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Awareness & Understanding of Philanthropy A Quantitative Survey

Awareness & Understanding of Philanthropy A Quantitative Survey. Prepared for:. Philanthropy Ireland. Prepared by: Martha Fanning. March 2011. J.2375. Introduction. Background & Objectives.

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Awareness & Understanding of Philanthropy A Quantitative Survey

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  1. Awareness & Understanding of PhilanthropyA Quantitative Survey Prepared for: Philanthropy Ireland Prepared by: Martha Fanning March 2011 J.2375

  2. Introduction Background & Objectives • Market research was required to gauge awareness and understanding of the term philanthropy and its possible role, amongst Irish adults. Methodology • An agreed questionnaire was included in the early February wave of our face-to-face Omnibus survey, Barometer. Barometer is a nationally representative survey of adults aged 16+. Quotas are set on gender, age, social class and region to ensure the results correctly reflect the known demographics of the Republic of Ireland. Interviewing is conducted in home, by fully trained and supervised members of the B&A fieldforce, to ESOMAR/AIMRO standards. Timing • Fieldwork took place 28th January – 8th February, 2011.

  3. 1. Awareness & Understanding of Philanthropy

  4. One in four are aware of the term philanthropy, and feel they know what it meansAll adults 16+: 1,011 I’ve heard of it and know what it means I’ve never heard of it I’ve heard of it but don’t know what it means

  5. Profile of those aware of philanthropyAll adults 16+: 1,011 Gender Age Social Class Region Aware & under-stand % Aware, don’t under-stand % Aware & under-stand % Aware, don’t under-stand % Aware & under-stand % Aware, don’t under-stand % Aware & under-stand % Aware, don’t under-stand % Not aware % Not aware % Not aware % Not aware % U25 (16%) 25-34 (22%) 35-49 (28%) 50-64 (19%) 65+ (14%) Dublin (28%) ROL (27%) Muns (28%) Conn/Uls (18%) Male (49%) Female (51%) ABC1 (41%) C2DE (51%) F (8%) Figures in brackets ( ) = national population Awareness, with understanding, is more male, 35+, ABC1 and Dublin based. Non awareness is slightly more female, U25, C2DE and Munster based.

  6. Penetration of philanthropy awarenessAll adults 16+: 1,011 Heard of & understand Heard of, don’t understand Never heard of 1 in 4 have heard of and understand the term philanthropy rising to over 1 in 3 amongst the middle classes and roughly 1 in 3 in Dublin. Half of all adults have never heard of the term philanthropy, rising to 2 in 3 amongst U25s and blue collar workers.

  7. Prompted understanding of the term philanthropyAll adults 16+: 1,011 %

  8. Precise understanding of the term philanthropyAll heard of term before: 488 Spontaneous Prompted

  9. Who has a better understanding of philanthropy?All adults 16+: 1,011 Long term commitment to giving Planned/regular charitable giving Skewed towards 35-49s, ABC1s and Dubliners Skewed towards 50-64s, ABC1s and South/ West

  10. 2. Personal Charitable Giving Behaviour

  11. On average, Irish people have given to charity 11 times in the past 2 yearsAll adults 16+: 1,011 % 1-2 None 30+ 3-4 21-30 Average Including none (all adults) 11 times Excluding none (all donors) 13 times 5-6 11-20 7-8 9-10

  12. Average number of donations x demographicsAll adults 16+: 1,011 Average times gave to charity – including none (All Adults) Average times gave to charity – excluding none (All Donors) % % Number of donations peak amongst 35-49s, ABC1s and Dubliners

  13. On average, Irish people have donated €68 in total on their last three occasions combinedAll adults 16+: 1,011 % None Up to €10 Average Amount over 3 occasions Including DK €68.03 Excluding DK €77.58 €200+ Average Amount per occasion Including DK €22.68 Excluding DK €25.86 €81 - €200 €11 - €20 €41 - €80 €21 - €40

  14. Total amount donated x demographicsAll adults 16+: 1,011 Average amount over 3 occasions (including Don’t Knows/None) Average amount over 3 occasions (excluding Don’t knows/None) € € Women, 50-64s, ABC1s and Dublin and Leinster donate the greatest amounts.

  15. Average amount donated per person per annum x demographics €460 million donated per annum Significant over-claim?

  16. 6 in 10 have donated on a flag day in the past 2 years, with 5 in 10 donating at a specific time of yearAll donated money in past 2 years: 882 Total 000s 1,847 1,516 1,310 1,020 467 320 210 482 %

  17. Donation type x demographicsAll donated money past two years: 882 *Caution low base size Women more likely to have multiple donation routes – hence slightly higher average number of Donations, and significantly higher amount donated. Looking at two specific donation types in more detail, annual donation is older and more rural, while direct debit set up oneself is 35-49, ABC1 and Dublin

  18. 3. Attitudes to Philanthropy

  19. Annual Amount Give to Charity to be Considered a PhilanthropistAll adults 16+: 1,011 % Don’t know Under €100 €1,000,000 or more €100 - €999 Average Amount Including DK €160,000 Excluding DK €185,000 €100,000 - €999,999 €1,000 - €1,999 €10,000 - €99,999 €2,000 - €9,999

  20. Lack of familiarity is the dominant attitude towards philanthropyAll adults 16+: 1,011 Agree strongly (5) Agree slightly (4) Neither (3) Slightly disagree (2) Strongly disagree (1) Don’t know Mean Score 5/1 4.11 3.60 3.70 3.62 3.08

  21. Amongst those expressing an opinion, there is a clear sense that Ireland has benefitted from philanthropy and that it plays an important role in society, but the lack of familiarity remains.All adults excluding don’t know Agree strongly (5) Agree slightly (4) Neither (3) Slightly disagree (2) Strongly disagree (1) Mean Score 5/1 4.11 3.60 3.70 3.62 3.08

  22. I am not really all that familiar with the role of philanthropy in society X demographicsAll adults 16+: 1,011 Strongly agree Slightly agree Neither Slightly disagree Strongly disagree Don’tknow Agreement peaks amongst U25s, blue collar workers and in Munster.

  23. Ireland has benefitted hugely from donations by philanthropists X demographicsAll adults 16+: 1,011 Strongly agree Slightly agree Neither Slightly disagree Strongly disagree Don’tknow Agreement increases with age, is more male generally, and more middle class.

  24. Ireland is probably over dependent on philanthropy X demographicsAll adults 16+: 1,011 Strongly agree Slightly agree Neither Slightly disagree Strongly disagree Don’tknow Agreement increases with age, is slightly more male, slightly more middle class, and showing a clear Munster skew.

  25. The State, not philanthropists should be responsible for funding charities in Ireland X demographicsAll adults 16+: 1,011 Strongly agree Slightly agree Neither Slightly disagree Strongly disagree Don’tknow Relatively steady by demographics, slightly higher agreement in Dublin and Munster.

  26. Philanthropy has an important role to play in shaping society in Ireland X demographicsAll adults 16+: 1,011 Strongly agree Slightly agree Neither Slightly disagree Strongly disagree Don’tknow Relatively steady by demographics, slightly higher agreement in Dublin and Connaught/Ulster.

  27. Awareness & Understanding of PhilanthropyKEY FINDINGS J.2375

  28. Key Findings 1. Awareness & Understanding of Philanthropy • 1 in 4 are aware of the term and feel they understand it, while another 1 in 4 feel they don’t understand the term. Half of all adults feel they have never heard of the term. • Men, over 35s, ABC1s and those in Dublin are more likely to be aware of and understand the term. • Amongst those who have heard of philanthropy, 46% say it is about giving money to good causes, 42% feel it is a long term commitment of giving to good causes, while 29% feel it is planned/regular charitable giving. 2. Personal Charitable Giving • Irish people have given to charity 11 times in the past 2 years (on average) • The last 3 donations typically amount to €68 • Thus Irish people give an average of €130 per annum each • Donating is more frequent amongst women, over 35s, ABC1s and Dubliners, with average donation being higher amongst the same cohort and also those in Leinster. 3. Attitudes to Philanthropy • On average, Irish people feel that to be considered a philanthropist one would need to be donating over €150,000 per annum. • Overall attitudes towards philanthropy are positive, in that there is broad agreement that Ireland has benefitted from philanthropy, and that it has an important role to play in society. • Some ambivalence emerges however, with the majority agreeing that the State, rather than philanthropists, should be responsible for funding charities in Ireland, and 40% agreeing that Ireland is over dependent on philanthropists compared to 33% disagreeing.

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