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Awareness & Understanding of Philanthropy A Quantitative Survey Prepared for: Prepared by: Martha Fanning J.2375 March 2011 Philanthropy Ireland.

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Presentation on theme: "Awareness & Understanding of Philanthropy A Quantitative Survey Prepared for: Prepared by: Martha Fanning J.2375 March 2011 Philanthropy Ireland."— Presentation transcript:

1 Awareness & Understanding of Philanthropy A Quantitative Survey Prepared for: Prepared by: Martha Fanning J.2375 March 2011 Philanthropy Ireland

2 2 Introduction Background & Objectives Market research was required to gauge awareness and understanding of the term philanthropy and its possible role, amongst Irish adults. Methodology An agreed questionnaire was included in the early February wave of our face-to-face Omnibus survey, Barometer. Barometer is a nationally representative survey of adults aged 16+. Quotas are set on gender, age, social class and region to ensure the results correctly reflect the known demographics of the Republic of Ireland. Interviewing is conducted in home, by fully trained and supervised members of the B&A fieldforce, to ESOMAR/AIMRO standards. Timing Fieldwork took place 28 th January – 8 th February, 2011.

3 3 1.Awareness & Understanding of Philanthropy

4 4 One in four are aware of the term philanthropy, and feel they know what it means All adults 16+: 1,011 Ive heard of it and know what it means Ive never heard of it Ive heard of it but dont know what it means Q.1Are you aware of term philanthropy? PROBE TO PRECODES

5 5 Profile of those aware of philanthropy All adults 16+: 1,011 Aware & under- stand % Aware, dont under- stand % Not aware % Aware & under- stand % Aware, dont under- stand % Not aware % Aware & under- stand % Aware, dont under- stand % Not aware % Aware & under- stand % Aware, dont under- stand % Not aware % Gender Age Social Class Region Male (49%) Female (51%) U25 (16%) (22%) (28%) (19%) 65+ (14%) ABC1 (41%) C2DE (51%) F (8%) Dublin (28%) ROL (27%) Muns (28%) Conn/Uls (18%) Figures in brackets ( ) = national population Awareness, with understanding, is more male, 35+, ABC1 and Dublin based. Non awareness is slightly more female, U25, C2DE and Munster based. Awareness, with understanding, is more male, 35+, ABC1 and Dublin based. Non awareness is slightly more female, U25, C2DE and Munster based.

6 6 Penetration of philanthropy awareness All adults 16+: 1,011 Heard of & understand Heard of, dont understand Never heard of TotalMaleFemaleU ABC1C2DEFDub R. LeinMuns Conn /Uls %%%%%%``%% 1 in 4 have heard of and understand the term philanthropy rising to over 1 in 3 amongst the middle classes and roughly 1 in 3 in Dublin. Half of all adults have never heard of the term philanthropy, rising to 2 in 3 amongst U25s and blue collar workers. 1 in 4 have heard of and understand the term philanthropy rising to over 1 in 3 amongst the middle classes and roughly 1 in 3 in Dublin. Half of all adults have never heard of the term philanthropy, rising to 2 in 3 amongst U25s and blue collar workers.

7 7 Prompted understanding of the term philanthropy All adults 16+: 1,011 % Q.3And which if any of the following do you feel are related to philanthropy (prompted)

8 8 Precise understanding of the term philanthropy All heard of term before: 488 SpontaneousPrompted Q.2 Q.3 Can you tell me what the term philanthropy means (spontaneous) And which if any of the following do you feel are related to philanthropy (prompted)

9 9 Who has a better understanding of philanthropy? All adults 16+: 1,011 Long term commitment to givingPlanned/regular charitable giving Skewed towards 35-49s, ABC1s and Dubliners Skewed towards 50-64s, ABC1s and South/ West

10 10 2.Personal Charitable Giving Behaviour

11 11 On average, Irish people have given to charity 11 times in the past 2 years All adults 16+: 1, None 30+ Average Including none (all adults) 11 times Excluding none (all donors) 13 times % Q.4aHow many times, if any, have you given money to charity in the past two years?

12 12 Average number of donations x demographics All adults 16+: 1,011 Average times gave to charity – including none (All Adults) Average times gave to charity – excluding none (All Donors) % Number of donations peak amongst 35-49s, ABC1s and Dubliners

13 13 On average, Irish people have donated 68 in total on their last three occasions combined All adults 16+: 1,011 Up to None 200+ Average Amount over 3 occasions Including DK68.03 Excluding DK77.58 % Q.4b Thinking about the last three occasions you donated money to charity, how much in total (over the three 0ccasions) did you give? Average Amount per occasion Including DK22.68 Excluding DK25.86

14 14 Total amount donated x demographics All adults 16+: 1,011 Average amount over 3 occasions (including Dont Knows/None) Average amount over 3 occasions (excluding Dont knows/None) Women, 50-64s, ABC1s and Dublin and Leinster donate the greatest amounts.

15 15 Average amount donated per person per annum x demographics 460 million donated per annum Significant over-claim?

16 16 6 in 10 have donated on a flag day in the past 2 years, with 5 in 10 donating at a specific time of year All donated money in past 2 years: 882 % Total 000s 1,847 1,516 1,310 1, Q.5In which of these situations have you given/donated money in the past two years?

17 17 Donation type x demographics All donated money past two years: 882 GENDERAGESOCIAL CLASSREGION TotalMaleFemaleU ABC1C2DEFDublinR.LeinMuns Conn/ Uls Base: * %%%%%%%% Response to flag day Annual donation – specific time of year Response to friend/family taking part in charity event Response to advertising/ national appeal Direct debit set up myself In memoriam donation/ anniversary/birthday Direct debit set up at doorstep/on street Other Women more likely to have multiple donation routes – hence slightly higher average number of Donations, and significantly higher amount donated. Looking at two specific donation types in more detail, annual donation is older and more rural, while direct debit set up oneself is 35-49, ABC1 and Dublin Women more likely to have multiple donation routes – hence slightly higher average number of Donations, and significantly higher amount donated. Looking at two specific donation types in more detail, annual donation is older and more rural, while direct debit set up oneself is 35-49, ABC1 and Dublin *Caution low base size

18 18 3.Attitudes to Philanthropy

19 19 Annual Amount Give to Charity to be Considered a Philanthropist All adults 16+: 1,011 Under 100 2, ,999 1, ,999 10, , , ,999 Dont know 1,000,000 or more Average Amount Including DK160,000 Excluding DK185,000 %

20 20 Lack of familiarity is the dominant attitude towards philanthropy All adults 16+: 1,011 Agree strongly (5) Agree slightly (4) Neither (3) Slightly disagree (2) Strongly disagree (1) Dont know Mean Score 5/ I am not really all that familiar with the role of philanthropy in society The State, not philanthropists should be responsible to funding charities in Ireland Philanthropy has an important role to play in shopping society in Ireland Ireland has benefitted hugely from donations by philanthropists Ireland is probably over dependent on philanthropy

21 21 Amongst those expressing an opinion, there is a clear sense that Ireland has benefitted from philanthropy and that it plays an important role in society, but the lack of familiarity remains. All adults excluding dont know Agree strongly (5) Agree slightly (4) Neither (3) Slightly disagree (2) Strongly disagree (1) Mean Score 5/ I am not really all that familiar with the role of philanthropy in society The State, not philanthropists should be responsible to funding charities in Ireland Philanthropy has an important role to play in shopping society in Ireland Ireland has benefitted hugely from donations by philanthropists Ireland is probably over dependent on philanthropy

22 22 I am not really all that familiar with the role of philanthropy in society X demographics All adults 16+: 1,011 Strongly agree Slightly agree Neither Slightly disagree Strongly disagree Dontknow TotalMaleFemaleU ABC1C2DEFDub R. LeinMuns Conn /Uls %%%%%%``%% Mean Agreement peaks amongst U25s, blue collar workers and in Munster.

23 23 Ireland has benefitted hugely from donations by philanthropists X demographics All adults 16+: 1,011 Strongly agree Slightly agree Neither Slightly disagree Strongly disagree Dontknow TotalMaleFemaleU ABC1C2DEFDub R. LeinMuns Conn /Uls %%%%%%``%% Mean Agreement increases with age, is more male generally, and more middle class.

24 24 Ireland is probably over dependent on philanthropy X demographics All adults 16+: 1,011 Strongly agree Slightly agree Neither Slightly disagree Strongly disagree Dontknow TotalMaleFemaleU ABC1C2DEFDub R. LeinMuns Conn /Uls %%%%%%``%% Mean Agreement increases with age, is slightly more male, slightly more middle class, and showing a clear Munster skew.

25 25 The State, not philanthropists should be responsible for funding charities in Ireland X demographics All adults 16+: 1,011 Strongly agree Slightly agree Neither Slightly disagree Strongly disagree Dontknow TotalMaleFemaleU ABC1C2DEFDub R. LeinMuns Conn /Uls %%%%%%``%% Mean Relatively steady by demographics, slightly higher agreement in Dublin and Munster.

26 26 Philanthropy has an important role to play in shaping society in Ireland X demographics All adults 16+: 1,011 Strongly agree Slightly agree Neither Slightly disagree Strongly disagree Dontknow TotalMaleFemaleU ABC1C2DEFDub R. LeinMuns Conn /Uls %%%%%%``%% Mean Relatively steady by demographics, slightly higher agreement in Dublin and Connaught/Ulster.

27 Awareness & Understanding of Philanthropy KEY FINDINGS J.2375

28 28 Key Findings 1. Awareness & Understanding of Philanthropy 1 in 4 are aware of the term and feel they understand it, while another 1 in 4 feel they dont understand the term. Half of all adults feel they have never heard of the term. Men, over 35s, ABC1s and those in Dublin are more likely to be aware of and understand the term. Amongst those who have heard of philanthropy, 46% say it is about giving money to good causes, 42% feel it is a long term commitment of giving to good causes, while 29% feel it is planned/regular charitable giving. 1 in 4 are aware of the term and feel they understand it, while another 1 in 4 feel they dont understand the term. Half of all adults feel they have never heard of the term. Men, over 35s, ABC1s and those in Dublin are more likely to be aware of and understand the term. Amongst those who have heard of philanthropy, 46% say it is about giving money to good causes, 42% feel it is a long term commitment of giving to good causes, while 29% feel it is planned/regular charitable giving. 2. Personal Charitable Giving Irish people have given to charity 11 times in the past 2 years (on average) The last 3 donations typically amount to 68 Thus Irish people give an average of 130 per annum each Donating is more frequent amongst women, over 35s, ABC1s and Dubliners, with average donation being higher amongst the same cohort and also those in Leinster. Irish people have given to charity 11 times in the past 2 years (on average) The last 3 donations typically amount to 68 Thus Irish people give an average of 130 per annum each Donating is more frequent amongst women, over 35s, ABC1s and Dubliners, with average donation being higher amongst the same cohort and also those in Leinster. 3. Attitudes to Philanthropy On average, Irish people feel that to be considered a philanthropist one would need to be donating over 150,000 per annum. Overall attitudes towards philanthropy are positive, in that there is broad agreement that Ireland has benefitted from philanthropy, and that it has an important role to play in society. Some ambivalence emerges however, with the majority agreeing that the State, rather than philanthropists, should be responsible for funding charities in Ireland, and 40% agreeing that Ireland is over dependent on philanthropists compared to 33% disagreeing. On average, Irish people feel that to be considered a philanthropist one would need to be donating over 150,000 per annum. Overall attitudes towards philanthropy are positive, in that there is broad agreement that Ireland has benefitted from philanthropy, and that it has an important role to play in society. Some ambivalence emerges however, with the majority agreeing that the State, rather than philanthropists, should be responsible for funding charities in Ireland, and 40% agreeing that Ireland is over dependent on philanthropists compared to 33% disagreeing.


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