SlideZone

A selection of free data and analysis

Celebrity Support

Charity Awareness Monitor (January 2014)
Base: 379 adults 16+, Britain. All who answered yes out of 1000 to Are you aware of any celebrities who support a charity?
Source: Charity Awareness Monitor, Jan 2014, nfpSynergy
Celebrity support increases awareness of
charities
Has a celebritys relationship with a charity ever had any of the following effects?
What does it mean for charities?
At first glance, it seems this celebrity-inspired increase in awareness
rarely translates into individual actions taken by the public. Only 9%
were actually prompted to donate to the charity and just 5%
campaigned or volunteered, although 11% considered it.
It is however important to remember that celebrity support can help
raise money for highly publicised, well known initiatives like Comic Relief.
Aligning yourself with a celebrity can be a double-edged sword. Looking
at this slide, it means up to 20% of people might at least consider
donating to you. Given that celebrities (as far as we know) work for
free, this is undoubtedly a net financial boost. But only 38% of people
were aware of any celebrities that support a charity and they can attract
all manner of bad publicity as well as good, which may leave you with
some tough decisions to make and even end up affecting your brand.
Finally, it does seem that a celebritys effect on awareness levels has
fallen since 2010, which could be caused by a general oversaturation of
highly publicised partnerships.


4
Charities that have impressed MPs

Charity Parliamentary Monitor (February 2014)
Top charities that have impressed MPs
6
Base: Minimum 150 MPs
Source: Charity Parliamentary Monitor, nfpSynergy
Which charities have impressed you in the last 6 months, and why? Unprompted question
What does it mean for charities?
We know that there are more charities lobbying in Westminster than
ever before. What is interesting is the impact that this has had on the
ability of charities to impress MPs.

Every six months for the past 12 years we have tracked which charities
have impressed MPs and why. Our representative sample of 150 MPs is
asked, unprompted, to name up to four charities that impressed them
in the previous six months.

In January 2004, it was not uncommon for a charity to impress a third
of MPs. Ten years on the strongest charities will impress 10% of MPs.
This is not to suggest that charities are less effective. Indeed we know
from our research that MPs believe charities are more effective now
than they were five years ago. However, it does show that charities
need to work harder than ever before to stand out and impress large
numbers of MPs.


7
Giving Levels across the UK & Ireland

Charity/Celtic Charity Awareness Monitor (May 2013)
73%
83%
75%
74%
69%
79%
76%
79%
0%
20%
40%
60%
80%
100%
J
u
l
-
0
7
D
e
c
-
0
7
J
u
n
-
0
8
D
e
c
-
0
8
J
u
n
-
0
9
D
e
c
-
0
9
J
u
n
-
1
0
D
e
c
-
1
0
J
u
n
-
1
1
D
e
c
-
1
1
J
u
n
-
1
2
D
e
c
-
1
2
M
a
y
-
1
3
Republic of Ireland Great Britain Scotland Northern Ireland
Within the past three months, have you given any money to charities? Those who answered Yes
Giving levels during austerity
Base: 3,800 adults 16+, GB, Scotland , NI & ROI
Sources: CAM, Celtic CAM & ICEM, nfpSynergy
What does it mean for charities?
We track giving in Great Britain as a whole, Scotland, Northern Ireland
and the Republic of Ireland. Over the last five years these economies,
albeit to differing extents, have experienced credit crunches, recessions,
low growth and are grappling with large levels of sovereign debt and
structural deficits.
In Great Britain, the likelihood to give (this doesnt give a sense of value
or frequency) hasnt been affected by the recession much at all. In fact,
since we started asking this question in 1998, the only thing that seems
to affect it at all is the aftermath of an international crisis, e.g. the
Asian Tsunami. Otherwise, it hovers around of the population.
Conversely, in the Republic of Ireland a market which used to be more
likely to give than Britain there has been a 10% decline in giving
levels since 2008. The seasonal peak at Easter time, the culmination of
Lenten appeals by large Irish brands, has been getting smaller each
year and Irish donors are now less likely to give than Brits.


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What does it mean for charities?
Over the same period in Scotland, the picture is very similar to that in
the Republic of Ireland. Despite fluctuations, there has been a decrease
in giving, with people now 10% less likely to donate than in 2008,
opening up a small gap between them and the rest of the UK.
It is perhaps unsurprising that smaller markets like the Republic or
Ireland and Scotland are more sensitive to the impact of economic
turbulence than Great Britain. However, Northern Ireland appears to be
something of an exception to this rule. Admittedly we have not
collected as much data here as in the other markets, but whenever we
have it has been remarkably similar to Great Britain. Northern Irish
people seem as determined as ever to give.
There are also differences in the dominance of different brands and
categories, different political backdrops and different press and TV
outlets. For charities working in any of these markets, it is crucial to be
informed about how the public perceive and engage with their brand
and about the wider environment in which that brand exists.
11
Attributes of the ideal charity

Brand Attributes Monitor (January 2013)
Transparency is the foundation of ideal
charitys footprint
45%
34%
32%
27%
26%
18%
11%
6%
4%
0% 20% 40% 60% 80% 100%
Transparency
Care and support
Credentials
Service delivery
Service users
Speaking out
Forward looking
Self-determined
Institutional
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
Base: 3,000 adults 18+, Britain
Source: Brand Attributes, Nov 13, nfpSynergy
What does it mean for charities?
45% of people selected an attribute related to transparency. Answers
like honesty and trustworthiness highlight the importance of
transparency and fairness. This category saw a rise of 12% since 2012,
potentially be due to negative media stories about charity wrongdoing.
Care and support also remain important, with 34% indicating that at
least one related adjective should be among the ten ideal attributes for
a charity. The public cares a lot about their ideal charity being caring,
compassionate and supportive. However, speaking out linked to
attributes such as campaigning, challenging, outspoken and passionate
- features towards the lower middle. So although significant, it is
overtaken by other key issues related to service delivery and users.
Just 4% chose attributes which could be typical of a well-known
institution (e.g. established, authoritative, traditional). The public feel
an ideal charity should focus on being helpful, informative, practical and
responsive. It seems people prefer an approachable, friendly and
welcoming charity over a traditional, authoritative and exclusive one.
14
Trust in institutions

Charity Awareness Monitor (December 2013)
Least trusted
Most trusted
16
The NHS
Political
parties
Newspapers
Insurance
companies
Government
Scouts and
Guides
The armed
forces
Banks
Charities
Schools
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, May 13, nfpSynergy
Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you
have in each of the bodies
6%
14%
15%
15%
15%
17%
17%
24%
25%
26%
23%
33%
36%
41%
47%
36%
44%
52%
46%
54%
53%
49%
50%
45%
2%
2%
1%
1%
2%
2%
2%
2%
4%
3%
7%
6%
3%
3%
6%
19%
11%
8%
14%
11%
13%
18%
17%
-31%
-32%
-38%
-37%
-39%
-33%
-19%
-41%
-30%
-41%
-32%
-34%
-39%
-39%
-30%
-24%
-26%
-25%
-26%
-24%
-21%
-22%
-15%
-12%
-57%
-48%
-41%
-36%
-40%
-44%
-9%
-27%
-31%
-21%
-29%
-21%
-17%
-12%
-13%
-15%
-15%
-6%
-11%
-6%
-7%
-8%
-6%
-6% 33%
-100% -80% -60% -40% -20% 0% 20% 40% 60% 80% 100%
Political parties
Government
Insurance companies
Multinational companies
Newspapers
Banks
The Fundraising Standards Board (FRSB)
Local Authorities
Trade Unions
Civil Service
The Church
Legal system
Supermarkets
TV and radio stations
The Royal Mail
The Royal Family
The BBC
Small businesses
The Police
Schools
Charities
The NHS
Scouts and Guides
The Armed Forces
Haven't heard of Very little Not much Not sure Quite a lot A great deal
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, May 13, nfpSynergy
Trust in institutions
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What does it mean for charities?
Trust in public bodies is an interesting topic. The rankings are quite
sensitive to external events that might have happened around the research
dates and general trends might affect all public institutions. Having said
that, the Armed Forces have historically enjoyed record levels of trust -
now a third of the population trust them a great deal according to our
latest research. This might be due to the fact that Armed Forces is an old
and rooted establishment, well-insulated from any scandals or media
activity that could have a negative impact on its public trust levels.

Charities remain slightly behind the Scouts & Guides and the NHS this
wave, but they are well above most other public institutions. Following by
a significant dip in trust levels in 2011 (53%) a trend that was seen quite
widely across institutions and public bodies charities started to recover
gradually and reached 66% in May 2013. Although this is good news for
charities, it is important to bear in mind that trust levels remain volatile.

18
Recommendations by Donors

Charity Awareness Monitor (December 2013)
64%
58%
0%
20%
40%
60%
80%
100%
Jul-10 Mar-11 Jul-12 Jul-13
I would recommend the charities I support to other people
Decline in recommendations
20
Please look at the statements below and indicate how much you agree or disagree with each statement by ticking the
appropriate box. Strongly agree/Agree
Base: 1000 adults 16+, Britain.
Source: Charity Awareness Monitor, July 13 nfpSynergy
What does it mean for charities?
We know the recommendation is increasingly important in
the digital age for all brands. Social media and review
websites such as TripAdvisor tell consumers what their peers
think about a product or brand in an unprecedented way.
Surely the same principle can be applied to charities to help
spread their message and garner support?

Unfortunately, the last three years has actually seen a gradual
decline in the proportion of respondents saying that they
would recommend the charities they support to other people
from 64% in 2010 to 58% in 2013. This may be a cause for
concern for charities not only are they not keeping up with
the trend for recommendations, but they are actually slipping
backwards.


21
Campaigning

Charity Awareness Monitor (November 2013)
23%
45%
37%
41%
54%
27%
43%
46%
49%
59%
0% 20% 40% 60% 80% 100%
I feel people have a duty to
do this
It is difficult for me to get
involved in this
I personally would/do get a
lot out of doing this
My friends or family would
be proud to know I was
doing this
Getting involved in this
helps to make the world a
better place
Mar-13
Mar-11
Please indicate how far you agree with the following statements about campaigning for a charity
Agree Strongly/Agree Slightly

Base: 1000 adults ,16+ Great Britain
Source: Charity Awareness Monitor Mar 13, nfpSynergy
There has also been a slight increase in positive
sentiment towards campaigning
23
What does it mean for charities?
There have been significant increases across the board for
positive statements related to campaigning. Just as
respondents feel that individual campaigning activities are
becoming more effective, they are also more likely to say that
campaigning as a whole makes the world a better place, that
their families and friends would be proud to know they are
involved in campaigning, that they would get a lot out of it
and that people have a duty to campaign.

Again, this is all good news for charities encouraging the
public to campaign and suggests a moderate but significant
increase in the numbers of people willing to engage in
campaigning.

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