Towards new modes of giving

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Towards new modes of givingSally PanayiotouHead of charities research at Ipsos MORI 3rd July 2012

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Technology trends


73%81%

39%

50

60

70

80

90

%

Four fifths of British adults are now connected

Which of the following applies to you?

Internet usage anywhere

Broadband at home


4%

39%

0

10

20

30

40%

Base: circa 2,000 interviews per wave until January 2010, circa 1,000 GB adults aged 15+ per wave thereafter

Source: Ipsos MORI Technology Tracker Q1 2012

Connect via Dongle

*Connect using mobile phone

* The wording used for measuring ‘internet connection by mobile phone’ has been updated which means earlier data is not strictly comparable and is therefore not shown

Increasing penetration of smart phones

42% Britishadults own a smart phone


Source: Ipsos MORI Technology Tracker Q1 2012

39% Connect to the internet via their mobile phone

And mobile phone technology constantly developing


CAF text donation services, paypal donation platform, giving widget


RSPCA mobile phone service – will benefit from up to 15% of users’ pay-as-you-go top-up costs


http://www.rspcamobile.co.uk/

ITV’s text Santa appeal being repeated in 2012


Phone app downloaded by over 3700 participants during 2011 Comic Relief pilot now launched

Version 1 | Public© Ipsos MORIhttp://www.fundraising.co.uk/news/2011/06/02/mobile-fundraising-app-now-available-uk

Halifax raised £25,000 for Save the Children with their Christmas Facebook campaign


http://www.savethechildren.org.uk/node/2375

Giving trends


The funding environment remains a clear cause of concern…

� 91% of organisations very/fairly successful meeting main objectives over past 12

months (2009-10)

� 85%very/fairly confident that will meet

main objectives over the next 12 months

(2010-11)

However(92% orgs main area activity is ‘culture’)*

(85% orgs main area activity is ‘culture’)*


Source: Ipsos MORI, Cabinet office National Survey of Charities and Social Enterprises (NSCSE)on behalf of the Cabinet office. NSCSE is the largest survey of the charitable sector, interviewing 44,109 organisations in 2010, and 48,939 in 2008.*Base = 5092 organisations whose main area of activity is culture (including arts and music)

Howeveractivity is ‘culture’)* activity is ‘culture’)*

36% of organisations have had insufficient income over the past twelve

months to meet their main objectives (42% culture orgs*)

…and is set to become even more challenging

Estimated that by 2015/16 voluntary sector is likely to lose £1.2bn in government income each year

Version 1 | Public© Ipsos MORINCVO UK 2012 Civil Society Almanac http://data.ncvo-vol.org.uk/

! Charity spending increased in real terms by £1.1bn in 2008-10 as charities expanded their services in order to meet increased demand

! Public sector grants fell by almost £500m during the recession –

! Free reserves were £42.2bn in 2009/10 - £4.1bn lower than at the beginning of the decade in real terms

Citizenship shows slight downward trend of giving

76 78 76 74 72

50

60

70

80

90

100

Per

cen

t

Mean amount given in past four weeks = £17.87


0

10

20

30

40

50

2003 2005 2007-08 2008-09 2010

Per

cen

t

Base: Core sample in England (2003: 8,922; 2005: 9,195; 2007-08: 8,799; 2008-09: 8,764; 2009-10: 8,699) Source Citizenship

The economy remains the public’s key concern

What do you see as the most/other important issues facing Britain today?

40

50

60

70

Unemployment

Economy


Base: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home

Source: Ipsos MORI Issues Index

0

10

20

30

40

Jun1997

Jun1998

Jun1999

Jun2000

Jun2001

Jun2002

Jun2003

Jun2004

Jun2005

Jun2006

Jun2007

Jun2008

Jun2009

Jun2010

Jun2011

Jun2012

NHS Crime/ Law & Order

Race / immigration

Q In the current recession would you say the amount of money you donate to charity has increased, decreased or stayed the same?

Charitable giving has decreased in the current recession amongst a fifth of British adults (May 2012)

5

8

18

17

67

61

9

12

Total

15-24

Don't know Decreased Stayed the same Increased

Age


10

3

2

4

6

22

18

12

14

22

63

69

71

70

64

4

8

14

12

7

25-34

35-64

65+

ABC1

C2DE

Source: Ipsos MORIBase: 1,003 British adults interviewed via Capibus May 2012

Social Grade

Giving to cultural institutions


Large proportion of the public/close friends or family have ever visited an art gallery and/or National Trust property

Visited an art gallery

68% adultsVisited a


Base: 1,150 adults in England and Wales 7-17th May 2010 Source: Ipsos MORI-Charity Commission

Public trust and confidence in charities

Visited a National Trust

property

70% adults

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77%

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Three tenths of the public have personally ever used a foyer donation box

Q Which, if any, of the following methods have you ever used to make a donation?Q Which, if any of the following methods would you use again / ever use in future?

31% of British adults have ever used a

donation box in the foyer at a charitable

institution

87% of those who have done so before would do again

18% of those who have not done before would do in future


Base: 974 British adults interviewed via Capibus May 2012 Source: Ipsos MORI

institution

39% of British adults woulduse a donation box in the

foyer at a charitable institution in future

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16%

53%

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16% of British adults have donated to an arts or cultural institution in the past twelve months

16%

8%12%

19%14%

Total

15-2425-3435-4445-54

Q Have you made a donation to an arts or cultural institution in the past twelve months?

Age


14%17%

22%

29%17%

7%

45-5455-64

65+

ABC1

C2DE

Social Grade


Reasons for making a donation - Direct call to action

45%

33%

33%

31%26%

22%

I wanted to make donation when I visited

I enjoy/personally use them

Q Why have you made a donation to an arts or cultural institution in the past twelve months ?


18%

18%17%

13%

12%8%

1%

I felt I ought to when I visited them

I was asked to make donation

Source: Ipsos MORIBase: 135 British adults who have made a donation to an arts or cultural institution in the past twelve months interviewed via Capibus May 2012

Reasons for not donating - No direct call to action

18%

16%

15%14%

11%

I haven't visited an arts/cultural institution

Q Why have you not made a donation to an arts or cultural institution in the past twelve months ?


11%

8%

7%

6%2%

2%

1%

1%

I haven't been asked to make a cultural/arts donation

Base: 827 British adults who have not made a donation to an arts or cultural institution in the past twelve months interviewed via Capibus May 2012 Source: Ipsos MORI

Other reasons for donating include importance of the cause

45%

33%

33%

31%

26%

22%

It's important to support the arts

I enjoy the arts and want to support it

They do an important job

I wanted to make donation when I visited

They might not survive without financial support

I enjoy/personally use them

Q Why have you made a donation to an arts or cultural institution in the past twelve months ?


18%

18%

17%

13%

12%

8%

1%

They are set up for public good

I felt I ought to when I visited them

It's something I have always done

It's easy to do

I was asked to make donation

They have a good reputation

A public figure is associated with them

Source: Ipsos MORIBase: 135 British adults who have made a donation to an arts or cultural institution in the past twelve months interviewed via Capibus May 2012

Other reasons for not donating include lack of affinity to the cause / not donating to charity per se

18%

16%

15%

14%

11%

I donate to other causes

I've never thought about it

I haven't visited an arts/cultural institution

I don't donate to charity

There are more important causes

Q Why have you not made a donation to an arts or cultural institution in the past twelve months ?


11%

8%

7%

6%

2%

2%

1%

1%

There are more important causes

I haven't got around to it

I can't afford to make donation at moment

I haven't been asked to make a cultural/arts donation

I don't think they spend the money wisely

I don't know how they spend their money

They should be subsidised by state

It's too difficultBase: 827 British adults who have not made a donation to an arts or cultural institution in the past twelve months interviewed via Capibus May 2012 Source: Ipsos MORI

Towards new modes of giving


Mobile technology for giving currently fairly low

31%39%Donation box in foyer at charitable institution



7%

5%

9%

6%

Text message

Mobile-based giving site (e.g. JustTextGiving)

Have done before

Would do again / in future


‘New’ giving methods not yet widespread

59%

31%

17%

14%

12%

66%

39%

22%

16%

Collection tin

Donation box in foyer at charitable institution

Adding voluntary donation to a purchase made in a shop

Sponsoring someone through an online sponsorship site

Online via a credit or debit card



12%

7%

6%

6%

5%

4%

20%

14%

9%

10%

8%

6%

6%

2%

Online via a credit or debit card

Text message

Contactless donation through debit or credit card

Adding voluntary donation to a purchase made online

Mobile-based giving site (e.g. JustTextGiving)

Payroll giving

None of these

Have done beforeWould do again / in future


‘New’ giving methods not yet widespread

3%

2%

2%

2%

5%

4%

4%

7%

Coinstar machines in supermarkets

Follow a link in social network site to online sponsorship site

Fundraising social network (e.g. Mycharitypage)

Round Pound

Have done beforeWould do again / in future



2%

1%

1%

1%

0%

20%

7%

3%

3%

2%

2%

3%

2%

Digital TV

Follow a link/advert in a social network site to charity page

Fundraising search engine (e.g. Everyclick.com)

Directly through a social network site (e.g. Buying a gift in second life)

ATM machine

None of these


On the surface the data would suggest low receptiveness to new methods…

31% of British adults have ever used a

donation box in the foyer at a charitable

institution

7% have ever donated via text message



39% would consider doing so in future

9% would consider doing so in future

BUT…BUT…

An effective call to action with the technology in place to respond does modify behaviour

During the DEC 2004

tsunami appeal 61% of online donors said this was

the first time they had donated online

Version 1 | Public© Ipsos MORIhttps://www.cafonline.org/publications/2011-publications/caf-disaster-monitor-2011.aspx

AND…AND…

…moving from generalities …moving from generalities


into specifics….into specifics….

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20% Would give more frequently if mechanism for mobile phone giving

as leave institution

40% of those aged 18-32

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Concluding remarks

• Impulse giving

• Complement existing modes

• Easy, intuitive and fit with behaviour


• Effective call to action

• Technical expertise and resources???

• Strategic partnerships, industry bodies, third party sites, intermediary organisations

Concluding remarks

• Online and mobile technology offer great opportunities for facilitating impulse giving

• New technologies for giving will complement the existing modes

• In line with technology use, new methods must be easy, intuitive and fit with users’ behaviour…

• …and be accompanied by an effective call to action


• Not all charities/charitable institutions have the technical expertise or resources to introduce new technologies for giving

• Strategic partnerships, industry bodies, third party sites and intermediary organisations are enablers

• Ideally the organisation will maintain direct contact with their donors to continue to develop relationships with them

Concluding remarks

If an organisation does not embrace new technologies in the way it interacts with the


the way it interacts with the public it will be left behind!


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