Charity Awareness Monitor

Public Perceptions of Charity Professionalism& Barriers to Giving

December 2010

Tel: 020 7426 8888Email: CAM@nfpsynergy.netWeb: www.nfpsynergy.net

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“Thinking about the charities you regularly support, please indicate to what extent you agree with each of the following statements“ From what I see charities strive to achieve the highest professional standards at all times

Base: 954 adults who support charities, 16+, BritainSource: Charity Awareness Monitor, Jul 10, nfpSynergy

36% 37% 42%

13%13%

-11% -11%-9%

-4% -3%-3%

11%

-60%

-40%

-20%

0%

20%

40%

60%

80%

Sep-07 Sep-08 Jul-10

Stronglyagree

Slightlyagree

Neither

Slightlydisagree

Stronglydisagree

Increasing numbers of supporters think charities strive for professionalism

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Over-persistent fundraising most off-putting among 25-34 year olds, women and non-donors

“What are the main factors (if any) that would put you off from giving to a particular charity? Please select up to 5 “ Factors ranked 1-5

Base: 1003 adults 16+, BritainSource: Charity Awareness Monitor, Jul 10, nfpSynergy

50%

46%

54%

42%

54%52% 53%

48%

59%

54%

47% 47% 46%49%

55%

50% 50%47%

43%

54%51% 52%

43% 44% 44%

12% 13%10% 9%

12% 13% 14%17%

11%13% 12%

6%

10%12% 11%

53%

47%49% 48%50%

0%

20%

40%

60%

80%

Total M F AB C1 C2 DE 16-24 25-34 35-44 45-54 55-64 65+ Donor Non-donor

Fundraisers being too persistent

The methods chosen by the charity to raise funds being too intrusive

Not being contacted or updated after making a donation

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Bad publicity particularly off-putting for over-65s, while under-35s need to understand what a charity does

“What are the main factors (if any) that would put you off from giving to a particular charity? Please select up to 5 “ Factors ranked 1-5

Base: 1003 adults 16+, BritainSource: Charity Awareness Monitor, Jul 10, nfpSynergy

41% 40% 41% 40%

35%

44% 45%

34%

30%

40%38%

43%

56%

41%39%

32% 31%33% 32%

34% 35%

26%

40% 41%

31%29%

27%

23%

32% 32%

24%27%

21%

27%

22% 22%25%

28%25% 26%

23%21% 22% 23%

26%

6%9%

3%

7% 8%6%

3%5%

8%6% 5% 6% 5% 6% 6%

0%

20%

40%

60%

80%

Total M F AB C1 C2 DE 16-24 25-34 35-44 45-54 55-64 65+ Donor Non-donor

Bad publicity about the charity

Not understanding what the charity does

Too many charities doing the same work

The charity compaigning to change the law

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