Public may cut back on charity donations, to better afford clothes, food and fuel - as downturn wears on
• Men, the middle-aged and lower socio-demographic groups drive this “self-preserving” trend
• “Charity really does begin ‘at home’ when money is tight and winters are cold”, cautions nfpSynergy’s Molyneux
As the economic downturn wears on, people are more likely to cut back on charitable donations in order to avoid going without clothes, food and fuel, according to data out today.
Leading not-for-profit sector research consultancy nfpSynergy’s
Charity Awareness Monitor surveys a representative sample of 1000 16+ year olds throughout mainland Britain every year, asking them a range of charity-related questions - including gauging what areas of their household budgeting they most expect to cut back on in the year ahead.
Overall (see data -
Charities may suffer as downturn wears on (34.95KB) ), whilst claimed propensity to cut back in the coming 12 months on giving to charity (34% Nov 2008; 41% May 2009; 42% Sept 2009) has broadly increased, claimed propensity to cut back on other common items of household expenditure in the coming 12 months - such as clothing (60% Nov 2008; 60% May 2009; 54% Sept 2009), weekly food shopping (52% Nov 2008; 47% May 2009; 45% Sept 2009), petrol (47% Nov 2008; 38% May 2009; 34% Sept 2009) and gas bills (44% Nov 2008; 41% May 2009; 37% Sept 2009) - has decreased.
This “self preserving” phenomenon has been most notable within certain groups. The propensity to cut back on giving to charity in the coming 12 months (see attached slide 3, Sept 2009) - claimed by 42% of the public overall - has been most marked amongst men (47%), the middle-aged (35-44-year olds 43%; 45-54-year olds 49%; 55-64-year olds 44%) and those from lower socio-demographic grades (C2 51%; DE 45%).
nfpSynergy researcher, Rebecca Molyneux, said:
“As the economic gloom has dragged on, people have felt that they would expect to cut back on a number of items. Donations to charities were initially not deemed an area to cut back on. However, more recently, people have been saying that they are less likely to cut back on clothes, food, petrol and – doubtless now winter looms - gas bills; whereas donating to charity is the only area where the number of people expecting to cut back has increased. So it seems charity truly does begin ‘at home’ when money is tight and winters are cold.”- ends -
MEDIA INTERVIEWS: To interview nfpSynergy’s Rebecca Molyneux about these findings, or the Charity Awareness Monitor itself, please contact her direct on 0207 426 8867 or rebecca.molyneux@nfpsynergy.net; or, alternatively, contact Adrian Gillan (T: 0207 6 22 99 11; M: 0774 086 7215; E: adrian@gillanmedia.com) for further assistance.