Published on March 5, 2014
Mind the Gap - a new crisis of trust? Bobby Duffy Managing Director, Ipsos MORI Social Research Institute Visiting Senior Research Fellow, King’s College London © Ipsos MORI Wed 5 March 2014
Must be hitting trust and support? © Ipsos MORI
Not really… Thinking back over the past 3 years would you say in general your views towards charities have become... Don’t know A lot more negative A little more negative 9% 2% 14% A lot more positive 14% 17% Negative views increases with age: 18-34s = +23 net positive 35-54s = +6 55+ = -1 Neither/nor Base: All GB Adults (1035) © Ipsos MORI A little more positive 42% Source: Ipsos MORI/NPC
Trust is pretty flat… “On a scale of 0-10 how much trust and confidence do you have in charities?” “ I am going to read out some different types of people. For each, please tell me whether you trust the to tell the truth or not.” 100% 10 Doctors 90% 80% 9 Clergymen/priests 8 70% 60% 50% 7 6 Charities 5 40% 30% 4 3 Politicians generally 20% 10% 2 Journalists 1 0% 0 2005 Base: 1,000 British adults 16+ © Ipsos MORI 2006 2007 2008 2009 2010 2011 2012 2013 Source: Ipsos MORI
Increasingly essential to our society… Overall, how important a role do you think charities play in society today? % Essential* % Not very important 2012 2010 2008 2005 % Very important % Not at all important 37 30 39 37 32 29 % Fairly important+ % Don't know 20 29 40 34 24 32 21 3* 3. 31 * Option changed to ‘essential’ for 2008 and 2010 from ‘extremely important’ in 2005 + Option changed to ‘fairly important’ for 2008 and 2010 from ‘quite important’ in 2005 Base: Adults aged 18+ in England and Wales – 2012 (1,142); 2010 (1,150); 2008 (1,008) and 2003 (1,001) © Ipsos MORI Source: Ipsos MOR/Charity Commission
But charities do get things wrong… © Ipsos MORI
What do charities get wrong? Which, if any, of the following, do you think are the main things that charities are doing wrong? (top 9) Spend much money on executive salaries Spend too too much money on executive salaries 42% Not transparent about spending Not transparent about spending 36% Spend too much money abroad Spend too much money abroad 29% Too Too much pressure on people to donate much pressure on people to donate 29% Too much money on running costs Too much money on running costs 26% Delivering public services that state should Delivering public services that state should Behave like a profit-making business Behave like a profit-making business You You never see the benefits ofyour donation never see the benefits of your donation TooToo much money on employee salaries much money on employee salaries Base: All GB Adults (1035) © Ipsos MORI 49% 36% 23% 15% 14% 11% Those who are more negative about charities in last 3 years… Source: Ipsos MORI/NPC
Firstly, CEO pay – perception gaps? Actual Public estimate £60,000 Charity CEOs But wide range in actual pay…. £70,000 CEO of a large company £3.8 million £112,632 Previous studies show c£50k average “acceptable” level for Charity CEOs, consistently £20k less than private sector… Source: Ipsos MORI; nfpSynergy © Ipsos MORI
Should charity CEOs be paid more or less than MPs? Which of the following best describes how much you believe that the chief executive of a charity should be paid? I don’t have a strong view on what charity CEOs are paid I don’t think the chief executive should be paid at all Don’t know More than an MP on £66,000 per year 2% 5% 16% 7% The same as an MP on £66,000 per year 28% Less than an MP on £66,000 per year Base: All GB Adults (1035) © Ipsos MORI 42% 52% of higher social grades say charity CEOs should be paid same/more than MPs Source: Ipsos MORI/NPC
Lack of information on spend top reason for lack of trust for decade… Why do you trust [charity] less than others? 2005 Top five mentions only 2008 2010 2012 36% 35% Because I don’t know how they spend their money 30% 31% Money lost through corruption/open to abuse/ doesn’t get to end cause 21% 18% 21% 20% 14% 9% Because I have heard bad stories about them 14% 16% 11% 13% 12% 12% Because they are international Because they are big Base: Respondents mentioning a charity/charity type – 2012 (62); 2010 (409); 2008 (419); 2005 (214) © Ipsos MORI 7% 5% 6% 6% Source: Ipsos MOR/Charity Commission
And reflects increasing focus on proportion going to end cause? Which one, if any, of these qualities is most important to your trust and confidence in charities overall? 2005 2008 Ensure reasonable proportion of donations get to end cause 31% 31% 27% Ensure fundraisers are honest and ethical Make independent decisions to further the cause they work for Don’t know Base: All respondents – 2012 (1,142), 2010 (1,150), 2008 (1,008), 2005 (1,001) © Ipsos MORI 2012 32% 30% Make a positive difference to cause they work for Be well managed 2010 8% 5% 43% 42% 35% 13% 15% 11% 9% 8% 9% 3% 3% 1% 3% 2% 1% Source: Ipsos MOR/Charity Commission
Split views on the importance of impact as a driver to donate… How much attention, if any, do you pay to evidence that the organisation is having an impact when you give to charity? I don’t donate to charity I pay no attention to this 12% Connection with the cause and reciprocity are vital I pay extremely close attention to this 1% 9% 1% Those in higher social grades are more likely to pay attention to impact I pay close 38% attention to this I pay little attention 38% to this Base: All GB Adults (1035) © Ipsos MORI Source: Ipsos MORI/NPC
Pressure to donate: fundraising techniques are becoming more of an irritant… Some of the fundraising methods used by charities make me uncomfortable Agree 1% Don't know Strongly disagree 2010 60% 10% 2012 68% Tend to disagree 36% 15% Qualitative work shows unease at 7% emotional/shock appeals (although Neither / nor effective): issue for sector, given sketchy recall Strongly agree “Chuggers” and high volume mail – pressure and waste 32% Tend to agree Base: Adults aged 18+ in England and Wales – 2012 (1,142); 2010 (1,150) © Ipsos MORI Source: Ipsos MOR/Charity Commission
Conundrum of focusing on direct impact v importance of familiarity… % Strongly agree % Tend to agree % Tend to disagree I trust charities more if I have heard of them 57 I trust charities more if they are providing services within my local community I trust big charities more than smaller ones I feel confident donating to a charity even if I haven’t heard of them, if it’s going to a good cause Base: 1,142 adults aged 18+ in England and Wales, 4th – 21st May 2012. © Ipsos MORI 16 20 44 17 7 26 27 % Strongly disagree 38 31 15 9 28 22 20 Agree % 82 59 37 29 Source: Ipsos MOR/Charity Commission
There are gaps between what charities should be doing vs. what they are doing… Which, if any, of the following, are roles that you think charities should perform in society? And which of the below do you think that charities spend most of their time doing? Should perform in society Spend most of their time doing 56 Helping communities 35 51 Raising money for good causes 55 47 Raising awareness of important issues in society 37 44 Encouraging people to volunteer 29 32 Lobbying government to change law or policy Running a service that is currently run by the state Base: All GB Adults (1035) © Ipsos MORI 24 11 16 Source: Ipsos MORI/NPC
So, overall… • Not much change in aggregate views – no sign of a crisis • People show little sign of any lobbying concerns: will be no awareness of “government lobbying government” arguments • CEO pay important issue – linked to general unease with high salaries for bosses – but also a reflection of concern on use of resources, which is vital for charities • No scope for complacency: constant, trickier problems of convincing that money getting to end cause, showing impact, relevance, getting attention without annoying, familiarity for minimum spend, local while powerful… • “Charities” huge variety: noone can be all things, need sector voice • Good luck! © Ipsos MORI
Thank you… Bobby.Duffy@ipsos.com @BobbyIpsosMORI © Ipsos MORI 05/03/14
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