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NAB Charitable Giving IndexIndepth report – August 2014
n Charitable giving growth slowed to 6.4% in the year to August 2014, from a peak of almost 9% in early-2014.
Difficult economic conditions appear to be playing a role, with sub-trend economic growth, a tepid labour market and subdued consumer confidence unsettling some donors. NAB surveys of consumer anxiety show that concerns over the cost of living remain elevated and in response, one area of spending where consumers are cutting back is charitable donations. All charity categories have experienced a slowdown in growth in recent months except Humanitarian Services. Donations have slowed across most age groups (65+ is a notable exception), both in metropolitan and regional areas.
Against this backdrop, it’s encouraging to see the average annual donation size for all charities increase by $11 over the past year to $315 per donor.
In this edition, we release new data showing giving by payment type. The split in overall charitable giving is around 90% for credit card and EFTPOS (combined), having grown 25% since December 2010, and 10% for BPAY and direct debit. Overall levels of giving by credit card and EFTPOS have significantly outpaced giving by BPAY and direct debit in recent years, with the latter having fallen by 1%.
Finally, postcode data continues to show a strong relationship between average incomes and average dollar giving. However, the postcodes for Middle Park (3026) and Fitzroy North (3068) are the only ones to feature in both the top 20 Australian postcodes for charitable giving by dollar amount and as a percentage of income.
- Alan Oster, Group Chief Economist, NAB
n A healthy and thriving economy relies on strong communities and at NAB, we believe we have an important role to play in helping our communities prosper. Our team of dedicated Community Bankers provides tailored banking advice to help our not-for-profit customers realise their potential. We are committed to investing our time, research and other kinds of valuable support into the community sector.
The NAB Charitable Giving Index forms part of this offering, helping the community sector better understand their audiences in order to identify opportunities and focus core activities. A desire to continue to provide useful insights is behind this report’s in-depth focus on giving by payment type. Understanding shifts in audience behaviours such as payment choices is invaluable in helping community groups channel their efforts. I hope this report is beneficial in supporting your organisation to continue its work in realising the giving potential in Australia.
- Rebecca Kotow, Head of Community Engagement, NAB
Table 1. Charity categories
Categories Examples of charities included
Animals & Environment
RSPCA; WWF Australia; Australian Conservation Foundation
Cancer Cancer Council donations; The Movember Group; Peter MacCullum Cancer Centre
Community Service & Children/Family
The Salvation Army; St Vincent de Paul Society; The Smith Family
Health & Disability
Diabetes Australia; Vision Australia; Guide Dogs Australia
Humanitarian Services World Vision; Oxfam; Red Cross
Medical Research & Services
Fred Hollows Foundation; Heart Research Institute; Royal Flying Doctor Service
Other* Boystown Lottery; RSL Art Union; Everyday Hero
*Other includes charity aggregators, charity lotteries and other charities that do not fit into any of the categories above.
Chart 1: Growth in NAB Charitable Giving Index (% change, year-on-year)
10
8
6
4
220142012 2013
Source: NAB Consumer Anxiety Report Q3 2014
UtilitiesPaying O� Debt
TransportMedical Expenses
GroceriesChildrenSavings, Super, InvestmentsUse of CreditTravelHome ImprovementsPersonal GoodsCharitable DonationsMajor HH ItemsEating OutEntertainment
Chart 2: Changes in spending behaviour(net balance)
-30 -20 -10 0 10
-32.27-29.54-29.12
-22.20-26.25
-18.63-18.41-18.00
-6.83-4.29
-1.19
9.748.68
5.352.62
2
Relative pattern of annual spending for selected items ($)
GamblingAlcoholicbeverages
Tobaccoproducts
$654
$1,682
$2,263
Average annual charity spendingremains signi�cantly lower thanselected consumer items such asalcohol, tobacco and gambling
Cakes,biscuits
etc
$438
Growth in giving by category (% August yoy)
*Other includes charity aggregators, charity lotteries and other charities that do not �t into any of the categories above
Source: ABS household expenditure survey (2009-10)
6.8%
Humanitarian Services
5.0%
Health & Disability
6.7%
Medical Research & Services
2.8%
Community Services & Children/Family
0.4%Cancer
1.9%
Animals & Environment
15.5%
Other*
100%
Charitable giving by payment type
90% 10%
Credit card and EFTPOS
BPAY and direct debit
Share of giving via BPAY and direct debit was biggest in the 15-34 age group and smallest for those aged over 55
16% 8%15-34 age group
55+ age group
Donations
$315
Average annual donation per donor for all charities in the year to August 2014
over the past year
$315 $11Average annual donation size
6.3% 6.8%
Growth in metropolitan areas Growth in regional areas
Growth by location (August yoy)
5.9%
6.4%
Growth in charitable giving % change (annual)
Top postcodes for charitable giving by state(% of income)
$300Middle Park 3206
Postcode with highest average $ giving per person
VICCastlemaine
3450
0.36%
NTGillen 870
0.16%
QLDMaleny 4552
0.32%
WAMount Lawley
6050
0.22%
NSWCroydon 2132
0.33%
ACTKambah 2902
0.32%
SAMyrtle Bank
5064
0.29%
TASHowrah 7018
0.27%
August 2013
August 2014
At a glance
Confectionery
$612
NAB Charitable Giving Index
3
Indepth report – August 2014
Charitable giving slows as difficult economic conditions impact consumer spending behaviourCharitable giving grew by 6.4% over the year to August 2014. Although this was up from 5.9% at the same time last year, giving has slowed from a peak of almost 9% in early-2014 (see Chart 1). Difficult economic conditions appear to be playing a key role, with sub-trend economic growth, a tepid labour market and subdued consumer confidence unsettling Australian consumers and negatively impacting their charity spending behaviours. Indeed, the latest NAB Consumer Anxiety Report reveals that Australians have significantly cut back on charitable donations as their concerns over the cost of living remain elevated (see Chart 2).
Overall, charitable giving has grown by just over 22% since December 2010 (the aggregated data captures 70% of tax deductible donations reported through the ATO in 2011/12).
Charitable giving slows in all age groups and in metropolitan and regional areasDonations growth slowed across most age groups over the year to August 2014 (see Chart 3). Exceptions are the 65+ group, where donations grew 10.8% (8.4% in August 2013) and in the 35-44 age group, where donations rose 4.7% (3.2% in August 2013). Giving slowed most among 15-24 year olds, a group also experiencing significantly higher rates of unemployment more than double the national average. Nevertheless, growth in giving from this group was still positive (3.6%).
By location, charitable giving grew by 6.3% over the year to August 2014 in metropolitan areas and 6.8% in regional areas (see Chart 4). While growth rates were faster than in the year to August 2013, there has been a clear slowdown in giving growth since early-2014, especially in metropolitan areas. As a result, donations growth from regional areas has been outpacing that from metropolitan areas since mid-2014, reversing the trend seen since mid-2013.
Table 2. Key Charitable Giving Statistics
Index (annual average) % change (annual)
Aug-13 Jul-14 Aug-14 Aug-13 Jul-14 Aug-14
NAB Charitable Giving Index 126.0 133.6 134.1 5.9 7.2 6.4
Animals & Environment 118.4 121.6 120.7 10.1 3.6 1.9
Cancer 269.3 273.0 270.4 9.8 1.9 0.4
Community Services & Children/Family 167.3 171.7 171.9 2.0 2.5 2.8
Health & Disability 186.5 191.1 195.8 9.9 3.9 5.0
Humanitarian Services 83.8 89.8 89.4 -1.6 7.8 6.8
Medical Research & Services 201.1 215.0 214.5 13.1 8.5 6.7
Other 150.0 169.4 173.3 16.0 16.9 15.5
All data is non-seasonally-adjusted (nsa). Data is produced by Quantium and includes donations via credit card, direct debit, BPAY and EFTPOS. Direct transfers into charity bank accounts are not captured (e.g. bequests and cheque donations may not be captured). Nearly 600 charity brands are included in this analysis.
15-24 years 25-34 years 35-44 years
45-54 years 55-64 years 65+ years
Chart 3: Growth in Charitable Giving Indexby age group (% change, year-on-year)
20142012 2013
18
15
12
9
6
3
0
10
8
6
4
2
0
Metropolitan Regional
Chart 4: Growth in Charitable Giving Indexby region (% change, year-on-year)
20142012 2013
4
Humanitarian Services have biggest market share; Other charities growing fastest Humanitarian Services charities continue to dominate the market, attracting 34% of all donations in August 2014 (see Chart 5). However, market share has fallen steadily from a high of around 38% in 2011.
The fastest growth in market share has occurred in Other charities, which has grown from around 13% in 2011 to around 17% now.
In contrast, the share of total donations to Community Services & Children/Family charities declined from around 13% to 11% over this same period.
The market share of donations to Medical Research & Services charities fell to 9% in the year to August. It is however, important to note that lower market share relative to previous reports reflects a significant charity brand re-classification within this group.
Humanitarian Services charities continue to attract the lion’s share of donations from all age groups – from 37% (25-34 age group) to 29% (65+ age group) (see Chart 6). Donations to Other charities received the next biggest share from all groups, except 15-24 year olds who allocated more of their giving to Animals & Environment and Cancer charities.
Also notable, those aged 65+ gave a much bigger share of their total giving to Health & Disability (17%) and Community Service & Children/Family charities (13%). In contrast, those aged 15-24 allocated the biggest share of giving to charities in Animals & Environment (14%), Cancer (13%) and Medical Research & Services (11%).
By region, metropolitan areas gave a much bigger share of their total charity spend to Humanitarian Services (35%) and Community Services & Children/Family (12%) charities than those living in regional areas (see Chart 7). In contrast, those living in regional areas allocated a bigger share of their total donations to Other (18%) and Medical Research & Services (11%) charities. The share of giving to all other categories was broadly the same.
NAB Charitable Giving Index
Chart 5: Market share of total charity donations (12 months to August 2014)
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Aug-12 Aug-13 Aug-11 Aug-14
Chart 7: Market share of total charity donations by metro/regional (12 months to August 2014)
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Metropolitan Regional
8 9 12 8 12
35
16
7 10 9 11 13
33
18
Chart 6: Market share of total charity donations by age band (12 months to August 2014)
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15-24 25-34 35-44 45-54 55-64 65+
5
Growth in giving slows in all categories except Humanitarian ServicesAll charity categories have experienced a slowdown in growth in the past year, with the exception of Humanitarian Services (see Chart 8).
Indeed, there has been a big acceleration in giving growth to Humanitarian Services charities since late-2013. This is likely tied to the record number of countries experiencing the highest level of humanitarian crisis (as assessed by the United Nations).
In the year to August 2014, overall growth was fastest for Other charities (15.5%), which grew twice as fast as Humanitarian Services (6.8%) and Medical Research & Services (6.7%) charities.
In contrast, the rate of donations growth slowed most for Cancer charities (0.4% from almost 10% in the same period last year) and Animals & Environment (which grew 1.9%, down from more than 10% in August 2013).
Growth in giving to Humanitarian Services charities improves in all age groupsThe charts to the right show annualised rates of charitable giving growth across all charity categories by age group in the year to August 2014 compared to the year to August 2013.
The most notable observation is the positive growth in giving across all age groups to Other, Health & Disability and Medical Research & Services charities – albeit at slower rates than at the same time last year in every age group – except giving to Other charities from 35-44 year olds. There was also a big improvement in giving growth to Humanitarian Services charities, also the only category to record faster growth across all age groups.
In contrast, there was virtually no growth in giving to Animals & Environment and Cancer charities from those aged between 25 and 54. This trend was also experienced in the Community Services & Children/Family category by 25-44 year olds. These age groups also typically report the slowest rates of growth in all categories except “Other” charities.
Donations growth fastest to Other charities in both metro and regional areasThe metropolitan/regional split shows significant variation in the rate of giving growth between charity sub-categories (see Chart 10).
In the year to August 2014, donations growth was fastest to Other charities in both regional (16%) and metropolitan (15.4%) areas, and broadly unchanged from the rate of growth recorded a year ago.
Chart 8: Growth by category (% change, year-on-year)
25
20
15
10
5
0
-5
-10
Cancer
Medical Research & Services
Humanitarian Services
Animals & Environment
Community Service & Children/Family
Health & Disability
Other
Total
20142013 2012
Chart 9A: Growth by category by age (annual % change)
40
30
20
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0
-10
12 months to August 2014 12 months to August 2013
15 to
24
25 to
34
35 to
44
45 to
54
55 to
64
65+
15 to
24
25 to
34
35 to
44
45 to
54
55 to
64
65+
15 to
24
25 to
34
35 to
44
45 to
54
55 to
64
65+
15 to
24
25 to
34
35 to
44
45 to
54
55 to
64
65+
Animals Cancer CS & Family Health
Chart 9B: Growth by category by age (annual % change)
40
30
20
10
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-10
12 months to August 2014 12 months to August 2013
15 to
24
25 to
34
35 to
44
45 to
54
55 to
64
65+
15 to
24
25 to
34
35 to
44
45 to
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55 to
64
65+
15 to
24
25 to
34
35 to
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45 to
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55 to
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65+
Humanitarian Medical Research Other
Indepth report – August 2014
6
There was also a notable turnaround in giving growth to Humanitarian Services charities in both metropolitan (7.3%) and regional (5.1%) areas.
Giving growth slowed significantly to all other charity categories in metropolitan areas, except for Community Service & Children/Family charities, which accelerated slightly to 2.7% (1.8% a year earlier).
In regional areas, the rate of giving growth slowed to Animals & Environment (1.9%), Cancer (2%), Community Service & Children/Family (3%) and Health & Disability (4.5%) charities. However, giving to Medical Research & Services accelerated slightly to 12%, and was much faster than in metropolitan areas.
Average donation size reaches $315 across all charities, up $11 from last yearThe average annual donation size for all charities climbed to $315 per donor in the year to August 2014, up $11 (3.6%) from $304 in the 12 months to August 2013 and $16 (5.4%) in the year to October 2012 (see Chart 11).
To put this into perspective, chart 12 shows average charity spending compared to selected items from the most recent Household Expenditure Survey conducted by the Australian Bureau of Statistics. It shows that average annual charity spending remains significantly lower than for selected consumer items such as alcohol, tobacco and gambling.
All charity categories saw a bigger average donation size in the past year. Humanitarian Services have the biggest average donation size at $291, or $20 (7.4%) higher than in the 12 months to August 2013.
In contrast, Cancer charities had the smallest average donation at just $74 per donor, and only marginally higher than in the previous year (2.4%). The average donation size to Cancer charities was just 25% of that for Humanitarian Services.
Average donations increase with age and are bigger in metropolitan areasAverage annual donation size typically increases with age. In the year to August 2014, the average annual donation in the 15-24 age group was $108, compared with $398 in the 65+ group. Average donation size fell over the past year for those under 35, but grew in all other age groups, especially 65+ where it increased by $48 or almost 14%.
NAB Charitable Giving Index
Chart 10: Growth by category by metro/regional (annual % change)
20
15
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-5
Metropolitan Regional
Oth
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12 months to August 2014 12 months to August 2013
Chart 12: Relative pattern of spending for selected items ($A)
Don
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Toba
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Prod
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Cake
s,Bi
scui
ts e
tc.
Conf
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nery
Alc
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icBe
vera
ges
Gam
blin
g
2,500
2,000
1,500
1,000
500
0
Source: ABS Household Expenditure Survey (2009-10)
$2,263
$1,682
$654 $612 $438
$315
Chart 11: Average annual donation per donor($A)
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12 mths to Aug 201412 mths to Aug 201312 mths to Oct 2012
7
Donation size increased in both metropolitan and regional areas. However, the average donation in metropolitan areas ($317) was around 18% bigger than in regional areas ($269). This may reflect higher average incomes in metropolitan areas compared to regional areas.
Average donation size increases with age for all charity categoriesIn the year to August 2014, the average annual donation for those aged 65+ was 1.4 times bigger than that from 15-24 year olds for Medical Research & Services, 1.6 times for Animals & Environment, 1.9 times for Cancer, 2.6 times for Community Service & Children/Family, 2.6 times for Health & Disability, 3 times for Humanitarian Services and 3.6 times for Other charities.
Humanitarian Services charities receive the biggest average donation across all age groups, while Cancer charities receive the smallest donation across all groups, except 15-24 year olds, who give least to Other charities. Animals & Environment charities receive the second biggest donation in the 15-24 and 25-34 year old groups, while Community Services & Children/Family charities receive the next biggest donation in all other age groups.
Within each individual age group, the biggest spread in donation size between charity categories occurs in the 55-64 year old group, where average donation size for Humanitarian Services is 4 times bigger than for Cancer charities (see Chart 15a). The smallest discrepancy is in the 15-24 year old group, where average donation size to Humanitarian Services is just 2.5 times bigger than for Other charities (see Chart 15b).
Average donation size increases in both metropolitan and regional areasAverage donation size increased in all charity sectors in metropolitan and regional areas (see Chart 14). In percentage terms, donation size increased most for Humanitarian Services (9.3%) and Health & Disability (6.6%) charities in metropolitan areas, and for Other (12.5%) and Medical Research & Services (11.9%) charities in regional areas (see Charts 16a and 16b). Annual donation size was bigger for metropolitan donors in all sectors except Medical Research & Services and Other charities. The biggest difference was in Community Service & Children/Family charities, where the average metropolitan donation was 31% bigger. However, the average donation to Other charities was around 8% bigger in regional areas.
Chart 13: Average annual donation perdonor by age band ($A)
400
300
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100
015 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
12 mths to Aug 2013 12 mths to Aug 201412 mths to Oct 2012
Chart 15A: Average annual donationper donor by age ($A)
350
300
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Animals Cancer CS & Family Health
25 to
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35 to
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45 to
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12 months to August 2013 12 months to August 2014
Chart 14: Average annual donation perdonor by region ($A)
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300
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150
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0Regional Metropolitan
$255
$301
$259
$306
$269
$317
12 mths to Oct 2012 12 mths to Aug 201412 mths to Aug 2013
Indepth report – August 2014
8
NAB Charitable Giving Index
Deep Dive: Charitable Giving by Payment Type
Share of giving via credit card and EFTPOS combined is significantly larger than giving via BPAY and direct debit across all age groups and charity categoriesThe NAB Charitable Giving Index is based on data produced by Quantium and includes donations via credit card, direct debit, BPAY and EFTPOS. Cash, cheques and direct transfers into charity bank accounts are not captured.
In this section, we focus on charitable giving by payment type. The split of overall charitable giving by payment type is approximately 90% for credit cards and EFTPOS and 10% for BPAY & direct debits (see Chart 17).
By payment type, charitable giving is dominated by credit card and EFTPOS across all age groups and charity categories (see Chart 18). However, there is some variance between demographic groups. By age, the share of giving via BPAY and direct debit was biggest in the 15-34 year old group (16%) and smallest for those aged over 55 (8%).
By charity category, giving via BPAY and direct debit was biggest for Humanitarian Services charities (20%) and smallest for Other (2%) and Health and Disability charities (3%).
Giving by credit card and EFTPOS outpacing that from BPAY and direct debit.The overall level of charitable giving by credit card and EFTPOS combined has outpaced that by BPAY and direct debit by a considerable margin. Giving by credit card and EFTPOS has grown by around 25% since December 2010, while giving by BPAY and direct debit has fallen by around 1% (see Chart 19).
However, the rate of growth in charitable giving by credit card and EFTPOS has been slowing since early-2014. In the year to August 2014, giving through these channels slowed to 7%, but remained marginally above its long-term average. In contrast, giving via BPAY and direct debit increased by 0.9%. Charitable giving via these channels has been growing modestly since June 2014, following a long period of decline starting in late-2012.
Chart 15B: Average annual donation per donor by age ($A)
Humanitarian Medical Research Other
25 to
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35 to
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45 to
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55 to
64
15 to
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65+
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12 months to August 2013 12 months to August 2014
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Chart 16B: Average annual donation/donor: regional ($A)
Chart 16A: Average annual donation/donor: metropolitan ($A)
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Credit card and EFTPOS payments are growing in all age groups; direct debit and BPAY are less popular among younger AustraliansGiving via BPAY and direct debit combined has become less popular in younger age groups, especially in the 15-34 year old group where the level of giving has fallen by around 34% since December 2010 (see Chart 20). However, BPAY and direct debit payments continue to be popular in older groups, especially the 65+ age group where it has increased by around 52% since December 2010.
In contrast, giving via credit card and EFTPOS has become more popular across all age groups, especially for those aged 15-34 where it has increased by around 35% since December 2010 (see Chart 21). Giving to charity through these channels has also grown more than 20% in all other age groups.
Donations growth fastest for older Australians across all payment channelsCharitable giving grew fastest in the 65+ age group for both BPAY and direct debit (12.2%) and credit card and EFTPOS (10.2%) in the year to August 2014 (see Chart 22). Giving via BPAY and direct debit also grew in the 55-64 year old group (6.1%), but contracted in all other age groups, with annual falls of more than 5% in both the 15-34 and 35-44 age groups.
In contrast, charitable giving via credit card and EFTPOS grew in all age groups, with the fastest growth in the 65+ group (10.7%) and slowest in the 15-34 year old group (4.8%) (see Chart 23).
Chart 17: Breakdown by payment type (% share)
BPAY & Direct Debit Credit Card & EFTPOS
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Chart 19: Growth in NAB Charitable Giving Index by payment type (%)
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BPAY & direct debit Credit card & EFTPOS
20142012 2013
Chart 18: NAB Charitable Giving Index by payment type (January 2010 = 100, annual average)
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BPAY & direct debit Credit card & EFTPOS
20142012 2011 2013
“Whilst the growth in charitable donations has slowed, the donations of Australian donors have continued to outpace inflation.”Tony Davis, Quantium
Indepth report – August 2014
10
Health & Disability charities enjoy the biggest increase in overall payment levels through BPAY and direct debit; Medical Research & Services charities see the biggest gains via credit card and EFTPOSBy category, Health & Disability charities have experienced the biggest increase in giving levels via BPAY and direct debit, with giving up 106% since December 2010 (see Chart 24). Solid increases in giving via these channels have also been experienced by Medical Research & Services charities (80%).
In contrast, Cancer charities have experienced a big drop in giving via BPAY and direct debit, with overall levels down 36% since December 2010.
Giving via BPAY and direct debit to Animals & Environment (-1%) and Community Service & Children/Family charities (0%) was broadly unchanged over this same period, while giving to Humanitarian Services charities fell 4%. Other charities are excluded in relation to BPAY and direct debit due to insufficient data.
In terms of payments via credit card and EFTPOS, overall levels of giving have grown across all charity categories since December 2010 (see Chart 25).
The biggest gains in giving via these channels have been to Medical Research & Services (56%), Other (52%), Cancer (37%) and Health & Disability (25%), with smaller increases for Animals & Environment (19%), Humanitarian Services (11%) and Community Service & Children/Family charities (9%).
In terms of growth, Cancer charities see big drop in payments through BPAY and direct debit; giving by credit card and EFTPOS growing fastest to Other charitiesIn terms of growth, giving via BPAY and direct debit continued to fall heavily over the year to August 2014 for Cancer charities (-28%) and to a lesser extent for Community Service & Children/Family (-5.9%) and Animals & Environment charities (-0.1%) (see Chart 26).
However, giving to Health & Disability charities grew by 14.5% over the year to August 2014, up from just 1.7% over the year to August 2013.
Growth to Medical Research & Services charities grew 9.9% over the year, but this was down slightly from 11% one year earlier.
Giving to Humanitarian Services also increased by 3%, reversing a 1.2% fall over the year to August 2013.
Giving by credit card and EFTPOS grew across all charity segments over the year to August 2014 (see Chart 27.)
NAB Charitable Giving Index
Chart 20: Giving by BPAY and direct debit by age (January 2010 = 100, annual average)
160
140
120
100
80
60
15-34 years 35-44 years 45-54 years
55-64 years 65+ years
2011 2012 2013 2014
Chart 22: Growth in giving by BPAY and direct debit by age (%)
20
10
0
-10
-20
15-34 years 35-44 years 45-54 years
55-64 years 65+ years
2012 2013 2014
Chart 21: Giving by credit card and EFTPOS by age (January 2010 = 100, annual average)
150
140
130
120
110
100
15-34 years 35-44 years 45-54 years
55-64 years 65+ years
2011 2012 2013 2014
11
Growth was fastest to Other charities at 15.7%, although this was slower than in the year to August 2013 (17.3%).
The rate of growth in charitable giving via credit card and EFTPOS also slowed for Medical Research & Services (6.5% from 13.3% a year earlier), Health & Disability (4.7% from 10.2%), Cancer (2% from 11.2%) and Animals & Environment charities (2% from 10.8%).
In contrast, Humanitarian Services charities experienced faster growth in giving via credit card and EFTPOS to 7.7% (1.7% a year earlier). Community Service & Children/Family charities also saw a modest acceleration in giving growth to 3.7% (2.7% in August 2013).
Sharp contraction in giving via direct debit and BPAY to Cancer charities across all age groupsThe most notable trend in charitable giving growth via BPAY and direct debit was the sharp contraction in giving to Cancer charities across all age groups in August 2014 (see Charts 28a and 28b).
Also apparent was a sharp increase in the rate of growth to Community Service & Children/Family charities in the 65+ group and to Health & Disability charities from 35-44 year olds.
Health & Disability charities were the only sector to report stronger growth in giving via BPAY and direct debit in younger age groups. It was also the only market segment to record a positive result among 15-34 year olds.
Humanitarian Services charities the only category to record faster growth in giving by credit card and EFTPOS across all age groupsGrowth in giving via credit card and EFTPOS slowed in all age groups for Animals & Environment, Cancer, Health & Disability and Medical Research & Services charities (see Charts 29a and 29b).
Despite this slowdown, giving continued to grow in nearly all age groups and in all categories, except Animals & Environment (35-44 and 45-54 age groups), Cancer (15-34 and 55-64 age groups) and Community Service & Children/Family charities (55-64 group), where growth was mildly negative.
Humanitarian Services charities were the only group to record faster growth across all age segments. Other charities saw faster growth in donations from the 55-64 and 65+ age groups, while giving to Community Service & Children/Family charities also accelerated in the 15-34, 35-44 and 45-54 age groups.
Indepth report – August 2014
Chart 23: Growth in giving by credit card and EFTPOS by age (%)
16
12
8
4
0
15-34 years 35-44 years 45-54 years
55-64 years 65+ years
2012 2013 2014
Chart 25: Giving by credit card and EFTPOSby category (January 2010 = 100, annual average)
300
250
200
150
100
50
02011 2012 2013 2014
Cancer
Medical Research & Services
Humanitarian Services Animals & Environment
Community Service & Children/Family
Health & Disability
Other
Chart 24: Giving by BPAY and direct debitby category (January 2010 = 100, annual average)
400
350
300
250
200
150
100
50
02011 2012 2013 2014
Cancer
Medical Research & Services
Humanitarian Services Animals & Environment
Community Service & Children/Family
Health & Disability
12
NAB Charitable Giving Index
Charitable Giving by Postcode
Donors from higher income postcodes tend to donate the most in dollar terms, but do not donate the most relative to their incomes. Average charitable giving across all Australian postcodes totalled $85 per person in the year to August 2014.
Average dollar giving was highest in Middle Park VIC (3206) at $300 per person, or around 3½ times the national average.
In the top 20 Australian postcodes, average giving was $219 per person (refer to appendix 1 for the top 20 postcodes in each state).
The postcode data indicates that there is a strong relationship between average incomes and average dollar giving. According to new data from the Australian Taxation Office (ATO) for 2011/12, average taxable income in the top 20 Australian postcodes was around $105,200 – more than twice the Australian average of $48,800.
This relationship is however stronger in some states compared to others. In NSW, average incomes in the top 20 postcodes for dollar giving are more than double the state average. In Victoria, they are 85% higher. In WA and Queensland, they are around 51% and 43% higher respectively, but only one-third higher in SA (see Table 3).
Table 3: Average incomes in top 20 postcodes for charitable giving compared to average state incomes
Ave
rage
Inco
mes
:To
p 20
Pos
tco
des
($)
Ave
rage
Inco
mes
:To
p 20
Pos
tco
des
(inco
me)
Ave
rage
Sta
teTa
xabl
e In
com
e
Perc
enta
ge D
iffer
ence
:To
p 20
Pos
tco
des
($)
Perc
enta
ge D
iffer
ence
:To
p 20
Pos
tco
des
(inco
me)
NSW $106,300 $55,500 $50,000 113% 11%
VIC $84,600 $57,700 $45,700 85% 26%
QLD $67,500 $53,400 $47,100 43% 13%
SA $61,000 $57,900 $45,700 33% 27%
WA $85,600 $72,900 $56,600 51% 29%
AUS $105,200 $58,500 $48,800 116% 20%
Incomes rounded to nearest hundred.SOURCE: ATO 2011/12 Tax Data & NAB Calculations
Chart 26: Growth in giving by BPAY and direct debit by category (annual % change)
Med
ical
Res
earc
h&
Ser
vice
s
Canc
er
Hea
lth &
Dis
abili
ty
Com
mun
ity S
ervi
ce&
Chi
ldre
n/fa
mily
Ani
mal
s &
Envi
ronm
ent
Hum
anita
rian
Serv
ices
30
15
0
-15
-30
12 mths to Aug 201412 mths to Aug 201312 mths to Aug 2012
Chart 28A: BPAY and direct debit: growth by age and category (annual % change)
45
30
15
0
-15
-30
-45
12 months to August 2014 12 months to August 2013
15 to
34
35 to
44
45 to
54
55 to
64
65+
15 to
34
35 to
44
45 to
54
55 to
64
65+
15 to
34
35 to
44
45 to
54
55 to
64
65+
Animals &Environment
Cancer Community Service& Children/Family
Chart 27: Growth in giving by credit card and EFTPOS by category (annual % change)
Med
ical
Res
earc
h&
Ser
vice
s
Oth
er
Canc
er
Hea
lth &
Dis
abili
ty
Com
mun
ity S
ervi
ce&
Chi
ldre
n/Fa
mily
Ani
mal
s &
Envi
ronm
ent
Hum
anita
rian
Serv
ices
20
15
10
5
0
-5
12 mths to Aug 201412 mths to Aug 201312 mths to Aug 2012
13
Indepth report – August 2014
About Quantium
Quantium is Australia’s leading data analytics and marketing strategy firm. Quantium has worked with NAB for more than four years, assessing de-identified transaction data to derive insights, trends and shopping habits of different customer groups. The resulting analysis forms Market Blueprint and is used by NAB and other businesses to drive innovation and business performance through customer, distribution and marketing strategies. www.quantium.com.au
Although donors from higher income postcodes tend to donate the most in dollar terms, they not donate the most relative to their incomes.
When charitable giving is ranked as a percentage of taxable income, the top 20 Australian postcodes on average donated 0.3% of their incomes to charity. However, average taxable income in this group was just $58,500 – well below average incomes in the top 20 postcodes for dollar giving.
On this measure, Castlemaine VIC (3450) leads the country for generosity, donating 0.36% of their annual incomes to charity despite reporting an average taxable of just $39,750 in 2011/12, or just 38% of the average income reported by the top 20 Australian postcodes for dollar giving.
Middle Park VIC (3026) and Fitzroy North VIC (3068) are the only suburbs to feature in the top 20 postcodes for charitable giving by dollar amount and as a percentage of income. n
Chart 28B: BPAY and direct debit: growth by age and category (annual % change)
100
75
50
25
0
-25
12 months to August 2014 12 months to August 2013
15 to
34
35 to
44
45 to
54
55 to
64
65+
15 to
34
35 to
44
45 to
54
55 to
64
65+
15 to
34
35 to
44
45 to
54
55 to
64
65+
Health &Disability
HumanitarianServices
Medical Research& Services
Chart 29B: Credit card and EFTPOS: growth by age and category (annual % change)
30
20
10
0
-10
12 months to August 2014 12 months to August 2013
15 to
34
35 to
44
45 to
54
55 to
64
65+
15 to
34
35 to
44
45 to
54
55 to
64
65+
15 to
34
35 to
44
45 to
54
55 to
64
65+
HumanitarianServices
Medical Research& Services
Other
Chart 29A: Credit card and EFTPOS: growth by age and category (annual % change)
30
20
10
0
-10
12 months to August 2014 12 months to August 2013
Animals &Environment
Cancer CommunityService &
Children/Family
Health &Disability
15 to
34
35 to
44
45 to
54
55 to
64
65+
15 to
34
35 to
44
45 to
54
55 to
64
65+
15 to
34
35 to
44
45 to
54
55 to
64
65+
15 to
34
35 to
44
45 to
54
55 to
64
65+
Changes to the data
As part of Quantium’s ongoing improvements to Market Blueprint, we are constantly cleansing our data, and improving our approaches and methodologies. As the priority for the NAB Charitable Giving Index is on the accuracy of movements and trends in the Australian donation landscape, we occasionally need to implement changes that require the recalculation of the level of historical results to bring the analysis to the most up to date basis.
Overall, the total and sub-indices have remained largely consistent apart from the Medical Research & Services category, which is impacted by the re-classification of Medecins Sans Frontieres.
14
NAB Charitable Giving Index, Appendix
Chart 30: Top 20 postcodes for charitable giving: Australia (average spend per person, $A, 12 months to August 2014)
300
250
200
150
100
50
0
$300
$257
$252
$241
$239
$227
$223
$216
$211
$209
$205
$204
$203
$200
$199
$199
$198
$196
$196
$196
Mid
dle
Park
Hun
ters
Hill
Woo
llahr
a
Belle
vue
Hill
Vau
clus
e
Mos
man
Balm
ain
Dea
kin
Toor
ak
Myr
tle
Bank
Haw
thor
n Ea
st
Brig
hton
Fitz
roy
Nor
th
Crem
orne
Cast
lecr
ag
Lind
�eld
Gor
don
Seaf
orth
Gri
�th
Padd
ingt
on
3206 2110 2025 2023 2030 2088 2041 2600 3142 5064 3123 3186 3068 2090 2068 2070 2072 2092 2603 2021
Chart 31: Top 20 postcodes for charitable giving: New South Wales (average spend per person, $A, 12 months to August 2014)
300
250
200
150
100
50
0
$257
$252
$241
$239
$227
$223
$200
$199
$199
$198
$196
$196
$194
$191
$191
$181
$179
$177
$175
$173
2110 2025 2023 2030 2088 2041 2090 2068 2070 2072 2092 2021 2071 2061 2069 2024 2038 2132 2027 2074
Hun
ters
Hill
Woo
llahr
a
Belle
vue
Hill
Vau
clus
e
Mos
man
Balm
ain
Crem
orne
Cast
lecr
ag
Lind
�eld
Gor
don
Seaf
orth
Padd
ingt
on
Killa
ra
Kirr
ibill
i
Rose
ville
Bron
te
Ann
anda
le
Croy
don
Dar
ling
Poin
t
Turr
amur
ra
Chart 32: Top 20 postcodes for charitable giving: Victoria (average spend per person, $A, 12 months to August 2014)
300
250
200
150
100
50
0
Mid
dle
Park
Toor
ak
Haw
thor
n Ea
st
Brig
hton
Fitz
roy
Nor
th
Kew
Cant
erbu
ry
Arm
adal
e
Cam
berw
ell
Mal
vern
Balw
yn
Alp
hing
ton
Surr
ey H
ills
Mel
bour
ne
Brun
swic
k Ea
st
Beau
mar
is
Gle
n Ir
is
Sand
ring
ham
Esse
ndon
Mac
leod
3206 3142 3123 3186 3068 3101 3126 3143 3124 3144 3103 3078 3127 3004 3057 3193 3146 3191 3040 3085
$300
$211
$205
$204
$203
$195
$192
$184
$184
$184
$177
$172
$167
$167
$166
$154
$153
$152
$150
$149
* excluding postcodes with fewer than 5,000 residents
15
Indepth report – August 2014
Chart 33: Top 20 postcodes for charitable giving: Australia (as a % of income, 12 months to August 2014)
0.40
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0
0.36
0.33
0.32
0.32
0.31
0.31
0.31
0.30
0.30
0.29
0.29
0.28
0.28
0.28
0.28
0.28
0.28
0.27
0.27
0.27
Cast
lem
aine
Croy
don
Mal
eny
Kam
bah
Blax
land
Brun
swic
k Ea
st
Ain
slie
Fitz
roy
Nor
th
War
aman
ga
Myr
tle
Bank
Farr
er
Mar
rick
ville
Mac
leod
Als
tonv
ille
Stur
t
Haw
ker
Haw
thor
n
Bela
ir
Mid
dle
Park
Ham
ilton
So
uth
3450 2132 4552 2902 2774 3057 2602 3068 2611 5064 2607 2204 3085 2477 5047 2614 5062 5052 3206 2303
Chart 34: Top 20 postcodes for charitable giving: New South Wales (as a % of income, 12 months to August 2014)
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0
0.33
0.31
0.28
0.28
0.27
0.26
0.26
0.25
0.25
0.24
0.24
0.24
0.24
0.24
0.23
0.23
0.23
0.23
0.23
0.23
Croy
don
Blax
land
Mar
rick
ville
Als
tonv
ille
Ham
ilton
So
uth
New
La
mbt
on
Bexl
ey
Mos
s V
ale
Pete
rsha
m
Gor
don
Thor
nlei
gh
Kirr
awee
Elee
bana
Kato
omba
Spri
ngw
ood
Nar
rabe
en
Berr
y
Gle
be
Ann
anda
le
Nar
oom
a
2132 2774 2204 2477 2303 2305 2207 2577 2049 2072 2120 2232 2282 2780 2777 2101 2535 2037 2038 2546
Chart 35: Top 20 postcodes for charitable giving: Victoria (as a % of income, 12 months to August 2014)
0.40
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0
0.36
0.31
0.30
0.28
0.27
0.27
0.26
0.26
0.26
0.25
0.25
0.25
0.25
0.24
0.24
0.24
0.24
0.24
0.23
0.23
Cast
lem
aine
Brun
swic
k Ea
st
Fitz
roy
Nor
th
Mac
leod
Mid
dle
Park
Blac
kbur
n
Alp
hing
ton
Mon
tmor
ency
Brun
swic
k
Rye
Nor
thco
te
Haw
thor
n Ea
st
Burw
ood
Mou
nt
Wav
erle
y
Esse
ndon
Ash
burt
on
Balw
yn
Burw
ood
East
Wat
soni
a N
orth
Box
Hill
So
uth
3450 3057 3068 3085 3206 3130 3078 3094 3056 3941 3070 3123 3125 3149 3040 3147 3151 3087 3128 3103
* excluding postcodes with fewer than 5,000 residents
16
NAB Charitable Giving Index, Appendix
Chart 36: Top 20 postcodes for charitable giving: Queensland (average spend per person, $A, 12 months to August 2014)
300
250
200
150
100
50
0
$188
$156
$151
$149
$138
$134
$131
$130
$129
$128
$128
$127
$127
$127
$125
$119
$117
$117
$112
$110
Chap
el H
ill
Ash
grov
e
The
Gap
Sher
woo
d
Bard
on
Wel
lingt
on
Poin
t
Haw
thor
ne
Padd
ingt
on
Moo
rook
a
Mal
eny
Red
Hill
Indo
oroo
pilly
Sam
ford
V
alle
y
Coor
paro
o
New
Far
m
Thor
nlan
ds
Asc
ot
Tarr
agin
di
Ting
alpa
Toow
ong
4069 4060 4061 4075 4065 4160 4171 4064 4105 4552 4059 4068 4520 4151 4005 4164 4007 4121 4173 4066
Chart 37: Top 20 postcodes for charitable giving: South Australia (average spend per person, $A, 12 months to August 2014)
300
250
200
150
100
50
0
$209
$190
$190
$185
$185
$183
$159
$150
$150
$146
$146
$145
$134
$134
$130
$130
$129
$126
$121
$120
Myr
tle
Bank
Haw
thor
n
Ston
yfel
l
Toor
ak
Gar
dens
St P
eter
s
Med
indi
e
Kens
ingt
on
Park
Bela
ir
Mal
vern
Pros
pect
Nor
woo
d
Mill
swoo
d
Gra
nge
Mag
ill
Coro
man
del
Val
ley
Nor
th H
aven
Park
side
Gle
nelg
So
uth
Brom
pton
Stur
t
5064 5062 5066 5065 5069 5081 5068 5052 5061 5082 5067 5034 5022 5072 5051 5018 5063 5045 5007 5047
Chart 38: Top 20 postcodes for charitable giving: Western Australia (average spend per person, $A, 12 months to August 2014)
300
250
200
150
100
50
0
$181
$179
$178
$176
$176
$173
$171
$170
$164
$159
$156
$150
$142
$140
$132
$131
$120
$119
$116
$115
Cott
eslo
e
Mou
nt
Law
ley
City
Bea
ch
Clar
emon
t
App
lecr
oss
Subi
aco
East
Fr
eman
tle
Ned
land
s
Flor
eat
Mos
man
Pa
rk
Sout
h Pe
rth
Sorr
ento
Att
adal
e
Wes
t Le
eder
ville
Nor
th P
erth
Sout
h Fr
eman
tle
Hill
arys
Wes
t Pe
rth
Kala
mun
da
Mou
nt
Haw
thor
n
6011 6050 6015 6010 6153 6008 6158 6009 6014 6012 6151 6020 6156 6007 6006 6162 6025 6005 6076 6016
* excluding postcodes with fewer than 5,000 residents
17
Indepth report – August 2014
Chart 39: Top 20 postcodes for charitable giving: Queensland (as a % of income, 12 months to August 2014)
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0
0.32
0.25
0.24
0.24
0.23
0.23
0.23
0.23
0.22
0.22
0.22
0.22
0.21
0.21
0.20
0.20
0.20
0.20
0.20
0.20
Mal
eny
Cool
anga
tta
Chap
el H
ill
The
Gap
Wel
lingt
on
Poin
t
Moo
rook
a
Sher
woo
d
Palm
woo
ds
Thor
nlan
ds
Ting
alpa
Beer
wah
Salis
bury
Ash
grov
e
Red
Hill
Doo
nan
Kepe
rra
Man
s�el
d
Tinb
eerw
ah
Coor
paro
o
Bude
rim
4552 4225 4069 4061 4160 4105 4075 4555 4164 4173 4519 4107 4060 4059 4562 4054 4122 4563 4151 4556
Chart 40: Top 20 postcodes for charitable giving: South Australia (as a % of income, 12 months to August 2014)
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0
0.29
0.28
0.28
0.27
0.27
0.26
0.26
0.26
0.26
0.25
0.25
0.25
0.25
0.24
0.24
0.24
0.23
0.23
0.23
0.23
Myr
tle
Bank
Stur
t
Haw
thor
n
Bela
ir
Pros
pect
St P
eter
s
Toor
ak
Gar
dens
Brom
pton
Nor
th H
aven
Ston
yfel
l
Woo
dvill
e
Coro
man
del
Val
ley
Mag
ill
Med
indi
e
Kens
ingt
on
Park
Ath
elst
one
Wes
t Be
ach
Vic
tor
Har
bor
Mill
swoo
d
Gra
nge
5064 5047 5062 5052 5082 5069 5065 5007 5018 5066 5011 5051 5072 5081 5068 5076 5024 5211 5034 5022
Chart 41: Top 20 postcodes for charitable giving: Western Australia (as a % of income, 12 months to August 2014)
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0
0.22
0.21
0.20
0.20
0.20
0.19
0.19
0.19
0.19
0.18
0.18
0.18
0.18
0.18
0.18
0.18
0.18
0.18
0.17
0.17
Mou
nt
Law
ley
East
Fr
eman
tle
Sorr
ento
App
lecr
oss
Flor
eat
Dia
nella
Hill
arys
Kala
mun
da
Sout
h Fr
eman
tle
Rive
rton
Subi
aco
Nor
th P
erth
Win
thro
p
Att
adal
e
Sout
h Pe
rth
May
land
s
Carr
amar
Mou
nt
Haw
thor
n
East
Vic
tori
a Pa
rk
Clar
emon
t
6050 6158 6020 6153 6014 6059 6025 6076 6162 6148 6008 6006 6150 6156 6151 6051 6031 6016 6101 6010
* excluding postcodes with fewer than 5,000 residents
18
NAB Charitable Giving Index, Appendix
Chart 42: Top 20 postcodes for charitable giving: Tasmania (average spend per person, $A, 12 months to August 2014)
250
200
150
100
50
0
$139
$125
$120
$110
$108
$104
$99
$98
$96
$91
$74
$72
$64
$61
$59
$57
$54
$54
$50
$45
Sout
h H
obar
t
How
rah
Sand
y Ba
y
Lind
isfa
rne
King
ston
Blac
kman
s Ba
y
Wes
t H
obar
t
Lena
h V
alle
y
Mar
gate
Rane
lagh
Laun
cest
on
Wyn
yard
Ulv
erst
one
Clar
emon
t
Wes
t M
oona
h
Smit
hton
Mon
tello
Dev
onpo
rt
Sout
h La
unce
ston
Dod
ges
Ferr
y
7004 7018 7005 7015 7050 7052 7000 7008 7054 7109 7250 7325 7315 7011 7009 7330 7320 7310 7249 7173
Chart 43: Top 20 postcodes for charitable giving: Australian Capital Territory (average spend per person, $A, 12 months to August 2014)
250
200
150
100
50
0
$216
$196
$194
$188
$188
$187
$186
$166
$154
$140
$135
$131
$128
$127
$118
$116
$116
$114
$78
$56
Dea
kin
Gri
�th
Ain
slie
Hug
hes
Farr
er
War
aman
ga
Kam
bah
Haw
ker
Nar
rabu
ndah
Mon
ash
Turn
er
Wan
nias
sa
Lyon
s
Theo
dore
Spen
ce
Bank
s
Kale
en
Ngu
nnaw
al
Am
aroo
City
2600 2603 2602 2605 2607 2611 2902 2614 2604 2904 2612 2903 2606 2905 2615 2906 2617 2913 2914 2601
Chart 44: Top 10 postcodes for charitable giving: Northern Territory (average spend per person, $A, 12 months to August 2014)
250
200
150
100
50
0
$93 $87 $83 $81$67 $64 $58
$36 $35 $20
Larr
akey
ah
Rapi
d Cr
eek
Gill
en
Lean
yer
Dur
ack
Kath
erin
e
Rose
bery
Hum
pty
Doo
Lam
bells
La
goon
Kalk
arin
dji
820 810 870 812 830 850 832 836 822 852
* excluding postcodes with fewer than 5,000 residents
19
Indepth report – August 2014
Chart 45: Top 20 postcodes for charitable giving: Tasmania (as a % of income, 12 months to August 2014)
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0
0.27
0.26
0.24
0.24
0.23
0.22
0.20
0.20
0.20
0.19
0.17
0.16
0.16
0.15
0.14
0.14
0.13
0.12
0.12
0.11
How
rah
Sout
h H
obar
t
Lind
isfa
rne
King
ston
Rane
lagh
Blac
kman
s Ba
y
Mar
gate
Sand
y Ba
y
Lena
h V
alle
y
Wes
t H
obar
t
Wyn
yard
Laun
cest
on
Ulv
erst
one
Clar
emon
t
Smit
hton
Wes
t M
oona
h
Dev
onpo
rt
Mon
tello
Sout
h La
unce
ston
Dod
ges
Ferr
y
7018 7004 7015 7050 7109 7052 7054 7005 7008 7000 7325 7250 7315 7011 7330 7009 7310 7320 7249 7173
Chart 46: Top 20 postcodes for charitable giving: Australian Capital Territory (as a % of income, 12 months to August 2014)
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0
0.32
0.31
0.30
0.29
0.28
0.26
0.26
0.23
0.23
0.23
0.21
0.21
0.21
0.21
0.21
0.20
0.20
0.19
0.12
0.10
Kam
bah
Ain
slie
War
aman
ga
Farr
er
Haw
ker
Hug
hes
Dea
kin
Mon
ash
Wan
nias
sa
Theo
dore
Spen
ce
Turn
er
Gri
�th
Lyon
s
Nar
rabu
ndah
Kale
en
Bank
s
Ngu
nnaw
al
Am
aroo
City
2902 2602 2611 2607 2614 2605 2600 2904 2903 2905 2615 2612 2603 2606 2604 2617 2906 2913 2914 2601
Chart 47: Top 10 postcodes for charitable giving: Northern Territory (as a % of income, 12 months to August 2014)
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0
0.16 0.15 0.14 0.140.12 0.12
0.10 0.090.06 0.06
Gill
en
Rapi
d Cr
eek
Lean
yer
Larr
akey
ah
Kath
erin
e
Dur
ack
Rose
bery
Lam
bells
La
goon
Hum
pty
Doo
Kalk
arin
dji
870 810 812 820 850 830 832 822 836 852
* excluding postcodes with fewer than 5,000 residents
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