New report on charity sector from Mintel
Howard Lake | 28 September 2003 | News
Consumer intelligence supplier Mintel’s latest charities report confirms that the changes in tax-efficient giving legislation in 2000 have been successful in increasing charities’ income.
Mintel’s latest report on the charities sector reveals that the amount donated to charity through payroll giving reached £73 million in 2001/02 and an estimated £86 million in 2002/03.
The report’s coverage is wide-ranging. According to Mintel, apparent trends in giving vary, with data showing that the percentage of households giving to charity has fallen over a 20-year period by over 5 per cent, although the average donation has risen such that total household donations have gone up in real terms.
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This upward trend will be encouraged by growing proportions of ABs in the population, as well as by growing proportions of older age groups, both having a higher propensity to give. However, the report finds that today’s young households are less likely to give than today’s middle-aged were when they were young. There is thus a possibility that the number of donors could fall in aggregate with passing time.
Younger age groups are increasingly being directly addressed with specifically tailored messages or with different campaigning activities by charities. Fundraising events, which offer the possibility of participation, also attract younger age groups. For instance the London Marathon has around 75% of its runners running for charity.
Another possible pointer for generating funds in future may be through CRM activity, which attracts above-average levels of participation from younger and less affluent groups.
The rise in tax-efficient giving might also bring other additional benefits, according to the report. For instance some evidence suggests that payroll giving helps to bring more non-traditional donors, namely those that are younger and less affluent.
Mintel’s report concludes that charities must still do more to publicise planned giving in all its varieties, both in order to maximise income and also to foster assured income streams.
The report’s table of contents consists of:
Market Background
External Market Drivers
Internal Market Drivers
Market Size and Trends
Market Segmentation
The Supply Structure
Advertising and Promotion
The Consumer
The Future
The Mintel Charities Report 2003 can be purchased and downloaded online. It costs £545 although there is a discount available to registered charities.
For more information on Mintel’s Charities report, contact Emily Measor.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.