Insight reveals Middle-aged Midlanders are the UK’s most charity-minded while the UK’s wealthiest are among the least supportive
London, 18 December 2012 – The Midlands, particularly Wolverhampton, West Bromwich and Peterborough, and the North West are amongst the most generous places in the UK when it comes to the proportion of people donating to charity according to new insight released today by Experian, the global information services company. With Christmas a key time for charity fundraising, whilst squeezed finances mean fewer donations this year , the research sheds light on the most charity-minded people in the UK and the charities they are likely to support.
Experian applied its Mosaic consumer classification to anonymised data on charity donors in order to build a picture of the people that are most likely to support charity and highlight where key pockets of support for charities exist among UK adults. Mosaic segments the UK population into 15 different groups and 67 different types of people based on their consumer behaviour, attitudes and lifestyle. The resulting analysis identifies marked regional differences and surprising variations in terms of how supportive of charities different parts of UK society are.
The UK’s charity hot spots
While Experian’s research highlights that broad swathes of the UK do donate to charities, the most generous parts of the country overall were all in the Midlands or the North. Experian has produced a ranking of the UK’s most generous towns based on people who make donations to charity.
Far from being the most affluent parts of the UK or the largest cities, the places with the most donors as a proportion of overall size are smaller often industrial regional towns.
1The Co-operative Annual Christmas Spending Survey, conducted, on behalf of The Co-operative Group, by OnePoll, with a geographically representative sample of 2,000 respondents in October 2012.
2Ranking based on donors to charity as a proportion of a town’s size and then on volume of support for charity in a particular town
More detailed analysis of donors to specific charities does, however, bring out further regional highlights.
London is highlighted by Experian’s data as being the least supportive of charities generally. Four of the five places highlighted as the least giving are considered amongst the capital’s most wealthy boroughs – Wandsworth, Putney, Hammersmith and Kensington are all around 30 per cent less likely to give to charity when compared to the rest of the UK.
Who’s giving? UK consumer insight
Reflecting the geographic trend, charity supporters come from a cross section of UK society. Using Mosaic segmentation reveals the most supportive groups, which are all middle-aged or older, are:
In contrast, some of the least supportive groups overall come from the UK’s younger city-dwelling population and are between 10 and 20 per cent less likely than the population as a whole to donate to charity:
However, least support of all comes from an unexpected quarter:
Which charity sectors get whose support?
Disaster relief charities
Nigel Wilson, Managing Director, Data & Analytics, Experian Marketing Services commented: “Our analysis highlights very different levels of support for charities based on where people live and importantly, lifestage, with older people broadly more supportive of charities. This might be because younger people have limited experience and money and therefore do not value what charities offer. As they get older this changes as different values kick in. Charities should consider how they engage with this younger group and perhaps develop alternative ways of giving, such as volunteering time or other fundraising products.
“Retention is also vital to a charity’s success in fundraising. Once they have a donor they need to keep them – but the challenge again is knowing how and when to engage them. A recent survey by the Charities Aid Foundation and the National Council for Voluntary Organisations found that charity donations have fallen by 20 per cent in real terms in the past year. That equates to £1.7 billion less being given. What’s more, one in six UK charities questioned by the Charities Aid Foundation fear they may have to close in 2013 due to public spending cuts and falling donations.
“Charities clearly need to think carefully about who they want to reach and where and use insight to ensure that they are communicating with the right potential donors at the right time.”
Head of PR, Experian Marketing Services
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About Experian Marketing Services
Experian Marketing Services delivers best-in-breed customer data and insight, digital-marketing technologies and data management services into multiple regions around the globe. By helping marketers more effectively target and engage their best customers with meaningful communications across both traditional and digital media, Experian Marketing Services enables organisations to encourage brand advocacy while creating measurable return on marketing investment.
For more information, visit www.experian.co.uk/marketingservices
Experian is the leading global information services company, providing data and analytical tools to clients around the world. The Group helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2012 was US$4.5 billion. Experian employs approximately 17,000 people in 44 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.
For more information, visit http://www.experianplc.com.