Awareness & Understanding of PhilanthropyA Quantitative Survey

Prepared for:

Prepared by:Martha Fanning

J.2375March 2011

Philanthropy Ireland

2

Introduction

Background & Objectives

• Market research was required to gauge awareness and understanding of the term philanthropy and its possible role, amongst Irish adults.

Methodology

• An agreed questionnaire was included in the early February wave of our face-to-face Omnibus survey, Barometer. Barometer is a nationally representative survey of adults aged 16+. Quotas are set on gender, age, social class and region to ensure the results correctly reflect the known demographics of the Republic of Ireland. Interviewing is conducted in home, by fully trained and supervised members of the B&A fieldforce, to ESOMAR/AIMRO standards.

Timing • Fieldwork took place 28th January – 8th February, 2011.

3

1. Awareness & Understanding of Philanthropy

4

24

24

52

One in four are aware of the term philanthropy, and feel they know what it meansAll adults 16+: 1,011

I’ve heard of it and know what it means

I’ve never heard of it

I’ve heard of it but don’t know what it means

Q.1 Are you aware of term philanthropy? PROBE TO PRECODES

5

Profile of those aware of philanthropyAll adults 16+: 1,011

5846 47

4254 53

816 21

2420

22

3235 23

23 16 19

13 14 15

62

47

29

31

45

63

7 8 8

3725 24

24

29 27

2325 32

16 21 17

Aware &

under-stand

%

Aware, don’t under-stand

%Not

aware%

Aware &

under-stand

%

Aware, don’t under-stand

%Not

aware%

Aware &

under-stand

%

Aware, don’t under-stand

%Not

aware%

Aware &

under-stand

%

Aware, don’t under-stand

%Not

aware%

Gender Age Social Class Region

Male (49%)

Female

(51%)

U25 (16%)

25-34 (22%)

35-49 (28%)

50-64 (19%)

65+ (14%)

ABC1 (41%)

C2DE (51%)

F(8%)

Dublin (28%)

ROL (27%)

Muns (28%)

Conn/Uls

(18%)

Figures in brackets ( ) = national populationAwareness, with understanding, is more male, 35+, ABC1 and Dublin based.

Non awareness is slightly more female, U25, C2DE and Munster based.

6

Penetration of philanthropy awarenessAll adults 16+: 1,011

24 2820

1226 27 28

2236

1521

3221 19 22

2422

25

23

2129

2023

27

21

25

22

2621

28

52 50 5566

5244

52 55

37

6554

4653

5951

Heard of &

understand

Heard of, don’t

understand

Never heard of

Total

Male

Female U25

25-34

35-49

50-64 65+

ABC1

C2DE F Dub

R. Lein

Muns

Conn/Uls

1011 500 511 156 222 278 223 132 425 510 76 289 257 288 177

% % % % % % % % % % %`` % % % %

1 in 4 have heard of and understand the term philanthropy rising to over 1 in 3 amongst

the middle classes and roughly 1 in 3 in Dublin. Half of all adults have never heard of the term philanthropy, rising to 2 in 3 amongst U25s and blue collar workers.

7

Prompted understanding of the term philanthropyAll adults 16+: 1,011

Giving money to good causes

Long term commitment of giving to good causes

Planned/regular charitable giving

Something millionaires/people with lots of money are involved in

Using money to try to fix/improve something

Something people do to try to reduce their tax liability

Chuck Feeney/Atlantic Philanthropies/One Foundation/Ireland Fund etc

31

25

19

17

14

10

9

%

Q.3 And which if any of the following do you feel are related to philanthropy (prompted)

8

Precise understanding of the term philanthropyAll heard of term before: 488

Giving money to good causes

Long term commitment of giving to good causes

Planned/regular charitable giving

Something millionaires/people with lots of money are involved in

Using money to try to fix/improve something

Something people do to try to reduce their tax liability

Chuck Feeney/Atlantic Philanthropies/One Foundation/Ireland Fund etc

28%

15%

8%

10%

5%

2%

1%

46%

42%

29%

26%

21%

15%

15%

Spontaneous Prompted

Q.2Q.3

Can you tell me what the term philanthropy means (spontaneous)And which if any of the following do you feel are related to philanthropy (prompted)

9

Who has a better understanding of philanthropy?All adults 16+: 1,011

MaleFemale

U2525-3435-4950-64

65+

ABC1C2DE

F

DublinRest Leinster

MunsterConn/Ulster

2822

152829

2625

3320

19

3025

2223

25

Long term commitment to giving

MaleFemale

U2525-3435-4950-64

65+

ABC1C2DE

F

DublinRest Leinster

MunsterConn/Ulster

2019

1419

2123

19

2415

22

1713

2523

19

Planned/regular charitable giving

Skewed towards 35-49s, ABC1s

and Dubliner

s

Skewed towards 50-64s, ABC1s

and South/ West

10

2. Personal Charitable Giving Behaviour

11

11

15

16

413

13

9

6

13

On average, Irish people have given to charity 11 times in the past 2 yearsAll adults 16+: 1,011

1-2

7-8

3-4

5-6

9-10

11-20

21-30

None

30+

AverageIncluding none (all adults) 11 timesExcluding none (all donors) 13 times

%

Q.4a How many times, if any, have you given money to charity in the past two years?

12

Average number of donations x demographicsAll adults 16+: 1,011

Total

MaleFemale

U2525-3435-4950-64

65+

ABC1C2DE

F

DublinRest Leinster

MunsterConn/Ulster

11

1112

611

141313

121111

1412

911

Average times gave to charity – including none

(All Adults)Total

MaleFemale

U2525-3435-4950-64

65+

ABC1C2DE

F

DublinRest Leinster

MunsterConn/Ulster

13

1313

812

151414

1413

12

1614

1012

Average times gave to charity – excluding none

(All Donors)% %

Number of donations peak amongst 35-49s, ABC1s and Dubliners

13

21

21

14

13

13

6

12

On average, Irish people have donated €68 in total on their last three occasions combinedAll adults 16+: 1,011

Up to €10

€21 - €40

€11 - €20

€41 - €80

€81 - €200

None

€200+ Average Amount over 3 occasions

Including DK €68.03Excluding DK €77.58

%

Q.4bThinking about the last three occasions you donated money to charity, how much in total (over the three0ccasions) did you give?

Average Amount per occasion

Including DK €22.68Excluding DK €25.86

14

Total amount donated x demographicsAll adults 16+: 1,011

Total

MaleFemale

U2525-3435-4950-64

65+

ABC1C2DE

F

DublinRest Leinster

MunsterConn/Ulster

€68

€57€79

€33€55

€69€102

€82

€97€46

€60

€91€91

€34€52

Average amount over 3 occasions (including Don’t

Knows/None)

Average amount over 3 occasions (excluding Don’t knows/None)

€ €

Women, 50-64s, ABC1s and Dublin and Leinster donate the greatest amounts.

Total

MaleFemale

U2525-3435-4950-64

65+

ABC1C2DE

F

DublinRest Leinster

MunsterConn/Ulster

€78

€68€86

€43€61

€78€112

€90

€108€53

€68

€105€104

€39€56

15

Average amount donated per person per annum x demographics

Total

MaleFemale

U2525-3435-4950-64

65+

ABC1C2DE

F

DublinRest Leinster

MunsterConn/Ulster

€130

€101€160

€32€98

€160€212

€175

€201€82

€108

€207€186

€48€99

€460 million donated per annum

Significant over-claim?

16

6 in 10 have donated on a flag day in the past 2 years, with 5 in 10 donating at a specific time of yearAll donated money in past 2 years: 882

Response to flag day

Annual donation at specific time of year (Christmas/Lent etc)

Response to family/friend taking part in charity event

Response to advertising/national appeal (Haiti)

Direct debt set up myself

In memorian donation - in lieu of flowers - on anniversary/birthday

Direct debit set up at doorstep/on street

Other

60

50

43

33

15

10

7

16

% Total000s1,847

1,516

1,310

1,020

467

320

210

482

Q.5 In which of these situations have you given/donated money in the past two years?

17

Donation type x demographicsAll donated money past two years: 882

GENDER AGE SOCIAL CLASS REGIONTotal Male Femal

e U25 25-34 35-49 50-64 65+ ABC1 C2DE F Dublin

R.Lein Muns Conn/

Uls

Base: 882 415 467 124 195 249 194 12

0 377 437 68* 244 226 246 166

% % % % % % % % % % % % % % %

Response to flag day 60 54 66 55 63 61 63 56 62 57 69 48 61 68 65

Annual donation – specific time of year

50 45 53 35 43 51 54 63 47 49 68 34 64 44 58

Response to friend/family taking part in charity event

43 38 47 43 44 47 39 37 45 40 51 41 58 30 43

Response to advertising/ national appeal

33 31 35 33 32 34 37 29 33 32 44 32 43 25 33

Direct debit set up myself 15 15 16 1 12 21 19 18 21 11 15 25 18 8 8

In memoriam donation/ anniversary/birthday

10 8 12 6 9 12 11 12 11 9 12 11 19 5 5

Direct debit set up at doorstep/on street

7 6 8 3 3 9 8 9 8 5 13 5 9 4 10

Other 16 19 13 20 15 14 16 16 18 14 15 16 8 27 11Women more likely to have multiple donation routes – hence slightly higher average number of

Donations, and significantly higher amount donated. Looking at two specific donation types in more detail, annual donation is older and more rural, while direct debit set up

oneself is 35-49, ABC1 and Dublin

*Caution low base size

18

3. Attitudes to Philanthropy

19

12

16

10

1214

14

9

15

Annual Amount Give to Charity to be Considered a PhilanthropistAll adults 16+: 1,011

Under €100

€2,000 - €9,999

€1,000 - €1,999

€10,000 - €99,999

€100,000 - €999,999

Don’t know

€1,000,000 or more

Average AmountIncluding DK€160,000Excluding DK€185,000

%

€100 - €999

20

Lack of familiarity is the dominant attitude towards philanthropyAll adults 16+: 1,011

53

21 15 12 9

21

2527

2315

5

15 18

14

16

7

94

411

8

6

3

4 8

6

2433

42 41

Agree strongly (5)

Agree slightly (4)

Neither (3)Slightly disagree

(2)Strongly disagree

(1)Don’t know

Mean Score 5/1 4.11 3.60 3.70 3.62 3.08

I am not really all that

familiar with the role of

philanthropy in society

The State, not philanthropist

s should be responsible to

funding charities in

Ireland

Philanthropy has an

important role to play in shopping society in

Ireland

Ireland has benefitted

hugely from donations by philanthropist

s

Ireland is probably over dependent on philanthropy

21

Amongst those expressing an opinion, there is a clear sense that Ireland has benefitted from philanthropy and that it plays an important role in society, but the lack of familiarity remains.All adults excluding don’t know

57

28 22 21 15

22

33 41 40

25

5

2027 25

28

7 126 8

19

9 8 5 614

Agree strongly (5)

Agree slightly (4)

Neither (3)Slightly disagree

(2)Strongly disagree

(1)

Mean Score 5/1 4.11 3.60 3.70 3.62 3.08

I am not really all that familiar with

the role of philanthropy in

society

The State, not philanthropists

should be responsible to

funding charities in Ireland

Philanthropy has an important role

to play in shopping society

in Ireland

Ireland has benefitted

hugely from donations by

philanthropists

Ireland is probably over dependent on philanthropy

22

I am not really all that familiar with the role of philanthropy in society X demographicsAll adults 16+: 1,011

53 51 5568

49 47 5057

42

61 56 52 5161

45

21 2121

17

21 25 2117

25

1821

15 19

21

33

5 45

4

7 4 5 36

41

6 4

3 77 86

2

8 9 7 7 9

57

8 5

7 88 9 74

8 9 11 8 13 44 15

9

3 46 6 6 4 7 6 6 8 4 7 104

115 3

Strongly agree

Slightly agree

Neither

Slightly disagreeStrongly disagreeDon’tkno

w

Total

Male

Female U25

25-34

35-49

50-64 65+

ABC1

C2DE F Dub

R. Lein

Muns

Conn/Uls

1011 500 511 156 222 278 223 132 425 510 76 289 257 288 177

% % % % % % % % % % %`` % % % %

Mean 4.11 4.04 4.18 4.50 4.03 3.99 3.99 4.187 3.76 4.37 4.31 3.84 4.12 4.38 4.11

Agreement peaks amongst U25s, blue collar workers and in Munster.

23

Ireland has benefitted hugely from donations by philanthropists X demographicsAll adults 16+: 1,011

12 13 11 10 10 14 12 14 14 10 15 158 13 12

23 2522

1426 23 25 28 30

18

2418

2025

34

1415

1314

17 11 1319 15

13

17

1311

11

264

45

6

2 7 2

4 5

4

1

7

3

4

3

44

42

3 5 4

2 5

3

33

5

5

242 3846

5341 40 42

33 31

5239 45

5242

23

Strongly agree

Slightly agree

Neither

Slightly disagreeStrongly disagree

Don’tknow

Total

Male

Female U25

25-34

35-49

50-64 65+

ABC1

C2DE F Dub

R. Lein

Muns

Conn/Uls

1011 500 511 156 222 278 223 132 425 510 76 289 257 288 177

% % % % % % % % % % %`` % % % %

Mean 3.62 3.65 3.58 3.52 3.65 3.55 3.69 3.70 3.62 3.6 3.77 3.63 3.51 3.66 3.66

Agreement increases with age, is more male generally, and more middle class.

24

Ireland is probably over dependent on philanthropy X demographicsAll adults 16+: 1,011

9 9 8 7 9 10 8 9 9 9 10 8 316

7

15 15 14 12 13 15 17 17 16 14 9 119

20

19

16 17 1615

18 15 1420 17

15 21 18

16

9 2711 12

1010

12 139

10 16

7 9 13

10

7

158 9

76

611

117

12

69 9

9

9

6

41 3845 50

4436 42 37

30

5043 41

5339

26

Strongly agree

Slightly agree

Neither

Slightly disagree

Strongly disagree

Don’tknow

Total

Male

Female U25

25-34

35-49

50-64 65+

ABC1

C2DE F Dub

R. Lein

Muns

Conn/Uls

1011 500 511 156 222 278 223 132 425 510 76 289 257 288 177

% % % % % % % % % % %`` % % % %

Mean 3.08 3.02 3.13 3.12 3.13 3.01 3.03 3.15 2.91 3.27 3.06 2.96 2.73 3.43 3.10

Agreement increases with age, is slightly more male, slightly more middle class, and showing a clear Munster skew.

25

The State, not philanthropists should be responsible for funding charities in Ireland X demographicsAll adults 16+: 1,011

21 20 22 22 19 23 23 17 21 2216

23 1825

17

25 24 2619 27 24 25 31 29 21

2727

21

26

25

15 15 1516

16 12 14 18 17

14 12

18

9

1323

9 10 9

3

9 13 1010 10

8 12

8

12

4156 6 6

6

4 8 65 8

4 6

7

83

524 24 23

3425 20 23 19 15

30 2817

33 2814

Strongly agree

Slightly agree

Neither

Slightly disagree

Strongly disagree

Don’tknow

Total

Male

Female U25

25-34

35-49

50-64 65+

ABC1

C2DE F Dub

R. Lein

Muns

Conn/Uls

1011 500 511 156 222 278 223 132 425 510 76 289 257 288 177

% % % % % % % % % % %`` % % % %

Mean 3.6 3.56 3.64 3.74 3.62 3.52 3.63 3.56 3.52 3.71 3.47 3.62 3.41 3.91 3.4

Relatively steady by demographics, slightly higher agreement in Dublin and Munster.

26

Philanthropy has an important role to play in shaping society in Ireland X demographicsAll adults 16+: 1,011

15 15 14 14 12 18 13 14 16 14 14 1911 10

20

27 28 27 21 3029

26 2934

2230 23

27 28

34

18 18 1816

1915

22 1818

1817 16

15 16

274 4 4

2

4 5 4 65

33 4

28

1

3 3 3

4

24 4 2

4

23 3

3

5

133 32 3543

34 29 32 3223

4135 35

4333

17

Strongly agree

Slightly agree

Neither

Slightly disagree

Strongly disagree

Don’tknow

Total

Male

Female U25

25-34

35-49

50-64 65+

ABC1

C2DE F Dub

R. Lein

Muns

Conn/Uls

1011 500 511 156 222 278 223 132 425 510 76 289 257 288 177

% % % % % % % % % % %`` % % % %

Mean 3.7 3.71 3.68 3.66 3.71 3.76 3.6 3.7 3.68 3.71 3.76 3.8 3.72 3.43 3.88

Relatively steady by demographics, slightly higher agreement in Dublin and Connaught/Ulster.

Awareness & Understanding of PhilanthropyKEY FINDINGS

J.2375

28

Key Findings1. Awareness & Understanding of Philanthropy

• 1 in 4 are aware of the term and feel they understand it, while another 1 in 4 feel they don’t understand the term. Half of all adults feel they have never heard of the term.

• Men, over 35s, ABC1s and those in Dublin are more likely to be aware of and understand the term.

• Amongst those who have heard of philanthropy, 46% say it is about giving money to good causes, 42% feel it is a long term commitment of giving to good causes, while 29% feel it is planned/regular charitable giving.

2. Personal Charitable

Giving

• Irish people have given to charity 11 times in the past 2 years (on average)

• The last 3 donations typically amount to €68• Thus Irish people give an average of €130 per annum each• Donating is more frequent amongst women, over 35s, ABC1s and

Dubliners, with average donation being higher amongst the same cohort and also those in Leinster.

3. Attitudes to Philanthropy

• On average, Irish people feel that to be considered a philanthropist one would need to be donating over €150,000 per annum.

• Overall attitudes towards philanthropy are positive, in that there is broad agreement that Ireland has benefitted from philanthropy, and that it has an important role to play in society.

• Some ambivalence emerges however, with the majority agreeing that the State, rather than philanthropists, should be responsible for funding charities in Ireland, and 40% agreeing that Ireland is over dependent on philanthropists compared to 33% disagreeing.