This document summarizes research from nfpSynergy on the Welsh charity sector. Key findings include: - Trust in charities remains consistent in Wales but below other parts of the UK. Trust in government institutions is declining. - Factors like high standards, publishing accounts, and personal contact influence trust in charities. - Donation rates have declined in Wales over the past four years, especially among higher socioeconomic groups and older people. - While the public sees charities as forces for good, some feel they are too political. Most want reassurance donations are used wisely. - Use of Welsh language is important for some, but may not be a dealbreaker for support. Preferences on

1. Welsh Charity Sector Insights
Charity Comms
Peter Dawson

2. 2
nfpSynergy in numbers
Work with three quarters of
top 50 fundraising charities
Use a range of qualitative and
quantitative research,
reaching over 30,000
people every year
Produce over 15 free
reports a year exploring
major issues facing
non-profits
Canvas the views of 150
MPs a quarter
Long-term commitment to the
sector, with 15 years worth
of trend data
Track engagement with
over 150 UK and Irish
non-profit organisations
every quarter

3. 3
Over 20 years of research solely with and for
charities

4. 4
Trust in the sector

5. 5
Trust across public institutions growing except
Government and Westminster
Source: Celtic Charity Awareness Monitor, Jun 19, nfpSynergy | Base: 1,000 adults 16+, Wales
“To what extent do you trust each of the following institutions?”
78%
83%
56%
61%
32%
51%
32%
43%
26%
28%
21%
25%
Apr/May-16 May/Jun-17 May/Jun-18 May/Jun-19
The NHS Charities Local Authorities
The Welsh Assembly Government The Westminster Parliament

6. 6
70%
69%
62%
61%
67%
66%
53%
57% 58%
69%
62%
59% 63%
56%
59%
56%
61%
Spring 13 Spring 14 Spring 15 Spring 16 Spring/summer 17 Spring/summer 18 Spring/summer 19
NI GB Scotland Wales
Trust levels in Wales sit below NI/Scotland, but remain
consistent
“To what extent do you trust each of the following institutions?” ‘Charities’, ‘A great deal + Up to a point’
Oxfam GB
Jan 2018
61%
Oxfam GB
Apr 2018
45%
Kids Co
closes
CEO pay
stories
Olive Cooke
President’s
Club/Oxfam
Source: Celtic Charity Awareness Monitor, Jun 19, nfpSynergy | Base: 1,000 adults 16+, Wales

7. 8
High standards important in driving trust
Source: Celtic Charity Awareness Monitor, Jun 19, nfpSynergy | Base: 1,000 adults 16+, Wales
“What makes you likely to trust a particular charity?” Top 5
44%
31%
31%
30%
30%
36%
33%
28%
31%
31%
37%
28%
30%
32%
26%
I know the charity follows high standards in their fundraising
The charity publishes its annual accounts on its website
The charity is compliant with the Governance Code for
Charities
I have had contact with the charity personally
A friend or family member has had contact with the charity
Jun-19
May-Jun-18
May-Jun-17

8. 9
Donation trends

9. 11
Giving is declining over the last four years
Source: Celtic Charity Awareness Monitor, Jun 19, nfpSynergy | Base: 1,000 adults 16+, Wales
“Within the past three months, have you given any money to any charities?” Those who answered ‘Yes’
72%
74%
79%
67%
68%
66%
70%
65%
66%
63%
63%
61%
Oct 08 May 09 Feb 10 Oct 10 May 11 Jan 12 Nov 12 Nov 13 Apr 15 Apr 16 Apr 17 Nov 18
Great Britain Wales

10. 12
Concerning decline in giving from AB demographic
Source: Celtic Charity Awareness Monitor, Jun 19, nfpSynergy | Base: 1,000 adults 16+, Wales
61%
66%
68%
81%
57%
60%
61%
65%
60%
64%
Jun 19May/Jun 18May/Jun 17Apr/May 16
Total AB C1 C2 DE
“Within the past three months, have you given any money to any charities? Those who answered ‘Yes’”

11. 13
Alarming decline in giving among older people
Donation trends by age
Source: Celtic Charity Awareness Monitor, Jun 19, nfpSynergy | Base: 1,000 adults 16+, Wales
61%
66%
53%51%
48%
57% 55%
61% 58%
67%
64%
68% 72%
83%
Jun-19May/Jun 18May/Jun 17Apr/May 16
Total 16-24 25-34 35-44 45-54 55-64 65+
“Within the past three months, have you given any money to any charities? Those who answered ‘Yes’”

12. 14
Increasing number of people not being asked to donate, digital
struggling
Top 5 methods and selected
“In the last three months, have you been asked for money by a charity in any of the following ways? Please select all that apply.”
36%
33%
36%
29%
20%
29%
33%
27%
33%
21%
13%
13%12%
4%
5%
2%
Apr/May 16 May/Jun 17 May/Jun 18 Jun-19
Face-to-face on the street
Via a cash collection/ collecting tin
None of the above
Through a television advert with a telephone number to call to donate
Via an appeal mailing/ letter
Online advertising
On the telephone
Via text message through mobile phone
Source: Celtic Charity Awareness Monitor, Jun 19, nfpSynergy | Base: 1,000 adults 16+, Wales

13. 15
Perceptions of charities in Wales

14. 16
Positivity around the sector – but conflict around
legitimacy of political advocacy
55%
55%
53%
41%
37%
34%
23%
59%
61%
54%
46%
34%
38%
24%
53%
60%
55%
42%
37%
35%
27%
I think it is important for charities to have a voice in the Welsh
Assembly/Northern Ireland/Scottish Parliament
The charity sector is a force for good in Wales/Northern
Ireland Assembly/Scotland
Some charities are too political
I think larger national charities are not as good at using
resources as smaller charities
The charity sector is well regulated
Charities should be allowed to engage in political lobbying
Charities should not campaign in the Welsh
Assembly/Northern Ireland Assembly/Scottish Parliament
Wales NI Scotland
“To what extent do you agree or disagree with the following statements about charities?” Ranked by Strongly Agree + Agree
Source: Celtic Charity Awareness Monitor, Jun 19, nfpSynergy | Base: 1,000 adults 16+, Wales

15. 17
The public wants to be reassured that charities they
support use their resources wisely and have impact
Source: Celtic Charity Awareness Monitor, Jun 19, nfpSynergy | Base: 1,000 adults 16+, Wales
“Thinking of the factors that influence your decision to support one of your favourite charities, how important is each of the following factors?”
43%
37%
33%
30%
23%
8%
8%
43%
47%
45%
40%
38%
28%
27%
11%
12%
18%
24%
31%
42%
44%
4%
3%
5%
6%
8%
21%
21%
I know the charity uses its resources wisely
I know the charity is very effective at what it does
I’m concerned about issues the charity addresses
A family member or close friend has been affected by the
issues the charity addresses
I have been personally affected by the issues the charity
addresses
The charity was recommended by a trusted friend, family
member or colleague
I’ve seen the charity advertised
Very important Important Neither important/ unimportant Unimportant

16. 19
But public split on preference for donations to be
spent in Wales
Trend data
Source: Celtic Charity Awareness Monitor, Jun 19, nfpSynergy | Base: 1,000 adults 16+, Wales
“If you were to make a donation to a charity, which of these statements best describes how you would like the money to be spent?”
6%
20%
54%
20%
4%
14%
53%
29%
3%
19%
38%
41%
I would prefer for it to be spent internationally
I would prefer for it to be spent in the UK or internationally
I would prefer it to be spent in Wales/Scotland/NI
I would prefer for it to be spent in the UK, but not necessarily
Wales/Scotland/NI
Wales
Scotland
NI

17. 20
Use of Welsh language important - but is it a
dealbreaker?
Source: Celtic Charity Awareness Monitor, Jun 19, nfpSynergy | Base: 1,000 adults 16+, Wales
“To what extent do you agree with the following statements”
23%
14%
17%
15%
7%
32%
25%
22%
20%
13%
26%
27%
36%
37%
31%
11%
23%
13%
16%
26%
8%
12%
11%
12%
23%
It is important to me that charities in Wales use both English
and Welsh
I don't think it's necessary for charities to use both English
and Welsh
I am more likely to donate to a charity that uses both English
and Welsh
I am more likely to volunteer for a charity that uses both
English and Welsh in its communications
I would stop supporting a charity if it didn't provide written
materials in English and Welsh
Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree

18. 21
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Spitalfields
London E1 7NH
www.nfpsynergy.net
+44 (0)20 7426 8888
Peter.dawson@nfpsynergy.net
nfpsynergy
nfpsynergy
nfpsynergy
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19. Wales networking group
Audience Insight
Wales Networking Group
05 February 2020
Cardiff
#CCwales

20. 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