34.1
Blind 27.6 35.4 37
Cultural 59.6 27.2 13.2
Deaf 32.8 39.7 27.5
Disabled 30.5 38 31.4
Education 41.8 41.6 16.7
Ethnic organisations 33.4 57.5 9.1
Ex Services 25.7 31.9 42.4
Health 33.2 39.8 27
Heritage 43.7 25.8 30.5
Hospices 33.8 35.4 30.8
0
10
20
30
40
50
60
70
PION
PROS
SETT

ranked by Pioneer (excluding ethnic small sample)
% chosing
PION PROS SETT
Cultural 59.6 27.2 13.2
Heritage 43.7 25.8 30.5
Education 41.8 41.6 16.7
Hospices 33.8 35.4 30.8
Health 33.2 39.8 27
Deaf 32.8 39.7 27.5
Animals 31.8 34.1 34.1
Disabled 30.5 38 31.4
Aged 29.8 35 35.2
Blind 27.6 35.4 37
Ex Services 25.7 31.9 42.4
0
10
20
30
40
50
60
70
PION
PROS
SETT

ranked by Prospector (excluding ethnic small sample)
% chosing
PION PROS SETT
Education 41.8 41.6 16.7
Health 33.2 39.8 27
Deaf 32.8 39.7 27.5
Disabled 30.5 38 31.4
Blind 27.6 35.4 37
Hospices 33.8 35.4 30.8
Aged 29.8 35 35.2
Animals 31.8 34.1 34.1
Ex Services 25.7 31.9 42.4
Cultural 59.6 27.2 13.2
Heritage 43.7 25.8 30.5
0
10
20
30
40
50
60
70
PION
PROS
SETT

ranked by Settler (excluding ethnic small sample)
% chosing
PION PROS SETT
Ex Services 25.7 31.9 42.4
Blind 27.6 35.4 37
Aged 29.8 35 35.2
Animals 31.8 34.1 34.1
Disabled 30.5 38 31.4
Hospices 33.8 35.4 30.8
Heritage 43.7 25.8 30.5
Deaf 32.8 39.7 27.5
Health 33.2 39.8 27
Education 41.8 41.6 16.7
Cultural 59.6 27.2 13.2
0
10
20
30
40
50
60
70
PION
PROS
SETT

ACTUAL NUMBERS no. chosing
PION PROS SETT
Aged 246 288 291
Animals 492 528 526
Armed Forces 141 216 270
Blind 107 138 144
Children and youth 491 594 377
Community Care 84 80 46
Community relations 26 32 11
Cultural 69 31 15
Deaf 52 63 43
Disabled 224 279 231
Education 164 163 65
Environment 254 147 136
Ethnic organisations 18 31 5
Ex Services 158 197 261
Family Welfare 105 174 98
Health 387 464 315
Heritage 137 81 95
Hospices 378 396 345
Hospitals 196 350 223
Human Rights 269 156 67
International 103 103 15
Overseas Aid 196 92 40
0
100
200
300
400
500
600
700
PION
PROS
SETT

0
200
400
600
800
1000
1200
1400
1600
1800
SETT
PROS
PION
Actual numbers within choices by MG

Aspiration
Busy
Fun
Wrong Clothes
Safety
National pride
Adventure
Novelty
Image
Achievement
Premium shopper
Fantasy
Hedonism
Traditional Family
Control
Reserved
Adaptable
No Sweat
Confident
Sexual
Unplanned
Green intent
Inquisitive
Faith
Divided
Catharsis
Propriety
Stimulation
Big business
Two classes
Learner
Showhome
Looking Good
Pleasure
Visible Success
Material Wealth
Power
Healthy Lifestyle
Local
Humble
Overspend
Speculate
Visible Ability
Sensitive
Good Time
Certainty
Impulsive Spender
Simmer
Hetero-love
Unobliged
Luddism
Religious
Conformity
Discipline
Acquiescence
Non-reflective
Security
National Security
Insular
Indulgent Diet
Rules
Complacent
Force
Skeptical
Irresolute
Be Satisfied
Socialist
Tradition
WYSIWYG
Coasting
Non-acquisitive
Independent
Universalism
Pessimism
Openness
Justice
Optimism
Free
Artisan
Cheerful
Exhilaration
Aesthetics
Listening
Tao
Self-direction
Buzz
Creativity
Global
Caring
Loyalty
Benevolence
Self-choice
Nature
Solitary
Bodily Ease
Functional Spender
Bender
Car Casual
Whip
Afraid
Shangri-la
Stupid law
Budget Bedlam
Patriarchy
Revenge
Conscience
Forgiveness
Joyness
Positive green
Distant
Poverty aware
Self-efficacy
© Cultural Dynamics Strategy & Marketing Ltd., 2003-2013. All rights reserved. No part of this document may be copied,
published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: mail@cultdyn.co.uk
CDSM model base
map of ‘Attributes’.
Each represents
the centre of
gravity or
‘espousal’ (agree
with) a linked set of
statements from
the base survey of
over 1000
questions
These can also be
plotted one at a
time across the
map, and there
usually will be
some level of
agreement in all
three Maslow
Groups
Prospector
Pioneer
Settler
Section showing use of Attribute insight – examples on next slides

Aspiration
Busy
Fun
Wrong Clothes
Safety
National pride
Adventure
Novelty
Image
Achievement
Premium shopper
Fantasy
Hedonism
Traditional Family
Control
Reserved
Adaptable
No Sweat
Confident
Sexual
Unplanned
Green intent
Inquisitive
Faith
Divided
Catharsis
Propriety
Stimulation
Big business
Two classes
Learner
Showhome
Looking Good
Pleasure
Visible Success
Material Wealth
Power
Healthy Lifestyle
Local
Deference
Overspend
Speculate
Visible Ability
Sensitive
Good Time
Certainty
Impulsive Spender
Simmer
Hetero-love
Unobliged
Luddism
Religious
Conformity
Discipline
Acquiescence
Non-reflective
Security
National Security
Insular
Indulgent Diet
Rules
Complacent
Force
Skeptical
Irresolute
Be Satisfied
Socialist
Tradition
WYSIWYG
Coasting
Non-acquisitive
Independent
Universalism
Pessimism
Openness
Justice
Optimism
Free
Artisan
Cheerful
Exhilaration
Aesthetics
Listening
Tao
Self-direction
Buzz
Creativity
Global
Caring
Loyalty
Benevolence
Self-choice
Nature
Solitary
Bodily Ease
Functional Spender
Bender
Car Casual
Whip
Afraid
Shangri-la
Stupid law
Budget Bedlam
Patriarchy
Revenge
Conscience
Forgiveness
Joyness
Positive green
537 15%
Distant
Poverty aware
Self-efficacy
Neutral – average espousal
97.5% confidence positive
espousal
99% confidence positive
espousal
99% confidence negative
espousal
97.5% confidence negative
espousal
Explanation of colours
Shows correlation
between selecting option
(here ‘Environment
Charity’) and the
Attributes, with statistical
significances
Red ‘star’ shows the
Attribute most agreed
with (espoused) and the
next five most agreed
with

Aspiration
Busy
Fun
Wrong Clothes
Safety
National pride
Adventure
Novelty
Image
Achievement
Premium shopper
Fantasy
Hedonism
Traditional Family
Control
Reserved
Adaptable
No Sweat
Confident
Sexual
Unplanned
Green intent
Inquisitive
Faith
Divided
Catharsis
Propriety
Stimulation
Big business
Two classes
Learner
Showhome
Looking Good
Pleasure
Visible Success
Material Wealth
Power
Healthy Lifestyle
Local
Deference
Overspend
Speculate
Visible Ability
Sensitive
Good Time
Certainty
Impulsive Spender
Simmer
Hetero-love
Unobliged
Luddism
Religious
Conformity
Discipline
Acquiescence
Non-reflective
Security
National Security
Insular
Indulgent Diet
Rules
Complacent
Force
Skeptical
Irresolute
Be Satisfied
Socialist
Tradition
WYSIWYG
Coasting
Non-acquisitive
Independent
Universalism
Pessimism
Openness
Justice
Optimism
Free
Artisan
Cheerful
Exhilaration
Aesthetics
Listening
Tao
Self-direction
Buzz
Creativity
Global
Caring
Loyalty
Benevolence
Self-choice
Nature
Solitary
Bodily Ease
Functional Spender
Bender
Car Casual
Whip
Afraid
Shangri-la
Stupid law
Budget Bedlam
Patriarchy
Revenge
Conscience
Forgiveness
Joyness
Positive green
537 15%
Distant
Poverty aware
Self-efficacy
Most over
indexing
Attribute:
Positive green
Most linked
to:
Nature
Aesthetics
Green Intent
Universalism
Self direction

Star Attributes for Environment Charity
(short version of statements behind the Attributes)
Positive green: “I believe that the way we live is having a huge negative impact on the
environment. I think it’s up to each and every one of us, starting with me, to change our behaviour
in the interests of saving the environment”
Most linked to:
Nature “He* strongly believes that people should care for nature. Looking after the environment is
important to him”
Aesthetics “I am sometimes stopped in my tracks by a beautiful sunset or view, regardless of what
I’m doing. I often find and keep beautiful things, like bits of bark or driftwood”
Green Intent “I believe we need to take more care of the environment if we are to survive. I would
stop buying products from companies that are causing damage to the environment”
Universalism “These people are open to hear opinions and ideas, even if they contrast with their
own. They believe that every person deserves to be treated justly and equally. They believe that
everyone should care for nature and look after the environment ” [3 part attribute]
Self direction “These people like the freedom to make life up as they go along. They prefer to
decide for themselves what, when and how to do things”.
* The actual survey questions are genderised by respondent as he or she

Aspiration
Busy
Fun
Wrong Clothes
Safety
National pride
Adventure
Novelty
Image
Achievement
Premium shopper
Fantasy
Hedonism
Traditional Family
Control
Reserved
Adaptable
No Sweat
Confident
Sexual
Unplanned
Green intent
Inquisitive
Faith
Divided
Catharsis
Propriety
Stimulation
Big business
Two classes
Learner
Showhome
Looking Good
Pleasure
Visible Success
Material Wealth
Power
Healthy Lifestyle
Local
Deference
Overspend
Speculate
Visible Ability
Sensitive
Good Time
Certainty
Impulsive Spender
Simmer
Hetero-love
Unobliged
Luddism
Religious
Conformity
Discipline
Acquiescence
Non-reflective
Security
National Security
Insular
Indulgent Diet
Rules
Complacent
Force
Skeptical
Irresolute
Be Satisfied
Socialist
Tradition
WYSIWYG
Coasting
Non-acquisitive
Independent
Universalism
Pessimism
Openness
Justice
Optimism
Free
Artisan
Cheerful
Exhilaration
Aesthetics
Listening
Tao
Self-direction
Buzz
Creativity
Global
Caring
Loyalty
Benevolence
Self-choice
Nature
Solitary
Bodily Ease
Functional Spender
Bender
Car Casual
Whip
Afraid
Shangri-la
Stupid law
Budget Bedlam
Patriarchy
Revenge
Conscience
Forgiveness
Joyness
Positive green
Favourite Type of Charity Children and Youth
1462 41%
Distant
Poverty aware
Self-efficacy
41%
Most over
indexing
Attribute:
Optimism
Most linked
to:
Distant
Joyness
Looking Good
Benevolence
Caring

Star Attributes for Children and Youth Charity
Optimism “Life has its ups and downs but I believe everything will turn out fine.
I feel good about what the future holds for me”.
Most linked to:
Distant “When it comes to spending time doing non-family things - work, sport, social life, etc. - I'm
not concerned. My family is always there and I will be able to find time for them.”
Joyness “I love to see other people happy. I get as excited about the good fortune of others as I do
about my own”.
Looking Good “It is important to me to spend time and effort caring for my appearance.
I always check how I look before I leave home”.
Benevolence “For these people, a meaningful life is achieved through being needed by other
people. They strive to demonstrate the qualities of caring, loyalty and devotion to people close to
them” [2 part Attribute]
Caring “It is very important to him to help people around him. He wants to care for other
people”.

Aspiration
Busy
Fun
Wrong Clothes
Safety
National pride
Adventure
Novelty
Image
Achievement
Premium shopper
Fantasy
Hedonism
Traditional Family
Control
Reserved
Adaptable
No Sweat
Confident
Sexual
Unplanned
Green intent
Inquisitive
Faith
Divided
Catharsis
Propriety
Stimulation
Big business
Two classes
Learner
Showhome
Looking Good
Pleasure
Visible Success
Material Wealth
Power
Healthy Lifestyle
Local
Deference
Overspend
Speculate
Visible Ability
Sensitive
Good Time
Certainty
Impulsive Spender
Simmer
Hetero-love
Unobliged
Luddism
Religious
Conformity
Discipline
Acquiescence
Non-reflective
Security
National Security
Insular
Indulgent Diet
Rules
Complacent
Force
Skeptical
Irresolute
Be Satisfied
Socialist
Tradition
WYSIWYG
Coasting
Non-acquisitive
Independent
Universalism
Pessimism
Openness
Justice
Optimism
Free
Artisan
Cheerful
Exhilaration
Aesthetics
Listening
Tao
Self-direction
Buzz
Creativity
Global
Caring
Loyalty
Benevolence
Self-choice
Nature
Solitary
Bodily Ease
Functional Spender
Bender
Car Casual
Whip
Afraid
Shangri-la
Stupid law
Budget Bedlam
Patriarchy
Revenge
Conscience
Forgiveness
Joyness
Positive green
Favorite Types of Charity - Animals
1545 43%
Distant
Poverty aware
Self-efficacy
Most over
indexing
Attribute:
Nature
Most linked
to:
Insular
Shangri-la
Reserved
Positive green
Green intent

Star Attributes for Animals Charity
Nature “He strongly believes that people should care for nature. Looking after the environment is
important to him”.
Most linked to:
Insular “I’m perfectly happy on my own – I keep myself to myself. I don’t feel a need to get out and
see a lot of people, and I’m not bothered about making new friends.”
Shangri-la “I believe that society has lost its way. I would like to live in a time where there is more
mystery, romanticism and adventure. ”
Reserved “I am a quiet and reserved person. I usually talk easily to others only when I know
them”.
Positive green “I believe that the way we live is having a huge negative impact on the
environment. I think it’s up to each and every one of us, starting with me, to change our behaviour
in the interests of saving the environment.”
Green intent “I believe we need to take more care of the environment if we are to survive.
I would stop buying products from companies that are causing damage to the environment.”

Aspiration
Busy
Fun
Wrong Clothes
Safety
National pride
Adventure
Novelty
Image
Achievement
Premium shopper
Fantasy
Hedonism
Traditional Family
Control
Reserved
Adaptable
No Sweat
Confident
Sexual
Unplanned
Green intent
Inquisitive
Faith
Divided
Catharsis
Propriety
Stimulation
Big business
Two classes
Learner
Showhome
Looking Good
Pleasure
Visible Success
Material Wealth
Power
Healthy Lifestyle
Local
Deference
Overspend
Speculate
Visible Ability
Sensitive
Good Time
Certainty
Impulsive Spender
Simmer
Hetero-love
Unobliged
Luddism
Religious
Conformity
Discipline
Acquiescence
Non-reflective
Security
National Security
Insular
Indulgent Diet
Rules
Complacent
Force
Skeptical
Irresolute
Be Satisfied
Socialist
Tradition
WYSIWYG
Coasting
Non-acquisitive
Independent
Universalism
Pessimism
Openness
Justice
Optimism
Free
Artisan
Cheerful
Exhilaration
Aesthetics
Listening
Tao
Self-direction
Buzz
Creativity
Global
Caring
Loyalty
Benevolence
Self-choice
Nature
Solitary
Bodily Ease
Functional Spender
Bender
Car Casual
Whip
Afraid
Shangri-la
Stupid law
Budget Bedlam
Patriarchy
Revenge
Conscience
Forgiveness
Joyness
Positive green
Favourite Type of Charity - Armed Forces
627 17%
Distant
Poverty aware
Self-efficacy
Most over
indexing
Attribute:
National pride
Most linked
to:
Whip
Discipline
National
Security
Big business
Divided

Star Attributes for Armed Forces Charity
National Pride “It is important to me to take pride in British history and traditions.
I am proud to be British”.
Most linked to:
Whip “I believe that sex crimes, such as rape and attacks on children, deserve more than mere
imprisonment. I think that such criminals ought to be publicly whipped, or worse”.
Discipline “I believe that strict discipline is in a child’s best interests.
I think that criminals should face severe sentences to deter them from offending again”.
National Security “It is important to him that his country be safe from threats from within and
without. He is concerned that social order be protected. ”
Big business “I believe that what is good for big business is usually good for everyone else. I think
society would be better off with less government involvement. ”
Divided “The fact that society is dividing into “haves” and “have nots” doesn’t bother me. I
believe it’s just a natural evolution. ”

Values Modes data
There are 12 Values Modes, four each in Settler, Prospector and
Pioneer
Each has a distinct set of needs, attitudes and beliefs which
influence activity and communication

Scale Factor 2.6
Prospector
Pioneer
Settler
Roots RT
Smooth
Sailing SS
Brave New World
BNW
Certainty
First CF
Golden Dreamer
GD
Happy Follower HF
Now People NP
Tomorrow People
NP
Transcender TX Flexible
Individualist FI
Transitional TS
Concerned Ethical
CE
Malsow Groups
and Values Modes

VM level data examples
NAT POP
RT SS BNW CF GD HF NP TP TS CE FI TX
7.5% 4.9% 7.5% 8.7% 13.0% 5.8% 11.8% 6.3% 5.7% 6.9% 9.8% 12.1%
Settler VMs Prospector VMs Pioneer VMs
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
NAT POP
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
ENVT
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
EX SERVICES
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
CHILDREN and YOUTH
Left:
%s
choosing
charity
types

VM significances example
ENVT
5.3% 6.3% 5.5% 8.2% 8.4% 4.8% 9.5% 4.6% 5.6% 9.3% 10.8% 21.7%
70 128 74 94 65 83 81 73 98 134 110 179
EX SERVICES
13.3% 6.7% 10.5% 11.9% 13.4% 6.3% 7.5% 4.7% 6.1% 5.5% 8.7% 5.2%
177 136 141 137 103 109 64 74 108 80 89 43
CHILDREN and YOUTH
6.6% 4.9% 5.5% 8.7% 13.1% 6.1% 14.1% 7.4% 5.3% 6.2% 9.8% 12.3%
88 101 73 100 101 105 120 117 94 89 100 102
below average at 99 percent
below average at 97.5 percent
below average at 95 percent sig
Average
above average at 95 percent
above average at 97.5 percent
above average at 99 percent sig
Env’t is Pioneer skewed
by the CE and TX
Children and Youth is Prospector skewed
by the NP and TP
Ex
Services is
Settler
skewed by
all Settler
VMs
Index numbers takes size of VM into account. 100 = average.
179 TX for Environment means TX (Transcender) Pioneers are
79% more likely to pick this charity type than by chance/ in
proportion to their representation in the national population

UK Charity Type Choices by Motivational Values

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