ISBN 1-85765-710-1

Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Market Size

VOLUNTARY SECTOR INCOME

THE TOTAL MARKET

EXPENDITURE

Table 1: Growth of Payroll Deduction Schemes (£m and percent), 1991-1996

Table 2: Receipts, Employer Numbers and Donations of Some Payroll Agency Charities, Years Ending 5th April 1994 and 1995

Table 3: Income of the Top 500 Charities by Source (£m and percent), 1992/1993 and 1994/1995

Table 4: Income of the Top 500 Charities by Source, Before and After the Introduction of Statement of Recommended Practice Accounting (SORP) (£m and percent),

1995/1996

Table 5: Breakdown of Expenditure of the Charities Aid Foundation's Top 500 Fundraising Charities (£m and percent), 1992/1993 and 1994/1995

Industry Background

HISTORICAL BACKGROUND

THE CHARITY COMMISSION

NATIONAL COUNCIL FOR VOLUNTARY ORGANISATIONS (NCVO)

CHARITIES AID FOUNDATION (CAF)

THE ROLE OF CHARITIES TODAY

CHARITY CONCENTRATION

VOLUNTEERS AND EMPLOYMENT

FUNDRAISING AND THE DISTRIBUTION OF FUNDS

ASSOCIATIONS AND EXHIBITIONS

Table 6: Income Profile of Registered Charities in England and Wales (£m and percent), 1996/1997

Table 7: Number of Charities by Sector Within Top 500, 1996

Table 8: Leading Corporate Donors and Amounts Donated (£000), 1995/1996

Competitor Analysis

THE MARKETPLACE

SOME LEADING CHARITIES

OTHER CHARITIES

ADVERTISING AND PROMOTION

Table 9: Top Fundraising Charities Ranked by Total Income (£000 and percent), 1995

Table 10: Top Fundraising Charities Ranked by Total Income (£000 and percent), 1995/1996

Table 11: Income and Expenditure of the British Heart Foundation (£000), 1995/1996

Table 12: Income and Expenditure of Oxfam (£000), 1995/1996

Table 13: Income and Expenditure of Cancer Research Campaign (£000), 1995/1996

Table 14: Income and Expenditure of Save the Children Fund (£000), 1995/1996

Table 15: Main Media Advertising Expenditure in the Charity Sector (£000), 1996

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Donor Behaviour

MOTIVES AND METHODS OF DONATING

CORPORATE DONORS

Table 16: percentage of Adults Donating More Than £5 in the Last 12 Months, 1996

Outside Suppliers to the Industry

INVESTMENT MANAGEMENT

MARKETING AND PUBLIC RELATIONS

RECRUITMENT AND INSURANCE SERVICES

Current Issues

INVESTMENT OF FUNDS

OTHER ETHICAL CONSIDERATIONS

PRESSURES AND PROBLEMS

NEW CAMPAIGNS AND INITIATIVES

Forecasts

THE ECONOMY

INTERNATIONAL PERSPECTIVE

AMALGAMATION OF CHARITIES

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

There were around 182,000 charities on the Charity Commission's Register (covering England and Wales) as at April 1997, and 750 of these were registered in one month of the new year alone. The top 7.9 percent of charities between them get 92.5 percent of the registered charitable sector's income, while 72.8 percent of the sector, whose income is less than £10,000 a year, share 1.4 percent of its total income.

While some individual and corporate donors are committed to causes dear to their hearts, charities are heavily reliant on effective marketing and public relations in the face of so much competition. This need for professional and highly efficient marketing to raise profiles has obviously been recognised and is being actively addressed by the charities contacted in researching this Key Note report. The public's perception of the efficiency and effectiveness of a charity is often cited as of more importance than its charitable objectives, again emphasising the necessity of a professional image.

Effective investment is also of paramount importance, having to achieve maximum return for minimum risk and, often, also having to take into account ethical considerations. Having said this, it must also be accepted that the voluntary sector, by its very nature, is based on idiosyncrasies, on preferences and on personal values and cannot, and should not, be completely subject to rules governing the commercial business sector.

There is a cautious optimism, among some, that the new Labour Government's manifesto contains much that is encouraging to the voluntary sector, acknowledging the contribution made to local economies and communities and the need to safeguard the sector's independence.

The National Council for Voluntary Organisations (NCVO) states that, over the last 4 years, the voluntary sector has expanded by 20 percent in real terms. Earned income (contracts) from Government increased by 55 percent and grants by 20 percent. Expenditure on staff costs increased by 25 percent. Such growth is not sustainable, it concludes, without investment and support from Government. (The UK Voluntary Sector Statistical Almanac 1996)

Text © 1997 Key Note

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