• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / Social Media / How can charities recruit essential donors in challenging conditions?

How can charities recruit essential donors in challenging conditions?

13th April 2022 by Catherine Booth

New TGI data reveals that almost half (43%) of GB adults claim to have donated to charity in the last 12 months, with 6 million of them claiming to have donated over £100.

Despite the proportion of GB adults donating over £100 staying relatively consistent over the years, it seems the overall number of adults donating has dropped since the start of the coronavirus pandemic.

The pandemic meant that people were less exposed to charity shops, collections, and in-person fundraising events. On top of this, are the job losses and financial insecurities as a result of the pandemic and UK inflation.

According to TGI, the number of GB adults donating dropped by 8% at the start of the pandemic, and has since dropped again by 7%, now sitting at 43%. This means it has become more important than ever, for advertisers in the charity sector to understand how to engage those that are still actively giving. 

Number of UK people donating ‘fell by two million’ due to the cost of living crisis

Coinciding with TGI’s findings, new data from YouGov, released by the Charities Aid Foundation, reveals that 25% of those surveyed in February 2022 said they had donated to charity in the past four weeks, down from an average of 29%.

The survey, based on over 1,000 UK adults, also found that 12% of respondents were actively planning to cut back on charitable donations due to increased bills and rising inflation.­­­ People are understandably warier about how they spend their money , and as inflation rises and people reduce non-essential spending, it’s likely to have a knock-on effect.

Alison Taylor, chief executive of CAF Bank, commented: 

 “The cost-of-living crisis makes the value of charities’ work more visible than ever, while also placing these same charities under significant pressure as they seek to deliver their essential services and meet increasing demand from their communities.”

How are people donating?

TGI reveals that GB adults aged 25-34 are 25% more likely than other age groups to be visiting charity shops more now than pre-pandemic. They are also 39% more likely to be willing to take part in physical events for charity now that restrictions have been lifted.

How are other age groups donating?

Source: TGI 2022

How can brands reach high-value charity givers?

TGI reveals that high-value charity givers are more likely to be motivated by news and current affairs reports, direct mailings (to the home), and TV advertising/appeals. These high-value givers are also more likely to be heavy consumers of magazines and direct mail, in comparison to those that donate less. (TGI Chart Of The Week, Kantar)

Those who donate £100 or more are often likely to donate to overseas development and relief, famine relief, and religious group charities. They are also particularly likely to be in older age groups and be university educated.

Those aged 65+ that have donated £250 or more to charity in the past, are 43% more likely to agree that product reviews have a major influence on their purchasing decisions, and 29% more likely to agree that TV tends to influence their opinion.  

All Response Media viewpoint

“Whilst some charities have seen response dip during the pandemic and there’s no doubt that sentiment towards regular giving may have changed – some All Response Media clients have seen stronger results than ever before.”

Catherine Booth
International Account Director 

One international children’s charity saw its largest ever growth in regular giver donors from TV in 2020 across three markets and level performance in 2021 – all at ROIs in line with or higher than forecast. This was achieved by a reactive media strategy; identifying changing media habits during the pandemic and quickly pivoting strategy to make notable efficiency gains (e.g., significantly up-weighting investment around News coverage in ‘cost-per-spot’ markets, driving down equivalent CPTs and boosting reach), leading to really strong results despite lower response-rates in some instances.

Of course, not all market factors can be mitigated, and changing consumer trends will certainly have an impact on the Charity sector long-term. We have observed other long-term trends that pose challenges to charities, including an increasing shift towards web donations vs. offline methods (making a strong digital presence and seamless online donor experience essential to success) and an increase in one-off, vs. regular donations, as many donors prefer to react to specific causes in the short-term. 

So, by planning long-term, adapting alongside donor habits, and actively reacting to changing media trends quickly, charities do stand a strong chance of continuing to recruit essential donors, despite challenging conditions.

FEATURED READS

Addressing addressable TV and the role it can play internationally

2022 travel plans: Are people still booking holidays?

The Future of CTV Advertising in the UK

Contact us to see how we can use our advertising capabilities to maximise sales and the overall success of your TV campaigns.
Speak to one of our experts

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy