“A body or trust which is for a charitable purpose that provides benefit to the public”.
There are a huge number of charities in the UK, and relatively few newcomers. The total sector income per charity has risen as so has the voluntary income of each charity (Mintel, 2008). Cancer Research UK remains the charity with the highest voluntary income, attracting two thirds more income than the next highest charity, Oxfam.
Giving to charity, reflects ones morals and generosity. However; I have recently conducted two focus groups, and a majority of the responses showed that most people of different age groups feel morally obliged to give to charity, even if they cannot afford it.
The aims of my research is to understand and clarify the differences and similarities between two different age groups’ opinions on charities. The third aim will look into understanding the influences from different media and anecdotal events which make them give their chosen charities. Primary research techniques will be applied in the form of two focus groups; one group being a group of students and the other being a group of over 30’s.
The findings showed that...
Are the public are influenced to give by TV advertisements?
One of the questions asked was whether the public are influenced to give by TV advertisements? The students stated that they were heavily influenced by TV advertisement, as it made them feel “guilty and morally obliged to do so” (Datlen, 2010). However the boys within the group took a more callous approach saying “advertisement for charities is far to exaggerated, and only there to make everyone feel bad, even if they cannot afford to donate”. The over 30 focus group all agreed that “citizens are more sophisticated nowadays and most people are immune to it”. Davis (2010) also states that “Advertisement uses editorial skills to convince and exaggerate that the charity is worse of then it actually is, for example: Michael Burk for Live Aid”. However Hickmott (2010) believe that this is “what clenches a deal for the charity, as it does make the audience sympathetic”. A suggestion could be that advertisement should be made me localised and aimed at all ages not just to the older generation. These findings also suggest that females are more vulnerable to TV advertisement. WARC (2003) states that “Charities advertise for two main reasons: campaigning/education and fundraising” and “Advertising of the right kind for charities can have a powerful effect on the internal audience”. Suggesting the reasons charities use TV advertisement.
What do the public think about monthly payments to charities?
We then asked what their thoughts were on charities that ask my monthly payments. The over 30 group said that it is a good easy way to support the charity without them moaning at you to make continuous payments. It is also better for the charity itself as they are able to forecast how much money they will need and where the money will be going. Fowler (2010) adds “that as the money is just taken out of the account then the money is not missed as much, however the good feeling you get from donating to obsolete”. However the students like to make more spontaneous donations in the street, as they “can’t guarantee they will have the money in their account if they made monthly payments” (Taylor 2010). Mintel (2008) states that charities are starting to use “change donation channels towards sponsorship and direct debits”, this is due to “online technologies offering new avenues for growth”. Henceforth, direct debits online are an easier and quicker way of donating.
Do anecdotes affect your donation?
Do you think that people are more likely to give to a charity if they have had an experience that relates to it? For both groups, this was a fairly easy one to answer. When the students were asked which factors would make them donate to certain charities; all respondents said that if they have been affected or had someone affected by the cause then they are definitely more inclined to give a larger amount. Similarly, the over 30’s group tended to have the same views. Hill (2010) stated that “By demonstrating empathy, people will automatically donate as they would not want to go through the experience they have already been through again”. This was then backed up by Hickmott (2010) who said that “everyone is influenced if it is something close to the heart to them.
Would you rather get involved?
Would you rather donate money or get
involve in an activity and why? Eg. Race for Life. For this question there was a strong difference between the both groups. The students are keen to get involved with any activities that the charity has to offer them. Blaynee (2010) said “I would rather get involved in the activity as I do not have the required amount of disposable income”. Controversially, Fowler (2010) argued that “i have no time, or effort to get involved with activities; however I do have the income just to donate. Donating is a much easier way for people of my age”. Seen as charities have started to embrace online technologies they have started to “explore the fundraising potential of online technologies” through launching “online charity shops, online donation memorials, pay-per-click campaigns, e-card schemes and started to use social networking sites” (Mintel, 2008). These improvements have made it increasingly easier for people to donate. However the ‘feel good’ factor is still there for the Students as they like to participate in the activities.
What charities?
Which type of charities are you more likely to give to and what are your reasons for this? Again; this question clearly showed differences between both focus groups. The over 30 focus group like to donate to a wider range of charities. Two out of the four said they support Cancer charities as they are “most likely to be affected by it and feel as if they should try and prevent it happening” (Davis, 2010). However the other 2 said that “enough people already donate to the bigger charities so decide to donate to one closer to home. Other charities included: Children’s, Natural disaster, animal/woodland (all animals), blindness and poverty” (Hill, 2010). On the other hand, all the students claimed that they just give to the charities such as Cancer Research UK and ones that they know the money will defiantly be going too. As already proven Cancer Research UK “remains the charity with the highest voluntary income, attracting two thirds more income than the next highest charity, Oxfam” (Mintel, 2008). This is because most people will tend to donate to charities that will affect them in their lifetime. But our primary research shows not only do people tend to give to larger organisations but to smaller ones too that they believe deserve the money. Another reason that the over 30 group tend to give to a bigger variety of charities may be because they have had more life experience, thus them having my anecdotal experiences to base their decisions on.
Summary
The results have shown that over 30’s tend to give more money, and on a more regular basis. This is mainly due to students not having the funds to do so. The charities they mainly give to are the bigger organisations, where they know where the money is going. The results gained from this research is useful in understanding why different age groups donate to certain charities, and what factors influence them.
Adverts from charities
All charities advertise themselves differently. This may be due to the message they are trying to portray or used for purposes of 'pure action' (giving money) or to change a persons morals. This can be shown in a series of different adverts.
This Banardo's advert is trying to send a message across that things so humane still happen in society, and that it NEEDS to be CHANGED. In order to do this they are for a sum of money - as every charity will do and provide a call to action at the end.
Next is the Oxfam advert:
Again, this is aimed at the older generation, who will also have an impact on the younger generations. This advert uses clever imagery and cartoons to dramatise the actions that are happening today in society. Unlike the Banardo's advert this advert shows that they are making a change to the world.
Finally is the Donkey Appeal advert:
Similarly; just like Banardo's a donkey is portrayed the same as a child. Making them both seem equally, however this is a great misunderstanding. However, my research showed that some people do prefer to give to these kinds of charities, as they do not want animals to become extinct. Whereas; humans will never grow out.
In conclusion, all charities tend to market themselves the same. As they all ask for money in the same types of way, and all try and portray distinct messages.
Fantastic research - a good read
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