The results of our annual longitudinal study, which analyses the effectiveness, engagement and awareness of the Not for Profit sector, will be presented at the one-day Australian Communities Forum in Sydney on October 13.\n\nThe Australian Community Trends Report delivers a clear analysis of the social context in which the Not for Profit sector is operating, and shows that Australians are a generous bunch, with four in five Australian givers (80%) giving financially to charitable organisations.\n\nSome of the findings which are presented in the infographic below from the 2016 research, will be shared by Mark McCrindle and John Rose (R2L & Associates) at the Australian Communities Forum.\nMOTIVATION FOR GIVING\nWhen it comes to motivation to give money to or volunteer with a charitable organisation, children and health are the top causes. Australian charitable givers are most likely to be highly motivated to give money to or volunteer for children’s charities (47%) followed by medical and cancer research organisations (46%) and animal welfare and wildlife support groups (44%). Compared to our 2015 research findings, children’s charities have overtaken health and disaster relief as the highest giving priorities in 2016.\n\nTHE KEY DECISION DRIVERS\nThe key decision drivers for Australian charitable givers are knowledge and trust of the organisation, which is the most significant influence on Australian givers getting involved with a charitable organisation. Almost seven in 10 Australian givers (68%) indicated that this is extremely or very significant as a motivation for getting involved. Australians are also highly motivated by organisations that make the world a better place for the less fortunate (54%) and also by their own knowledge of a need (52%).\n\nTHE MOST IMPORTANT COMMUNICATION CHANNELS\nThe most important communication channels in helping Australian charitable givers to engage with causes, Not for Profit organisations and charitable organisations is through word of mouth by way of friends or family members. This was listed as the most influential channel through which Australian givers hear about and engage with charitable organisations, with 39% of Australian givers considering this to be extremely or very important. This validates the ingrained Aussie “scepticism” and our need to hear information from someone we trust in order to fully trust the information we are receiving. Websites are increasingly seen as reliable sources of information with a third (33%) of Australian givers considering these as extremely or very important to them engaging with a charitable organisation.
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TOP MOTIVATIONS FOR GETTING
INVOLVED WITH CHARITIES
TOP 7 CAUSES
% of Australians highly motivated by this cause
MOST OF THESE
SUPPORT IN OTHER
4 in 5
TO CHARITIES /
Know and trust
The feeling I get
when I volunteer
1 in 4 give at least
once a month
Responsibility to give
back to the community
To make a
However, 1 in 5
don’t give at all
To make a
For Gen Y the
number 1 cause is
animal welfare (53%).
THE LONG-TERM ENGAGEMENT
Nationally representative survey, n = 1,510.
Charity supporter survey, n = 2,688.
Not-for-profit staf survey, n = 875.
6 focus groups (Syd & Mel) of charity givers.
Expert interviews, n = 14.
Australians are twice as likely to...
...give a one-of donation than
to donate regularly
...volunteer for an event than
be an ongoing volunteer
Research and infographic by
McCrindle Research c b2016
Gen Y are almost twice as likely
to prefer raising awareness (40%)
than direct action (23%), but for
over 30s it is the reverse.
Gen Y are more global in outlook
and have less of a focus on local /
national (48%) compared to over
Gen Y are more likely to
have volunteered for a charity
(46%) than over 30s (31%).
Gen Y prefer one-of volunteering
activities (31% vs. 19% for over 30s),
and represent a new approach to
volunteering in Australia.
% who say this is extremely / very important
CHARITIES ARE INCREASINGLY
GETTING IT RIGHT
Water level = % too much - % too little
Australians believe the biggest advertising channel in
the next decade will be social media campaigns (29%).
Word of mouth
This figure is much higher for Gen Y (44%).
CHANGES AND CHALLENGES IN
THE EXTERNAL ENVIRONMENT
% who strongly / somewhat agree
Growing gap between rich and poor
For Gen Y, number 3 is social media (44% vs. 18%).
Charities are getting the balance right with Gen Y, with equal numbers
of Gen Y saying that the frequency of donation requests and the
amount spent on administration are either too much or too little.
Rising cost of living
THE 5 CHARITY ESSENTIALS
% who say this is extremely / very important
BLOCKERS & ENABLERS TO GIVING
Younger generations not as generous
E M OT I O N A L
Administration costs kept below 20%
Oversaturation of charities
Not surprisingly, Gen Y view the generosity of the
younger generations less harshly (49% strongly /
somewhat agree), but it is still almost half.
Doubting how much gets through
Show impact of individual gift
Verification of registration as a charity
Already give to people in need
Stories of change/impact
Role of government funding
NET PROMOTER SCORE
Transparent reporting of admin costs
B LO C K E R S
E N A B L E R S
NPS/NCS = [9+10] - [0+1+2+3+4+5+6]
Scores of promoters
Scores of detractors
Donation requests intrusive
AUSTRALIA’S HIGHEST RATED SECTOR
Risings costs, variable income
Where donations are allocated
Set amounts/ongoing contracts
NET PROMOTER SCORE (SUPPORTERS)
Complex giving process
Micro-giving, small steps
On a scale of 0 to 10, how likely would you be to
recommend this organisation to a friend looking
for a charity to support?
Reporting specific impacts and costs
P R AC T I C A L
NET CULTURE SCORE (STAFF)
On a scale of 0 to 10, how likely would
you be to recommend this organisation
to a friend looking for a place to work?
Gen Y is less focussed on keeping administration costs
below 20%, dropping this to 6th position at 56%.
Gen Y desire tech-enabled giving and opportunities to engage with
charities by actively participating beyond just giving money.