H O W  A U S T R A L I A N S  G E T  I N V O LV E D
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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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H O W A U S T R A L I A N S G E T I N V O LV E D

TOP MOTIVATIONS FOR GETTING

INVOLVED WITH CHARITIES

TOP 7 CAUSES

% of Australians highly motivated by this cause

MOST OF THESE

SUPPORT IN OTHER

WAYS TOO

50%

47%

4 in 5

AUSTRALIANS

GIVE FINANCIALLY

TO CHARITIES /

NOT-FOR-PROFITS

Children’s charities

SUPPORTING

VOLUNTEERING

59%

Donating goods

46%

68%

Know and trust

the charity

51%

The feeling I get

when I volunteer

Medical research

45%

34%

44%

Animal welfare

Volunteering

40%

37%

17%

1 in 4 give at least

once a month

Disaster reponse

in Australia

51%

Responsibility to give

back to the community

54%

To make a

better world

Fundraising/promoting

33%

13%

35%

Disability

However, 1 in 5

don’t give at all

Raising awareness

32%

Homelessness

52%

See the

need

49%

To make a

better world

30%

50%

COMMUNITY

INFLUENCERS

4%

GLOBAL

30%

Mental health

Y

For Gen Y the

number 1 cause is

animal welfare (53%).

ADVOCATES

THE LONG-TERM ENGAGEMENT

CHALLENGE

METHODOLOGY

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

VS.

VS.

40%

LOCAL

ACTIVATORS

6%

OVERSEAS

PARTICIPATORS

56%

28%

21%

11%

Y

Y

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

30s (61%).

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.


H O W C H A R I T I E S C A N E N G A G E

COMMUNICATION CHANNELS

% who say this is extremely / very important

CHARITIES ARE INCREASINGLY

GETTING IT RIGHT

Water level = % too much - % too little

57%

Just right

+9%

from 2015

58%

Just right

+14%

from 2015

Australians believe the biggest advertising channel in

the next decade will be social media campaigns (29%).

39%

1

Word of mouth

66%

Just right

+4%

from 2015

Y

75%

Just right

+8%

from 2015

This figure is much higher for Gen Y (44%).

33%

2

Website

CHANGES AND CHALLENGES IN

THE EXTERNAL ENVIRONMENT

% who strongly / somewhat agree

Y

Y

31%

Y

3

Television

Y

73%

1

Growing gap between rich and poor

Y

For Gen Y, number 3 is social media (44% vs. 18%).

Y

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.

67%

2

Rising cost of living

THE 5 CHARITY ESSENTIALS

% who say this is extremely / very important

60%

BLOCKERS & ENABLERS TO GIVING

3

72%

Younger generations not as generous

E M OT I O N A L

Administration costs kept below 20%

20%

Y

Oversaturation of charities

Personal connection

Not surprisingly, Gen Y view the generosity of the

younger generations less harshly (49% strongly /

somewhat agree), but it is still almost half.

72%

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

Frontline participation

71%

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

Tech-enabled communications

65%

AUSTRALIA’S HIGHEST RATED SECTOR

Risings costs, variable income

Values alignment

Where donations are allocated

Set amounts/ongoing contracts

‘One-click’ giving

NET PROMOTER SCORE (SUPPORTERS)

29

+2

from 2015

Complex giving process

Micro-giving, small steps

65%

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)

21

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?

Y

Y

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.


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