A look at generational differences in charity engagement and the socio-economic changes influencing patterns of engagement over people’s lifetimes.

3. Donations Experience and awareness of charities Communications Campaigning

4. Donations Experience and awareness of charities Communications Campaigning

5. Life stage is crucial to charity engagement... 2011 Average age at first marriage = 32 men 30 women (ONS) Age most likely to move out of parents’ home = 24-25 (BHPS) Life expectancy at birth in 2020 = 83 women 80 men (ONS) Average age of mother at birth 1971 29.3

6. The link between life stages and money available for charity donation Source: BHPS / The Future Foundation

7. Levels of disposable income are not reflected in charitable giving Base: All donors among 6,009 adults 16+, Britain. Source: Charity Awareness Monitor 2010, nfpSynergy “ Have you donated to any charities in the last three months?” Yes Among those who donated: “In total, approximately how much money have you donated to any charities in the last 3 months?”

8. Financial insecurity is one core barrier to a higher level of donation among younger age groups Base: 1,008 adults 16+, Britain. Source: Charity Awareness Monitor, Nov 10, nfpSynergy Please indicate how worried you are that the following might happen in the future Agree stongly + Agree

10. Donations Experience and awareness of charities Communications Campaigning

11. Motivations for supporting charities change with age “ When you think of your favourite charities and causes, please indicate which statements represent how you came to support them:” Base: 1005 adults 16+, Britain Source: nfpSynergy Charity Awareness Monitor July 10

12. And this applies as much to specific charities as to causes

13. RNLI’s awareness and support is concentrated among older age groups

14. Breast Cancer Campaign has consistently high awareness across all age groups

16. Donations Experience and awareness of charities Communications Campaigning

17. Different giving methods appeal to different age groups “ In which of the following ways did you give to charity in the last 3 months?” Yes Base: Those who have given to charity in the last 3 months (669) from 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, January 2011 , nfpSynergy

18. Under 45s are the most engaged by both sporting and social fundraising events “ In the last 12 months, have you.. Sponsored anyone to take part in any of the following charity events? Been sponsored by someone to take part in any of the following charity events?” Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jul 10 nfpSynergy

19. Younger people spend more time on out of home leisure activities, particularly eating out, and outdoor activities “ How often do you participate in the following activities?” Mean number of times per year Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Mar 10, nfpSynergy

20. Source: Justgiving presentation to IoF National Convention 2010 Increasing use and diversification of fundraising events

21. Differences in methods of giving also reflect the ways that different age groups are asked to give Base: 1,013 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 10, nfpSynergy “ In the last three months, have you been asked for money by a charity in any of the following ways? Please select all that apply.”

22. For example, younger age groups are most likely to engage with charities online, as we would expect “ Have you visited a charity web site in the last 6 months?” Yes Base: 788 adults 16+, Britain Source: Charity Awareness Monitor, Jun 10, nfpSynergy

23. But access to the internet is ever-increasing across all age groups “ Personally, do you have internet access… At home; At work; At school/college, none of these?” Base: 1,200 respondents aged 15+, GB Source: nVision

25. Donations Experience and awareness of charities Communications Campaigning

26. Younger people are likelier than older age groups to engage in campaigning for charities “ Which of the following activities have you done, or would you consider doing, if you were asked by a charity you support?” Any activity prompted in the last 3 months Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jul 09, Jan 10 nfpSynergy

27. ... but is this simply because they are more frequently asked? “ From the list of activities below related to campaigning for change, please indicate whether you recall having been asked to do any of these by a charity in the last 3 months/ more than 3 months ago?” Any prompted “ Which of the following activities have you done, or would you consider doing, if you were asked by a charity you support?” Any activity prompted in the last 3 months Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jul 09, Jan 10 nfpSynergy

28. ... and a function of new campaigning tools? Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 10, nfpSynergy “ From the list of activities below related to campaigning for change, please indicate whether you recall having been asked to do any of these by a charity in the last 3 months/ more than 3 months ago?” In the last 3 months

29. After all, while young volunteers give time more often, older groups still tend to be more civically engaged “ Have you given time as a volunteer in the last three months, to a charity or other organisation, or in your local community?” Yes Base: 1000 adults 16+, Britain. Source: Charity Awareness Monitor, 2009, nfpSynergy

32. Snapshot of charity engagement by age