Charitable Giving in Australia

Charitable Giving in Australia Which country is the world's most charitable nation? Based on the latest independent statistics from the World Giving Index 211, Australia was ranked as third globally in terms of total charitable contributions of any kind. It was reported that Australians annually per head of capita are demonstrating their generosity by primarily 'donating money' (71%), followed by 'helping a stranger' (68%) and 'volunteering their personal time' (36%). Therefore to better understand the charitable giving behaviour amongst Australians specifically, i-Link has recently conducted an online poll of our Live Tribe research panelists (N = 620)* to investigate our charitable focus and general donation priorities. * Note: All respondents were polled via our proprietary research panel - "Live Tribe". The sample was drawn representatively to match the national distribution for age, gender and location in Australia, with application of soft representative quota controls thereafter. Past 12 Months Charity Givers + Interestingly, almost 4 in every 5 people we polled claimed they have contributed to a charitable activity(s) in the past 12 months. / YES 77% X) NO 23% Base : All respondents (N = 620) Australian Charitable Giving + According to our Live Tribe poll, the majority of Australians (72%) showed their generosity via direct financial contributions. + However other ways of donating were: used items (50%), *donating reward points via online research activities (31%), purchasing of charitable merchandise (28%) and volunteering of ones personal time or support (19%). Financial Contributions (72%) + Monetary payments (cash, debit/credit card, cheque, online money transfers, etc.) - 71% 1 + Payroll giving - 3% Gift Contributions (57%) + Donate used items clothing, books, furniture, household goods, etc - 50% 2 + Purchase merchandise from a charity shop or online catalogue - 28% + With gifts in kind - 3% + Send a donation e-card - 3% Participating in Charitable Activities (39%) + Offer volunteer services to a charitable organisation - 19% 5 + Help in fundraising activities 17% + Attend a charity event - 16% + Help to raise awareness for the charities or causes you wish to support through social media - 7% + Join as a member to receive latest news about the charity events and causes - 6% Donate Reward Points Earned from Online Research Activities (31%) + By participating in online surveys - 30% 3 + By participating in online discussion groups - 3% Base : P12M Charity Givers (n - 478) * Note: This poll data was collected via our LiveTribe research only panel. Upon completing an online survey, LiveTribe offers all our members an option to donate their member rewards directly to one of our partner charity organisations. Thus, the proportion of people reported here that donate via online research activities will not be reflective of the general Australian public and is specific to those who are members of an online research only panel. How often do people support a charity? + Very frequently it appears, once a month or more through financial contribution (32%) and/or donating their member reward points via online research activities (35%). + Another way of showing their support is by contributing gifts, which was reported at 2 - 3 times a year (37%). Once a month or more Once every two months 4-5 times a year 2-3 times a year Once a year O Less often Don't Know/Prefer not to say 321 9: 19% 24% 13% 2% 1% (n=342) 15 83 21% 379 14% 4% 2% (n-274) 28% 81 19% 23% 14% 6% 2% (n-185) 35'1 11% 14% 22% 5% 5% (n-147) 0% 20% 40% 60% 80% 100% Charitable causes supported in the past 12 months Disaster relief/ humanitarian aid 41% Disaster relief/ humanitarian aid 35% Children Children 48% Cancer 45% Disaster relief/ humanitarian aid 38% Animal Welfare 41% Environmental Protection 37% 46% 31% 22% Animal welfare 14% 41% 45% 32% Cancer 35% 29% 48% Children 46% 33% 24% 23% 23% Disability 19% 14% 41% 38% Drugs relief/Humanitarian aid 27% 35% Drugs/Alcohol 3% 15% 1% 12% 11% 10% Environmental Protection 37% | 28% 20% 21% 20% Health-related/Diseases 4% 4% 4% HIV/AIDS | 15% Youth wellbeing/Welfare 19% 21% 6% 0% 10% 20% 30% 40% 50% 60% Financial contributions (n-342) Gift contributions (n-274) Participating in charitable activities (n-185) O Donate reward points via online research activities (n-147) Future charitable giving + 9 in 10 Australians indicated they will continue to contribute to charities of their choice over the next 12 months. Base : All respondents (N - 620) Charitable causes willing to support in the next 12 months + Looking forward, Australians are planning to support causes that involve children (84%), cancer (84%), health-related / diseases (82%) and disaster relief / humanitarian aid (81%). + The majority of givers indicated they will also maintain their current focus and level of contributions over the next 12 months. Children 84% Cancer 84% Health-Related/Diseases 82% Disaster relief 81% Disability 78% Youth wellbing/A welfare 71% Animal welfare 74% Environmental protection 67% Drugs/Alcohol 62% HIV/AIDS 60% More About the same Less Not at all Don't know Children 11% 66% 7% 7: 9% Cancer 11% 65% 7% 8% Disaster relief 6% 63% 12% 11% Health-related/Diseases 6% 67% 9% 9. 9% Disability 60% 11% 11 11% Youth wellbeing/Welfare 6% 55% 10% 16 13% Animal welfare 7% 57% 10% 18 8% Environmental Protection 6% 50% 12% 21 12% Drugs/Alcohol 2% 45% 15% 26 12% HIV/AIDS 3% 46% 11% 27 13% 0% 20% 40% 60% 80% 100% Base : Planned Charity Givers (n 559) Who is more generous? + Specifically when it comes to "general volunteering" or "the giving of used items", it appears that females tend to score more highly than their male counterparts: 43% Donate used items - clothing. books, furniture, household goods. etc 56% 15% Offering of volunteer services (free time) 23% 4% Helping to raise awareness of charitable causes via social media 9% Males (n-222) O Females (n-256) + The below illustration highlights the apparent differences amongst the sexes in terms of the various types of charitable donations we have been analysing so far : Disability Youth wellbeing/ welfare Youth wellbeing/ welfare Animal Welfare Children 22% 40% 29% 26% 27% 39% 50% 19% 14% 15% Charitable donations by life-stage - LiveTribe Members + Of those Live Tribe members who chose to donate their reward points arising from an online research activity, it appears the Gen Y's are most likely to show their support in this way. + However in terms of volunteering of their personal time, it appears the older age groups (66-85yrs) were more active in this regard. 39% 28% Donate reward points 29% via online surveys 27% 17% 14% Participated Once a month or more Offer volunteer services 21% (28% Baby Boomer Age 47-65 Age 66-85 Silent Gen Y Gen X I GenY : 18-29y.o. (n-87) Generation Age 18-29 Age 30-46 GenX : 30-46y.o. (n-155) Baby Boomer : 47-65y.o. (n-148) 15% 15% 29% 54% O Silent Generation : 66-85y.o. (n-88) + Based on our observations, there were some variation in the type of charitable causes that each generational group seem to be more passionate about : Gen Y • Environmental Protection Age 18-29 • Disability • Cancer • Health-related/diseases • Disaster relief/ Gen X humanitarian • Children Age 30-46 aid • Youth wellbeing/welfare Silent Generation Age 66-85 Baby Boomer Age 47-65 • Below illustrates how each generation differs in terms of the charitable causes they tend to support: Silent Generation Age 66-85 Gen Y Gen X Baby Boomer Age 47-65 Age 18-29 Age 30-46 40% 41% 47% 54% Cancer 29% 28% 31% 43% 48% 51% 49% 28% Children 36% 41% 32% 21% 29% 16% 33% 17% 34% 21% 23% 17% 25% 21% 29% 13% Disability 21% 13% 25% 18% 18% 11% 20% 4% 35% 43% 34% 52% 33% 37% 36% 51% Disaster relief/ humanitarian aid 15% 22% 32% 36% 18% 34% 40% 50% Environmental Protection 18% 14% 9% Health-related/ diseases 18% 14% 20% 33% Youth wellbeing/ welfare 18% 19% 25% 18% The power of human kindness To cultivate a passion for charitable giving amongst Australians, it is important to understand their charitable behavior and values, understanding also how these are likely to change as they move between the different life stages. Along with other interesting everyday topics, i-Link will continue to track these changes and ensure our charitable reward options are in line with our members needs. Written by : The i-Link Team Sample Source : i-Link LiveTribe the online research company www.i-linkresearch.com www.livetribe.com Reference - World Giving Index 2011 (http://www.cafonline.org/pdf/World_Giving_Index_2011_191211.pdf)