What The Public Think Of Charities

What do the public think of charities?

Jonathan Baker

Telephone: (020) 7426 8865email: [email protected]: www.nfpsynergy.net

mailto:[email protected]

© 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

© nfpSynergy 5

Trust in charities

© nfpSynergy 6

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

© nfpSynergy 7

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



© nfpSynergy 8

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


Source: Charity Awareness Monitor, Nov 08, nfpSynergy

© nfpSynergy 9

Charity finances

© nfpSynergy 10

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



© nfpSynergy 11

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



© nfpSynergy 12

Worthwhile vs. wasteful ways charities spend money



Lobbying government and other organisations

Paying a chief executive £60,000+ a

year

Rebranding i.e. changing name, logo,

look etc

© nfpSynergy 13

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



© 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



© nfpSynergy 15

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


Source: Charity Awareness Monitor, Jul 08, nfpSynergy

Actual Amount:

Admin: 12% Fundraising: 12-25%

© nfpSynergy 16

Acceptable reservesHow many months of expenditure do you think would be the smallest amount wise for a charity to keep in reserve?”



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

© nfpSynergy 17

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?



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


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


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:



© 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



© 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



© 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


Honest

Trustworthy

AverageIdeal


© 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


Honest

Trustworthy

Female

Male


© 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



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



Roles of charities Strongly agree/Agree

© nfpSynergy 34

Relationship between public and charity sector affecting level of donations “Would you be…”



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



© 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

2-6 Tenter Ground, London, E1 7NH.Telephone: (020) 7426 8888 Fax: (020) 7377 2116email: [email protected]

mailto:[email protected]

Health & Medicine

What The Public Think Of Charities