1. Fundraising Ireland Post Christmas Charity Research A Presentation Prepared For: January 2015 GON/MOD/SR S14-325

3. 3 A number of questions were placed on the Amárach Research January omnibus. The omnibus survey is a syndicated survey whereby clients can include questions within the survey. A total sample of 1,000 was achieved with quotas set on gender, age, social class and region to achieve a sample aligned with national population. Due to the high proliferation of the internet among the Irish population, the Amárach Research omnibus is completed fully online. Interviewing fieldwork dates were January 19 th – 23 rd 2015. A. Research Methodology

5. 5 Profile of Sample Quotas were set to ensure that the sample attained is aligned to the Irish population, any sampling error is corrected with minor data weighting. (Base: All adults 16+ – 1,000) Male Female 16-24 55+ 25-34 35-44 ABC1 F50+ C2DE F50- %% Leinster Munster Connaught Ulster SexSocial ClassRegion % Age 45-55

7. 7 Financial Donations to Charity Church/street collection In a charity shop (bought an item) Bought charity raffle ticket Have a direct debit to a charity Online one off donation Via text message Door to door collection Donation by post Other (Q1) Just over 1 in 5 have made a donation to charity via on-street collections or through buying items in charity shops in the past month. The older cohorts (45+) are most likely to have made donations in such manners. (Base: All Irish Adults – 1,000) % Within the last three months % 4-6 months ago % 6-12 months ago % More than a year ago % Never Within the last month

8. 8 Value of Last Donation Made to Charity Donation by post€39.99 Online one off donation€22.42 Other (e.g. attending an event)€28.14 Have a direct debit to charity€20.93 In a charity shop (bought an item) €14.27 (Q2) Although one of less frequently methods used for making a donation, the average postal donation stands at just under € 40. Males and the older age cohort (55+) are most generous when making postal donations (€44.67 and €63.85 respectively). Bought charity raffle ticket€7.11 Door to door collection€6.76 Church/street collection€5.47 Via text message€4.55 (Base: All those who made a donation in the past 6 months)

9. 9 Value of Last Donation Made to Charity (Base: All those who made a donation in the past 6 months) Total Male Female Under 25s 25-3435-4445-55 55+ Dublin ROL Munster Con/Ulster ABC1F50+ C2DEF50- In a charity shop (bought an item) 14.2717.7811.3812.5611.9211.6622.5313.8212.6719.8111.3811.9113.2315.11 Bought charity raffle ticket 7.117.167.076.806.766.726.648.028.406.176.697.487.496.77 Church/street collection 5.475.505.456.486.764.264.145.726.084.505.066.736.424.55 Online one off donation 22.4226.7518.1815.6722.6121.2025.5828.2120.2130.6722.3015.5723.4221.11 Via text message 4.554.624.514.814.594.724.294.204.794.174.544.824.764.35 Door to door collection 6.767.046.356.937.485.806.386.956.356.706.288.127.166.39 Donation by post 39.9944.6734.2553.7612.6213.5928.0463.8546.0931.1243.8434.5749.7930.76 Have a direct debit to a charity 20.9326.6213.6515.4813.7816.7314.5732.1127.6518.4418.6916.7325.0315.46 Other 28.1438.6218.6516.309.2611.6083.4245.5949.1216.6221.076.5320.9633.37 (Q2)

10. 10 How People Make Donations to Charity % Last Donation 27 21 15 9 8 6 4 -3 13 4 Normally (Base: All Irish Adults – 1,000) In a charity shop (bought item) Church or street collection Bought charity raffle ticket Via text message Have a direct debit to a charity Online once off donation Door to door collection Donation by post I don’t donate to charities/cant afford to Other (Q3a/b) Purchasing an item from a charity shop is the most common method of making a charity donation with over 1 in 4 (27%) making their last donation this way.

11. 11 Donations in Response to a Specific Appeal at Christmas Yes (Base: All Irish Adults – 1,000) (Q4/5) 1 in 3 made a donation to charity as a result of a direct appeal with 2 in 3 donating more than they did in the previous year. % Did you make a specific donation in response to an appeal at Christmas No It was more than 2013 % Was this donation more or less than donated in 2013 It was less than 2013 I did not donate in 2013 (325) (203) Male Female 15-2425-3435-4546-55 56+ 32331829323443 Dublin ROL Munster Conn/ Ulster ABC1 C2DE 373230313431 Male Female 15-2425-3435-4546-55 56+ 65605964577460 Dublin ROL Munster Conn/ Ulster ABC1 C2DE 596961606263 Demographics for yes Demographics for more than 2013

12. 12 Opinions Towards Those Who Work for or Run Charitable Organisations (Base: All Irish Adults – 1,000) It is important that charities are run well It is important that charities are good at what they do Charities should get the best professionals possible to work for them Senior management in the charity sector should be paid less than those in similar sized companies in the private sector Wages in the charity sector are too high Charities need to pay competitive wages to get the best people to work for them Senior Management in the charity sector should get paid the same pay level as those in similar sized companies in the private sector (Q6) While 2 in 5 (41%) agree that charities need to pay competitive wage to attract the best people, a similar percentage of the population believe that senior management should be on a lower wage than those in the private sector. Strongly disagree (1) Strongly agree (5) (4)(2) (1) (11) (16) (11) (30) (41) (93) (92) (68) (51) (41) (35)

13. 13 Opinions Towards Those who Work for Charitable Organisation – Demographics for Agree Male Female 15-2425-3435-4445-55 55+ Dublin ROL Munster Con/Ulster ABC1 C2DE It is important that charities are run well9294928890989793 919793 It is important that charities are good at what they do 919389889096 9291909692 Charities should get the best professionals possible to work for them 68 6270677170686568737067 Senior management in the charity sector should be paid less than those in similar sized companies in the private sector 564743455556 555051485350 Wages in the charity sector are too high54474345545355514951524853 Charities need to pay competitive wages to get the best people to work for them 42403341453944403839504438 Senior Management in the charity sector should get paid the same pay level as those in similar sized companies in the private sector 33363439313435383228453733 (Q6) (Base: All Irish Adults – 1,000)

14. 14 Opinions Towards Signing Up for a Charity Ongoing Direct Debit Via… (Base: All Irish Adults – 1,000) A door to door representative An on-street representative A personally addressed mailing/direct mail from the charity A press advert An online via a website A TV advert An email sent to personal address (Q7) Just under 1 in 10 could consider signing up for a direct debit to a charity via a door-to-door representative or on-street representative. Email is the least enticing method. Not at all likely (1) Extremely likely (5) (4)(2) (79) (80) (82) (78) (88) (8) (7) (6) (4) Neither /nor 13 12 14 13 17 8 (79)

15. 15 Likelihood of Signing Up to a Charity Direct Debit – Demographics for Likely to Sign Up (Base: All those who made a donation in the past 6 months – 1,000) Male Female 15-2425-3435-4445-55 55+ Dublin ROL Munster Con/Ulster ABC1 C2DE A door to door representative 9812 786610 99 An on-street representative 8711 7835107887 A personally addressed mailing/direct mail from the charity 86711944687786 A press advert 776119637866104 An online via a website 6679653658585 A TV advert 6687843576474 An email sent to personal address 4576532355563 (Q7)

16. 16 Feelings Towards Various Avenues for being Asked for Charity Donations (Base: All Irish Adults – 1,000) (Q8) Television adverts are seen as the most informative method of communication while door-to- door and customer service representatives are seen as the most irritating. An email sent to a personal address Online via a website A TV advert A press advert A personally addressed mailing/direct mail from charity A door to door representative A customer representative Informed28%31%40%29%26%14%11% Appeased16%21%24%19%27%14%13% Valued21%15%16%13%31%14%10% Irritated34%20%17%16%29%56%52%

17. 17 Level of Trust Towards Irish Charities No trust at all % Distrust Somewhat distrust Neither/nor Somewhat trust Trust Trust completely % (Base: All Irish Adults – 1,000) (Q9) There has been an improvement in the levels of trust which Irish people have in charities comparatively to 2014, with 1 in 3 (33%) having at least some trust in them. Gender Male Female Age 15-24 25-34 35-44 45-55 55+ Social class ABC1 C2DE Region Dublin ROL Munster Conn/Ulster Demographics for Trust N=338 20152014 %

18. 18 Impact of the News Regarding the Central Remedial Clinic and Other Charitable Organisations on Peoples Feelings Towards Charities Yes (Base: All Irish Adults – 1,000) (Q10) The impact of the news stories regarding charities has decreased over the past 12 months, down 8% points. % 2015 No % 2014 (N=551) Don’t know Yes No Don’t know Gender Male Female Age 15-24 25-34 35-44 45-55 55+ Social class ABC1 C2DE Region Dublin ROL Munster Conn/Ulster Demographics for Yes % (65) (60) (38) (50) (63) (74) (80) (68) (57) (61) (63) (64) (61) () 2014 figures

20. 20 Church/ Street collections and purchasing items from charity shops are the most popular methods used by Irish people to donate to charity. Although not widely used (3%), the highest value donations are made via postal donations. 1 in 3 adults made a donation during the Christmas period as a direct result of an appeal, with just under 2 in 3 donating more than they did during the same period last year. While there are high levels of agreement that it is important that charities are run well, there is more a divide in opinion in relation to senior management remuneration with 2 in 5 believing that those in the private sector should receive a higher wage. Although door-to-door representative and customer service agents would be most effective in encouraging people to sign up for a direct debit donation, these methods are also seen as the most irritating. Overview of Findings - I

21. 21 The news stories which where making front pages across Ireland in late 2013 and early 2014 (e.g. CRC and Rehab) are becoming less of a concern for the general public. Trust in charities has increased since this time last year and people are less impacted by the stories now that others have taken the spot light. Overview of Findings - II