CHARITY UK

 The aim of this report is to develop a successful fundraiser.  The report begins by providing the general information about the charities in UK. This report contains findings to which belong: charities UK, focus group results, recession, what charities people prefer, how people donate, what makes people give to the charity, how charities operate, the most popular charities, celebrity endorsement, legislation, group charity event and the last part is recommendations. 

CHARITY UK 

The Charities Foundation Report says that United Kingdom is the eight in the world of the most charitable nation (The Charities Foundation Report, 2010).  In giving money the United Kingdom is in third world position. The research says that United Kingdom came 27^th in the helping people they do not know. (Hudson, 2010).  According to UK Giving the UK gave £9.9 bn to charity.  The most popular were medical research, hospital, hospices, children and young people.

According to World Giving Inditex “In an ambitious global study, the United Kingdom was identified as one of the countries with the highest proportion of adults giving money. Nearly three-quarters (73%) of UK adults reported giving in the last month, lower than Malta (83%) and the Netherlands (77%), and slightly greater than Ireland (72%), Australia (70%) and New Zealand (68%).”  (World Giving Inditex, 2010).

According to a Mintel report charitable giving is down but it also says that this level of charitable giving is not going to change in the future.  Most of the people prefer to give goods than money. People who have not donated cash in last twelve month are giving unwanted items to charity shops.  The number of charities organisations has fallen since 2007. Mintel reports show that in 2009 there were fewer than 180,000 charities with total income of £51, 7 billion.  From 2007 the charities fall from 190,541 to 172,194 in 2010 (Mintel, 2010).

FOCUS GROUP  

Age and gender have a huge meaning in charitable giving. There are many reasons for that. Below there are few diagrams which will explain how gender and age have influence in this.

According to Poll 2010 24% of 15-24 year olds around the world had given money to charity in the previous month, 29% of 25-34 year olds, 32% of 35-49 year olds, and 33% of those aged 50 or over.  It shows that donation for charity increases with age (Poll, 2010). This can mean that people who are older have spare money to donate to charity. Older people more understand people in need, animals in need and are more generous.  Young adults have other more important expenses such as: spending money on their children, housing costs and the everyday expensive life.  When people are in their 50s their children have largely moved out of the house , the house costs are lower and these people have more rooms available for rent  so their budgets is higher. 

 According to Mintel (2010) younger consumers are least likely to donate, however, the same number (18%) say they are planning to donate over the coming year and they are most likely to give during major annual fundraising events highlighting the potential for charities to engage this group. 

As the picture below shows women are more likely to donate to charity than men are (Cluth, 2008). There is 68% difference between men and women in charity donation. This could  mean that women  has a  bigger heart than men and look after the world they live and women want to help and improve the environment. 

From the primary research tehere is not a big difference beetwen students and people over thirty. All woamn are most trusting than men. Man over thirty prefer street collections, women prefer donate monthly.

The fact that the women and men react different for charity is used in the advertsiements. People who make the the addvertisements have to think about the advertisemnets which contain emotive materials and this will gain the women perception and for men more straight, easy to understand without emotive aspects.

Example of advertisements for men:

This advertisement is easy to understand and don't have emotive aspects.

The example of advertisement which are made to encourage women is:

this advertisement contain ill child with very emotive caption. Mostly every women will feel sad after watching this advertisement.

RECESSION AND CHARITIES

According ti thr BBC more than half of charities in England were hit by recession.  14% of charities were reducing costs, 11% increasing fundraising efforts  and 6% drawing on reserves, 5% were offering new services and 2% were cutting the stuff. The donation has fallen by 11%. (BBC, 2009).

HOW PEOPLE DONATE

About one third of adult people donate to charity by collecting boxes in shops, sponsoring an event or challenge and giving the street collections. These ways are the most famous ways of donating (Mintel, 2010).

WHAT MAKES PEOPLE GIVE TO CHARITY
The reasons which have an influence on charity giving are:
- Religious Motivation: different religious different habits. Many religious encourage the faithful to donate a portion of their income to the poor.
- Personal Reasons: it can be linked with Maslow's hierarchy of needs: people feel closeness to other people and generally appreciate life.
- Taxes:  many donations to charitable organisations are tax deductiable
- Altruism: Most of the people want to help because they want to make better lives to the people who need it (Chris Hanvey, 2009)
THE MOST POPULAR CHARITIES
Since any years the Cancer Research is the most famous charity in UK. This charity is raising the most money. Below is the list of the most popular UK charities:
- Cancer Research
- BBC Children In Need
- RSPCA
- Macmillan Cancer
- 12 Great Ormond Street Hospital
- Marie Curie Cancer Care
- British Hear Fundation
- Royal British Legion
- NSPCC Children and Young People
- British Red Cross
- Handicap Interntional
- Oxfam GB
- PDSA
- WWF
CONCLUSION
People can have a wide range of choices of charities. There are many useful websites which may help with solving the problem of choosing the charity. one of many webstites is: http://www.giveortake.cpm/charities/. This website gives a list of many different charities with short description which may be very useful for many people.
Men don't give much money for charities. The recomendaton for the advertisment companies is that they should think more about ads for men. This ads should be easu to understand, eye-catching and available in many places especially on the bus stops or undergrounds.
BIBLIOGRAPHY
- BBC (2009) BBC news [online]. Charity donations hit by recession. Available from: http://www.bbc.co.uk/1/hi/uk/7946518.stm [Accessed:2009]
- Champman, C (2010) Inspirimg giving. The gallery
- Chris Hanvey, T.P. (2009) Sweet charity. Great Britain, pp 69-82

-  Cluth, D.B. (2008) The free press realise [online]. Who is more generous? Available from: http://www.prlog.org/10114921-philanthropy-expert-releases-graph-showing-women-are-more-generous-than-men-when-it-comes-to-charity.html [Accessed: 28 September 2008].

- Expenditure, C. (2010) [online]. Charitable expenditure. Available from: http://www.google.co.uk/imgres?imgurl=http://thecolourofhope.org/images/stories/donate/charity%2520expenditure%252007-08.jpg&imgrefurl=http://thecolourofhope.org/donate-to-young-people-in-peru.html&usg=__7SJyEGWcuy8-kVg5d2z7TG5qlnU=&h=343&w=587&sz=50&hl=e [Accessed: 2010].

- Mintel (2008) Charities [online]. Mintel. Available from: http://oxygen.mintel.com/sinatra/oxygen/display/id=538933/display/id=227658 [Accessed: March 2008].

- Plummer, J. (2010) Third sector [online]. Number of charities drops. Available from: http://www.thirdsector.co.uk/news/Article/1046953/Number-charities-drops-17000-six-years-says-Mintel-report/ [Accessed: 2010].

- Poll (2010) Charitable giving [online]. iPsos. Available from: http://www.ipsos-mori.com/researchpublications/researcharchive/poll.aspx?oItemId=1611 [Accessed: 2010].