Welcome! Buckinghamshire Community Foundation Local Giving Index Survey 2013

1. Welcome!Buckinghamshire Community FoundationLocal Giving Index Survey 2013

2. 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

3. Contents • Background and Objectives • Research Methodology • Executive Summary • Detailed Findings

4. 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 3rd 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.

5. 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

6. 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 2013. • 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.

7. Executive Summary 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 2011. £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

8. Detailed Findings

9. 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.

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

11. Local Giving Index 2013 (2011) Given in the last 12 months Mean amount given Everyone surveyed has donated money to a local and or national/international charity 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

12. 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 2011 2013

13. Main charities donated to 2011 2013 Rennie Grove Hospice Care

14. If you could only donate to one charity only which would it be (N.B. Respondents had to choose one charity across local, national and international) 2011 2013 Rennie Grove Hospice Care 4% 3% 4% 8% FINDING: National charities are mainly chosen if respondents can only donate to one charity 25% 19% 7% 5% 3% 2% 1% 1%

15. 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

16. Amount given to charities in last 12 months

17. Changes in amount given in last 12 months • Who is more likely to donate less: • 16 to 19 years • Male • Single • Who is more likely to donate more: • 65+ • Female • Widowed • The majority of respondents have donated the same amount of money as in the previous 12 months. • In 2011 19% of people said they’d given more and 65% of people said it was the same

18. 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

19. 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

20. Most important factors which determine giving in general?

21. 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.3 most important factor Least important giving factor No. 1 most important factor

22. Agreement with statements about what would encourage more giving to local charities

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

24. Questions for discussion1 Is this information useful?2 How does it compare with your local experience with donors?3 What are the best ideas that you’ve found to increase giving from donors?

25. Thank you!Buckinghamshire Community FoundationLocal Giving Index Survey 2013