Mind the gap - a new crisis of trust?

Mind the Gap - a new crisis of trust?
Bobby Duffy
Managing Director, Ipsos MORI Social Research Institute
Visiting Senior Research Fellow, King’s College London
© Ipsos MORI

Wed 5 March 2014

Must be hitting trust and support?
© Ipsos MORI

Not really…
Thinking back over the past 3 years would you say in general your views
towards charities have become...
Don’t know
A lot more negative

A little more negative

9%

2%

14%

A lot more positive

14%

17%

Negative views increases
with age:
18-34s = +23 net positive
35-54s = +6
55+ = -1
Neither/nor
Base: All GB Adults (1035)

© Ipsos MORI

A little more positive

42%

Source: Ipsos MORI/NPC

Trust is pretty flat…
“On a scale of 0-10 how much trust and confidence do you have in charities?”
“ I am going to read out some different types of people. For each, please tell me
whether you trust the to tell the truth or not.”
100%

10

Doctors

90%
80%

9

Clergymen/priests

8

70%
60%

50%

7
6

Charities

5

40%
30%

4
3

Politicians generally

20%

10%

2

Journalists

1

0%

0
2005

Base: 1,000 British adults 16+

© Ipsos MORI

2006

2007

2008

2009

2010

2011

2012

2013
Source: Ipsos MORI

Increasingly essential to our society…
Overall, how important a role do you think charities play in society today?
% Essential*
% Not very important

2012

2010

2008

2005

% Very important
% Not at all important

37

30

39

37

32

29

% Fairly important+
% Don't know

20

29

40

34

24

32

21

3*

3.

31

* Option changed to ‘essential’ for 2008 and 2010 from ‘extremely important’ in 2005
+ Option changed to ‘fairly important’ for 2008 and 2010 from ‘quite important’ in 2005
Base: Adults aged 18+ in England and Wales – 2012 (1,142); 2010 (1,150); 2008 (1,008) and 2003 (1,001)

© Ipsos MORI

Source: Ipsos MOR/Charity Commission

But charities do get
things wrong…

© Ipsos MORI

What do charities get wrong?
Which, if any, of the following, do you think are the main things that charities
are doing wrong? (top 9)
Spend much money on executive salaries
Spend too too much money on executive salaries

42%

Not transparent about spending
Not transparent about spending

36%

Spend too much money abroad
Spend too much money abroad

29%

Too Too much pressure on people to donate
much pressure on people to donate

29%

Too much money on running costs
Too much money on running costs

26%

Delivering public services that state should
Delivering public services that state should
Behave like a profit-making business
Behave like a profit-making business
You You never see the benefits ofyour donation
never see the benefits of your donation
TooToo much money on employee salaries
much money on employee salaries

© Ipsos MORI

49%

36%

23%
15%
14%
11%

Those who are
more negative
about charities in
last 3 years…


Firstly, CEO pay – perception gaps?
Actual

Public estimate

£60,000
Charity
CEOs

But wide range
in actual pay….

£70,000

CEO of a
large
company

£3.8 million

£112,632

Previous studies show c£50k average “acceptable” level for
Charity CEOs, consistently £20k less than private sector…
Source: Ipsos MORI; nfpSynergy

© Ipsos MORI

Should charity CEOs be paid more or less than MPs?
Which of the following best describes how much you believe that the chief
executive of a charity should be paid?
I don’t have a strong view on
what charity CEOs are paid
I don’t think the chief executive
should be paid at all

Don’t know
More than an MP on
£66,000 per year

2%
5%
16%

7%

The same as an MP on
£66,000 per year

28%
Less than an MP on
£66,000 per year


© Ipsos MORI

42%

52% of higher social
grades say charity
CEOs should be paid
same/more than MPs

Lack of information on spend top reason for lack of
trust for decade…
Why do you trust [charity] less than others?
2005

Top five mentions only

2008

2010

2012
36%
35%

Because I don’t know how they spend their
money

30%
31%

Money lost through corruption/open to abuse/
doesn’t get to end cause

21%
18%
21%
20%
14%
9%

Because I have heard bad stories about them

14%
16%
11%
13%
12%
12%

Because they are international

Because they are big

Base: Respondents mentioning a charity/charity type – 2012 (62); 2010 (409); 2008 (419); 2005 (214)

© Ipsos MORI

7%
5%
6%
6%


And reflects increasing focus on proportion going to
end cause?
Which one, if any, of these qualities is most important to your trust and confidence in
charities overall?
2005

2008

Ensure reasonable proportion of donations get to
end cause

31%
31%
27%

Ensure fundraisers are honest and ethical

Make independent decisions to further the cause
they work for
Don’t know

Base: All respondents – 2012 (1,142), 2010 (1,150), 2008 (1,008), 2005 (1,001)

© Ipsos MORI

2012
32%
30%

Make a positive difference to cause they work
for

Be well managed

2010

8%

5%

43%
42%

35%

13%
15%
11%

9%
8%
9%

3%
3%

1%
3%
2%
1%

Split views on the importance of impact as a driver to
donate…
How much attention, if any, do you pay to evidence that the organisation is
having an impact when you give to charity?
I don’t donate to charity
I pay no attention to this
12%

Connection
with the
cause and
reciprocity
are vital

I pay extremely close
attention to this
1% 9%
1%

Those in higher
social grades are
more likely to pay
attention to impact

I pay close
38% attention to this
I pay little attention 38%
to this


© Ipsos MORI


Pressure to donate: fundraising techniques are
becoming more of an irritant…
Some of the fundraising methods used by charities make me uncomfortable
Agree

1% Don't know
Strongly disagree

2010
60%

10%

2012
68%

Tend to disagree

36%

15%
Qualitative work
shows unease at
7%
emotional/shock
appeals (although Neither /
nor
effective): issue for
sector, given
sketchy recall

Strongly agree

“Chuggers” and
high volume mail –
pressure and waste

32%
Tend to agree

Base: Adults aged 18+ in England and Wales – 2012 (1,142); 2010 (1,150)

© Ipsos MORI


Conundrum of focusing on direct impact v importance
of familiarity…
% Strongly agree

% Tend to agree

% Tend to disagree

I trust charities more if I have
heard of them

57

I trust charities more if they are
providing services within my
local community
I trust big charities more than
smaller ones

I feel confident donating to a
charity even if I haven’t heard of
them, if it’s going to a good cause
Base: 1,142 adults aged 18+ in England and Wales, 4th – 21st May 2012.

© Ipsos MORI

16

20

44

17

7

26

27

% Strongly disagree

38

31

15

9

28

22

20

Agree
%

82

59

37

29


There are gaps between what charities should be doing vs. what
they are doing…
Which, if any, of the following, are roles that you think charities should perform in society? And
which of the below do you think that charities spend most of their time doing?
Should perform in society

Spend most of their time doing
56

Helping communities

35
51

Raising money for good causes

55

47

Raising awareness of important issues in society

37
44

Encouraging people to volunteer

29
32

Lobbying government to change law or policy

Running a service that is currently run by the state


© Ipsos MORI

24
11
16


So, overall…
• Not much change in aggregate views – no sign of a crisis
• People show little sign of any lobbying concerns: will be no
awareness of “government lobbying government” arguments
• CEO pay important issue – linked to general unease with high
salaries for bosses – but also a reflection of concern on use of
resources, which is vital for charities
• No scope for complacency: constant, trickier problems of convincing
that money getting to end cause, showing impact, relevance, getting
attention without annoying, familiarity for minimum spend, local
while powerful…

• “Charities” huge variety: noone can be all things, need sector voice
• Good luck!
© Ipsos MORI

Mind the gap - a new crisis of trust?

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