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Buckinghamshire Community Foundation

Local Giving Index Survey 2013

Local Giving Research Results

Prepared by: Buckinghamshire Community FoundationDate: November 2013

This research has been kindly supported by a grant from The Buckinghamshire Small Grants Programme of The Rothschild Foundation

Background and Objectives

Research Methodology

Executive Summary

Detailed Findings

Contents

Background• BCF links donors and local projects, enabling both to achieve far more than

they could by themselves. Since Jan 2000, BCF has helped over 1,500 projects and provided funds of nearly £4.5 million to local communities.

• Bucks has twice as many charities per head for the population compared to the national average. Amongst English counties, Bucks has the highest proportion of its employed residents (38%!) working outside the county.

• The average household income in Bucks is the 3rd highest of all UK counties, but there are pockets of real deprivation/poverty in the county.

• These facts are the basis for this research amongst Bucks residents that: - measures the extent to which local people ‘think local and give local’,- creates a benchmark of ‘Giving/Philanthropy’, and- provides a learning point to encourage and enable more giving.

Objectives

• County specific research into the means of best encouraging local giving. • Create a “Local Giving Index” for Bucks. • To track how the focus and attitude of local givers changes over time as a

result of the state of the economy and additional activities conducted by BCF and other local charities.

• Specific objectives include understanding:

• Attitudes to giving to local and national charities/ causes.

• Attitudes to giving to international charities/ causes.

• Changes of attitudes and behaviours on a biennial basis

Research Methodology

An online questionnaire was designed by Bucks-based SPA Future Thinking in collaboration with BCF.

The questionnaire lasted 8 minutes, on average. Fieldwork took place in October 2013.

All respondents qualified to take part if they lived in Buckinghamshire.

In total, 504 interviews were achieved, against a target of 500, av age 49, 39% employed full-time, mean household income £30.25K, 87% white British, 25% in each District Council area.

Subject to funding the research will be repeated in 2015 to track changes.

All respondents live in Bucks and have donated money to either a local, national or an international charity

Bucks residents are still more likely to donate to national charities rather than to local or international charities but 37% now give to local charities compared with 36% in 2011

The overall average amount given to all types of charities by Bucks residents is £204 (‘11: £196) per adult, an increase of 4.1% cf 2011. £78M pa (+£3M pa)

The most common reasons – other than availability of funds - given by respondents for donating to a charity is “how much I trust the charity” and “someone close being affected by the cause or charity”

76% of those surveyed have donated the same amount to charity in the last 12 months compared to the previous 12 months

77% plan to donate the same amount to local charities in the next 12 months

There is a challenge for charities: donors want transparency but not more newsletters

Executive Summary

Detailed Findings

Whether given to charities in last 12 months

100% of respondents have given money to charities in the last 12 months.

A higher proportion of respondents give to national charities and this is evident amongst males and females, by all income bands and by all ages.

Non-white ethnic groups tend to give to international charities the same if not more than national charities. Mixed groups are the only ethnic group giving to local charities the most.

Charities % % %

LOCAL NATIONAL INTERNATIONAL

Given money in last 12 months 58% (63%)

67% (73%)

21% (30%)

Giving to Charities

All Bucks residents surveyed have donated money to either a local, national and/or international charity

In the last 12 months did you give to? (m/c)

63%

74%

30%

58%67%

21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Local National International

2011 2013

Local Giving Index 2013 (2011)

Local

£75 (£70)

58% (63%)

National

£86 (£81)

67% (73%)

International

£43 (£45)

21% (30%)

Everyone surveyed has donated money to a local and or national/international charity

Mean amount given

Given in the last 12 months

The total given by a Bucks resident across

local, national and international charities is £204 (£196, +4.1%)

37% (36%) of donations by value are for local charities,

42% (41%) for national causes and 21% (23%) to international groups

Detailed Findings- Which charities specifically did you donate to

45% of all respondents who donate to national charities give to Cancer Research

36% of all respondents who donate to local charities give to Air Ambulance

% donors giving to International charities

39%

20%

28%

16%

14%

4%

8%

42%

24%

24%

15%

10%

9%

9%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Oxfam

Save The Children

Red Cross

Christian Aid

WWF

Action Aid

Amnesty International

20112013

% donors giving to national charities

45%

27%

26%

24%

18%

18%

17%

55%

29%

21%

36%

29%

15%

27%

0% 10% 20% 30% 40% 50% 60%

Cancer Research

British Heart Foundation

Macmillan

Help for Heroes

Comic Relief

RNLI

Children In Need

% donors giving to local charities

36%

14%

10%

10%

10%

6%

34%

25%

17%

11%

10%

9%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Air Ambulance

Rennie Grove Hospice Care

South Bucks Hospice

Florence Nightingale Hospice

Hearing Dogs for Deaf People

Scannappeal

Main charities donated to

Local• Air Ambulance 34% 36%• Iain Rennie Hospice 25% 14%• South Bucks Hospice 17% 10%• Florence Nightingale Hospice 11% 10%National• Cancer Research 55%

45%• Help for Heroes 36%

24%• British Heart Foundation 29%

27%• Comic Relief 29%

18%• Macmillan <25%

26%International• Oxfam 42%

39%• Save The Children 24% 20%• Red Cross 24% 28%• Christian Aid 15% 16%

2011 2013

Rennie Grove Hospice Care

If you could only donate to one charity only which would it be

Local• Iain Rennie Hospice 4%• Air Ambulance 4%

National • Cancer Research 25%• British Heart Foundation 7%

International• Oxfam 3%• Save the Children 1%

FINDING:

National charities are mainly chosen if respondents can only donate to one charity

(N.B. Respondents had to choose one charity across local, national and international)

2011 2013

4% 3%4% 8%

25% 19%7% 5%

3% 2%1% 1%

Rennie Grove Hospice Care

Overall amount donated to charities

• Residents aged 75 + donated the most with an average donation of £396

• Males donated more than females with average donation of £212, females averaged £192

• Asian Ethnic groups donate the most with average donations of £410

• Those residents with an income of >£60,000 to £80,000 donate the most with an average donation of £329

Amount given to charities in last 12 months

Local National InternationalAverage £ given £76 (£70) £87 (£81) £43 (£45)Less than £50 58% (58) 41% (50) 37% (54)£50 – £100 21% (24) 28% (25) 22% 18)£101 - £200 8% (8) 14% (15) 17% 10)£201 - £300 3% (4) 6% (4) 6% (6)£301 - £400 2% (3) 4% (2) 7% (5)£500 - £1,000 4% (2) 4% (2) 8% (5)£1,000 - £2,000 3% (1) 3% (2) 3% (3)

Changes in amount given in last 12 months

• The majority of respondents have donated the same amount of money as in the previous 12 months.

• In 2011 19% of people said they’d given more and 65% of people said it was the same

Who is more likely to donate more:• 65+• Female• Widowed

Who is more likely to donate less:• 16 to 19 years • Male• Single

6%

76%

18%

Donate more Donate the same Donate less

Changes in amount to be given locally in the next 12 months

Who is more likely to donate less:• 30 to 39 years • Male

Who is more likely to donate more:• 75 + years• Female• £40,000 to £60,000

• The majority of respondents will donate the same amount of money in the next 12 months to local charities. This is the case for all age groups, males and females, all income groups, all districts and all ethnic groups

6%

77%

17%

Donate more Donate the same Donate less

Other Giving (Not including money)In the last 12 months, 26% (32%) had given up their time / volunteered for charity. The below groups are more likely to give up their time:

Younger respondents (16 to 19 years) 43%Single 43%Widowed 45%

9% (7%) have arranged to leave money in their will to charity. The below groups are more likely to give to charity via their will:

Older respondents (65 to74 years)Male/ retired/ widowed

Most important factors which determine giving in general?

Reason for choosing this charity %

How much spare £ I have 59

How much I trust the charity to spend it efficiently & effectively 46

Someone close to me being affected by the cause/charity 34

Whether it is a local charity 19

Whether it is a national charity 18

Time of the year (e.g. Christmas) 8

If I know someone who works for the charity 6

Charity advertising 2

Reasons for Donating – Important factorsAll respondents were asked to select from a list, the most important factors which determine their giving and then select the key factor which is most influential.

No. 2 most important factor

No. 1 most important factor

No.3 most important factor

Least important giving factor

How much spare money I have

Increased charity advertising

Whether it is a local charity

Time of the year- e.g. Christmas

My family/friends or personally being affected by the cause of the charity

How much I trust the charity to spend the money efficiently and effectively

I know someone who works for a charity

Whether it is a well-recognised national charity

0% 10% 20% 30% 40% 50% 60% 70%

52%

2%

22%

4%

30%

42%

7%

19%

63%

2%

17%

10%

37%

49%

5%

17%

Women Men

Agreement with statements about what would encourage more giving to local charities

Statement % agree or strongly agree (2011)

Greater transparency of how donations are used/spent 92 (95)

Matched donations 84 (88)

Tax incentive /Gift Aid 83 (87)

Having a better understanding of local needs of my community 74 (78)

Reading about impact of charity’s work in local newspaper / hearing on local radio 68 (78)

Visiting the charity and seeing impact of work 64 (70)

Regular newsletters/other communications 47 (52)

Awareness of Local Charity Events (Prompted)

68% of respondents were not aware of any of these local charity events, when prompted

Most locally aware groups:

• Respondents aged 40 to 49 years

• Males

• Employed Full-time or Temporarily

• Married

16%

12%

7%

10%

5%

3%

19%

10%

9%

8%

5%

2%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

Bucks Armed Forces Day

Big Lunch Sunday

Gemstone Midnight Walk

Red Kite Ramble

Bucks Funding Fair

Annual Voluntary & Community Sector Conf

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Questions for discussion

1 Is this information useful?2 How does it compare with your local experience with donors?3 What are the best ideas that you’ve found to increase giving from donors?

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Thank you!

Buckinghamshire Community Foundation Local Giving Index Survey 2013