Upload
ipsos-mori
View
3.317
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Sally Panayiotou, Head of Charities Research, Ipsos MORI presented this research to the National Funding Scheme (NFS) for arts, cultural and heritage sector announced by Jeremy Hunt MP at the National Portrait Gallery on 2 July 2012.
Citation preview
Version 1 | Public© Ipsos MORI
Paste co-brand logo
here
Towards new modes of givingSally PanayiotouHead of charities research at Ipsos MORI 3rd July 2012
• ���������������
• �� ��������� ������
INTERNAL PANLOGIC CONSULTATIONINTERNAL PANLOGIC CONSULTATION
Version 1 | Public© Ipsos MORI
• �� ��������� ������
• ������������������ ������
• ������������������������������������
• ���������������������������� ������
EXTERNAL IPSOS MORI RESEARCHEXTERNAL IPSOS MORI RESEARCH• ������� ��������������������������������������� !������������ ����������������"����#�$"%�������&��#���'()'
• *+������������� ������ �������������,������������������"����#�$"�������-
����������������� ��
INTERNAL PANLOGIC CONSULTATIONINTERNAL PANLOGIC CONSULTATION
����������������� ��
Version 1 | Public© Ipsos MORI
��• .��� ����/����'()'
• .���������� ���� ����������������������������01
• �!2���������������,� ��������������
• �������������,���3o4���5������ �+�� �����������������.����'())%������*����������&��+�� �������,������-�����&���o.�56���������� ���� �+���������� ��������%������ �o��� �����������7��������$��� �+� ����8�.�������8�7��������. �����8����������&����������
��
�����������������������
INTERNAL PANLOGIC CONSULTATIONINTERNAL PANLOGIC CONSULTATION
Version 1 | Public© Ipsos MORI
• .��� ����#���'()'
• 9������������������������3o4���������� �+��������6� �������������
o1�������������*��������� �4�����������������������-
• ):;������������������
• #��� �������������<��������
Technology trends
Version 1 | Public© Ipsos MORI
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
Version 1 | Public© Ipsos MORI
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
Version 1 | Public© Ipsos MORI
Source: Ipsos MORI Technology Tracker Q1 2012
39% Connect to the internet via their mobile phone
And mobile phone technology constantly developing
Version 1 | Public© Ipsos MORI
CAF text donation services, paypal donation platform, giving widget
Version 1 | Public© Ipsos MORI
RSPCA mobile phone service – will benefit from up to 15% of users’ pay-as-you-go top-up costs
Version 1 | Public© Ipsos MORI
http://www.rspcamobile.co.uk/
ITV’s text Santa appeal being repeated in 2012
Version 1 | Public© Ipsos MORI
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
Version 1 | Public© Ipsos MORI
http://www.savethechildren.org.uk/node/2375
Giving trends
Version 1 | Public© Ipsos MORI
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’)*
Version 1 | Public© Ipsos MORI
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
Version 1 | Public© Ipsos MORI
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
Version 1 | Public© Ipsos MORI
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
Version 1 | Public© Ipsos MORI
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
Version 1 | Public© Ipsos MORI
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
Version 1 | Public© Ipsos MORI
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
�� ��������� ������
������������� ���� �������������������������������������
2%
INTERNAL PANLOGIC INTERNAL PANLOGIC CONSULTATIONCONSULTATION
Version 1 | Public© Ipsos MORI
����3��!!
2%
17%
36%24%
21%
�����������
�������<������
�������,����
����������������
��������������,���
• �� ��������� �������� ��������� ������
77%=(>
�(>������ ��������� ���������� �����������������������������
INTERNAL PANLOGIC CONSULTATIONINTERNAL PANLOGIC CONSULTATION�� ��������� ������
Version 1 | Public© Ipsos MORI&���3�=:=
12%2%
19%31%
77%
10%2%
(>
)(>
'(>
:(>
!(>
2(>
;(>
(>
=(>
��?�"����@��������� ������������������������ ���� �������������
��?�����"��,��� ��� ������������������
A��?�"������������,��������,������������
����� ����������,����,�
A��?�"��������,����
A��?�"@,��������� �@������@�B�@#�,&��@
A��?�"@,���@�����#�,&��@����"�����
&�<���������� �����
A��?�"@,���������������������B��������
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
Version 1 | Public© Ipsos MORI
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
�� ��������� ������
2%
������������������������������������������������������������������������ ������������������ ����������������
INTERNAL PANLOGIC INTERNAL PANLOGIC CONSULTATIONCONSULTATION
Version 1 | Public© Ipsos MORI
����3�=:=
29%
16%
53%
2%
0% "����@������,���������������������&�C
D��������������"����
E)����E2
E)(����E'(
F�E'(
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
Version 1 | Public© Ipsos MORI
14%17%
22%
29%17%
7%
45-5455-64
65+
ABC1
C2DE
Social Grade
Base: 974 British adults interviewed via Capibus May 2012 Source: Ipsos MORI
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 ?
Version 1 | Public© Ipsos MORI
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 ?
Version 1 | Public© Ipsos MORI
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 ?
Version 1 | Public© Ipsos MORI
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 ?
Version 1 | Public© Ipsos MORI
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
Version 1 | Public© Ipsos MORI
Mobile technology for giving currently fairly low
31%39%Donation box in foyer at charitable institution
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?
Version 1 | Public© Ipsos MORI
7%
5%
9%
6%
Text message
Mobile-based giving site (e.g. JustTextGiving)
Have done before
Would do again / in future
Base: 974 British adults interviewed via Capibus May 2012 Source: Ipsos MORI
‘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
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?
Version 1 | Public© Ipsos MORI
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
Base: 974 British adults interviewed via Capibus May 2012 Source: Ipsos MORI
‘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
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?
Version 1 | Public© Ipsos MORI
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
Base: 974 British adults interviewed via Capibus May 2012 Source: Ipsos MORI
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
Version 1 | Public© Ipsos MORI
Base: 974 British adults interviewed via Capibus May 2012 Source: Ipsos MORI
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
Version 1 | Public© Ipsos MORI
into specifics….into specifics….
�� ��������� ������INTERNAL PANLOGIC INTERNAL PANLOGIC CONSULTATIONCONSULTATION
62%;(>
(> �������� ������������������������������������� �������
Version 1 | Public© Ipsos MORI
&���3�=)=
8%16%
23%10% 7%
(>
)(>
'(>
:(>
!(>
2(>
;(>
��?�"�������� ��?�&���"@�����������������,��,�&� �����,��������������
A��?�"@�������,��������������������������
A��?�"@����C�����������& ���������������������� ������,���$� ���
A��?�"@���������������������������� ����G�������
A��?�"@�������,��������������������������������*+ ������� �����������@�������
���-
���������������������������������������������
�������������������������������������������������
INTERNAL PANLOGIC CONSULTATIONINTERNAL PANLOGIC CONSULTATION
Version 1 | Public© Ipsos MORI
�������������������������������������������������
20% Would give more frequently if mechanism for mobile phone giving
as leave institution
40% of those aged 18-32
*������������������ ��������&����H):;-
���������������������������������� �����������������,�&� ���������*���������������-�,������������������� ��I ������� �� �������������� ��I �������,����
*)(>������� �����&�& ������J�� ���,���K-�
*�� ��������� ��������&����H�=)=8�� ����� �������)=�:'-
�������������� ����������������������������������
INTERNAL PANLOGIC CONSULTATIONINTERNAL PANLOGIC CONSULTATION
Version 1 | Public© Ipsos MORI
•. �����,����������������,�������������������,��*!!>-•� �C�& �����,����,�������*);>-•#�&� ����C��������*))>-•.����������������,�&� ��.���*�>-
���������� ������ �������������� �������������������������������������������������!�������������"��#� ��������� ������?��&����H�=:=
!�����������������������������������������������������������������������������
INTERNAL PANLOGIC CONSULTATIONINTERNAL PANLOGIC CONSULTATION
Version 1 | Public© Ipsos MORI
������������������������
•��,�����������������,�������� ����������@�������������,��,�����*!=>-
•$�<������������ �����,��������������@�� ���@�*�L�L�������?�,�����������L-�*)'>-
���������� ������ �������������� �����������������������������������������������!�������������"���#�����������������$������%�&'&
"������������������������� ������������
INTERNAL PANLOGIC CONSULTATIONINTERNAL PANLOGIC CONSULTATION
Version 1 | Public© Ipsos MORI
������� ���� ����� (���������������� ������������$�)��������������������������������������$���������� ������������*���*����������������$�������������������������������������������!�������*��������������*$�*��������� ���������*$�*������������������*�����"�$�+���������������������������������������������������������������������� �����$�,����������������������������������������������������#����� �����������������%�-'&
"������������������������� ���������������������������������������������������� ���������������������������,��������
Concluding remarks
• Impulse giving
• Complement existing modes
• Easy, intuitive and fit with behaviour
Version 1 | Public© Ipsos MORI
• 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
Version 1 | Public© Ipsos MORI
• 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
Version 1 | Public© Ipsos MORI
the way it interacts with the public it will be left behind!
Version 1 | Public© Ipsos MORI
Paste co-brand logo
here
[email protected] 020 7347 3073
© Ipsos MORI