What The Public Think Of Charities
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Transcript of What The Public Think Of Charities
What do the public think of charities?
Jonathan Baker
Telephone: (020) 7426 8865email: [email protected]: www.nfpsynergy.net
© nfpSynergy 2
Bespoke research services
nfpSynergy also offer an extensive bespoke research, analysis and consultancy services and are experts in both quantitative and qualitative methodologies
Study designs include:
• Fundraising and supporter surveys
• Branding and communications research
• Stakeholder audits
• Generating media headlines
• Service delivery and service users
• New product development
• Engaging young people
• Informing future strategy, planning and policy
IntroductionnfpSynergy’s research…
Syndicated research services
nfpSynergy run a number of syndicated research
programmes surveying various charity stakeholders:
General public• Charity Awareness Monitor (CAM)• Brand Attributes• Youth Engagement Monitor (YEM)• Ethnic Minorities Charity Engagement Monitor
(EMCEM)
Regional public• Scottish Charity Engagement Monitor (SCEM)• Irish Charity Engagement Monitor (ICEM)
Parliamentary and local government awareness• Charity Parliamentary Monitor (CPM) • APM and MSP monitoring• Local Authorities Monitor
Media awareness• Charity Media Monitor (CMM)
The purpose of nfpSynergy is to provide ideas, insights and information to help non-profits thrive.We do this with the following research services:
© nfpSynergy 3
Perception
• How do the public perceive charities
• Some common misconceptions
• When should charities correct misconceptions
© nfpSynergy 4
1. The public are very well informed and understand most things about charities
2. The public are quite well informed but there are also quite a few areas they don’t understand
3. The public don’t know much about charities and there are lots of misunderstandings
4. The public don’t really know anything about charities
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Trust in charities
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48% 50%
11% 14%
-7% -6%
-40%
-20%
0%
20%
40%
60%
80%
Sep 07 Sep 08
I trust charities a great deal
I trust charities a fairamount
I'm not sure whether or notcharities can be trustedwith donations
I don't trust charities tomake good use of adonation
Confidence in charities’ use of donation
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Sep 08, nfpSynergy
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70%
0%
20%
40%
60%
80%
100%
Sep 08
Trust in charities - Word of mouth“Do you think you are more likely to trust a charity because you’ve heard of it?” Yes
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Sep 08, nfpSynergy
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41%
54%
51%
49%
76%
26%
55%
42%
51%
75%
34%
60%
58%
63%
76%
17%
62%
65%
70%
76%
0% 20% 40% 60% 80% 100%
Banks
The Police
Charities
The NHS
The Armed forces
Nov 08
Jul 08
Jul 07
Sept 06
Changes in trust“Below is a list of public bodies and institutions. Please indicate how much trust you have in each of the bodies.” Quite a lot/A great deal
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Nov 08, nfpSynergy
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Charity finances
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Impact of donating time or money“Do you feel you could make a bigger impact to a charity by giving your money or your time?” Yes
34%
26%19% 21%
0%
20%
40%
60%
80%
100%
donating money donating time the same impact forboth
not sure
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Nov 08, nfpSynergy
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Effective fundraising techniques
18%
24%
32%
35%
36%
31%
44%
38%
42%
49%
31%
14%
14%
21%
25%
25%
58%
-43%
-27%
-27%
-17%
-23%
-14%
-16%
-12%
-14%
-7%
-1%
-3%
-1%
8%
9%
8%
6%
2%-16%
-8%
-10%
-5%
-7%
-4%
-6%
-4%
-5%
-100% -60% -20% 20% 60% 100%
Telephone calls at home
Inserts in newspapers
Face to face fundraising on the doorstep
Advertising in newspapers or magazines
Direct mail/appeal mailings
Fundraising online/via charity websites
Collection envelopes through the door
TV advertising
Face to face fundraising on the street
Collection boxes/Tin rattling
Charity shops
Not effective at all Not very effective Not sure A little effective Very effective
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Sep 08, nfpSynergy
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Worthwhile vs. wasteful ways charities spend money
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Sep 08, nfpSynergy
Lobbying government and other organisations
Paying a chief executive £60,000+ a
year
Rebranding i.e. changing name, logo,
look etc
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Worthwhile vs. wasteful ways charities spend money
7%
7%
7%
6%
22%
28%
35%
40%
39%
-21%
-37%
-30%
-30%
-27%
-29%
-19%
-19%
-10%
-58%
-38%
-41%
-37%
-17%
-14%
-13%
-10%
-6%
1%
3%
3%
1%
1%
17%
9%
11%
1%
-100% -60% -20% 20% 60% 100%
Paying a chief executive £60,000+ a year
Producing glossy reports
Rebranding i.e. changing name, logo, look etc
London based offices
Telephone fundraising
Direct mail/appeals packs
Holding celebrity events
Advertising on television
Lobbying government and other organisations
Very wasteful Somewhat wasteful Not sure Fairly worthwhile Very Worthwhile
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Sep 08, nfpSynergy
© nfpSynergy 14
Estimated and acceptable proportion of a charity’s income to go on “the cause”
77%
55%
0%
20%
40%
60%
80%
100%
Average acceptable amount to go on to the cause Average estimated amount to go on to the cause
Nov 08
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Nov 08, nfpSynergy
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Perceived spending on fundraising and administration
9%
38%
20%
33%
11%
36%
22%
32%
11%
40%
23%
35%
0%
20%
40%
60%
80%
100%
Admin - acceptableamount
Admin - estimatedactual amount
Fundraising -acceptable amount
Fundraising -estimated actual
amount
Sept 06
Jul 07
Jul 08
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Jul 08, nfpSynergy
Actual Amount:
Admin: 12% Fundraising: 12-25%
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Acceptable reservesHow many months of expenditure do you think would be the smallest amount wise for a charity to keep in reserve?”
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Jul 08, nfpSynergy
6%
10%
2%
12%
28%
22%
18%
3%
0% 10% 20% 30% 40% 50%
Not sure
What the charity feels isright
More than 2 years
1 - 2 years
6 months to 1 year
4 - 6 months
1 - 3 months
up to 1 month
Jul 08 average = 8 months
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Appropriate reserves for a £12m charity“If you gave money to a charity with an income of £12 million how much money would you feel comfortable for it to have in reserve?
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Jul 08, nfpSynergy
8%
13%
1%
3%
2%
8%
36%
29%
0% 10% 20% 30% 40% 50%
Not sure
What the charity feels is right
£24 million
£12 million
£9 million
£6 million
£3 million
£1 million
Jul 08 (Average = £3million)
© nfpSynergy 18
Average estimated income versus actual income
15
42
51
28
49
42
48
65
49
£0 £50 £100 £150 £200 £250 £300 £350 £400 £450
Cats Protection
WWF
UNICEF
Guide Dogs
Macmillan Cancer Support
RSPCA
NSPCC
Oxfam
The National Trust
Estimated September 08
Million
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Sept 08, nfpSynergy.
*Source: CaritasData, Charity Market Monitor 2008
© nfpSynergy 19
Average estimated income versus actual income
15
42
51
28
49
42
48
65
49
31
42
43
65
103
111
152
291
357
£0 £50 £100 £150 £200 £250 £300 £350 £400 £450
Cats Protection
WWF
UNICEF
Guide Dogs
Macmillan Cancer Support
RSPCA
NSPCC
Oxfam
The National Trust
Actual 08*
Estimated September 08
Million
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Sept 08, nfpSynergy.
*Source: CaritasData, Charity Market Monitor 2008
© nfpSynergy 20
Public perceptions of whether different types of staff are paid or not
2%
10%
15%
14%
20%
27%
27%
44%
36%
50%
31%
6%
14%
39%
36%
47%
35%
59%
-30%
-43%
-41%
-29%
-36%
-20%
-10%
-7%
-5%
-3%
-2%
-61%
-29%
-26%
-19%
-19%
-9%
-6%
11%
4%
4%
-100% -60% -20% 20% 60% 100%
Volunteers
Tin Collectors
Charity shop helpers
Patrons
Street Fundraisers
Trustees
President
Charity shop managers
Directors
Support Staff/ Administration
Chief Executives
Definitely unpaid Probably unpaid Not sure Probably paid Definitely paidPaid staff:
Unpaid staff:
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Jul 08, nfpSynergy
© nfpSynergy 21
Charities – off-putting?
© nfpSynergy 22
How charities are off-puttingPrompted
3%
3%
6%
19%
22%
25%
39%
44%
45%
51%
61%
0% 20% 40% 60% 80% 100%
No, nothing
Charities campaigning for change
Not being contacted or updated
Fundraising on the street
Direct Mail/Appeal Mailings
Too many charities / duplication
The amount spent on staff salaries
Collectors' persistence
Telephone call at home
The amount spent on administration
Amount that actually goes to the cause
Jul 08
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Jul 08, nfpSynergy
© nfpSynergy 23
Feelings towards street fundraising“Which of the following best sums up your feelings towards ‘street fundraising’ Prompted list
5%
11%
16%
16%
18%
21%
30%
36%
0% 10% 20% 30% 40% 50%
I see it and sometimes stop if the street fundraiser interests me
I haven't had any contact with this type of fundraising
I see it but it doesn't worry me
I see it and sometimes stop if the charity interests me
I understand it is an effective way of raising money
I wish the street fundraisers provided ways of supporting the charityother than giving by standing order or direct debit
I see it and avoid it whenever I can
I find it very annoying
Nov 08
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Nov 08, nfpSynergy
© nfpSynergy 24
The Ideal Charity
© nfpSynergy 25
Trustworthy
Honest
Passionate
Approachable
Effective/Cost effective
Accountable
Helpful
The Ideal Charity
© nfpSynergy 26
Top 10 adjectives for the “ideal charity” “Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”
36%
39%
41%
41%
42%
44%
49%
58%
58%
59%
0% 20% 40% 60% 80% 100%
Passionate
Friendly/Welcoming
Approachable
Effective/Cost-effective
Determined/dedicated
Helpful
Accountable
Caring/Compassionate
Honest
Trustworthy
2008
Source: Brand Attributes, nfpSynergyBase: 1,011 adults 18+, Britain, March 2008
© nfpSynergy 27
Average charity scores for the top 10 “Ideal” adjectives
33%
33%
34%
36%
39%
41%
41%
42%
44%
49%
58%
58%
59%
26%
32%
21%
17%
27%
21%
9%
18%
28%
12%
33%
20%
31%
0% 20% 40% 60% 80% 100%
Professional
Supportive
Informative
Passionate
Friendly/Welcoming
Approachable
Effective/Cost-effective
Determined/dedicated
Helpful
Accountable
Caring/Compassionate
Honest
Trustworthy
AverageIdeal
Source: Brand Attributes, nfpSynergyBase: 1,011 adults 18+, Britain, March 2008
© nfpSynergy 28
Top 10 “ideal” charity attributesBy gender“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”
52%
50%
54%
55%
47%
67%
62%
63%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Accountable
Caring/Compassionate
Honest
Trustworthy
Female
Male
Source: Brand Attributes, nfpSynergyBase: 1,011 adults 18+, Britain, March 2008
© nfpSynergy 29
Top 5 “ideal” charity attributesBy age
19%
57%
31%
53%48%
59%54%
62%65%
60%
74%
59%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Accountable Caring/Compassionate
18-24 25-34 35-44 45-54 55-64 65+
© nfpSynergy 30
Who is a charity and what should charities do
© nfpSynergy 31
Eton college
RSPCA
Friends of the Earth
Great Ormond Street Hospital
National Trust
Greenpeace
RNLI
Who is a charity?
© nfpSynergy 32
15%
23%
25%
57%
61%
62%
64%
64%
81%
90%
91%
93%
0% 20% 40% 60% 80% 100%
Eton College
Church of England
British Museum
Great Ormond Street Hospital
National Trust
Greenpeace
Friends of Earth
Amnesty International
RNLI
Macmillan Cancer Relief
RSPCA
NSPCC
Jul 08
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Jul 08, nfpSynergy
Who is a charity? Definitely/Probably a charity
© nfpSynergy 33
34%
49%
56%
67%
41%
51%
65%
74%
0% 20% 40% 60% 80%
Charities should spend moreof my donations on
fundraising this year if it willincrease their income for
future years
Charities should spend mydonation on this year's needrather than income in future
years
Charities should be able tocampaign to change laws andgovernment policies relevant
to their work
Charities should try and bringimportant issues to the
public's attention even if itmeans offending some people
Jul 08
Jul 07
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Jul 08, nfpSynergy
Roles of charities Strongly agree/Agree
© nfpSynergy 34
Relationship between public and charity sector affecting level of donations “Would you be…”
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Nov 08, nfpSynergy
46%-22%
-50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70%
Happy for charities to takea bigger role in the
provision of public services(such as healthcare and
social services)
No Not sure Yes
© nfpSynergy 35
Services that national charities are most trusted to deliver
26%
27%
31%
31%
32%
33%
35%
38%
38%
41%
48%
53%
65%
0% 20% 40% 60% 80% 100%
Services for older people
Tackling climate change
Providing help for young people
Services for disabled people
Protecting the environment
Services to support those experiencing mental distress
Services for people with dementia
Services for the homeless
Training to help people with sight loss with daily livingskills
Looking after children
Cancer services
International poverty alleviation and development
Delivering aid to disaster appeals overseas
Nov 08
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Nov 08, nfpSynergy
© nfpSynergy 36
1. The public are very well informed and understand most things about charities
2. The public are quite well informed but there are also quite a few areas they don’t understand
3. The public don’t know much about charities and there are lots of misunderstandings
4. The public don’t really know anything about charities
© nfpSynergy 37
What the public thinks is more important than what you have told them
© nfpSynergy 38
What should charities do about misperceptions
• Identify and focus on key misperceptions
• Pick the misperceptions that matter – to your audience!
• Charities responsibility is not to public understanding
– don’t waste time correcting unimportant points
• There are a lot of misperceptions
© nfpSynergy 39
What should charities do about misperceptions
• Response must balance need of correction
• Must be targeted to key audiences
• The outcome must be worth it
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