Why age matters for charities

Why age matters for charities

Richard Ollerearnshaw and Mhairi Guild

Insights Event31 March 2011Tel: 020 7426 8888Email: insight@nfpsynergy.netWeb: www.nfpsynergy.net

Why does age matter so much for charitable giving?

It affects life style and resources as well as…

... awareness levels and how the public relate to different causes

... how the public choose to support charities

… how the public respond to charity communications

DonationsExperience and awareness of charities

CommunicationsCampaigning

3

DonationsExperience and awareness of charities

CommunicationsCampaigning

4

Life stage is crucial to charity engagement...

1971

29.32011

Average age at first marriage = 32 men 30 women(ONS)

Age most likely to move out of parents’ home = 24-25(BHPS)

Life expectancy at birth in 2020 = 83 women 80 men(ONS)

Average age of mother at birth

£0

£500

£1,000

£1,500

£2,000

£2,500

£3,000

£3,500

£4,000

16-19 20-23 24-26 27-30 30-32 33-35 36-42 43-47 48-52 53-56 57-60 61-65 66-75 75+

Net household incomeAll expenditureEssential expenditure

The link between life stages and money available for charity donation

Source: BHPS / The Future Foundation

Levels of disposable income are not reflected in charitable giving

Base: All donors among 6,009 adults 16+, Britain. Source: Charity Awareness Monitor 2010, nfpSynergy

“Have you donated to any charities in the last three months?” YesAmong those who donated: “In total, approximately how much money have you donated to any charities in the last 3 months?”

77%

58%

70%

81% 82% 82% 80%

£51.34

£35.31

£48.02

£51.81 £52.02£53.81

£62.83

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 16-24 25-34 35-44 45-54 55-64 65+

0

10

20

30

40

50

60

70Donated in last 3 monthsAverage amount donated

0%

20%

40%

60%

80%

100%

Not being able to manage personal debts (e.g. loans and credit cards)

Having difficulty paying your mortgage or rent

Being unable to assist your children financially as they grow up

16-24 25-34 35-44 45-54 55-64 65+

Financial insecurity is one core barrier to a higher level of donation among younger age groups

Base: 1,008 adults 16+, Britain. Source: Charity Awareness Monitor, Nov 10, nfpSynergy

Please indicate how worried you are that the following might happen in the future Agree stongly + Agree

So what?...

Where people are in their lives has a huge impact on their willingness and ability to engage with charities

A number of life events have been occurring at later and later ages. This has created two peaks in disposable income – one around the late 20s and another in people’s 50s.

However, levels of charitable giving do not reflect levels of disposable income. Perceptions of wealth (and concerns about financial uncertainty) play a key role in determining whether people choose to give.

DonationsExperience and awareness of charities

CommunicationsCampaigning

Motivations for supporting charities change with age

“When you think of your favourite charities and causes, please indicate which statements represent how you came to support them:”

Base: 1005 adults 16+, BritainSource: nfpSynergy Charity Awareness Monitor July 10

41%

11%

31%29%

21%

23%

31%

19%

22%

34%

24%

21%

36%

27%

19%

34%

19%21%

I feel strongly about a number of issues so Ilooked for charities that address these

Personal experience of particular charities led meto support them

I currently don't have any favourite charities orcauses

16-24 25-34 35-44 45-54 55-64 65+

And this applies as much to specific charities as to causes

RNLI’s awareness and support is concentrated among older age groups

Breast Cancer Campaign has consistently high awareness across all age groups

So what?...

Whilst the youngest age groups are most likely to be engaged based on their strength of feeling about the issues, this idealism evaporates among older groups.

Personal experience is an important motivator for charity engagement, but only develops slowly over the lifespan.

Awareness of charities tends to increase as people age, but charities can have an impact upon this.

DonationsExperience and awareness of charities

CommunicationsCampaigning

Different giving methods appeal to different age groups

“In which of the following ways did you give to charity in the last 3 months?” Yes

5%

11%

36%

42%

70%

22%

38% 38%

61%

51%

0%

20%

40%

60%

80%

100%

A collection envelope throughthe door

Standing order or direct debit Taking part in or sponsoringsomeone else to take part in

an event

Raffle Buying products that include acharitable donation

16-24 25-34 35-44 45-54 55-64 65+

Base: Those who have given to charity in the last 3 months (669) from 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, January 2011, nfpSynergy

Under 45s are the most engaged by both sporting and social fundraising events

“In the last 12 months, have you..Sponsored anyone to take part in any of the following charity events?Been sponsored by someone to take part in any of the following charity events?”

17%

29%

26%

23%

8% 8%

5%

12%14%

18%

12%

8% 9% 8%

Total 16-24 25-34 35-44 45-54 55-64 65+

Been sponsored by someone (active/sporting event)

Organised any event (social fundraising event)

`

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jul 10 nfpSynergy

Younger people spend more time on out of home leisure activities, particularly eating out, and outdoor activities

“How often do you participate in the following activities?” Mean number of times per year

13.88

7.91

15.7416.32

20.75

3.93

8.067.02

13.34

18.51

Cinema Watch live sport e.g.attend a football match

Play sport Visit parks or gardens Eating out

16-24 25-34 35-44 45-54 55-64 65+

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Mar 10, nfpSynergy

Source: Justgiving presentation to IoF National Convention 2010

Increasing use and diversification of fundraising events

Differences in methods of giving also reflect the ways that different age groups are asked to give

Base: 1,013 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 10, nfpSynergy

“In the last three months, have you been asked for money by a charity in any of the following ways? Please select all that apply.”

0%

20%

40%

60%

80%

100%

Via an appeal mailing/ letter Via a cash collection on the street Online advertising On your doorstep

16-24 25-34 35-44 45-54 55-64 65+

For example, younger age groups are most likely to engage with charities online, as we would expect

“Have you visited a charity web site in the last 6 months?” Yes

Base: 788 adults 16+, BritainSource: Charity Awareness Monitor, Jun 10, nfpSynergy

35%

39%

36% 37%

32% 32%

28%27%

Total 16-24 25-34 35-44 45-54 55-64 65-74 75+

But access to the internet is ever-increasing across all age groups

“Personally, do you have internet access… At home; At work; At school/college, none of these?”

Base: 1,200 respondents aged 15+, GBSource: nVision

0%

20%

40%

60%

80%

100%T

ota

l

15

-24

25

-34

35

-44

45

-54

55

-64

65

+

Spring 01 Spring 03 Spring 06 Spring 09

So what?...

Differences in methods of giving do not simply reflect innate preferences for giving – they are in part determined by the ways in which charities ask

While targeting the charity ask makes sense, it is important to avoid stereotyping supporters by age and thereby limiting potential opportunities:

E.g. assuming that older groups respond to doorstep collections and younger supporters to online giving, when this may simply be shaped by charities’ approach

Generational patterns of charity engagement are dynamic, rather than static over time. In other words, it is not just about individuals moving through unchanging age categories but about the evolution of those generations over time

So while use of new technologies may currently be rather polarised by age, tomorrow’s retirees – and therefore giving habits - will look very different to today’s

DonationsExperience and awareness of charities

CommunicationsCampaigning

25%

35%

28%26% 25%

15% 17%

0%

20%

40%

60%

80%

100%

Total 16-24 25-34 35-44 45-54 55-64 65+

Asked to campaign Taken part in any campaigning action

Younger people are likelier than older age groups to engage in campaigning for charities

“Which of the following activities have you done, or would you consider doing, if you were asked by a charity you support?” Any activity prompted in the last 3 months

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jul 09, Jan 10 nfpSynergy

66%

74%71% 69%

64%

56%61%

25%

35%

28%26% 25%

15% 17%

0%

20%

40%

60%

80%

100%

Total 16-24 25-34 35-44 45-54 55-64 65+

Asked to campaign Taken part in any campaigning action

... but is this simply because they are more frequently asked?

“From the list of activities below related to campaigning for change, please indicate whether you recall having been asked to do any of these by a charity in the last 3 months/ more than 3 months ago?” Any prompted “Which of the following activities have you done, or would you consider doing, if you were asked by a charity you support?” Any activity prompted in the last 3 months

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jul 09, Jan 10 nfpSynergy

... and a function of new campaigning tools?

0%

10%

20%

30%

40%

50%

Text/SMS message campaign(e.g. text with "x y z" to this

number ...)

Write to your MP Join a group on a socialnetworking site

Add name to a petition

16-24 25-34 35-44 45-54 55-64 65+

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 10, nfpSynergy

“From the list of activities below related to campaigning for change, please indicate whether you recall having been asked to do any of these by a charity in the last 3 months/ more than 3 months ago?” In the last 3 months

19%18%

16%

20% 21%19%

24%

16%

Total 16-24 25-34 35-44 45-54 55-64 65-74 75+

After all, while young volunteers give time more often, older groups still tend to be more civically engaged

“Have you given time as a volunteer in the last three months, to a charity or other organisation, or in your local community?” Yes

Base: 1000 adults 16+, Britain.Source: Charity Awareness Monitor, 2009, nfpSynergy

36.939.4 38.5

45.2

56.1

43.5

Mean times volunteered each

year, 55.5

So what?...

Young people appear to be particularly enthusiastic campaigners – and this is an important mode of involvement among groups who are rarely in a position to give often or in large amounts

Yet once again, this also relates to the fact they are asked more

The unusual age trend in this field suggests that core donors – the older age groups who we know are the most loyal and active donors – may be under-utilised for campaigning

This may well relate to use of online campaigning tools which currently tend to target younger groups

We know older age groups tend to be the most civically active and politically engaged – in terms of voting intention and volunteering. So let’s not forget them when it comes to campaigning!

Why does age matter so much? Life stages affect the resources people have to engage with charities as well as their reasons for doing so

Differences in patterns of giving do not just reflect preferences – they also reflect the charity ask

Targeting is necessary and desirable but should be based on insight rather than generalisations

Generational patterns of charity engagement are dynamic, rather than static - tomorrow’s retirees will be different to today’s

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