We have just finished a fascinating piece of work. Using Touchpoints we investigated if occupation has an impact on charitable giving. Guess what? It does. Employees in the public sector give significantly more than those in the private sector. And they give to specific causes.
Using the figures that George Osborne produced as part of the CSR we were able to quantify the potential loss to the sector overall, and then follow it up with bespoke work for our clients. For example, one was concerned about a capital appeal in the West Midlands, and we were able to quantify the potential loss in total public donations over the next year.
We followed this piece of work up with a joint quantitative online survey, with one of our creative partner agencies, WPN.
The objective was to probe issues thrown up by the Touchpoints work. The results really surprised us. Only some 5% of public sector employees are likely to lose their jobs in the next 3 years, but the fear in the sector is very widespread. 48% of public sector employees told us that they were planning on giving less to charities.
Now this may be a short-lived phenomenon. We have seen very poor response rates in October both before and after the CSR, and those have now recovered in November. It may equally rear its head again in the new year when redundancies and VAT rises really bite.
Either way we suspect the impact of occupation will be felt further than in just the charity sector, and it’s a theme we will continue to investigate.
More anon …
Mike Colling, Managing Director
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