Awareness of charities begins at a young age

Patterns of adult charity awareness and engagement formed over teenage years, new research shows

"Some charities may spend the next 20 years trying to catch up with the brand awareness and levels of support being formed with others at school." Joe Saxton

  • Awareness of the best known charities among 11-16 year olds is at around 80-90%, very close to the levels of adults (chart 1). The number of young people who can’t name a charity in particular fields is also very similar to adults in almost every area (chart 2)
  • Giving levels among young people are similar to those of adults, with 57% of 11-16 year olds having given to charity in the last three months compared to 75% of adults (chart 3)
  • Young people and adults show similar levels of support for armed forces charities, children’s charities and animal charities (chart 4) although overseas and health and disability charities have less support among the young
  • 12% of young people have volunteered in the last three months, while 18% of adults have done so. 21% of young people have volunteered in the last year (chart 5)

People’s awareness of charities is formed at a young age, new research suggests. Young people also display charity engagement levels similar to those of adults according to the new poll, published by research consultancy nfpSynergy, which reveals promising figures about the donors of tomorrow. At least eight in ten recognise some of the top charities, while more than half have given to charity in the last three months and one in 10 has volunteered.

The research, based on a nationally representative survey of 550 young people aged 11-16, shows that over 83% of them recognise five of the top charities. The figures also reveal that 57% have given to charity in the last three months, compared to 75% of adults. Volunteering figures are also similar, with 12% of young people volunteering in the last three months and 9% in the last year, alongside 18% of adults in the last three months.

The survey also reveals the two age groups have very similar levels of support for charities in various areas, such as the armed forces, children’s charities and animal charities.

Respondents were also asked to name a charity in specific areas and those where both age groups struggled are comparable. Only one area, animal welfare, revealed more than a 7% difference between the age groups and three were exactly the same.

nfpSynergy’s Driver of Ideas, Joe Saxton, said:

‘For charities this is both good and bad news. The good news is that young people are interested and engaged with charities while still at school. They have high levels of awareness, volunteering and giving and support many key charitable causes.

The bad news is for those charities and causes which aren’t naturally well known among young people or can’t afford to invest in schools and youth work. They may spend the next 20 years trying to catch up with the brand awareness and levels of support being formed with some charities at school.’

Please see the attached slides for more details.

For further comment from nfpSynergy’s Joe Saxton, please contact him directly on 07976 329 212 or joe.saxton@nfpsynergy.net

SOURCE:  nfpSynergy’s Youth Engagement Monitor, November 2012 wave, survey of 550 11-16 year olds. nfpSynergy’s Charity Awareness Monitor, November 2012 wave, survey of 1000 people 16+.

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MEDIA COMMENT:

To interview nfpSynergy’s Joe Saxton about these findings, please contact him directly on 07976 329212 or joe.saxton@nfpsynergy.net. If you cannot contact Joe, please contact Rob White (07512 709140; E: rob.white@nfpsynergy.net) for further assistance.

Note to editors:

nfpSynergy (www.nfpsynergy.net) is a research consultancy dedicated to the not-for-profit sector. They aim to provide the ideas, the insights and the information to help non-profits thrive. They provide a unique insight into the social and charity-related views of everyone from public and parliament to media and business, not to mention not-for-profit organisations themselves. nfpSynergy has a vast and ever-growing knowledge pool and shares this with the non-profit sector, through both paid work and regular free reports and seminars.

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