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Background to resource mobilisation in the UK

Background to resource mobilisation in the UK. Liz Pyper . Introduction. £12.6 billion given in 2009/10 Over 170,000 charities 8th on the World Giving Index Around 45 million people gave money, nearly 18 million people gave time, and 36 million helped a stranger.

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Background to resource mobilisation in the UK

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  1. Background to resource mobilisation in the UK Liz Pyper

  2. Introduction • £12.6 billion given in 2009/10 • Over 170,000 charities • 8th on the World Giving Index • Around 45 million people gave money, nearly 18 million people gave time, and 36 million helped a stranger

  3. Proportion of adults in the UK giving to charity • 2004/05 – 2009/10 (%)

  4. Where does the money go? Medical – 32% Children – 25% Overseas – 24% Hospitals – 24% Animals – 14% Other causes 14% Religious – 12% Disabled – 11% Homeless – 10% Health – 8% Schools – 8% Elderly – 7% Environment – 6% Sports – 3% Arts – 2%

  5. Top 10 UK Charities

  6. Who gets the most? • Largest median amounts went to religious causes, overseas causes, and the environment • Overall largest amounts went to medical research, overseas causes, religious causes and hospitals and hospices • Religious and international causes get 40% of their income from individual donors

  7. Sharing UK appeals

  8. Care International with Blue Frog • an online donor focused site to stem attrition and build donor engagement Show donors what their gifts have made possible Regular updates let the donor see their project unfold Donors are encouraged to share why they support Care International

  9. Action Aid Local Appeal “We went in quite heavily on the digital side, with banner adverts and online PR, and it wasn't so fruitful," she says. "It's hard to use the internet locally, so we probably wouldn't invest so much in it in future regional campaigns."

  10. Urgent appeal • Staffordshire Hoard Fund • An integrated appeal that included local inserts, press adverts and door-drops. • A website was set up where people could make donations and play interactive games • Donors were told that every donation of more than £20 could save one of the smaller pieces of treasure

  11. The impact of humanitarian aid • ¼ of donors gave to overseas causes • The amount given to overseas causes has increased since 2004 • 48% of adults donated to the Haiti appeal, and 81% gave to the Tsunami appeal ‘The shock and concern that we feel when we see and hear about the devastation caused by a disaster is something that affects most of us at a very deep level. The most basic needs of the survivors are urgent and easy for us to understand. Our giving continues to transcend borders because of our shared humanity’.

  12. Donor mechanisms • 50% of donors give cash • 29% donate via direct debit • Only 7% made donations online • High level donors tend to use direct debit or cheque

  13. Donor development • It costs 5 times as much to acquire a donor than it does to retain one • Invest in supporter care and encourage feedback. • Listen to your donors

  14. Global patterns • Giving money to charity increases with age • The global gender difference in giving – 30% women / 29% men varies significantly between regions of the world. South and West Europe have the biggest gender difference • Australia and New Zealand top the list

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