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Perceptions of fundraising as a career

September 2019 Supported by

YouGov plc, 50 Featherstone Street London EC1Y 8RT. Registration no. 3607311. Copyright 2019 YouGov plc. All rights reserved.

Unique contents of this document © YouGov 2019 Web: yougov.com

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Table of Contents

1 Management summary _______________________________________________________ 2

1.1 Overall _______________________________________________________________________ 2

1.2 Gender summary _______________________________________________________________ 4

1.3 Ethnicity summary ______________________________________________________________ 5

2 Career perceptions ___________________________________________________________ 7

2.1 Desirable careers _______________________________________________________________ 7

2.2 Professional bodies _____________________________________________________________ 8

2.3 Knowledge of different professions ________________________________________________ 8

2.4 Positivity towards different professions _____________________________________________ 9

2.5 Interest in working in different professions _________________________________________ 10

2.6 Skills associated with different professions _________________________________________ 11

3 Perceptions of charities ______________________________________________________ 13

4 Fundraising as a profession ___________________________________________________ 15

4.1 University education ___________________________________________________________ 15

4.2 Fundraising as a profession ______________________________________________________ 15

4.3 The skills required for fundraising _________________________________________________ 17

5 Information sources _________________________________________________________ 20

5.1 Information sources for working in fundraising ______________________________________ 20

5.2 Hearing about the fundraising profession __________________________________________ 21

6 Interest in fundraising as a profession __________________________________________ 22

7 Chartered status ____________________________________________________________ 23



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1 Management summary

1.1 Overall

1.1.1 This report presents key findings from a YouGov survey commissioned by the Institute of

Fundraising. The total sample size was 2,623 UK working age adults aged 16 to 64 and the

figures have been weighted to be representative of this group. Fieldwork was undertaken

from the 29th April and 8th May 2019.

When thinking about important aspects of a career, a work / life balance is considered

very important by over three quarters (78%), with doing something people are passionate

about (55%) and the salary (53%) following this.

The middle age group is more likely than the younger age group to say that the work / life

balance is very important (82% of 35-44 year olds in comparison to 72% of 16-24 year

olds).

Fourteen percent think that the fundraising sector has a professional body, such as a

Chartered Institute.

Around a third (36%) report knowing a lot or a little about what is involved in a career in

fundraising.

Though there are relatively low levels of knowledge about fundraising in comparison to

other professions, positivity towards it as a profession is relatively high (41%).

Positivity towards fundraising is higher among younger respondents, perhaps correlating

with their enthusiasm for a career they can make a difference in.

A quarter (25%) say they have an interest in working in fundraising.

Among those reporting an interest in working in fundraising, the most common reasons

for this are making a difference to society (65%), that it would be a job to be proud of

(53%) and personal fulfilment (47%). The salary (7%) is less often cited.

Men are more likely than women to feel the work does not interest them, with two in five

(42%) reporting this (compared to 28% of women).

The skills required for working in fundraising are not clearly defined, with respondents

mentioning a range of skills. Being creative, being an effective communicator and being

able to influence people are most often selected, each receiving 37%.



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Positivity towards the work that charities do is strong. The majority (80%) strongly agree

or agree that charities play an important role in Britain and a similar proportion (78%)

agree that raising funds for charities is an important thing. Slightly less (57%) report that

they would be proud to work in the charity sector.

To have a successful fundraising career, 19% think that a University education is

essential, though half (48%) do not think it is important. A further 34% do not know either

way.

Thinking of working in fundraising, many (63%) agree that it is vital for organisations to

do their work and that it is rewarding (62%). However, in line with previous findings, only

17% perceive fundraising to offer a good salary.

Black and Asian respondents are more likely than those of a white ethnic background to

say that it is a job more for women than men (15% Asian, 13% black and 7% white).

Communicating is seen as a key skill for a career in fundraising, with almost all (97%)

saying this is very or quite important, followed by interpersonal skills (95%) and passion

(93%).

When trying to get a job in fundraising, though experience is seen as helpful, a positive

mental attitude comes above this, with people thinking that passion and commitment to

causes is most likely to help, as well as having a positive attitude (both 48%). Only 5%

consider a University education to be helpful.

Younger respondents aged 16-24 are more likely than their older counterparts to say that

more information about fundraising as a profession would be helpful (14% vs. 7%),

suggesting that information surrounding what the role actually is would be useful in

educating young people about the profession.

When looking for information about working in fundraising, 44% say they would use

Google or a similar search engine. Other common methods would be going directly to the

employers’ websites (38%) or to job websites (32%). Sixteen percent say they would go

to the Institute of Fundraising; this is highest among those aged 55-64 with close to a

quarter (23%) reporting this compared to a tenth (9%) of those aged 16-24.

Only 7% reported recently hearing, reading or seeing something about the fundraising

profession. Among those that did, over half (55%) said it was something positive, a

quarter (26%) something negative and just under a fifth (18%) were not sure.



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Facebook (30%), the national news on television (26%), or through friends / relative

(25%) are the most common sources for seeing or hearing something about the

fundraising profession.

If the professional body for fundraising had chartered status, 45% say that this would

make no difference to their impression, with 36% saying it would make them view them

in a more positive light.

When considering the importance of a fundraising organisation having a professional

body holding chartered status, around half (54%) reported it would be important and

around a quarter (23%) felt it would not be important.

1.2 Gender summary

When thinking about the importance of different aspects of a career, women are more

likely than men to report the work / life balance as very important (83% vs. 73%). They

are also more likely to say that doing something they are passionate about (57% vs.

52%), working for an ethical, responsible employer (47% vs. 30%) and making a

difference to society (42% vs. 30%) are very important.

The same proportion of men and women say they know a lot or a little about what is

involved in a career in fundraising (36%).

Women view the profession in a more positive light than men, with 47% saying they feel

very or quite positive towards the profession compared to 35% of men.

They are also more likely to say they would be very or quite interested in working in

fundraising (28% vs. 21% of men).

Among those interested in working in fundraising, women are more likely than men to

note making a difference to society (70% vs. 60%) as a reason for this. They are also

more likely to say that it would be a job to be proud of (57% vs. 47%), whilst men more

often mentioned the work / life balance (29% vs. 19%).

Contrastingly, among those not interested in working in the profession, men are more

likely than women to say they lack interest due to the type of work (42% vs. 28%), or that

they are not interested in working in the charity sector (32% vs. 16%).



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When asked for the top three skills associated with fundraising as a profession, women

are more likely than men to associate it with leading and inspiring people (32% vs. 25%),

collaborating within a team environment (17% vs. 13%) and coming up with new business

ideas (12% vs. 9%). However, men are more likely to make the association with being

presentable (14% vs. 7%).

Women are more likely than men to strongly agree or agree that charities play an

important role in Britain (86% vs. 75%), that raising funds for charities is an important

thing (84% vs. 72%) and that they would be proud to work in the charity sector (65% vs.

49%).

When thinking about working in fundraising, women again seem more positive towards

the profession than men, and are more likely to agree that it is vital for organisations to

do their work (69% vs. 56%), it is rewarding (70% vs. 54%) and it encourages positive

social change (64% vs. 49%).

Men are more sceptical towards the ethics of the fundraising profession than women,

with one in five (21%) disagreeing that the profession is done ethically (vs. 16% of

women).

When trying to get a job in fundraising, having passion and commitment to causes is seen

as more important to women than men (55% vs. 42%), as is having a positive mental

attitude (51% vs. 44%).

1.3 Ethnicity summary

Respondents of a black ethnic background are more likely than white respondents to say

that doing something they are passionate about is very important (72% vs. 50%), as well

as career development opportunities (65% vs. 31%) and learning new skills (58% vs.

36%).

Asian respondents are less likely than black and white respondents to cite the work / life

balance as being very important (67%, vs. 80% black, 79% white).

Those of a white ethnic background are more likely than black or Asian respondents to

think that fundraising has a professional body (16% vs. both 9%).

They are also more likely than black or Asian respondents to say they feel very or quite

negative towards fundraising as a profession (20% vs. both 12%).



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Those of a white ethnic background are more likely than Asian respondents to say making

a difference to society (69% vs. 48%), that it would be a job to be proud of (57% vs. 38%),

personal fulfilment (52% vs. 32%) and interested in charity / other causes (49% vs. 33%)

are reasons for being interested in working in fundraising.

When thinking about the skills associated with the profession, white respondents are

more likely than black or Asian respondents to associate fundraising with being able to

influence people (40% vs. 28% vs. 30%). Asian respondents are more likely to say doing

the right thing and not breaking the rules (12% vs. 4% of black respondents and 7% of

white respondents).

White respondents are more likely than those of an Asian ethnic background to agree

charities play an important role in Britain (82% vs. 72%) and that raising funds for charities

is an important thing (79% vs. 72%).

Black and Asian respondents are more likely than white respondents to say that

fundraising is a job more for women than men (15% Asian, 13% black and 7% white).

Suggesting there is some variation in how diversity in the profession is viewed, those

from a black ethnic background are more likely than white or Asian respondents to

disagree that fundraising professionals come from diverse backgrounds (14% black, 7%

white, 6% Asian).

Thinking about the importance of various skills required for a career in fundraising, Asian

respondents are more likely than white or black respondents to report that numeracy

(31% vs. 22% black, 21% white) and problem solving (24% vs. 17% white, 15% black)

are not very or not at all important.

Asian respondents are more likely than white respondents to report that a professional

qualification (9% vs. 4%) and a University education (7% vs. 4%) would be helpful for

getting a career in fundraising. They are also more likely to cite more information about

fundraising as a profession as being helpful (16% vs. 7% of white or black respondents).

When searching for information on a career in fundraising, black respondents (53%) were

significantly more likely to report using Google or a similar search engine than those from

a white (43%) or Asian (42%) ethnic background.



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2 Career perceptions

2.1 Desirable careers

2.1.1 A work / life balance is considered to be very important by the vast majority, with over three

quarters (78%) reporting this. Following this, doing something people are passionate about

(55%) and the salary (53%) are the next most commonly mentioned very important aspects

of a career. Making a difference to society (36%) and being able to make an impact with own

ideas / creativity (34%) are considered less important.

Figure 1: Importance of difference aspects of a career

Base: All those working, studying or unemployed (N=2,006)

2.1.2 Those in the middle age group are more likely to report the work / life balance as very

important (82% of 35-44 year olds compared to 72% of 16-24 year olds). This is also more

important for women than men (83% vs. 73%).

2.1.3 Younger respondents, many of whom will be considering or starting out in careers, are more

likely to say doing something they are passionate about is very important, with over two thirds

(71%) of 16-24 year olds reporting this compared to around half (48%) of those aged 55-64.

This figure is also particularly high for those of a black ethnic background (72%), in

comparison with white respondents (50%).



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2.1.4 The strong morals and a feeling of wanting to make a change is echoed in other findings with

young people, with 16-24 year olds most likely to say that working for an ethical, responsible

employer is very important to them (55% vs. 34% of 55-64 year olds), as well as making a

difference to society (44% vs. 31%). This is also important for women, with 42% saying that

making a difference to society is very important to them, compared with 30% of men.

2.1.5 Across the age groups, the salary is most important to those aged 25-34, with three in five

(59%) citing this as very important.

2.2 Professional bodies

2.2.1 One in seven (14%) think that the fundraising sector has a professional body, such as a

Chartered Institute.

2.2.2 Those of a white ethnic background are more likely than black or Asian respondents to think

that fundraising has a professional body (16% vs. both 9%), as are those limited a lot or a

little in their daily activities by a disability (17% vs. 13%). Respondents aged 45-54 are also

more likely to say this (17% vs. 9% of those aged 16-24).

2.3 Knowledge of different professions

2.3.1 Around a third (36%) report knowing a lot or a little about what is involved in a career in

fundraising, whilst two thirds (64%) say they don’t know much or know nothing about it.

Figure 2: Knowledge of different professions

Base: All respondents (N=2,623)



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2.3.2 Respondents who have actively engaged with charities in the last 12 months are more likely

than average working age adults to know a lot or a little about fundraising as a profession,

with half of those that have fundraised (52%) or volunteered (50%) in the last 12 months

reporting this. Those working in health or education are also more likely to say they know a

lot or a little about fundraising as a profession (44%), with one in ten (10%) saying they know

a lot.

2.4 Positivity towards different professions

2.4.1 Though there are relatively low levels of knowledge about fundraising in comparison to other

professions, positivity towards it as a profession is relatively high with two in five (41%)

reporting this. Thirty-six percent feel neither positive nor negative towards it, whilst 18% feel

quite or very negative and a further 5% are not sure.

Figure 3: Positivity and negativity towards different professions


2.4.2 Those aged 16-24 are the age group most likely to feel very or quite positive towards

fundraising as a profession, with half (50%) reporting this. Those who have fundraised in the

past 12 months also feel more positive towards the profession (56%).

2.4.3 Women are more positive than men towards the profession (47% vs. 35%).

2.4.4 Those of a white ethnic background are more likely than black or Asian respondents to say

they feel very or quite negative towards fundraising (20% vs. both 12%).

2.4.5 Younger respondents are more likely than their older counterparts to feel positive towards

marketing and public relations, with 30% of those aged 16-34 reporting positivity towards

marketing and 29% towards public relations, both common areas for graduates to enter into.



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2.5 Interest in working in different professions

2.5.1 A quarter (25%) say they would be very or quite interested in working in fundraising, whilst

just over two thirds (70%) are not very or not at all interested in working in the profession.

Figure 4: Interest in working in different professions


2.5.2 Perhaps unsurprisingly, respondents who have fundraised in the last 12 months are most

likely to say they would be very or quite interested in working in fundraising (38%), though

interest is still high among those who have volunteered (33%) or donated money (28%).

Women are more likely than men to say this (28% vs. 21%), and those aged 25-34 showed

the keenest interest (29%) among the age categories.

2.5.3 Among those that reported an interest in working in fundraising, the most common reasons

for this are making a difference to society (65%), that it would be a job to be proud of (53%)

and personal fulfilment (47%). Respondents were less likely to say the salary (7%) and the

earning potential over the longer-term (6%).

2.5.4 Women are more likely than men to note making a difference to society (70% vs. 60%) and

that it would be a job to be proud of (57% vs. 47%), whilst men more often mentioned the

work / life balance (29% vs. 19%). Younger respondents aged 16-24 were also more likely

to give the work / life balance as a reason (34% vs. 26% average working age adults).

2.5.5 Those of a white ethnic background are more likely than Asian respondents to say making a

difference to society (69% vs. 48%), that it would be a job to be proud of (57% vs. 38%),

personal fulfilment (52% vs. 32%) and an interest in charity / other causes (49% vs. 33%) are

reasons for wanting to work in fundraising.



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2.5.6 Among those that are not interested in working in fundraising, this is mostly due to the work

not interesting them (35%) and being happy with their current career (31%).

2.5.7 Younger respondents aged 16-24 have mixed opinions. Thirty-eight percent of those not

interested say this is because they think it would be lower paid than other professions and

35% say they do not know enough about it. As younger people are more likely than their

older counterparts to mention wanting to make a difference to society (commonly associated

with fundraising), there could be value in educating young people about fundraising as a

profession.

2.5.8 Men are more likely than women to say they lack interest due to the type of work, with two in

five (42%) saying the work does not interest them (vs. 28% of women) and a third (32%)

saying they are not interested in working in the charity sector (vs. 16% of women).

2.6 Skills associated with different professions

2.6.1 Respondents were asked to select the top three skills that they associate with a range of

professions.

2.6.2 The skills required for working in fundraising are not clearly defined, with respondents

mentioning a range of skills. Being creative, being an effective communicator and being able

to influence people are most often selected, each receiving 37%.

Figure 5: The skills associated with fundraising as a profession




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2.6.3 Older respondents aged 55-64 are more likely than their other counterparts to associate

fundraising with being an effective communicator (48% vs. 31% of 16-24 year olds), whilst

younger respondents aged 16-24 are more likely to make the connection with managing a

team (26% vs. 12% of those aged 25 and over).

2.6.4 Women are more likely than men to associate it with leading and inspiring people (32% vs.

25%), collaborating within a team environment (17% vs. 13%) and coming up with new

business ideas (12% vs. 9%). Men are more likely to make the association with being

presentable (14% vs. 7%).

2.6.5 Those of a white ethnic background are more likely than those of a black or Asian background

to associate fundraising with being able to influence people (40% vs. 28% vs. 30%). Asian

respondents are more likely to say doing the right thing and not breaking the rules. Twelve

percent report this, compared to 7% of white respondents and 4% of black respondents.



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3 Perceptions of charities

3.1.1 Four in five (80%) strongly agree or agree that charities play an important role in Britain and

a similar proportion (78%) agree that raising funds for charities is an important thing. Yet

slightly less (57%) say they would be proud to work in the charity sector, though this is mostly

due to a sizable portion (28%) neither agreeing nor disagreeing with the statement.

Figure 6: Perceptions of charities


3.1.2 Agreement that charities play an important role in Britain is high across all demographic

groups, though this sentiment is stronger among women than men (86% vs. 75%) which is

in line with earlier findings that women tend to be more positive towards the charity sector

than men. Women are also more likely than men to agree that raising funds for charities is

an important thing (84% vs. 72%) and that they would be proud to work in the charity sector

(65% vs. 49%).

3.1.3 White respondents are more likely than those of an Asian ethnic background to agree that

charities play an important role in Britain (82% vs. 72%), as are those working in the public

and voluntary sector (85%), in comparison to those in the private sector (80%) or those that

are unemployed (78%).

3.1.4 Respondents that have volunteered, fundraised or donated money in the last 12 months are

more likely to strongly agree with any of the statements. For example, those that have

volunteered are more likely than average working age adults to strongly agree that charities

play an important role in Britain (59% vs. 35%), that raising funds for charities is an important

thing (49% vs. 30%) or that they would be proud to work in the charity sector (44% vs. 23%).

3.1.5 Those aged 25-34 are the age group most likely to agree that they would be proud to work

in the charity sector (64% vs. 49% of 55-64 year olds).



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3.1.6 Respondents working in the health and education sectors are more likely than those working

in other sectors to agree they would be proud to work in this sector, with around two thirds

(68%) reporting this.



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4 Fundraising as a profession

4.1 University education

4.1.1 In order to have a successful career in fundraising, one in five (19%) think a University

education is essential, though half (48%) do not think it is important. A third (34%) sit in the

middle, not feeling strongly either way.

4.1.2 Older respondents aged 55-64 are most likely to say it is not important (57%), with 35%

reporting that it is not at all important, compared to 14% of those aged 16-24. By contrast,

younger people aged 16-24 are more likely than their older counterparts to say that a

University education is essential (26% vs. 12%).

4.2 Fundraising as a profession

4.2.1 When thinking about working in fundraising, many (63%) agree that it is vital for organisations

to do their work and that it is rewarding (62%). However, two in five (39%) agree that it is a

stressful profession to work in. The perception of a low salary in earlier findings is echoed,

with only 17% agreeing that fundraising offers the potential to earn a good salary.

Figure 7: Statements relating to working in fundraising


4.2.2 In keeping with generally higher levels of positivity towards the profession from women than

men, they are more likely to agree that it is vital for organisations to do their work (69% vs.

56%), it is rewarding (70% vs. 54%) and it encourages positive social change (64% vs. 49%).

Though more positive, women are also more likely than men to say it is a stressful profession

to work in (42% vs. 36%).



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4.2.3 In many respects, younger respondents aged 16-24 are more positive towards the profession

than those aged 55-64. For example, they are more likely to agree that is vital for

organisations to do their work (70% vs. 60%) and that it encourages positive social change

(69% vs. 46%). However, they are more likely to disagree that it offers the potential to earn

a good salary (36% vs. 21%) and to agree that it does not offer stable employment (31% vs.

23% of 55-64 year olds); those aged 25-34 are particularly likely to report this (38%). Younger

respondents are more likely to view the role as being gendered, with 13% of those aged 16-

34 agreeing it is a job more for women than men compared to 5% of those aged 55-64.

4.2.4 Thirty-seven percent agree that the profession is done ethically, though 19% disagree with

30% saying they neither agree nor disagree. Men are more sceptical towards the profession

than women, with one in five (21%) disagreeing that the profession is done ethically (vs. 16%

of women).

4.2.5 There are also differences in opinion by ethnic background, with black and Asian respondents

more likely than white respondents to say that it is a job more for women than men (15%

Asian, 13% black and 7% white). Suggesting there is some variation in how diversity in the

profession is viewed, those from a black ethnic background are more likely than white or

Asian respondents to disagree that fundraising professionals come from diverse

backgrounds (14% black, 7% white, 6% Asian).

4.2.6 Each of the aspects of fundraising are seen as being relatively important. For example, the

majority (88%) say being able to create a rapport and build relationships with a range of

supporters and donors, and the same proportion say being able to engage and influence

prospective supporters is important. Being able to research and analyse supporter data is

seen as relatively less important (78%).



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Figure 9: Importance of aspects of a fundraiser’s role


4.2.7 Women are more likely than men to say that each of the aspects of a fundraiser’s role are

important.

4.2.8 Those of a white ethnic background are also more likely than Asian respondents to say that

each of these are important.

4.3 The skills required for fundraising

4.3.1 Communicating is perceived to be a key skill for a career in fundraising, with almost all (97%)

saying this is very or quite important. Interpersonal skills (95%) and passion (93%) are also

considered important. Digital skills and numeracy (both 77%) are perceived as the least

important, though they are still relatively high.



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Figure 10: Importance of skills in a career in fundraising


4.3.2 Women are more likely than men to say that each of the skills are important.

4.3.3 There is not much variation across age, though those aged 16-24 are most likely to say that

numeracy is not very or not at all important (33% vs. 21%).

4.3.4 Asian respondents are more likely than white or black respondents to report that numeracy

is not very or not at all important (31% vs. 22% black, 21% white). This is also the case for

problem solving (24% vs. 17% white, 15% black).

4.3.5 People think a typical day in fundraising would involve being part of a team (52%) and be

rewarding and full of personal interaction (both 43%). Only 15% think it would involve sitting

at a desk. Respondents are least likely to think it would be calm (6%) and lonely (5%).

4.3.6 Younger respondents aged 16-24 are more likely than 55-64 year olds to say it would be fast-

moving (30% vs. 17%).

4.3.7 When trying to get a job in fundraising, a positive mental attitude comes above previous

experience and qualifications. People think that passion and commitment to causes is most

likely to help, as well as having a positive attitude (both 48%). Experience of building

relationships with a wide range of people from diverse backgrounds is also considered

important (43%). Having experience is also valued, with 37% saying that work experience

with relevant skills or previous fundraising experience would be helpful. Interestingly,

University education (5%) and good exam results (2%) are considered to be less important.



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Figure 11: Things that would be helpful getting a job in fundraising


4.3.8 Having passion and commitment to causes is seen as particularly important by women as

opposed to men (55% vs. 42%), as is having a positive mental attitude (51% vs. 44%).

4.3.9 Younger respondents aged 16-24 are more likely than their older counterparts to say that

more information about it as a profession would be helpful (14% vs. 7%); this is in keeping

with them being more likely to say they do not know enough about the profession, suggesting

that education surrounding what the role actually is would be useful.

4.3.10 Those just above the University age (25-34) are the age group most likely to say that a

University education would be useful (7% vs. 3% of 55-64 year olds).

4.3.11 Asian respondents are more likely than white respondents to report that a professional

qualification (9% vs. 4%) and a University education (7% vs. 4%) would be helpful for getting

a career in fundraising. As with younger respondents, this group were also more likely to say

that more information about it as a profession would be helpful (16% vs. 7% of white or black

respondents).

4.3.12 Those with a first or higher degree are more likely than those with GCSEs to report that

previous work experience with relevant skills would be helpful, with 42% of those with a first

degree saying this compared to 37% with GCSEs.



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5 Information sources

5.1 Information sources for working in fundraising

5.1.1 Those looking for more information about working in fundraising would be most likely to use

Google or a similar search engine, with over two in five (44%) citing this resource as their

preferred method of improving their understanding. Other popular methods used to learn

more about working in fundraising are direct visits to the websites of employers in that sector

(38%), as well as job websites in general (32%). Social media was the preferred channel for

further information for 18% of respondents, with the same proportion (17%) favouring social

media websites for professionals such as LinkedIn or Glassdoor. The Institute of Fundraising

(IoF) is less often mentioned, with 16% saying they would look there.

Figure 12: Sources people would go to for information about working in fundraising


5.1.2 Whilst there is little difference between the percentage of women (43%) and men (46%) who

favour search engines, black respondents (53%) were significantly more likely to report using

this resource than those from a white (43%) or Asian (42%) ethnic background.

5.1.3 Older respondents aged 55-64 were more likely to say they would go to the IoF, with close

to a quarter (23%) reporting this compared to a tenth (9%) of those aged 16-24.

5.1.4 The technological generation, younger respondents are more likely to say they would use

social media, both generally (25%) and professionally (24%).



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5.2 Hearing about the fundraising profession

5.2.1 When asked if they had recently heard, read or seen anything about the fundraising

profession, the majority (84%) responded that they had not, with just 7% answering in the

affirmative.

5.2.2 The percentage of respondents who answered ‘yes’ to this question was slightly higher

amongst those who have volunteered (15%) or fundraised (12%) with a charity in the last 12

months, as well as those who are limited by a disability (11%).

5.2.3 Of the group who had heard about the fundraising profession, over half had heard something

positive (55%). A quarter (26%) had heard something negative and 18% were not sure.

5.2.4 Among those who heard something about the fundraising profession, three in ten (30%) saw

something fundraising-related on Facebook. One quarter of those who have seen or heard

something about fundraising recently either saw something on the national news on

television, or through friends / relative (26% and 25% respectively). Channels less often

mentioned include national newspapers (21%), news websites (18%), social media excluding

Facebook (17%) and regional TV news (14%).

Figure 13: Sources people heard about the fundraising profession




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6 Interest in fundraising as a profession

6.1.1 At the start of the survey, respondents were asked how interested or not they would be in

working in fundraising. A quarter (25%) reported being interested.

6.1.2 This question was asked again following a set of questions relating to the profession, though

there was no impact of this, and the same proportion (25%) reported being interested.

6.1.3 Younger people aged between 16-34 were slightly more likely to demonstrate an interest

(28%) than average working age adults whilst older respondents were significantly less likely

to be interested, at just under one in five (18%). In fact, three-quarters (74%) of those aged

55-64 are not very or not at all interested.

6.1.4 As with earlier findings, woman are more likely than men to express an interest in working in

fundraising (28% vs. 21%).

6.1.5 Those who have already fundraised in the past 12 months were, unsurprisingly, the most

likely to show an interest at 36%, followed by those currently working in the health or

education sectors (33%).

6.1.6 Sixty-four percent of all respondents reported that they were not very or not at all interested

in working in fundraising, with the highest levels of disinterest being shown by those working

in IT, telecoms, media, or marketing (74%) which are sectors that often are perceived as

having different purposes and values to fundraising.



23

7 Chartered status

7.1.1 Over two in five (45%) reported that if the professional body for fundraising had chartered

status it would make no difference to their impression, whilst over a third (36%) felt it would

make them view the body in a more positive light. A marginal 3% noted that chartered status

would encourage a more negative view of the professional body of fundraising.

Figure 14: Impression of fundraising if it had a chartered body


7.1.2 There were few notable changes in these figures across the various demographic groups,

with the exception of young people aged 16-24 who were significantly more likely to be

unsure if chartered status would change their impression (25% vs. 15% of 55-64 year olds).

7.1.3 Respondents were also asked about the importance of a fundraising organisation having a

professional body holding chartered status and results were consistent once again. Just over

half (54%) reported that it would be very or quite important and around a quarter (23%) felt it

would be more unimportant than not (23%).

7.1.4 Amongst those who have already fundraised or volunteered, there was only a marginal

increase in the number of respondents believing chartered status to be important in

comparison to average working age adults (54% compared to 58% combined).

7.1.5 Those working in health or education were more likely than those working in other sectors

(e.g. IT, telecoms, media, marketing) to say that it is important for fundraising to have a

professional body that holds chartered status (64% vs. 46% of those in IT).

perceptions of fundraising as a career · they would be proud to work in the charity sector. to...

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