National Debtline Performance Evaluation August 2008 Prepared for: National Debtline Prepared in...

National Debtline

Performance Evaluation

August 2008

Prepared for:

National Debtline

Prepared in compliance with the International quality standard covering market research,ISO 20252 by Illuminas, Lion House, 141-145 Curtain Road, London, EC2A 3AR, UK

T +44 (0)20 7909 0929 F +44 (0)20 7909 0921 E [email protected]

www.illuminas-global.com

2

In order to secure ongoing support for the services offered by National Debtline, it is considered important to monitor the performance of the service against specific objectives

Research objectives: To measure and evaluate the performance of National

Debtline Specifically, to look at caller satisfaction with the overall service,

including the telephone advice service, the email service and the website

To compare performance measures with previous years to investigate whether any significant changes are evident

To look at immediate & on-going impact of contact with National Debtline

In particular, to investigate the impact of contact with NDL on a caller’s ability to manage their money and debt

To look at any wider issues that may result from contacting NDL and the impact on overall control of finances

Background: a measure of performance

3

A quantitative approach providing robust measurement

Performance evaluation

15-minute telephone interviews with individuals who had contacted National Debtline between September 2007 and February 2008

250 interviews with callers from England & Wales

50 interviews with callers from Scotland

Total 300 interviews

Longitudinal impact evaluation

15-minute telephone interviews with individuals who had contacted National Debtline 2 years ago, 4 years ago and 5 years ago

2 years on callers: Participated in performance evaluation survey ‘06

Total 90 interviews

4 years on callers:Participated in longitudinal impact survey ‘06 and performance evaluation ‘04

Website pop-up surveyTotal 450 responded

Pop up survey on NDL website

Total 41 interviews

5 years on callers:Participated in longitudinal impact survey ’06 and ‘04 and performance evaluation ‘03

Total 31 interviews

4

Methodology

All fieldwork conducted by The Wire, Illuminas’s own telephone and online interviewing unit

Data sources: Performance evaluation:

Caller details provided by National Debtline All provided consent for details to be passed on to a third

party for purpose of research

Longitudinal impact: Those who participated in previous waves of research and

agreed to be re-contacted - 162 interviews achieved

Website evaluation: Pop-up placed on National Debtline website during May – July

2008

5

Overview of Performance Evaluation

Executive summary Part I: Performance evaluation

Performance evaluation: key measures Making the first call: awareness and experience Delivering advice: literature and website

Part II: Website evaluation Part III: Longitudinal impact evaluation

Longitudinal impact evaluation: key measures Practical long-term benefits Wider impact of contact Literature

Summary and conclusions

Appendix Performance evaluation Website evaluation Longitudinal evaluation

Executive Summary

7

Executive Summary: A continued success story

Continuing short and long-term satisfaction: Both recent callers to National Debtline and callers who used the service some time ago report

high levels of satisfaction with the service received:

…95% of callers satisfied who used the service during 2008

…94% of callers satisfied from two years ago

…92% of callers satisfied from four years ago

…97% of callers satisfied from five years ago

High levels of recommendation: Majority find the information provided by National Debtline extremely helpful and are keen to

recommend it

75% of 2008 callers found the advice to be extremely helpful

85% of 2008 callers would definitely recommend the service to someone experiencing debt difficulty

Reducing debts over time: For many, speaking to National Debtline prompts them to take positive action to reduce their

debt

Of those callers who spoke to National Debtline 2 years ago, 19% no longer have any outstanding debt, while 27% of callers from 4 years ago and 32% from 5 years ago no longer have any outstanding debt

Use of the website: Website usage continues to increase in terms of first time and repeat usage – and is rated now

even more highly than two years ago, particularly in terms of ease of use (a major positive attitudinal shift seen among callers in Scotland)

Areas for consideration: Those with new debt are much more likely to be those who first called five years ago (and are

less likely to be confident about managing money and feeling in control of life). Proximity to the advice engenders confidence and control

8

Executive Summary: Performance Evaluation (I)

Continuing high levels of satisfaction and recommendation in 2008

78% of callers were very satisfied with the service

75% of callers found the information and advice provided to be extremely helpful

85% of callers would definitely recommend the service

Encouragingly, satisfaction amongst callers in Scotland is now largely on a par with callers from England

72% of callers in Scotland were now very satisfied with the service versus 66% in 2006

78% now found the information and advice provided extremely helpful versus 66% in 2006

A large proportion of callers were prompted to take direct action after contact

70% of callers contacted the companies they owed money to and 76% of these callers came to an arrangement with the companies using the advice provided by NDL

91% of those callers who contacted and made arrangements with companies have kept to the agreementContact also had a positive attitudinal effect on managing debt

90% of callers agreed they felt more knowledgeable about financial matters overall

85% of callers agreed they felt less likely to find themselves in a similar situation again

84% of callers agreed they felt more confident about managing money in general

9

Executive Summary: Performance Evaluation (II)

Mixed levels of awareness of what the service offered before contact

39% of callers knew nothing about what the service offered when they first called NDL

59% of callers knew that National Debtline offered advice on handling debts

The Internet is an ever-increasing source of awareness of National Debtline

27% of callers first heard about NDL via the internet (versus 22%, 15% and 11% previously)

High levels of praise reserved for NDL advisers

80% of callers strongly agreed that the adviser was easy to talk to

84% of callers strongly agreed that the adviser dealt with their situation in a professional way

65% strongly agreed they had a better understanding of how to manage debt as a result of NDL Increased use of website continues in 2008

Website rated more highly against all performance measures

A vast increase in proportion of callers able to reach an adviser the first time they called

80% of callers got through first time (versus only 53% in 2006)

Note: substantial positive shift in scores amongst callers in Scotland

Overall, and in terms of contact with advisers, literature and website

10

Performance Evaluation: Website Evaluation (I)

Website searches are an extremely effective method of drawing people to the website

Half (50%) of website users found the NDL address via an internet search

However, a significant proportion (23%) experienced problems finding the NDL website

Website being used even more fully in 2008

59% of users this time versus 38% in 2006 had searched for information/ advice about debt

NDL clients are almost twice as likely this time to have: viewed templates; downloaded templates; accessed factsheets; used budget sheet; etc

Some evidence to suggest the website is assisting more users to take productive action

48% of users this time versus 36% in 2006 state are going to contact creditors

Reactions to the website even more positive in 2008

E.g. 80% of users this time versus 71% in 2006 rated the website as “good” or “excellent” for providing easy-to-understand information

11

Executive Summary: Longitudinal Evaluation (I)

High levels of satisfaction and recommendation remain over time

98% of callers from 2 years ago, 95% from 4 years ago, and 96% from 5 years ago were satisfied with the service they received from National Debtline

98% of callers from 2 years ago, 97% from 4 years ago, and 100% from 5 years ago would recommend the service

Previous callers appear successful in reducing their debts

19% of callers from 2 years ago no longer have an outstanding debt



A high proportion of respondents are able to maintain payment arrangements over time

78% of callers from 4 years ago contacted companies they owed money to and 81% of these callers came to an arrangement with these companies

Of those callers who had made arrangements, 92% kept to these arrangements. The majority of these arrangements had been made over two years ago

12

Executive Summary: Longitudinal Evaluation (II)

Evidence suggests there are wider consequences of debt

36% had visited a doctor because of the stress of debt

23% had time off work as a result of stress

Respondents report that contacting NDL engenders self-sufficiency in financial matters

Around 6 in 10 callers from 2-4 years ago strongly agreed they were more in control, more knowledgeable, or more confident about managing their money. However, those from 5 years ago were slightly less likely to strongly agree (and are more likely to have new debt)

Literature provided by National Debtline is shown to be of high value over time

83% of callers from 2 years ago and 84% from 4 and 5 years ago reported that they read the literature and stored it for future reference

38% of these callers have looked at the information since they first stored it

NDL advice has a positive impact on callers’ emotional states in particular

9 in 10 of callers from 2 to 5 years ago state this

Part I: Performance Evaluation

Performance Evaluation: Key Measures

15

Overall, how satisfied with service you received from National Debtline?

The service continues to generate high levels of continued satisfaction amongst callers

Overall satisfaction remains at the same level as 2006 (95% satisfied)

Callers in Scotland appear less content than callers in England and Wales, albeit satisfaction levels in Scotland are increasing after a slight dip in 2006

17 3 1178

Very satisfied Fairly satisfied Neither/ nor Fairly dissatisfied Very dissatisfied

Base: all (300)

Base: Scotland (50)

%

% very satisfied

Total Scotland

2008 78 72

2006 79 66

2005 79 76

2004 74 69

16

Reasons for satisfaction (I)

They gave me the information that I

needed; they were very helpful, very

pleasant and understanding

I phoned them up in distress; they were able to calm me

down, listen to me and then explain the procedure.

Sometimes I got lost and they very carefully explained it

again…they held my hand all the way They went extra mile for

me… they were very informative and sent

everything out that they said they would do

Whenever I phone they are very

understanding. They don't try to hurry you; they give you all the

time in the world, are very

professional and very effective

They were very understanding, gave a

personal touch and didn't make you feel awkward or uncomfortable; they were all very polite and listened

very well

They were very friendly, non judgmental and they

put me at ease

They spoke to me in a language that I

understood

They are readily available to call without an

appointment

I felt that they knew what they were

talking about and that it was objective

I was impressed with the level of professionalism,

comprehensive

knowledge and response

17

Reasons for satisfaction (II)

National Debtline put everything into perspective for

me

They made me feel equipped to

deal with the people who were taking financial

advantage

It is nice to be able to speak to people who

are very neutral

You are not treated just as a number - you are treated with a bit of respect

They were there every step of the

way, I only needed to phone them in order to calm me

down

They were polite, helpful and not

judgmental; providing great advice, and being really understanding…They were wonderful

and supportive

They put me on the right track and enabled me to organise

things properly…things are now controllable whereas before

they weren’t

Excellent advice and step by step procedures

It was like speaking to a friend

18

Reasons for dissatisfaction

They explained everything fairly clearly and gave me ideas on what to

do but didn't answer all of my questions

I suppose they didn't really tell me anything that I

wasn't aware of

They were pretty good when I spoke to them on the phone but they did not

follow up too well

The leaflets they promised

they would send never

arrived

I think I was expecting a little

bit more - personal advice rather than the

basics

The adviser was quite patronising - he spoke to

me as if he thought I was a bit of an idiot

because I was in debt

Although they sent out a very useful information pack, I could have done with a bit more follow up

from them

When I wanted to get in touch with them I could never get a

reply at the end of the phone, it

was an answering machine

19

Thinking about all the information and advice you received specifically from National Debtline, how helpful was it to you in dealing with your debt problem at the time?

NDL is often praised for helping manage debt

If someone you knew found themselves in difficulty with debt, how likely would you be to recommend National Debtline as a source of advice?

85 13 11

Definitely recommend Probably Probably not Definitely not recommend

%

Base: all: 300

75 20 3 1

Extremely helpful Fairly helpful Not very helpful Not at all helpful

Base: all: 300

%

Majority of respondents find service of considerable assistance, which translates into high recommendation

Total Scotland

2008

75 78

2006

75 66

2005

79 76

2004

77 69

Total Scotland

2008

85 80

2006

89 82

2005

89 86

2004

87 81

Extremely helpful

Definitely recommend

20

Why recommend NDL? (I)

People on the phone are very sympathetic, they don't patronise you

in any way

Both the people I spoke to were non

judgmental and that's very important

It is a very good starting point because they help to clarify things that may be

bothering you unnecessarily. They have a better understanding of all these things because they

do it on a day to day basis

They gave a few options…an informed

choice, they didn't make decisions for you

National Debtline explained my problems to me in simple language and made it simpler for me

to understand where I was going. I phoned them as a last resort; it should have been my first

resort

You realise you're not the only fish in the

sea, you find out there are a lot of

people in the

same situation The information I've

received and the confidence they've given

me to get my dignity back

The advice is good and helpful, it is a

whole weight off your shoulders

Overall it's an exceptional service…it is an organisation that is helping people

in despair

21

Why recommend NDL? (II)

When you find yourself in a situation where you owe money, it is better to

take positive action…The advice I was given enabled me to do this rather

than sitting down worrying and hoping the problem would go away…it won't

go away

It was easy to deal with the people at NDL, you feel comfortable talking to them because you feel they are on

your side

The advice is clear, concise, helpful… knowledgeable and well considered. The advisers

are friendly and sensitive and if, at any point, they feel unable to

respond to your query they consult a colleague who can help

them give the correct information. It makes you feel

less alone, it gives you the sense that there is someone who will

support you and argue your case

I felt that once I talked to the debt

line I was able to go back to my creditors and talk with more

authority

They take away the worry…and give you a light

at the end of

the tunnel

It was a bit like a financial

Samaritans…they help you at every

turn

In the first instance, I had to make four phone calls to actually get through to them. When I spoke to them about the situation, they seemed to feel that I could manage it

myself by sending me through an information pack which I didn't really want

…or why would you not recommend them?

22

NDL contact encourages repayment of debt

National Debtline continues to successfully assist callers to take direct action

After contact with National Debtline, 53% of callers took action to repay their debts and have successfully kept to these arrangements

Did you yourself contact any of the companies you owed money to after receiving advice from

National Debtline?

YES: 70% Base: all (300)

And as a result of this, did you come to any agreement or make any new arrangements with the companies you owed money to using the advice provided by National

Debtline?

YES: 76%Base: all who contacted companies (209)

And have you managed to keep to the arrangement which you agreed to?

YES: 91%Base: all who contacted companies and came to agreement: 158

YES Total Scotland

2008

91 86

2006

84 86

2005

86 100

2004

88 95

YES Total Scotland

2008

76 62

2006

71 70

2005

68 62

2004

81 70

YES Total Scotland

2008

70 68

2006

72 60

2005

68 52

2004

63 56

At time, any apply…

%

On DMP 17

Already declared bankrupt

1

Had IVA with companies owed money to

13

Contacted companies owed money to

26

Not contacted companies owed

Not come to arrangement Attempt to make any new

arrangements with companies owed money to using advice provided by National Debtline:

Yes -

attempted

53%

No

47%

23

NDL advice has a profound impact on future money management

62

68

58

53

56

28

17

26

28

20

I am more knowledgeableabout financial matters overall

I feel less likely to find myselfin a similar situation again

I feel more confident aboutmanaging my money in

general

I feel more in control of mylife as a result

I think it is more likely I willrepay my debt

Strongly agree Agree

Contact had a positive attitudinal effect on managing debt, and empowered callers

Base: all (weighted): 300

2008

68 68

2006

75 64

2005

64 65

2004

65 75

2008

62 52

2006

59 60

2005

56 56

2004

58 60

% Strongly agree

Year Total Scotland

2008

58 62

2006

60 52

2005

54 54

2004

57 502008

53 54

2006

60 46

2005

54 53

2004

56 582008

56 48

2006

60 56

2005

56 58

2004

58 67

24

The importance attached to the contact

How would you describe how the service provided by National Debtline has helped you in terms of managing money and debt?

The budget plan that National Debtline sent to me and I

downloaded actually gave me a realistic understanding of my

entire financial position

It has helped me realise that you can spend too much money too quickly on a credit card…It is so easy to get into debt and a lot harder to get

out of it

They have been instrumental in everything I have had to deal with;

they have helped me tremendously. They have encouraged me to deal

with things straight away…however little, just to make sure every

payment is made on time

It has helped me understand the pitfalls of borrowing on

top of loans and how that can put me into huge debt

without noticing

It has encouraged us to set a specific budget per month and we're now very strict

with keeping to it

I feel like I am working for me now and not just working for everyone

else to take my money

It simplified things and made things easier to understand; the information was very clear

Making the first call: Awareness and Experience

26

Most are aware NDL is a debt advisory service; unsurprisingly knowledge somewhat unrefined at first call stage

Mixed levels of awareness surrounding what the service offered: Just over half (59%) of callers knew that National Debtline offered advice on handling debts

39% of callers knew nothing about what the service offered when they first called

Internet an increasingly important source of awareness

27

13 1312

109

6

Internet search Citizens AdviceBureau/ otherfree agency

Article in paper/magazine

Friend/ relative TV Yellow pages Other telephonedirectory

How did you first hear about National Debtline?

%


Other sources include:

• Bank/ building society

• Radio

• Poster/ leaflet

• Creditors

2008 = 27%

2006 = 22%

2004 = 15%

2003 = 11%

27

Thinking about when you first rang National Debtline, how many times did you have to ring before you got through to an adviser?

NDL is now more accessible; moreover, vast majority of callers were given most of the advice they needed

A vast increase in proportion of callers able to reach an adviser first time they called

Once they had spoken to an adviser, majority of callers happy with service they received

94% of callers felt that length of their first call was about right 51% given all the advice they needed, with a further 39% given most of the advice they

required

53

80 9

10

4

7

2

3 7

1

3

4

162006

2008

Once Twice Three times Four times Five times More than five times Don’t know

39 24 16 7 14

Once Twice Three times Four times More than 4 times

How many times have you spoken to National Debtline?

%

%

Base: all (300)

Base: all (300)

%

28

NDL is often the first port of call for debt advice

Had you contacted anyone else for debt advice before you spoke to National Debtline ?

Who else have you contacted?

48

20

12

6

5

2

1

1

12

Citizens Advice Bureau

Debt consultancy service

CCCS

Other free debt adviceservice

Other fee charging company

Payplan

Bank

Family/ Friends

Other

%

%

Base: all (300)

Base: all who had contacted someone else prior: 95

National Debtline often first point of contact for debt advice (for two-thirds, as in 2006)

As in previous waves, CAB is most common alternative source of debt advice

Other includes: trading standards, solicitor, other websites

Used a fee-charging debt consultancy service, before spoke to NDL?

10

90

0

10

20

30

40

50

60

70

80

90

100

Yes, using No

%

29

First call with NDL rated highly

22

21

15

68

72

80

You felt you hadmade a positivestep towards

managing yourdebt

You had a sense ofconfidence in the

service

The advisor waseasy to talk to


Respondents were asked to think back to how they felt after their first call with National Debtline and to rate the service on a number of measures:

High levels of praise for contact enjoyed with National Debtline

Base: all (300)

%

2008

80 76

2006

83 80

2005

82 76

2004

81 69

% Strongly agree

Year Total Scotland

2008

72 76

2006

69 64

2005

70 62

2004

67 63

2008

68 70

2006

69 64

2005

69 49

2004

65 56

30

Vast majority proffer strong praise for NDL advisers

Service successfully provides strong support to callers, both in terms of emotional assistance and practical support

Interpretation and application of advice is likely to be more challenging for some callers

Callers in Scotland views largely on a par with callers in England and WalesCallers in Scotland this time more likely to strongly agree than in 2006 that adviser understood their situation, and dealt with problem in a sensitive way

No notable shift in views of England and Wales callers against each performance measure

84

79

79

77

74

65

14

16

16

14

19

24

The advisor dealt with your situation in a professional way

The advisor was knowledgeable

The advisor dealt with your problem in a sensitive way

You felt the advisor understood your situation

The advice provided was clear and easy to understand

You had a better understanding of how to manage your debtas a result of contacting National Debtline


%

Base: Callers in Scotland: 50Base: all (weighted): 300

Total 84 85 84 83

Scotland 76 78 84 71

‘08 ‘06 ‘05 ‘04

Total 79 82 78 77


Total 79 80 81 77


Total 77 76 76 75


Total 74 76 74 75


Total 65 61 67 66


31

Service improvements

What could National Debtline do to improve the service they offer?

I think that some of the advisers are a bit abrupt Get more operatives…it’s getting

harder and harder to get in contact with them

It’s a pity that they are not better known so that they

could help othersSometimes it takes a long time to get hold

of them

Better advertisement of what they can actually do for you

More face to face contact

It is important to let people know that it is free, impartial

and not for profit

A follow up call to see how someone is

getting on If they could provide a bit more information

for people at the early stages E.g In school

32

Only a minority are currently on a Debt Management Programme. NDL less likely to be involved this time

24% of respondents were on a debt management programme at the time of responding to the survey (no significant difference to 2006)

NDL acting as intermediary in set-up by CCCS has halved Set up by CCCS/ Payplan after NDL referral down a third

Who was it that set up the debt management arrangement for you?

30

28

18

13

11

31

44

7

10

9

Another debt managementcompany

Set up by CCCS/ Payplanafter being referred to

them by National Debtline

Set up by CCCS withoutNational Debtline acting

as intermediary

Can't remember/ Not sure

Payplan without NationalDebtline acting as

intermediary

20082006

%

Base: all on debt management programme (2006: 75; 2008: 71)

Fee- charging debt management company

Total

Base: on DMP 21

Yes, fee charging 43%

No 57%

Delivering Advice: Literature and Website

34

Thinking about information which was sent to you, how would you rate it in terms of the following?

The quality of the literature is high

Vast majority (92%) recall receiving literature after having spoken to NDL

Most rate the literature very highly against all assessment criteria Big shift in levels of satisfaction with the literature amongst callers in Scotland

– significantly more likely to state very good against each measure

75

72

70

69

68

19

22

20

18

20

The amount ofinformation provided

How clearly presentedthe information was

How useful theinformation given was

in helping you tomanage debt

How relevant theinformation providedwas to your situation

How easy it was tounderstand

Very good Good%

Base: all who recall literature sent:275 Base: Scotland: 46

Total 75 74 73 75


‘08 ‘06 ‘05 ‘04

Total 72 73 70 68


Total 69 70 69 68


Total 70 69 67 72


Total 68 66 64 65


35

Half of callers visited the website - mostly before speaking to NDL, further visits followed from most

Growth – albeit less marked this time – in visiting National Debtline website

47% of callers now, compared to 43% and 24% in 2006 and 2004 respectively

Majority (71%) of those who have visited, visit again (22% five or more times)

Multiple motivations/ usage of website – finding out about service offered by NDL, search for debt information/ advice, and find NDL telephone number most frequently cited

Did you visit the website…

Before calling NDL: 69%

After calling NDL: 20%

Before and after: 10%

74

73

72

49

48

46

37

19

6

Finding out more about the service National Debtline offers

Searching for information and advice about debt

Finding the telephone number for National Debtline

Using the personal budget sheet

Accessing the factsheets

Viewing/ downloading sample letters

Downloading information packs

Requesting documents to be posted to you

Emailing National Debtline for advice

%

Base: all who have visited NDL website: 140

(NB: Prompted response)

36

How would you rate the website in terms of the following?

The website is rated even better than before, particularly amongst callers in Scotland

62

59

59

65

29

34

28

24

How easy it was tounderstand

How clearly presented theinformation was

How useful the informationwas in helping you to

manage your debt

The amount of informationprovided

Very good Good

%

Base: all who have visited website: 140

Website even more likely to be viewed as clear and effective – most state “very good”

Major positive attitudinal shift amongst callers in Scotland about website

Base: all callers in Scotland who have visited website: 29 in 2006 and 23 in 2008

(base too small in previous waves)

Total 65 61

Scotland 70 45

‘08 ‘06

Total 59 55

Scotland 57 38

Total 59 53

Scotland 57 41

Total 62 53

Scotland 70 34

Part II:Website Evaluation

38

Search engines remain the dominant means by which the National Debtline website address is found

47%

11% 11%

6%4%

2% 2% 1%3%

50%

13% 13%

6%4%

2% 3% 2% 3%

Internet searchengine

Citizens AdviceBureau

Anotherwebsite

Friend/ relative TV/ media Article inpaper/

magazine

Financialadvisor/ bank

People I owemoney to

Something else

2006 2008

How did you find the National Debtline website address?

Base: all who completed on-line survey (475 in 2006, 450 in 2008)

Half find the website by searching though an internet search engine, with a further 1 in 7 via the Citizens Advice Bureau. No significant change between 2006 and 2008

Other sources mentioned:Yellow pagesCredit reference agenciesMoneysavingexpert.comThrough work/ job

39

A significant proportion experienced problems finding the National Debtline website

Q. Some people have stated that they had problems finding the official National Debtline website and tried other websites with similar names or website addresses first, did you experience this problem?

Base: All respondents who found the website via Internet search engine (220)

23% 77%

Yes, experienced such problems No, didn't experience such problems

39%

31%

18%

10%

18%

Other sites charge/ aren't free

Other websites come up first/at the top of the list

Others with similar name

Confused

Other Base: All respondents who found the website via Internet search engine and had difficulty finding it (51)

Q. Experiences and details of other websites tried first?

40

Website visits are mostly for finance/ debt advice

48%

20%

12%

8%

4%

2%

1%

8%

Financial/ debt problems

For the letter templates

Research/ information

To help a friend/ familymember/ client

For a budget plan/ sheet

Looking for/ downloadingfactsheets

Info about CCJs

Other

Most visit website to look for help and advice on the financial/ debt problems they are experiencing; one in five visit specifically to access the letter templates

Base: all who completed on-line survey (450)

I've just had a threatening

phone call and need some

advice urgently

I need further help in writing letters and the info on the

website is really really good

and helpful

I’m reaching the end of my tether with debt and have finally decided to take the bull by the horns and do something about

it!

41

The proportion of callers who had previously contacted National Debtline increased - both by phone and visiting the website

14%

37%29%

50%21%

16%

47%

71%

50%

64%

NoIntend toYes

Have you visited the National Debtline website before?

Have you spoken to National Debtline

advisers by phone? Base: all who completed on-line survey (475 in 2006, 450 in 2008)

2006 2008 20082006

42

Though numbers of callers contacting other advice sources is largely consistent, those who do so are contacting a wider range of sources than before

31% 69%

Yes No

36%

36%

19%

16%

14%

11%

3%

1%

1%

1%

11%



Friends/ family

CCCS

Bank

Payplan

Accountant

Solicitor

Lawyer

Local council

Other

Who else have you contacted ?

Base: all who contacted someone else for advice (146 in 2006, 154 in 2008)

34% 66%

Yes No

48%

42%

16%

25%

12%

13%

3%

5%

1%

4%

7%



Friends/ family

CCCS

Bank

Payplan

Accountant

Solicitor

Lawyer

Local council

Other

Q. Have you contacted anyone else for advice on managing money and debt?

2006 2008

Who else have you contacted ?

43

The website is being used for a broader range of purposes than before

38%

59%

28%

50%

29%

43%

24%

45%

27%

45%

50%

28%

30%

28%

43%

34%

39%

28%

35%

26%

Have used Intend to use

The proportion who have used the website for a variety of purposes has markedly increased since 2006. And there are still more who intend to use each service


2006

2006

2006

2006

2006

2008

2008

2008

2008

2008

Searching for information and

advice about debt

Finding out more about the service National Debtline

offers

Viewing/ downloading

sample letters

Accessing the factsheets

Downloading self help information

pack

44

Number of uses to which website is put to is growing

23%

39%

21%

36%

6%

18%

7%

10%

38%

29%

33%

32%

25%

26%

29%

33%

Have used Intend to use

Further evidence of website serving plethora of needs


2006

2006

2006

2006

2008

2008

2008

2008

Using the personal budget

sheet

Finding the telephone number for

National Debtline

Emailing National Debtline for

advice

Requesting documents to be posted to you

84% 16%

Yes No

Did you find what you were looking

for? Base: all who completed on-line survey (450)

45

The website is consistently rated even more highly than in 2006 (across all measures)

41%

41%

44%

37%

43%

38%

44%

38%

42%

40%

40%

40%

42%

38%

21%

26%

24%

36%

26%

36%

26%

36%

28%

39%

29%

40%

29%

42%

Good Excellent

2006

2008Easy to understand informationAmount of

information

General content

Presentation of information

How do you rate the website in terms of:

Already positive in 2006, perceptions of every area of the website have improved in the last two years


Ease of use

Ease of finding information

Design

2006

2008

2006

2008

2006

2008

2006

2008

2006

2008

2006

2008

46

Additional user comments

Feedback regarding site is mainly positive, with some small criticisms

An excellent source of reliable information

Extremely helpful &

knowledgeable

. Thank you Your interactive personal budget sheet is a marvel

Much needed and useful resource for both the general public looking

for information and advice and for advisers

to use as a resource tool

I’d like the budget sheet to be

downloadable in Excel so it can be altered/

managed. I had to print out a few before I got it

about right

I think that your fact sheets are the best

that are available I think your service should

be in receipt of some sort of recognition for the support

and help you are clearly providing. Thank you thank you thank you thank you!!!

I have emailed National Debtline several weeks ago now, and have not received any response - this is

very disappointing given the quality of service in terms of

advice available on the web pages

Fantastic service that has helped me more than

once!

It should have a discussion forum so we can all help each

other more

Make it easier to find from an internet search

engine

47

36% 36% 35%

18%

9%

4%

11%

48%

35%

25%

12%

8%

2%

14% 13%

Contact yourcreditors

Complete abudget form

TelephoneNational Debtline

Visit anothermoney and debtadvice website

Consult bank/lawyer/ otherprofessional

service

Telephoneanother moneyand debt advice

service

Email NationalDebtline

Something else

2006 2008

What is the next step you are going to take in terms of managing your money and debt?


(NB: Prompted responses)

Sizeable growth in number planning to contact creditors. Similar proportion now versus 2006 intend to complete a budget form or contact National Debtline next

There has been a clear increase since 2006 in the number of callers who state that they intend to contact their creditors following advice

*1

*1 Addition to 2008

questionnaire

Part III:Longitudinal Impact

Evaluation

Longitudinal Impact Evaluation:

Key Measures

50

Positive impact of contact with National Debtline has lasting effect, and does not appear to weaken over time

Over three quarters rated advice/ information first received as extremely helpful in dealing with their debt at that time

Impact of NDL service is deep and long-lasting

77%

80%

77%

21%

15%

19%

Extremely helpful Fairly helpful

2 years on

5 years on

98%

Base: All 2 years on (90), All 4 years on (41 ), All 5 years on (31)

4 years on 95%

96%

72%

85%

68%

22%

7%

29%

Very satisfied Fairly satisfied

2 years on

5 years on

4 years on

94%

92%

97%

And virtually all would recommend National Debtline to someone they knew in difficulty with debt

Again deep felt and lasting

89%

85%

97%

9%

12%

3%

Definitely recommend Probably recommend

And satisfaction with all elements of service remains broad over time

Intensity of satisfaction marginally higher amongst first contacted 4 years back

2 years on

5 years on

4 years on

98%

97%

100%

51

Proportion of respondents who currently have outstanding debt

Debt is being successfully managed over time

Previous callers appear to be successfully reducing their debts over time

81%

73%68%

4 years on

5 years on

Of those who have outstanding debt, the majority (76%) are dealing solely with the same debt as before.

Those with new debt were much more likely to be those who first called five years ago

2 years on


52

Initial contact appears to help prompt action towards reducing debt Over time respondents are able to maintain these arrangements A small pocket of ‘5yrs on’ clients required recent new

arrangements

After initial contact with NDL, most agree – and then maintain – arrangements with creditors

Came to an agreement/ made new arrangement using NDL

advice?

Two years on: 81%

Four years on: 81%

Five years on: 89%Base: all came to agreement 2 yrs (63), 4 yrs (32) and 5

yrs (19)

Kept to the agreed arrangement?

Two years on: 90% Four years on: 92% Five years on: 94%

Contacted companies to whom money was owed?

Two years on: 70%

Four years on: 78%

Five years on: 61%


How long have you had this arrangement?

Less than 6 months: 6%

6-12 months: 24%

Longer than 1 year: 48%

Longer than 2 years: 22%



6-12 months: 5%



Base: all who came to an arrangement with creditors and kept to it: Two years on (46), four years on (20) and 5 years on (16)



6-12 months: 19%



Attempt to make any new

arrangements using NDL advice?

35%Base: all not come to

arrangement (20)

Action taken after initial NDL contact:

53

Of those callers who didn’t contact companies to whom they owed money after NDL advice, most had already contacted them or had existing arrangements in place

24% had not contacted companies owed money to after receiving advice

At time, any apply… %

Base: (48)

I had already contacted companies owed money to

27

On DMP 25

Had IVA with companies owed money to 15

Already declared bankrupt 6

Situation when received advice…

None of above applied 19

Other help 8

54

NDL advice helped the vast majority to manage money and debt on an ongoing basis – and change their life

How helpful has the information and advice from National Debtline been in helping you deal with money and debt on an ONGOING BASIS?

2 years on

5 years on


4 years on

How has National Debtline affected you in the widest sense ?

10No impact on you whatsoever

Fundamentally changed your life 5

% scoring 7+ (major impact):• 2 yrs on – 71%• 4 yrs on – 78%• 5 yrs on – 61%

1

Five years on: 6.9

Four years on: 7.4

Two years on: 7.5

Practical long-term benefits

56

76%

70%

63%

80%

71%

63%

68%

68%

55%

2 years ago

4 years ago

5 years ago

NDL advice is valuable in dealing with the immediate problem - and its impact remains valuable over time

You have a better understanding of how to

manage your debt as a result of contacting NDL

Contacting NDL was a positive step towards managing your debt

Took action on managing debt as a direct result of

contact with NDL


Strongly agreeTotal agree

84%

80%

78%

90%

92%

87%

88%

86%

78%

57

70%

63%

61%

60%

56%

61%

61%

61%

61%

42%

58%

48%

2 years ago

4 years ago

5 years ago

I feel more in control of my life as a result

I am more knowledgeable about

financial matters overall

I feel more confident about managing my

money in general


Callers from 5+ years ago are less likely to strongly “feel more in control of (their) life” or “more confident about managing (their) money”; especially if acquired new debt since the call

I feel less likely to find myself in a similar

situation

Total agree

90%

76%

80%

% Strongly agree

90%

78%

77%

89%

81%

80%

88%

85%

81%

Similarly, contacting NDL is often felt to engender self-sufficiency in financial matters

58

How has the service helped?

It has turned my life around. The whole situation terrified me and I

didn't believe that there was a way out…I can now handle my finances

It taught me a very valuable lesson in life; my attitude to money is now very different and I would never ever be in

debt again

It alerted me to or rather clarified what my options were. I was not aware of the concept of prioritising, paying off one kind

of debt over another

NDL helped me to look at what money was coming in and what

was going out and now I seem to be managing it better…I have cut all

my credit cards up

They've helped me considerably by talking me through it, both managing

it and coping with it

It made me unbury my head from the sand and made me

face my commitments

Extremely helpful because everything was put into black and white and I

could choose which option to go for

It certainly took the pressure off me - it feels like a bit of a victory

It has made me realise how silly I've been in the past handling money and

finances - I won't be getting into

debt again

It has enabled me to move on with my life

Wider impact of contact

60

NDL advice has a positive impact on most aspects of well-being

36% had visited Doctor because of stress caused by being in debt

23% had time off work as a result of stress

48%

74%

81%

81%

94%

90%

56%

76%

83%

88%

93%

90%

44%

64%

69%

76%

87%

89%

Work andemployment

Physical health

Quality of familyrelationships

Overall personalconfidence

Overall wellbeing

Emotional ormental state

2 years ago4 years ago5 years ago

89 9 2

90 10 -

90 6 3

Positive No differen

ce

Negative

64 34 1

76 24 -

74 26 -

76 23 1

88 12 -

81 19 -

69 29 2

83 15 2

81 19 -

44 54 -

56 41 2

48 52 -

87 12 1

93 7 -

94 6 -

No notable variation by longevity

% Positive impact

Literature

62

Literature is highly valued; over time, recall, engagement and value are exceptionally high

High proportion of respondents keeping original literature confirms its value among National Debtline callers, even over time Over 92% of callers recalled receiving literature after their first contact with National Debtline What did you do with the information you received?

84% of callers from 4 and 5 years ago reported that they read and acted on the information, reinforcing its long-term value

Base: All recall received postal information (149)

38% have looked at this information since they first received and stored it (36% amongst 5 years on) – further evidence of its longevity

1%

7%

9%

83%

Throw it awaywithoutreading

Read it andthrew it away

Not read it butkept for future

reference

Read it andacted on it

Summary and Conclusions

64

Conclusions: service is consistently strong; callers are satisfied; debt is being reduced over time

High levels of satisfaction continue, over the long and short terms

78% ‘very satisfied’ with overall service in 2008

85% of 2008 callers ‘would definitely recommend’ service

The majority of callers take some form of positive direct action after speaking to National Debtline

53% of callers in 2008 took action to repay debts and have successfully kept to arrangements Respondents report feeling empowered to deal with financial matters following contact

with NDL

90% of 2008 callers felt more knowledgeable about financial matters

85% of 2008 callers felt less likely to find themselves in a similar situation again

Major positive shifts include:

Higher website rating - more effective, clearer and easier to use with services used more fully

Callers in Scotland are now more satisfied – largely on a par with England & Wales re. adviser, literature and website experiences

Improved ability to reach an adviser first time

Areas for consideration

New debt levels seen amongst those who first called five years ago – this group appears less confident and less in control

Performance Evaluation:Appendix Information

66

Only a minority contacted other advice sources – CAB and CCCS mostly

Had you spoken to anyone else for advice on managing money or debt since your calls to National Debtline?

Who else have you contacted?

31

24

13

8

6

5

4

4

3

3

3


CCCS

Payplan


Other free debt advice service

Fee-charging debt service

Local council

Bank

Finance company

Family / Friends

Solicitor

%

%

Base: all: 300

Base: all respondents who had contacted someone else: 82

Only a minority sought additional advice once they had contacted National Debtline

Of those who did, Citizens Advice was again the most likely alternative

67

Email option not ‘top of mind’

Were you aware that you could contact NDL for advice by email?

Did or would you consider emailing NDL for advice rather than contacting them by phone?

%

%

Why wouldn’t you consider emailing National Debtline?

Prefer to speak to somebody: 58%

Quicker/ more immediate response by phone: 8%

Telephone more personal: 35%

Find it difficult to express self/ problems in writing: 8%

Base: all who visited NDL website and not contacted NDL by email (weighted): 113

68

How would you rate the email service in terms of…

Only a small proportion had visited website and emailed NDL

When did National Debtline reply to your email?Of 8 who visited NDL website and emailed NDL5 stated within 24 hrs2 stated within 2 or 3 days1 can’t remember

How did they reply:

3 stated via email

3 stated via telephone

Base: all who visited website and contacted NDL by email (8)

!!Small base!!

Very satisfied

Fairly satisfie

d

Neither/ nor

Fairly dissatisfi

ed

Very dissatisfi

ed

[All received reply by email] The quality of information/ advice offered

1 1 1 - -

The way they responded to your email

5 2 - - -

The speed of response to your email

6 1 - - -(Number of respondents)

69

Additional comments

It is an important service and I hope it continues the good

work

I think it’s great that there is someone who is non judgmental and supportive to talk to

in a crisis

It is a fantastic service and it has changed my life

I think it is invaluable especially for people

who are on low income who cannot

afford to pay for advice I did not know about them until I

saw them on the internet. They need to make themselves more

visible

I wish I had have known about this service before

Being from Scotland, I am sometimes unsure

if advice is totally correct as the English and Scottish systems

are different

70

Type of debt: credit card and loans most prevalent

63

36

10 9 97 6 6 5

Credit card Personal loan Mortgagearrears/ secured

loans

Overdraft Cataloguedebts/ bills

Utility bills Other unsecuredloans

Store card Council tax

Which types of debt did you have when you first contacted National Debtline?

Base: England and Wales: 250, Scotland: 50

%

71

Amount of debt: average was £23,024

12

8

12

17

6

5

7

9

2

4

2 2

8

5

Under£2,499

£2,500-£4,999

£5,000-£9,999

£10,000-£19,999

£20,00-£25,000

£25,000-£30,000

£30,000-£40,000

£40,000-£50,000

£50,000-£60,000

£60,000-£80,000

£80,000-£100,000

£100,000+ Not disclose Not sure

What was approximately the total amount of debt you held at the point when you contacted National Debtline?

%

Base: England and Wales: 250, Scotland: 50

Mean debt*

Total £23,024

Eng & Wales

£23,444

Scotland £20,907

On DMP £32,051

Not on DMP £20,257* Ex undisclosed/ unsure

72

Demographics – performance evaluation

Gender

Age

%

%

Base: all (300)

Ethnicity

%

73

21 22 8 4 45

One Two Three More than three No children at home

55 15 26 3

Married / cohabiting Divorced / separated Single Widowed

Demographics – performance evaluation

%

%

Employment Status

Marital Status


%

Dependant children living at home

Predominantly unable to work due to ill health/ disability

74

Gross household income: average was £22,495

12

5

4 4

3

11

8

5

3

5

4

<£9,499 £9,500-£11,449

£11,500-£13,449

£13,500-£15,499

£15,500-£17,499

£17,500-£24,999

£25,000-£29,999

£30,000-£34,999

£35,000-£39,999

£40,000-£49,999

>£50,000

Base: all (300)

%

Mean income*

Total £22,495

Eng & Wales

£22,539

Scotland £22,227

On DMP £23,176

Not on DMP £22,263* Ex undisclosed/ unsure

Nb 36% did not disclose

Website Evaluation:Appendix Information

76

Reasons for using the website

Often, users come to the website seeking specific information:

A number of other users were browsing the site on behalf of other people or for general research purposes:

I need help with a sample letter

I work in a CAB and know that your fact sheets are excellent. I wanted to give one to a client

Primarily for help for a friend, who has already consulted

CCCS

I’d like to find some information on IVAs

I have currently got several thousand pounds worth of

debt and don't know where to start clearing it....

To add a shortcut to my desktop

Work related research - trying

to find info on bankruptcy

Research for a college project

My daughter is being chased

by debt collectors for a debt she does

not owe

I work for a social landlord and need to see what help can be offered to tenants

in debt

To re-enforce information contained in

National Debtline's

booklet

77

Feedback on the website

Those who have used the website generally find what they are looking for and are impressed with the information available. Others would prefer to speak to someone as they feel this is a quicker and easier process

There's nothing they could do to improve it, it’s

a fantastic service

Clear understandable layout, detailed site map,

not using long words - putting the content into

layman terms

To a certain extent, you don't know the right

questions to ask; it's a learning process, out of expediency it's better to have somebody to talk to

I prefer talking to somebody who can sort it

out quickly

I don't see the point e-mailing when you're

dealing with something as complex as debt because the only thing you could email is 'help somebody get in contact with me'

78

Awareness of National Debtline: Internet search and Citizens Advice most frequently cited sources

32%

16%15%

12%

10%

3%2%

1% 1% 1% 1%

5%

34%

20%

11%

9% 9%

2%

4%

1%2% 2%

Internetsearch

CitizensAdvice

Anotherwebsite

TV/ media Friend/relative

Article inpaper/

magazine

Financialadviser/

bank

Yellowpages

Creditreferenceagency

People Iowe money

to

Leaflet Somethingelse

2006 2008

How did you first hear about National Debtline?


Other sources mentioned:Previous knowledgeYellow pagesCredit reference agenciesMoneysavingexpert.comThrough work/ job

79

Demographics – website survey

5%

30%

24%

39%

38%

19%

21%

4%

10%

8%

2%

18-24 25-34 35-44 45-54 55-64 65-74

Age

Gender


2006

2008

35%

62%

65%

38%

Male Female

2008

2006

80


0

10

20

30

40

50

60

70

80

90

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

EastWestNorth

90%

4%

2%

2%

3%

1%

2%

92%

White (British, Irish or other)Asian or Asian BritishBlack or Black BritishMixed (e.g. White and Black Caribbean or White and Asian)

Ethnicity

2008

2006


81


Marital status

56%

56%

25%

24%

13%

14%

1%

2%

Married/ cohabiting Single Divorced/ separated Widowed

60%

48%

14%

14%

9%

6%

6%

11%

1%

4% 9%

6%

5%

Working full time Working part time Responsible for household UnemployedRetired Self-employed Other

Employment status

Base: all who completed on-line survey (475 in 2006, 450 in 2008). Refused not shown

2008

2008

2006

2006

Longitudinal Evaluation:

Appendix Information

83

A quarter had experienced further money and debt difficulties 4 plus years on

Since last call to NDL, encountered any further difficulties with managing money and debt…

Who else contacted? 2 years on callers (number of

callers)

4 years on callers

(number of callers)

5 years on callers (number of

callers)

Citizens Advice 2 0 1

CCCS 1 0 0

Family/ friends 1 0 0

Other free debt advice

1 2 0

Other 3 2 3Base: All who contacted somebody else for advice - 2 years on (6), All 4 years on (4), All 5 years on (4)

13%

24%

23%

2 years on

4 years on

5 years on

Yes, further difficulties Contacted anyone else for advice:

4 respondents

4 respondents

6 respondentsBase: All 2 years on (90), All 4 years on (41 ), All 5 years on (31)

Base: all 2 yrs (12), 4 yrs (10), 5 yrs (7)

84

Contacting creditors was most likely action taken following advice from NDL. DMP/ pay plan more prevalent amongst “2 yrs”

What actions have you taken as a result of the advice provided by National Debtline?

3

3

3

3

6

3

13

6

10

35

5

7

7

5

5

2

7

7

5

12

34

6

1

2

3

6

6

7

6

16

14

30

Reduced debt

Got advice/information

Took out an IVA

Got financial situation under control

Consult Payplan

Consult CAB

Consult CCCS

Declared myself bankrupt

Debt management plan/pay plan

Draw up a budget

Contact creditors

2 yrs on

4 yrs on

5 yrs on

85

If in similar debt situation, half state would contact creditors and a quarter would call NDL (unprompted)

16

10

23

55

10

7

41

44

16

13

21

52

Wouldn't get into thatsituation again

Draw up a budget

Call National Debtline

Contact creditors

2 years on

4 years on

5 years on

Imagine you had a similar debt problem to the one you originally contacted National Debtline about.

What specific steps would you take to help yourself out of the situation?

Base: All 2 years on (90)All 4 years on (41)All 5 years on (31)

%

86

Service improvements

Actually getting through to them in

the first place is the main downfall

I think it should be advertised even more…I had to go looking for it

If anything, NDL could improve by just shouting a

bit louder (about what it does)

The documents they send could be a bit more concise

Give some example of responses from creditors who

have received letters which have been sent out as instructed by

National Debt Line

When they send out the information it should be more

specific to my needs rather than just a blanket booklet

Just have more phone lines

More user interactions with the service, an online forum for

exampleA call back in the future to see how people are getting on

Face to face contact to be

available

87

Range of bodies set up DMP arrangements

8

11

23

23

36

Not sure/ Can'tremember

Payplan withoutNational Debtline

acting as intermediary

CSSS without NationalDebtline acting as

intermediary

Another debtmanagement company

Set up by CSSS/payplan after beingreferred to them byNational Debtline

Total

If on a debt management programme, who was it that set up this arrangement for you?

Base: All on debt management programme – all years (53)

88

Demographics – Longitudinal evaluation

1

10

15

12

35

44

30

42

29

36

10

10

13

3

2

8

18-24 25-34 35-44 45-54 55-64 65+

Age2 years on callers

4 years on callers

%

13 13 15 13 12 16

15-24 25-34 35-44 45-54 55--64 65+

General population age breakdown

%General population

Source: ONS (% under 15 not shown)

5 years on callers


89

Demographics – Longitudinal evaluation

2 years on

5 years on

%

Employment Status

71

61

63

16

15

22

6

22

12

6

2

2

Married/ cohabiting Single Divorced/ separated Widowed

Marital Status

%

45

46

42

19

29

16

6

10

4

6

5

11

6

9

16

7

14

2

2

Working full time Working part time Responsible for household Retired Unemployed Unable to work Self employed

4 years on

2 years on

5 years on

4 years on


Refused not shown

90

Gross household income – Longitudinal evaluation

12

10

12

17

20

43

21

7

12 12

22

12

2

7

24

10 10

23 23

10

13 13

<£9,500 £9,500-£13,499 £13,500-£17,499

£17,500-£24,499

£25,000-£34,999

£35,000-£49,999

£50,000+ Undisclosed

2 years on 4 years on 5 years on

%


Mean income*

Total £21,319

2 years on £20,699

4 years on £22,922

5 years on £21,120

* Ex undisclosed/ unsure

91

Total current debt – Longitudinal evaluation

11

19

27

34

1013

43

23

33

19

29

19

Under £2,500 £2,500-£9,999 £10,000-£24,999 £25,000+


%

Base: all with outstanding debt2 years on (73)4 years on (30)5 years on (21)

Mean debt*

Total £23,109

2 years on £26,355

4 years on £19,580

5 years on £17,267

* Ex undisclosed/ unsure

Refused not shown

92

Type of debt (unprompted) – Longitudinal evaluation

113

85

121114

42

63

333

13

7

13

17

40

67

5

1414

5

14

10

29

71

Utility billsRent arrearsHire purchaseCatalogue debtsOverdraftStore cardMortgagearreas/ secured

loans

Other unsecuredloans

Personal loan Credit card


Which types of debt do you currently have? Base: all with outstanding debt2 years on (73)4 years on (30)5 years on (21)

National Debtline Performance Evaluation August 2008 Prepared for: National Debtline Prepared in...

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