1 LONDON I OXFORD I HIGH WYCOMBE I PARIS I BOLOGNA Welcome! Buckinghamshire Community Foundation Local Giving Index Survey 2013

Local Giving Research Results Prepared by: Buckinghamshire Community Foundation Date: November 2013 This research has been kindly supported by a grant from The Buckinghamshire Small Grants Programme of The Rothschild Foundation

Background and Objectives Research Methodology Executive Summary Detailed Findings Contents

Background BCF links donors and local projects, enabling both to achieve far more than they could by themselves. Since Jan 2000, BCF has helped over 1,500 projects and provided funds of nearly £4.5 million to local communities. Bucks has twice as many charities per head for the population compared to the national average. Amongst English counties, Bucks has the highest proportion of its employed residents (38%!) working outside the county. The average household income in Bucks is the 3 rd highest of all UK counties, but there are pockets of real deprivation/poverty in the county. These facts are the basis for this research amongst Bucks residents that: - measures the extent to which local people ‘think local and give local’, - creates a benchmark of ‘Giving/Philanthropy’, and - provides a learning point to encourage and enable more giving.

Objectives County specific research into the means of best encouraging local giving. Create a “Local Giving Index” for Bucks. To track how the focus and attitude of local givers changes over time as a result of the state of the economy and additional activities conducted by BCF and other local charities. Specific objectives include understanding: Attitudes to giving to local and national charities/ causes. Attitudes to giving to international charities/ causes. Changes of attitudes and behaviours on a biennial basis

Research Methodology An online questionnaire was designed by Bucks-based SPA Future Thinking in collaboration with BCF. The questionnaire lasted 8 minutes, on average. Fieldwork took place in October All respondents qualified to take part if they lived in Buckinghamshire. In total, 504 interviews were achieved, against a target of 500, av age 49, 39% employed full-time, mean household income £30.25K, 87% white British, 25% in each District Council area. Subject to funding the research will be repeated in 2015 to track changes.

All respondents live in Bucks and have donated money to either a local, national or an international charity Bucks residents are still more likely to donate to national charities rather than to local or international charities but 37% now give to local charities compared with 36% in 2011 The overall average amount given to all types of charities by Bucks residents is £204 (‘11: £196) per adult, an increase of 4.1% cf £78M pa (+£3M pa) The most common reasons – other than availability of funds - given by respondents for donating to a charity is “how much I trust the charity” and “someone close being affected by the cause or charity” 76% of those surveyed have donated the same amount to charity in the last 12 months compared to the previous 12 months 77% plan to donate the same amount to local charities in the next 12 months There is a challenge for charities: donors want transparency but not more newsletters Executive Summary

Detailed Findings

Whether given to charities in last 12 months 100% of respondents have given money to charities in the last 12 months. A higher proportion of respondents give to national charities and this is evident amongst males and females, by all income bands and by all ages. Non-white ethnic groups tend to give to international charities the same if not more than national charities. Mixed groups are the only ethnic group giving to local charities the most. Charities%% LOCALNATIONALINTERNATIONAL Given money in last 12 months58% (63%) 67% (73%) 21% (30%)

Giving to Charities All Bucks residents surveyed have donated money to either a local, national and/or international charity

Local Giving Index 2013 (2011) Local £75 (£70) 58% (63%) National £86 (£81) 67% (73%) International £43 (£45) 21% (30%) Everyone surveyed has donated money to a local and or national/international charity Mean amount given Given in the last 12 months The total given by a Bucks resident across local, national and international charities is £204 (£196, +4.1%) 37% (36%) of donations by value are for local charities, 42% (41%) for national causes and 21% (23%) to international groups

Detailed Findings- Which charities specifically did you donate to 45% of all respondents who donate to national charities give to Cancer Research 36% of all respondents who donate to local charities give to Air Ambulance

Main charities donated to Local Air Ambulance 34% 36% Iain Rennie Hospice 25%14% South Bucks Hospice 17%10% Florence Nightingale Hospice 11%10% National Cancer Research 55%45% Help for Heroes 36%24% British Heart Foundation 29%27% Comic Relief 29%18% Macmillan <25%26% International Oxfam 42%39% Save The Children 24%20% Red Cross 24%28% Christian Aid 15%16% Rennie Grove Hospice Care

If you could only donate to one charity only which would it be Local Iain Rennie Hospice 4% Air Ambulance 4% National Cancer Research 25% British Heart Foundation 7% International Oxfam 3% Save the Children 1% FINDING: National charities are mainly chosen if respondents can only donate to one charity (N.B. Respondents had to choose one charity across local, national and international) % 3% 4% 8% 25% 19% 7% 5% 3% 2% 1% Rennie Grove Hospice Care

Overall amount donated to charities Residents aged 75 + donated the most with an average donation of £396 Males donated more than females with average donation of £212, females averaged £192 Asian Ethnic groups donate the most with average donations of £410 Those residents with an income of >£60,000 to £80,000 donate the most with an average donation of £329

Amount given to charities in last 12 months LocalNationalInternational Average £ given£76 (£70)£87 (£81)£43 (£45) Less than £5058% (58)41% (50)37% (54) £50 – £10021% (24)28% (25)22% 18) £101 - £2008% (8)14% (15)17% 10) £201 - £3003% (4)6% (4)6% (6) £301 - £4002% (3)4% (2)7% (5) £500 - £1,0004% (2) 8% (5) £1,000 - £2,0003% (1)3% (2)3% (3)

Changes in amount given in last 12 months The majority of respondents have donated the same amount of money as in the previous 12 months. In % of people said they’d given more and 65% of people said it was the same Who is more likely to donate more: 65+ Female Widowed Who is more likely to donate less: 16 to 19 years Male Single

Changes in amount to be given locally in the next 12 months Who is more likely to donate less: 30 to 39 years Male Who is more likely to donate more: 75 + years Female £40,000 to £60,000 The majority of respondents will donate the same amount of money in the next 12 months to local charities. This is the case for all age groups, males and females, all income groups, all districts and all ethnic groups

Other Giving (Not including money) In the last 12 months, 26% (32%) had given up their time / volunteered for charity. The below groups are more likely to give up their time: Younger respondents (16 to 19 years) 43% Single 43% Widowed 45% 9% (7%) have arranged to leave money in their will to charity. The below groups are more likely to give to charity via their will: Older respondents (65 to74 years) Male/ retired/ widowed

Most important factors which determine giving in general? Reason for choosing this charity% How much spare £ I have59 How much I trust the charity to spend it efficiently & effectively46 Someone close to me being affected by the cause/charity34 Whether it is a local charity19 Whether it is a national charity18 Time of the year (e.g. Christmas)8 If I know someone who works for the charity6 Charity advertising2

Reasons for Donating – Important factors All respondents were asked to select from a list, the most important factors which determine their giving and then select the key factor which is most influential. No. 2 most important factor No. 1 most important factor No.3 most important factor Least important giving factor

Agreement with statements about what would encourage more giving to local charities Statement % agree or strongly agree (2011) Greater transparency of how donations are used/spent 92 (95) Matched donations 84 (88) Tax incentive /Gift Aid 83 (87) Having a better understanding of local needs of my community 74 (78) Reading about impact of charity’s work in local newspaper / hearing on local radio 68 (78) Visiting the charity and seeing impact of work 64 (70) Regular newsletters/other communications 47 (52)

Awareness of Local Charity Events (Prompted) 68% of respondents were not aware of any of these local charity events, when prompted Most locally aware groups: Respondents aged 40 to 49 years Males Employed Full-time or Temporarily Married

24 Questions for discussion 1Is this information useful? 2How does it compare with your local experience with donors? 3What are the best ideas that you’ve found to increase giving from donors?

25 Thank you! Buckinghamshire Community Foundation Local Giving Index Survey 2013