1. National Debtline Performance Evaluation August 2008 Prepared for: National Debtline Prepared in compliance with the International quality standard covering market research, ISO 20252 by Illuminas, Lion House, 141-145 Curtain Road, London, EC2A 3AR, UK T +44 (0)20 7909 0929 F +44 (0)20 7909 0921 E info@illuminas-global.com www.illuminas-global.com

2. 2 In order to secure ongoing support for the services offered by National Debtline, it is considered important to monitor the performance of the service against specific objectives Research objectives: To measure and evaluate the performance of National Debtline Specifically, to look at caller satisfaction with the overall service, including the telephone advice service, the email service and the website To compare performance measures with previous years to investigate whether any significant changes are evident To look at immediate & on-going impact of contact with National Debtline In particular, to investigate the impact of contact with NDL on a caller’s ability to manage their money and debt To look at any wider issues that may result from contacting NDL and the impact on overall control of finances Background: a measure of performance

3. 3 A quantitative approach providing robust measurement  Performance evaluation  15-minute telephone interviews with individuals who had contacted National Debtline between September 2007 and February 2008 250 interviews with callers from England & Wales 50 interviews with callers from Scotland Total 300 interviews  Longitudinal impact evaluation  15-minute telephone interviews with individuals who had contacted National Debtline 2 years ago, 4 years ago and 5 years ago 2 years on callers : Participated in performance evaluation survey ‘06 Total 90 interviews 4 years on callers: Participated in longitudinal impact survey ‘06 and performance evaluation ‘04  Website pop-up survey Total 450 responded Pop up survey on NDL website Total 41 interviews 5 years on callers: Participated in longitudinal impact survey ’06 and ‘04 and performance evaluation ‘03 Total 31 interviews

4. 4 Methodology  All fieldwork conducted by The Wire, Illuminas’s own telephone and online interviewing unit  Data sources:  Performance evaluation:  Caller details provided by National Debtline  All provided consent for details to be passed on to a third party for purpose of research  Longitudinal impact:  Those who participated in previous waves of research and agreed to be re-contacted - 162 interviews achieved  Website evaluation:  Pop-up placed on National Debtline website during May – July 2008

5. 5 Overview of Performance Evaluation  Executive summary  Part I: Performance evaluation  Performance evaluation: key measures  Making the first call: awareness and experience  Delivering advice: literature and website  Part II: Website evaluation  Part III: Longitudinal impact evaluation  Longitudinal impact evaluation: key measures  Practical long-term benefits  Wider impact of contact  Literature  Summary and conclusions  Appendix  Performance evaluation  Website evaluation  Longitudinal evaluation

6. Executive Summary

7. 7 Executive Summary: A continued success story  Continuing short and long-term satisfaction:  Both recent callers to National Debtline and callers who used the service some time ago report high levels of satisfaction with the service received:  …95% of callers satisfied who used the service during 2008  …94% of callers satisfied from two years ago  …92% of callers satisfied from four years ago  …97% of callers satisfied from five years ago  High levels of recommendation:  Majority find the information provided by National Debtline extremely helpful and are keen to recommend it  75% of 2008 callers found the advice to be extremely helpful  85% of 2008 callers would definitely recommend the service to someone experiencing debt difficulty  Reducing debts over time:  For many, speaking to National Debtline prompts them to take positive action to reduce their debt  Of those callers who spoke to National Debtline 2 years ago, 19% no longer have any outstanding debt, while 27% of callers from 4 years ago and 32% from 5 years ago no longer have any outstanding debt  Use of the website:  Website usage continues to increase in terms of first time and repeat usage – and is rated now even more highly than two years ago, particularly in terms of ease of use (a major positive attitudinal shift seen among callers in Scotland)  Areas for consideration:  Those with new debt are much more likely to be those who first called five years ago (and are less likely to be confident about managing money and feeling in control of life). Proximity to the advice engenders confidence and control

8. 8 Executive Summary: Performance Evaluation (I) Continuing high levels of satisfaction and recommendation in 2008 78% of callers were very satisfied with the service 75% of callers found the information and advice provided to be extremely helpful 85% of callers would definitely recommend the service Encouragingly, satisfaction amongst callers in Scotland is now largely on a par with callers from England 72% of callers in Scotland were now very satisfied with the service versus 66% in 2006 78% now found the information and advice provided extremely helpful versus 66% in 2006 A large proportion of callers were prompted to take direct action after contact 70% of callers contacted the companies they owed money to and 76% of these callers came to an arrangement with the companies using the advice provided by NDL 91% of those callers who contacted and made arrangements with companies have kept to the agreement  Contact also had a positive attitudinal effect on managing debt  90% of callers agreed they felt more knowledgeable about financial matters overall  85% of callers agreed they felt less likely to find themselves in a similar situation again  84% of callers agreed they felt more confident about managing money in general

9. 9 Executive Summary: Performance Evaluation (II) Mixed levels of awareness of what the service offered before contact  39% of callers knew nothing about what the service offered when they first called NDL  59% of callers knew that National Debtline offered advice on handling debts  The Internet is an ever-increasing source of awareness of National Debtline  27% of callers first heard about NDL via the internet (versus 22%, 15% and 11% previously) High levels of praise reserved for NDL advisers 80% of callers strongly agreed that the adviser was easy to talk to 84% of callers strongly agreed that the adviser dealt with their situation in a professional way 65% strongly agreed they had a better understanding of how to manage debt as a result of NDL Increased use of website continues in 2008 Website rated more highly against all performance measures  A vast increase in proportion of callers able to reach an adviser the first time they called  80% of callers got through first time (versus only 53% in 2006) Note: substantial positive shift in scores amongst callers in Scotland Overall, and in terms of contact with advisers, literature and website

10. 10 Performance Evaluation: Website Evaluation (I)  Website searches are an extremely effective method of drawing people to the website  Half (50%) of website users found the NDL address via an internet search  However, a significant proportion (23%) experienced problems finding the NDL website Website being used even more fully in 2008 59% of users this time versus 38% in 2006 had searched for information/ advice about debt NDL clients are almost twice as likely this time to have: viewed templates; downloaded templates; accessed factsheets; used budget sheet; etc  Some evidence to suggest the website is assisting more users to take productive action  48% of users this time versus 36% in 2006 state are going to contact creditors Reactions to the website even more positive in 2008 E.g. 80% of users this time versus 71% in 2006 rated the website as “good” or “excellent” for providing easy-to-understand information

11. 11 Executive Summary: Longitudinal Evaluation (I) High levels of satisfaction and recommendation remain over time 98% of callers from 2 years ago, 95% from 4 years ago, and 96% from 5 years ago were satisfied with the service they received from National Debtline 98% of callers from 2 years ago, 97% from 4 years ago, and 100% from 5 years ago would recommend the service Previous callers appear successful in reducing their debts 19% of callers from 2 years ago no longer have an outstanding debt 27% of callers from 4 years ago no longer have an outstanding debt 32% of callers from 5 years ago no longer have an outstanding debt A high proportion of respondents are able to maintain payment arrangements over time 78% of callers from 4 years ago contacted companies they owed money to and 81% of these callers came to an arrangement with these companies Of those callers who had made arrangements, 92% kept to these arrangements. The majority of these arrangements had been made over two years ago

12. 12 Executive Summary: Longitudinal Evaluation (II)  Evidence suggests there are wider consequences of debt  36% had visited a doctor because of the stress of debt  23% had time off work as a result of stress  Respondents report that contacting NDL engenders self-sufficiency in financial matters  Around 6 in 10 callers from 2-4 years ago strongly agreed they were more in control, more knowledgeable, or more confident about managing their money. However, those from 5 years ago were slightly less likely to strongly agree (and are more likely to have new debt)  Literature provided by National Debtline is shown to be of high value over time  83% of callers from 2 years ago and 84% from 4 and 5 years ago reported that they read the literature and stored it for future reference  38% of these callers have looked at the information since they first stored it  NDL advice has a positive impact on callers’ emotional states in particular  9 in 10 of callers from 2 to 5 years ago state this

13. Part I: Performance Evaluation

14. Performance Evaluation: Key Measures

15. 15  Overall, how satisfied with service you received from National Debtline? The service continues to generate high levels of continued satisfaction amongst callers  Overall satisfaction remains at the same level as 2006 (95% satisfied)  Callers in Scotland appear less content than callers in England and Wales, albeit satisfaction levels in Scotland are increasing after a slight dip in 2006 Base: all (300) Base: Scotland (50) % % very satisfiedTotalScotland 20087872 20067966 20057976 20047469

16. 16 Reasons for satisfaction (I) They gave me the information that I needed; they were very helpful, very pleasant and understanding I phoned them up in distress; they were able to calm me down, listen to me and then explain the procedure. Sometimes I got lost and they very carefully explained it again…they held my hand all the way They went extra mile for me… they were very informative and sent everything out that they said they would do Whenever I phone they are very understanding. They don't try to hurry you; they give you all the time in the world, are very professional and very effective They were very understanding, gave a personal touch and didn't make you feel awkward or uncomfortable; they were all very polite and listened very well They were very friendly, non judgmental and they put me at ease They spoke to me in a language that I understood They are readily available to call without an appointment I felt that they knew what they were talking about and that it was objective I was impressed with the level of professionalism, comprehensive knowledge and response

17. 17 Reasons for satisfaction (II) National Debtline put everything into perspective for me They made me feel equipped to deal with the people who were taking financial advantage It is nice to be able to speak to people who are very neutral You are not treated just as a number - you are treated with a bit of respect They were there every step of the way, I only needed to phone them in order to calm me down They were polite, helpful and not judgmental; providing great advice, and being really understanding…They were wonderful and supportive They put me on the right track and enabled me to organise things properly…things are now controllable whereas before they weren’t Excellent advice and step by step procedures It was like speaking to a friend

18. 18 Reasons for dissatisfaction They explained everything fairly clearly and gave me ideas on what to do but didn't answer all of my questions I suppose they didn't really tell me anything that I wasn't aware of They were pretty good when I spoke to them on the phone but they did not follow up too well The leaflets they promised they would send never arrived I think I was expecting a little bit more - personal advice rather than the basics The adviser was quite patronising - he spoke to me as if he thought I was a bit of an idiot because I was in debt Although they sent out a very useful information pack, I could have done with a bit more follow up from them When I wanted to get in touch with them I could never get a reply at the end of the phone, it was an answering machine

19. 19  Thinking about all the information and advice you received specifically from National Debtline, how helpful was it to you in dealing with your debt problem at the time? NDL is often praised for helping manage debt  If someone you knew found themselves in difficulty with debt, how likely would you be to recommend National Debtline as a source of advice? % Base: all: 300 %  Majority of respondents find service of considerable assistance, which translates into high recommendation Total Scotland 20087578 20067566 20057976 20047769 Total Scotland 20088580 20068982 20058986 20048781 Extremely helpful Definitely recommend

20. 20 Why recommend NDL? (I) People on the phone are very sympathetic, they don't patronise you in any way Both the people I spoke to were non judgmental and that's very important It is a very good starting point because they help to clarify things that may be bothering you unnecessarily. They have a better understanding of all these things because they do it on a day to day basis They gave a few options…an informed choice, they didn't make decisions for you National Debtline explained my problems to me in simple language and made it simpler for me to understand where I was going. I phoned them as a last resort; it should have been my first resort You realise you're not the only fish in the sea, you find out there are a lot of people in the same situation The information I've received and the confidence they've given me to get my dignity back The advice is good and helpful, it is a whole weight off your shoulders Overall it's an exceptional service…it is an organisation that is helping people in despair

21. 21 Why recommend NDL? (II) When you find yourself in a situation where you owe money, it is better to take positive action…The advice I was given enabled me to do this rather than sitting down worrying and hoping the problem would go away…it won't go away It was easy to deal with the people at NDL, you feel comfortable talking to them because you feel they are on your side The advice is clear, concise, helpful… knowledgeable and well considered. The advisers are friendly and sensitive and if, at any point, they feel unable to respond to your query they consult a colleague who can help them give the correct information. It makes you feel less alone, it gives you the sense that there is someone who will support you and argue your case I felt that once I talked to the debt line I was able to go back to my creditors and talk with more authority They take away the worry…and give you a light at the end of the tunnel It was a bit like a financial Samaritans…they help you at every turn In the first instance, I had to make four phone calls to actually get through to them. When I spoke to them about the situation, they seemed to feel that I could manage it myself by sending me through an information pack which I didn't really want …or why would you not recommend them?

22. 22 NDL contact encourages repayment of debt  National Debtline continues to successfully assist callers to take direct action  After contact with National Debtline, 53% of callers took action to repay their debts and have successfully kept to these arrangements Did you yourself contact any of the companies you owed money to after receiving advice from National Debtline? YES: 70% Base: all (300) And as a result of this, did you come to any agreement or make any new arrangements with the companies you owed money to using the advice provided by National Debtline? YES: 76% Base: all who contacted companies (209) And have you managed to keep to the arrangement which you agreed to? YES: 91% Base: all who contacted companies and came to agreement: 158 YESTotal Scotland 20089186 20068486 200586100 20048895 YESTotal Scotland 20087662 20067170 20056862 20048170 YESTotal Scotland 20087068 20067260 20056852 20046356 At time, any apply…% On DMP17 Already declared bankrupt 1 Had IVA with companies owed money to 13 Contacted companies owed money to 26 Not contacted companies owed Not come to arrangement Attempt to make any new arrangements with companies owed money to using advice provided by National Debtline:

23. 23 NDL advice has a profound impact on future money management  Contact had a positive attitudinal effect on managing debt, and empowered callers Base: all (weighted): 300 200868 20067564 20056465 20046575 20086252 20065960 200556 20045860 % Strongly agree YearTotal Scotland 20085862 20066052 200554 20045750 20085354 20066046 20055453 20045658 20085648 20066056 20055658 20045867

24. 24 The importance attached to the contact  How would you describe how the service provided by National Debtline has helped you in terms of managing money and debt? The budget plan that National Debtline sent to me and I downloaded actually gave me a realistic understanding of my entire financial position It has helped me realise that you can spend too much money too quickly on a credit card…It is so easy to get into debt and a lot harder to get out of it They have been instrumental in everything I have had to deal with; they have helped me tremendously. They have encouraged me to deal with things straight away…however little, just to make sure every payment is made on time It has helped me understand the pitfalls of borrowing on top of loans and how that can put me into huge debt without noticing It has encouraged us to set a specific budget per month and we're now very strict with keeping to it I feel like I am working for me now and not just working for everyone else to take my money It simplified things and made things easier to understand; the information was very clear

25. Making the first call: Awareness and Experience

26. 26 Most are aware NDL is a debt advisory service; unsurprisingly knowledge somewhat unrefined at first call stage  Mixed levels of awareness surrounding what the service offered:  Just over half (59%) of callers knew that National Debtline offered advice on handling debts  39% of callers knew nothing about what the service offered when they first called  Internet an increasingly important source of awareness  How did you first hear about National Debtline? % Base: all (weighted): 300 Other sources include: Bank/ building society Radio Poster/ leaflet Creditors 2008 = 27% 2006 = 22% 2004 = 15% 2003 = 11%

27. 27  Thinking about when you first rang National Debtline, how many times did you have to ring before you got through to an adviser? NDL is now more accessible; moreover, vast majority of callers were given most of the advice they needed  A vast increase in proportion of callers able to reach an adviser first time they called  Once they had spoken to an adviser, majority of callers happy with service they received  94% of callers felt that length of their first call was about right  51% given all the advice they needed, with a further 39% given most of the advice they required  How many times have you spoken to National Debtline? % % Base: all (300) %

28. 28 NDL is often the first port of call for debt advice Had you contacted anyone else for debt advice before you spoke to National Debtline ?  Who else have you contacted? % % Base: all (300) Base: all who had contacted someone else prior: 95  National Debtline often first point of contact for debt advice (for two-thirds, as in 2006) As in previous waves, CAB is most common alternative source of debt advice Other includes: trading standards, solicitor, other websites Used a fee-charging debt consultancy service, before spoke to NDL? %

29. 29 First call with NDL rated highly  Respondents were asked to think back to how they felt after their first call with National Debtline and to rate the service on a number of measures:  High levels of praise for contact enjoyed with National Debtline Base: all (300) % 20088076 20068380 20058276 20048169 % Strongly agree YearTotal Scotland 20087276 20066964 20057062 20046763 20086870 20066964 20056949 20046556

30. 30 Vast majority proffer strong praise for NDL advisers  Service successfully provides strong support to callers, both in terms of emotional assistance and practical support  Interpretation and application of advice is likely to be more challenging for some callers  Callers in Scotland views largely on a par with callers in England and Wales  Callers in Scotland this time more likely to strongly agree than in 2006 that adviser understood their situation, and dealt with problem in a sensitive way  No notable shift in views of England and Wales callers against each performance measure % Base: Callers in Scotland: 50 Base: all (weighted): 300 Total84858483 Scotland76788471 ‘08‘06‘05‘04 Total79827877 Scotland78807663 Total79808177 Scotland84748067 Total7776 75 Scotland74627067 Total74767475 Scotland68717065 Total65616766 Scotland64566250

31. 31 Service improvements  What could National Debtline do to improve the service they offer? I think that some of the advisers are a bit abrupt Get more operatives…it’s getting harder and harder to get in contact with them It’s a pity that they are not better known so that they could help others Sometimes it takes a long time to get hold of them Better advertisement of what they can actually do for you More face to face contact It is important to let people know that it is free, impartial and not for profit A follow up call to see how someone is getting on If they could provide a bit more information for people at the early stages E.g In school

32. 32 Only a minority are currently on a Debt Management Programme. NDL less likely to be involved this time  24% of respondents were on a debt management programme at the time of responding to the survey (no significant difference to 2006)  NDL acting as intermediary in set-up by CCCS has halved  Set up by CCCS/ Payplan after NDL referral down a third  Who was it that set up the debt management arrangement for you? % Base: all on debt management programme (2006: 75; 2008: 71) Fee- charging debt management company Total Base: on DMP21 Yes, fee charging43% No57%

33. Delivering Advice: Literature and Website

34. 34  Thinking about information which was sent to you, how would you rate it in terms of the following? The quality of the literature is high  Vast majority (92%) recall receiving literature after having spoken to NDL  Most rate the literature very highly against all assessment criteria  Big shift in levels of satisfaction with the literature amongst callers in Scotland – significantly more likely to state very good against each measure % Base: all who recall literature sent:275 Base: Scotland: 46 Total75747375 Scotland78677072 ‘08‘06‘05‘04 Total72737068 Scotland7465 57 Total69706968 Scotland7863 61 Total70696772 Scotland72576759 Total68666465 Scotland72616554

35. 35 Half of callers visited the website - mostly before speaking to NDL, further visits followed from most  Growth – albeit less marked this time – in visiting National Debtline website  47% of callers now, compared to 43% and 24% in 2006 and 2004 respectively  Majority (71%) of those who have visited, visit again (22% five or more times)  Multiple motivations/ usage of website – finding out about service offered by NDL, search for debt information/ advice, and find NDL telephone number most frequently cited Did you visit the website… Before calling NDL: 69% After calling NDL: 20% Before and after: 10% % Base: all who have visited NDL website: 140 (NB: Prompted response)

36. 36  How would you rate the website in terms of the following? The website is rated even better than before, particularly amongst callers in Scotland % Base: all who have visited website: 140  Website even more likely to be viewed as clear and effective – most state “very good”  Major positive attitudinal shift amongst callers in Scotland about website Base: all callers in Scotland who have visited website: 29 in 2006 and 23 in 2008 (base too small in previous waves) Total6561 Scotland7045 ‘08‘06 Total5955 Scotland5738 Total5953 Scotland5741 Total6253 Scotland7034

37. Part II: Website Evaluation

38. 38 Search engines remain the dominant means by which the National Debtline website address is found How did you find the National Debtline website address? Base: all who completed on-line survey (475 in 2006, 450 in 2008)  Half find the website by searching though an internet search engine, with a further 1 in 7 via the Citizens Advice Bureau. No significant change between 2006 and 2008 Other sources mentioned: Yellow pages Credit reference agencies Moneysavingexpert.com Through work/ job

39. 39 A significant proportion experienced problems finding the National Debtline website Q. Some people have stated that they had problems finding the official National Debtline website and tried other websites with similar names or website addresses first, did you experience this problem ? Base: All respondents who found the website via Internet search engine (220) Base: All respondents who found the website via Internet search engine and had difficulty finding it (51) Q. Experiences and details of other websites tried first?

40. 40 Website visits are mostly for finance/ debt advice Most visit website to look for help and advice on the financial/ debt problems they are experiencing; one in five visit specifically to access the letter templates Base: all who completed on-line survey (450) I've just had a threatening phone call and need some advice urgently I need further help in writing letters and the info on the website is really really good and helpful I’m reaching the end of my tether with debt and have finally decided to take the bull by the horns and do something about it!

41. 41 The proportion of callers who had previously contacted National Debtline increased - both by phone and visiting the website Have you visited the National Debtline website before? Have you spoken to National Debtline advisers by phone? Base: all who completed on-line survey (475 in 2006, 450 in 2008) 2006 2008 2006

42. 42 Though numbers of callers contacting other advice sources is largely consistent, those who do so are contacting a wider range of sources than before Who else have you contacted ? Base: all who contacted someone else for advice (146 in 2006, 154 in 2008) Q. Have you contacted anyone else for advice on managing money and debt? 20062008 Who else have you contacted ?

43. 43 The website is being used for a broader range of purposes than before The proportion who have used the website for a variety of purposes has markedly increased since 2006. And there are still more who intend to use each service Base: all who completed on-line survey (475 in 2006, 450 in 2008) 2006 2008 Searching for information and advice about debt Finding out more about the service National Debtline offers Viewing/ downloading sample letters Accessing the factsheets Downloading self help information pack

44. 44 Number of uses to which website is put to is growing  Further evidence of website serving plethora of needs Base: all who completed on-line survey (475 in 2006, 450 in 2008) 2006 2008 Using the personal budget sheet Finding the telephone number for National Debtline Emailing National Debtline for advice Requesting documents to be posted to you Did you find what you were looking for? Base: all who completed on-line survey (450)

45. 45 The website is consistently rated even more highly than in 2006 (across all measures) 2006 2008 Easy to understand information Amount of information General content Presentation of information How do you rate the website in terms of: Already positive in 2006, perceptions of every area of the website have improved in the last two years Base: all who completed on-line survey (475 in 2006, 450 in 2008) Ease of use Ease of finding information Design 2006 2008 2006 2008 2006 2008 2006 2008 2006 2008 2006 2008

46. 46 Additional user comments Feedback regarding site is mainly positive, with some small criticisms An excellent source of reliable information Extremely helpful & knowledgeable. Thank you Your interactive personal budget sheet is a marvel Much needed and useful resource for both the general public looking for information and advice and for advisers to use as a resource tool I’d like the budget sheet to be downloadable in Excel so it can be altered/ managed. I had to print out a few before I got it about right I think that your fact sheets are the best that are available I think your service should be in receipt of some sort of recognition for the support and help you are clearly providing. Thank you thank you thank you thank you!!! I have emailed National Debtline several weeks ago now, and have not received any response - this is very disappointing given the quality of service in terms of advice available on the web pages Fantastic service that has helped me more than once! It should have a discussion forum so we can all help each other more Make it easier to find from an internet search engine

47. 47 What is the next step you are going to take in terms of managing your money and debt? Base: all who completed on-line survey (475 in 2006, 450 in 2008) (NB: Prompted responses)  Sizeable growth in number planning to contact creditors. Similar proportion now versus 2006 intend to complete a budget form or contact National Debtline next There has been a clear increase since 2006 in the number of callers who state that they intend to contact their creditors following advice *1 *1 Addition to 2008 questionnaire

48. Part III: Longitudinal Impact Evaluation

49. Longitudinal Impact Evaluation: Key Measures

50. 50 Positive impact of contact with National Debtline has lasting effect, and does not appear to weaken over time  Over three quarters rated advice/ information first received as extremely helpful in dealing with their debt at that time Impact of NDL service is deep and long-lasting 2 years on 5 years on 98% Base: All 2 years on (90), All 4 years on (41 ), All 5 years on (31) 4 years on 95% 96% 2 years on 5 years on 4 years on 94% 92% 97% And virtually all would recommend National Debtline to someone they knew in difficulty with debt  Again deep felt and lasting And satisfaction with all elements of service remains broad over time  Intensity of satisfaction marginally higher amongst first contacted 4 years back 2 years on 5 years on 4 years on 98% 97% 100%

51. 51 Proportion of respondents who currently have outstanding debt Debt is being successfully managed over time Previous callers appear to be successfully reducing their debts over time 4 years on5 years on Of those who have outstanding debt, the majority (76%) are dealing solely with the same debt as before. Those with new debt were much more likely to be those who first called five years ago 2 years on Base: All 2 years on (90), All 4 years on (41 ), All 5 years on (31)

52. 52  Initial contact appears to help prompt action towards reducing debt  Over time respondents are able to maintain these arrangements  A small pocket of ‘5yrs on’ clients required recent new arrangements After initial contact with NDL, most agree – and then maintain – arrangements with creditors Came to an agreement/ made new arrangement using NDL advice? Two years on: 81% Four years on: 81% Five years on: 89% Base: all came to agreement 2 yrs (63), 4 yrs (32) and 5 yrs (19) Kept to the agreed arrangement? Two years on: 90% Four years on: 92% Five years on: 94% Contacted companies to whom money was owed? Two years on: 70% Four years on: 78% Five years on: 61% Base: All 2 years on (90), All 4 years on (41 ), All 5 years on (31) How long have you had this arrangement? Less than 6 months: 6% 6-12 months: 24% Longer than 1 year: 48% Longer than 2 years: 22% How long have you had this arrangement? Less than 6 months: 5% 6-12 months: 5% Longer than 1 year: 35% Longer than 2 years: 55% Base: all who came to an arrangement with creditors and kept to it: Two years on (46), four years on (20) and 5 years on (16) How long have you had this arrangement? Less than 6 months: 25% 6-12 months: 19% Longer than 1 year: 6% Longer than 2 years: 50% Attempt to make any new arrangements using NDL advice? 35% Base: all not come to arrangement (20) Action taken after initial NDL contact:

53. 53 Of those callers who didn’t contact companies to whom they owed money after NDL advice, most had already contacted them or had existing arrangements in place  24% had not contacted companies owed money to after receiving advice At time, any apply…% Base:(48) I had already contacted companies owed money to27 On DMP25 Had IVA with companies owed money to15 Already declared bankrupt6 Situation when received advice… None of above applied19 Other help8

54. 54 NDL advice helped the vast majority to manage money and debt on an ongoing basis – and change their life How helpful has the information and advice from National Debtline been in helping you deal with money and debt on an ONGOING BASIS? 2 years on 5 years on Base: All 2 years on (90), All 4 years on (41 ), All 5 years on (31) 4 years on How has National Debtline affected you in the widest sense ? 10 No impact on you whatsoever Fundamentally changed your life 5 % scoring 7+ (major impact): 2 yrs on – 71% 4 yrs on – 78% 5 yrs on – 61% 1 Five years on: 6.9 Four years on: 7.4 Two years on: 7.5

55. Practical long-term benefits

56. 56 NDL advice is valuable in dealing with the immediate problem - and its impact remains valuable over time You have a better understanding of how to manage your debt as a result of contacting NDL Contacting NDL was a positive step towards managing your debt Took action on managing debt as a direct result of contact with NDL Base: All 2 years on (90), All 4 years on (41 ), All 5 years on (31) Strongly agree Total agree 84% 80% 78% 90% 92% 87% 88% 86% 78%

57. 57 I feel more in control of my life as a result I am more knowledgeable about financial matters overall I feel more confident about managing my money in general Base: All 2 years on (90), All 4 years on (41 ), All 5 years on (31)  Callers from 5+ years ago are less likely to strongly “feel more in control of (their) life” or “more confident about managing (their) money”; especially if acquired new debt since the call I feel less likely to find myself in a similar situation Total agree 90% 76% 80% % Strongly agree 90% 78% 77% 89% 81% 80% 88% 85% 81% Similarly, contacting NDL is often felt to engender self-sufficiency in financial matters

58. 58 How has the service helped? It has turned my life around. The whole situation terrified me and I didn't believe that there was a way out…I can now handle my finances It taught me a very valuable lesson in life; my attitude to money is now very different and I would never ever be in debt again It alerted me to or rather clarified what my options were. I was not aware of the concept of prioritising, paying off one kind of debt over another NDL helped me to look at what money was coming in and what was going out and now I seem to be managing it better…I have cut all my credit cards up They've helped me considerably by talking me through it, both managing it and coping with it It made me unbury my head from the sand and made me face my commitments Extremely helpful because everything was put into black and white and I could choose which option to go for It certainly took the pressure off me - it feels like a bit of a victory It has made me realise how silly I've been in the past handling money and finances - I won't be getting into debt again It has enabled me to move on with my life

59. Wider impact of contact

60. 60 NDL advice has a positive impact on most aspects of well-being  36% had visited Doctor because of stress caused by being in debt  23% had time off work as a result of stress 8992 9010- 9063 Positive No difference Negative 64341 7624- 7426- 76231 8812- 8119- 69292 83152 8119- 4454- 56412 4852- 87121 937- 946- No notable variation by longevity % Positive impact

61. Literature

62. 62 Literature is highly valued; over time, recall, engagement and value are exceptionally high High proportion of respondents keeping original literature confirms its value among National Debtline callers, even over time Over 92% of callers recalled receiving literature after their first contact with National Debtline  What did you do with the information you received? 84% of callers from 4 and 5 years ago reported that they read and acted on the information, reinforcing its long-term value Base: All recall received postal information (149) 38% have looked at this information since they first received and stored it (36% amongst 5 years on) – further evidence of its longevity

63. Summary and Conclusions

64. 64 Conclusions: service is consistently strong; callers are satisfied; debt is being reduced over time High levels of satisfaction continue, over the long and short terms 78% ‘very satisfied’ with overall service in 2008 85% of 2008 callers ‘would definitely recommend’ service The majority of callers take some form of positive direct action after speaking to National Debtline 53% of callers in 2008 took action to repay debts and have successfully kept to arrangements Respondents report feeling empowered to deal with financial matters following contact with NDL 90% of 2008 callers felt more knowledgeable about financial matters 85% of 2008 callers felt less likely to find themselves in a similar situation again Major positive shifts include: Higher website rating - more effective, clearer and easier to use with services used more fully Callers in Scotland are now more satisfied – largely on a par with England & Wales re. adviser, literature and website experiences Improved ability to reach an adviser first time Areas for consideration New debt levels seen amongst those who first called five years ago – this group appears less confident and less in control

65. Performance Evaluation: Appendix Information

66. 66 Only a minority contacted other advice sources – CAB and CCCS mostly Had you spoken to anyone else for advice on managing money or debt since your calls to National Debtline?  Who else have you contacted? % % Base: all: 300 Base: all respondents who had contacted someone else: 82  Only a minority sought additional advice once they had contacted National Debtline  Of those who did, Citizens Advice was again the most likely alternative

67. 67 Email option not ‘top of mind’  Were you aware that you could contact NDL for advice by email?  Did or would you consider emailing NDL for advice rather than contacting them by phone? % %  Why wouldn’t you consider emailing National Debtline? Prefer to speak to somebody: 58% Quicker/ more immediate response by phone: 8% Telephone more personal: 35% Find it difficult to express self/ problems in writing: 8% Base: all who visited NDL website and not contacted NDL by email (weighted): 113

68. 68  How would you rate the email service in terms of… Only a small proportion had visited website and emailed NDL  When did National Debtline reply to your email? Of 8 who visited NDL website and emailed NDL  5 stated within 24 hrs  2 stated within 2 or 3 days  1 can’t remember How did they reply: 3 stated via email 3 stated via telephone Base: all who visited website and contacted NDL by email (8) !!Small base!! Very satisfied Fairly satisfied Neither/ nor Fairly dissatisfied Very dissatisfied [All received reply by email] The quality of information/ advice offered 111-- The way they responded to your email 52--- The speed of response to your email 61--- (Number of respondents)

69. 69 Additional comments It is an important service and I hope it continues the good work I think it’s great that there is someone who is non judgmental and supportive to talk to in a crisis It is a fantastic service and it has changed my life I think it is invaluable especially for people who are on low income who cannot afford to pay for advice I did not know about them until I saw them on the internet. They need to make themselves more visible I wish I had have known about this service before Being from Scotland, I am sometimes unsure if advice is totally correct as the English and Scottish systems are different

70. 70 Type of debt: credit card and loans most prevalent  Which types of debt did you have when you first contacted National Debtline? Base: England and Wales: 250, Scotland: 50 %

71. 71 Amount of debt: average was £23,024  What was approximately the total amount of debt you held at the point when you contacted National Debtline? % Base: England and Wales: 250, Scotland: 50 Mean debt* Total£23,024 Eng & Wales£23,444 Scotland£20,907 On DMP£32,051 Not on DMP£20,257 * Ex undisclosed/ unsure

72. 72 Demographics – performance evaluation Gender Age % % Base: all (300) Ethnicity %

73. 73 Demographics – performance evaluation % % Employment Status Marital Status Base: all (weighted): 300 % Dependant children living at home Predominantly unable to work due to ill health/ disability

74. 74 Gross household income: average was £22,495 Base: all (300) % Mean income* Total£22,495 Eng & Wales£22,539 Scotland£22,227 On DMP£23,176 Not on DMP£22,263 * Ex undisclosed/ unsure Nb 36% did not disclose

75. Website Evaluation: Appendix Information

76. 76 Reasons for using the website Often, users come to the website seeking specific information: A number of other users were browsing the site on behalf of other people or for general research purposes: I need help with a sample letter I work in a CAB and know that your fact sheets are excellent. I wanted to give one to a client Primarily for help for a friend, who has already consulted CCCS I’d like to find some information on IVAs I have currently got several thousand pounds worth of debt and don't know where to start clearing it.... To add a shortcut to my desktop Work related research - trying to find info on bankruptcy Research for a college project My daughter is being chased by debt collectors for a debt she does not owe I work for a social landlord and need to see what help can be offered to tenants in debt To re-enforce information contained in National Debtline's booklet

77. 77 Feedback on the website Those who have used the website generally find what they are looking for and are impressed with the information available. Others would prefer to speak to someone as they feel this is a quicker and easier process There's nothing they could do to improve it, it’s a fantastic service Clear understandable layout, detailed site map, not using long words - putting the content into layman terms To a certain extent, you don't know the right questions to ask; it's a learning process, out of expediency it's better to have somebody to talk to I prefer talking to somebody who can sort it out quickly I don't see the point e-mailing when you're dealing with something as complex as debt because the only thing you could email is 'help somebody get in contact with me'

78. 78 Awareness of National Debtline: Internet search and Citizens Advice most frequently cited sources How did you first hear about National Debtline? Base: all who completed on-line survey (475 in 2006, 450 in 2008) Other sources mentioned: Previous knowledge Yellow pages Credit reference agencies Moneysavingexpert.com Through work/ job

79. 79 Demographics – website survey Age Gender Base: all who completed on-line survey (475 in 2006, 450 in 2008) 2006 2008 2006

80. 80 Demographics – website survey Ethnicity 2008 2006 Base: all who completed on-line survey (475 in 2006, 450 in 2008)

81. 81 Demographics – website survey Marital status Employment status Base: all who completed on-line survey (475 in 2006, 450 in 2008). Refused not shown 2008 2006

82. Longitudinal Evaluation: Appendix Information

83. 83 A quarter had experienced further money and debt difficulties 4 plus years on  Since last call to NDL, encountered any further difficulties with managing money and debt… Who else contacted?2 years on callers (number of callers) 4 years on callers (number of callers) 5 years on callers (number of callers) Citizens Advice201 CCCS100 Family/ friends100 Other free debt advice120 Other323 Base: All who contacted somebody else for advice - 2 years on (6), All 4 years on (4), All 5 years on (4) Contacted anyone else for advice: 4 respondents 6 respondents Base: All 2 years on (90), All 4 years on (41 ), All 5 years on (31) Base: all 2 yrs (12), 4 yrs (10), 5 yrs (7)

84. 84 Contacting creditors was most likely action taken following advice from NDL. DMP/ pay plan more prevalent amongst “2 yrs” What actions have you taken as a result of the advice provided by National Debtline?

85. 85 If in similar debt situation, half state would contact creditors and a quarter would call NDL (unprompted) Imagine you had a similar debt problem to the one you originally contacted National Debtline about. What specific steps would you take to help yourself out of the situation? Base: All 2 years on (90) All 4 years on (41) All 5 years on (31) %

86. 86 Service improvements Actually getting through to them in the first place is the main downfall I think it should be advertised even more…I had to go looking for it If anything, NDL could improve by just shouting a bit louder (about what it does) The documents they send could be a bit more concise Give some example of responses from creditors who have received letters which have been sent out as instructed by National Debt Line When they send out the information it should be more specific to my needs rather than just a blanket booklet Just have more phone lines More user interactions with the service, an online forum for example A call back in the future to see how people are getting on Face to face contact to be available

87. 87 Range of bodies set up DMP arrangements If on a debt management programme, who was it that set up this arrangement for you? Base: All on debt management programme – all years (53)

88. 88 Demographics – Longitudinal evaluation Age 2 years on callers 4 years on callers % General population age breakdown % General population Source: ONS (% under 15 not shown) 5 years on callers Base: All 2 years on (90) All 4 years on (41) All 5 years on (31)

89. 89 Demographics – Longitudinal evaluation 2 years on 5 years on % Employment Status Marital Status % 4 years on 2 years on 5 years on 4 years on Base: All 2 years on (90) All 4 years on (41) All 5 years on (31) Refused not shown

90. 90 Gross household income – Longitudinal evaluation % Base: All 2 years on (90) All 4 years on (41) All 5 years on (31) Mean income* Total£21,319 2 years on£20,699 4 years on£22,922 5 years on£21,120 * Ex undisclosed/ unsure

91. 91 Total current debt – Longitudinal evaluation % Base: all with outstanding debt 2 years on (73) 4 years on (30) 5 years on (21) Mean debt* Total£23,109 2 years on£26,355 4 years on£19,580 5 years on£17,267 * Ex undisclosed/ unsure Refused not shown

92. 92 Type of debt (unprompted) – Longitudinal evaluation Which types of debt do you currently have? Base: all with outstanding debt 2 years on (73) 4 years on (30) 5 years on (21)