why age matters for charities
DESCRIPTION
A look at generational differences in charity engagement and the socio-economic changes influencing patterns of engagement over people’s lifetimes.TRANSCRIPT
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Why age matters for charities
Richard Ollerearnshaw and Mhairi Guild
Insights Event31 March 2011Tel: 020 7426 8888Email: [email protected]: www.nfpsynergy.net
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Why does age matter so much for charitable giving?
It affects life style and resources as well as…
... awareness levels and how the public relate to different causes
... how the public choose to support charities
… how the public respond to charity communications
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DonationsExperience and awareness of charities
CommunicationsCampaigning
3
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DonationsExperience and awareness of charities
CommunicationsCampaigning
4
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Life stage is crucial to charity engagement...
1971
29.32011
Average age at first marriage = 32 men 30 women(ONS)
Age most likely to move out of parents’ home = 24-25(BHPS)
Life expectancy at birth in 2020 = 83 women 80 men(ONS)
Average age of mother at birth
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£0
£500
£1,000
£1,500
£2,000
£2,500
£3,000
£3,500
£4,000
16-19 20-23 24-26 27-30 30-32 33-35 36-42 43-47 48-52 53-56 57-60 61-65 66-75 75+
Net household incomeAll expenditureEssential expenditure
The link between life stages and money available for charity donation
Source: BHPS / The Future Foundation
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Levels of disposable income are not reflected in charitable giving
Base: All donors among 6,009 adults 16+, Britain. Source: Charity Awareness Monitor 2010, nfpSynergy
“Have you donated to any charities in the last three months?” YesAmong those who donated: “In total, approximately how much money have you donated to any charities in the last 3 months?”
77%
58%
70%
81% 82% 82% 80%
£51.34
£35.31
£48.02
£51.81 £52.02£53.81
£62.83
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16-24 25-34 35-44 45-54 55-64 65+
0
10
20
30
40
50
60
70Donated in last 3 monthsAverage amount donated
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0%
20%
40%
60%
80%
100%
Not being able to manage personal debts (e.g. loans and credit cards)
Having difficulty paying your mortgage or rent
Being unable to assist your children financially as they grow up
16-24 25-34 35-44 45-54 55-64 65+
Financial insecurity is one core barrier to a higher level of donation among younger age groups
Base: 1,008 adults 16+, Britain. Source: Charity Awareness Monitor, Nov 10, nfpSynergy
Please indicate how worried you are that the following might happen in the future Agree stongly + Agree
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So what?...
Where people are in their lives has a huge impact on their willingness and ability to engage with charities
A number of life events have been occurring at later and later ages. This has created two peaks in disposable income – one around the late 20s and another in people’s 50s.
However, levels of charitable giving do not reflect levels of disposable income. Perceptions of wealth (and concerns about financial uncertainty) play a key role in determining whether people choose to give.
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DonationsExperience and awareness of charities
CommunicationsCampaigning
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Motivations for supporting charities change with age
“When you think of your favourite charities and causes, please indicate which statements represent how you came to support them:”
Base: 1005 adults 16+, BritainSource: nfpSynergy Charity Awareness Monitor July 10
41%
11%
31%29%
21%
23%
31%
19%
22%
34%
24%
21%
36%
27%
19%
34%
19%21%
I feel strongly about a number of issues so Ilooked for charities that address these
Personal experience of particular charities led meto support them
I currently don't have any favourite charities orcauses
16-24 25-34 35-44 45-54 55-64 65+
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And this applies as much to specific charities as to causes
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RNLI’s awareness and support is concentrated among older age groups
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Breast Cancer Campaign has consistently high awareness across all age groups
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So what?...
Whilst the youngest age groups are most likely to be engaged based on their strength of feeling about the issues, this idealism evaporates among older groups.
Personal experience is an important motivator for charity engagement, but only develops slowly over the lifespan.
Awareness of charities tends to increase as people age, but charities can have an impact upon this.
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DonationsExperience and awareness of charities
CommunicationsCampaigning
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Different giving methods appeal to different age groups
“In which of the following ways did you give to charity in the last 3 months?” Yes
5%
11%
36%
42%
70%
22%
38% 38%
61%
51%
0%
20%
40%
60%
80%
100%
A collection envelope throughthe door
Standing order or direct debit Taking part in or sponsoringsomeone else to take part in
an event
Raffle Buying products that include acharitable donation
16-24 25-34 35-44 45-54 55-64 65+
Base: Those who have given to charity in the last 3 months (669) from 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, January 2011, nfpSynergy
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Under 45s are the most engaged by both sporting and social fundraising events
“In the last 12 months, have you..Sponsored anyone to take part in any of the following charity events?Been sponsored by someone to take part in any of the following charity events?”
17%
29%
26%
23%
8% 8%
5%
12%14%
18%
12%
8% 9% 8%
Total 16-24 25-34 35-44 45-54 55-64 65+
Been sponsored by someone (active/sporting event)
Organised any event (social fundraising event)
`
Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jul 10 nfpSynergy
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Younger people spend more time on out of home leisure activities, particularly eating out, and outdoor activities
“How often do you participate in the following activities?” Mean number of times per year
13.88
7.91
15.7416.32
20.75
3.93
8.067.02
13.34
18.51
Cinema Watch live sport e.g.attend a football match
Play sport Visit parks or gardens Eating out
16-24 25-34 35-44 45-54 55-64 65+
Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Mar 10, nfpSynergy
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Source: Justgiving presentation to IoF National Convention 2010
Increasing use and diversification of fundraising events
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Differences in methods of giving also reflect the ways that different age groups are asked to give
Base: 1,013 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 10, nfpSynergy
“In the last three months, have you been asked for money by a charity in any of the following ways? Please select all that apply.”
0%
20%
40%
60%
80%
100%
Via an appeal mailing/ letter Via a cash collection on the street Online advertising On your doorstep
16-24 25-34 35-44 45-54 55-64 65+
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For example, younger age groups are most likely to engage with charities online, as we would expect
“Have you visited a charity web site in the last 6 months?” Yes
Base: 788 adults 16+, BritainSource: Charity Awareness Monitor, Jun 10, nfpSynergy
35%
39%
36% 37%
32% 32%
28%27%
Total 16-24 25-34 35-44 45-54 55-64 65-74 75+
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But access to the internet is ever-increasing across all age groups
“Personally, do you have internet access… At home; At work; At school/college, none of these?”
Base: 1,200 respondents aged 15+, GBSource: nVision
0%
20%
40%
60%
80%
100%T
ota
l
15
-24
25
-34
35
-44
45
-54
55
-64
65
+
Spring 01 Spring 03 Spring 06 Spring 09
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So what?...
Differences in methods of giving do not simply reflect innate preferences for giving – they are in part determined by the ways in which charities ask
While targeting the charity ask makes sense, it is important to avoid stereotyping supporters by age and thereby limiting potential opportunities:
E.g. assuming that older groups respond to doorstep collections and younger supporters to online giving, when this may simply be shaped by charities’ approach
Generational patterns of charity engagement are dynamic, rather than static over time. In other words, it is not just about individuals moving through unchanging age categories but about the evolution of those generations over time
So while use of new technologies may currently be rather polarised by age, tomorrow’s retirees – and therefore giving habits - will look very different to today’s
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DonationsExperience and awareness of charities
CommunicationsCampaigning
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25%
35%
28%26% 25%
15% 17%
0%
20%
40%
60%
80%
100%
Total 16-24 25-34 35-44 45-54 55-64 65+
Asked to campaign Taken part in any campaigning action
Younger people are likelier than older age groups to engage in campaigning for charities
“Which of the following activities have you done, or would you consider doing, if you were asked by a charity you support?” Any activity prompted in the last 3 months
Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jul 09, Jan 10 nfpSynergy
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66%
74%71% 69%
64%
56%61%
25%
35%
28%26% 25%
15% 17%
0%
20%
40%
60%
80%
100%
Total 16-24 25-34 35-44 45-54 55-64 65+
Asked to campaign Taken part in any campaigning action
... but is this simply because they are more frequently asked?
“From the list of activities below related to campaigning for change, please indicate whether you recall having been asked to do any of these by a charity in the last 3 months/ more than 3 months ago?” Any prompted “Which of the following activities have you done, or would you consider doing, if you were asked by a charity you support?” Any activity prompted in the last 3 months
Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jul 09, Jan 10 nfpSynergy
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... and a function of new campaigning tools?
0%
10%
20%
30%
40%
50%
Text/SMS message campaign(e.g. text with "x y z" to this
number ...)
Write to your MP Join a group on a socialnetworking site
Add name to a petition
16-24 25-34 35-44 45-54 55-64 65+
Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 10, nfpSynergy
“From the list of activities below related to campaigning for change, please indicate whether you recall having been asked to do any of these by a charity in the last 3 months/ more than 3 months ago?” In the last 3 months
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19%18%
16%
20% 21%19%
24%
16%
Total 16-24 25-34 35-44 45-54 55-64 65-74 75+
After all, while young volunteers give time more often, older groups still tend to be more civically engaged
“Have you given time as a volunteer in the last three months, to a charity or other organisation, or in your local community?” Yes
Base: 1000 adults 16+, Britain.Source: Charity Awareness Monitor, 2009, nfpSynergy
36.939.4 38.5
45.2
56.1
43.5
Mean times volunteered each
year, 55.5
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So what?...
Young people appear to be particularly enthusiastic campaigners – and this is an important mode of involvement among groups who are rarely in a position to give often or in large amounts
Yet once again, this also relates to the fact they are asked more
The unusual age trend in this field suggests that core donors – the older age groups who we know are the most loyal and active donors – may be under-utilised for campaigning
This may well relate to use of online campaigning tools which currently tend to target younger groups
We know older age groups tend to be the most civically active and politically engaged – in terms of voting intention and volunteering. So let’s not forget them when it comes to campaigning!
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Why does age matter so much? Life stages affect the resources people have to engage with charities as well as their reasons for doing so
Differences in patterns of giving do not just reflect preferences – they also reflect the charity ask
Targeting is necessary and desirable but should be based on insight rather than generalisations
Generational patterns of charity engagement are dynamic, rather than static - tomorrow’s retirees will be different to today’s
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