How can PR address the public’s trust shortfall in charities?

Karen Barker

nfpSynergy December 2015

2

• What’s happened to public trust and perceptions of

charities?

• How have journalists’ perceptions of charities changed?

• How can PR address the trust shortfall?

Agenda

What has happened

to trust?

4

59%

64% 66%

56%

53%

48%

Jul-11 May-12 May-13 Apr-14 Apr-15 Oct-15

Trust in charities continues to decline…

“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies” A great deal or quite a lot Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Oct 15, nfpSynergy

Why and what does this mean?

6

This is not a niche issue –critical stories have had a wide reach

7

We can’t dismiss this – the public may not forget and forgive

Half who saw coverage had a worse opinion of charities as a result

45% of public said they find it harder to trust charities as a result

35% of public said they are less likely to donate as a result

8

Older people most likely to have had their view of charities worsened

50%

12%

34%

55%

61% 63% 63%

Total 16-24 25-34 35-44 45-54 55-64 65+

“Did this media coverage change how you felt about charities?” It worsened my view of charities Base: 1,000 adults 16+, Britain | Source: CAM, Jul 2015, nfpSynergy

The view of journalists

10

Journalists see controversies as one of most newsworthy charity stories

“Which of the following stories would you be likely to cover in your local area?’ Base: 151 journalists| Source: : JAAM, Apr 15, nfpSynergy

73%

66%

64%

38%

32%

23%

23%

5%

A medical breakthrough/ innovation

A successful charity campaign to change apolicy

Charity Scandal/ Controversy

A story about a charity beneficiary

Celebrity support of a charity

Annual fundraising event

Social media event

No answer

11

Media scrutiny of charities is the new normal

Over half agree that more regulation of charities is needed, even if it means charities raise less money

70% think there will be more critical media coverage of charities in the future

65% believe media needs to do more to scrutinise charities

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But, there is good news too!

Only 4% agreed coverage will make them less likely to cover a charity case study

Less than a quarter agreed their trust in charities had fallen as a result of coverage

44% felt charities generally handled critical media coverage well

Less than one in ten agreed coverage will make them less likely to cover a charity campaign

13

Many journalists see themselves as benevolent partners for the sector

Last year, 94% of journalists believed the media helped the public’s understanding of charities

“Exposure is life blood of charities,

publicity re their work, case studies etc.

are what bring the funds in - on top of

the national/international events that

prompt people to donate and

volunteer.”

Medical Correspondent, Daily Mail

14

And they think you understand what they need

“Most of them [charity press releases]

are well-written, concise and

relevant, and if I call back for more

information, I generally find well-

informed and savvy people on the

other end of the line (something you

wouldn't necessarily expect if you rang

a PR agency or a company or a

government department press office).”

Press Association

72% think charities understand what they need as a journalist

Opportunities

16

Journalists think communication about fundraising should be the top priority for charities

82% believe it is absolutely vital or very important that charities communicate with the media about fundraising practices

"Since Mrs Cooke's sad story, we have

learned that not all donors realised that

data-swapping or rental has been

common practice among most large UK

charities. Smile Train was so concerned

by the recent disquiet that the UK

trustees met to discuss the matter and

instigated a root-and-branch review of

our practices. Smile Train will see a

fall in its charitable income as a

result."

17

Who is the spokesperson for your organisation?

18

Journalists have the same perception as other audiences that charities spend less than they should on the cause

“Thinking about the three different types of expenditure-‘administration’ ‘fundraising’ and ‘cauae’ what would you consider an acceptable percentage of the average charity’s income to be spent on each’”. Mean of each category

Base: 151 journalists| Source: : JAAM, Apr 15, nfpSynergy

55%

38%43%

73%

64%61%

MPs Public Journalists

Estimated % of income on the cause Acceptable % of income on the cause

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Know the audience for the outlet, and tailor messaging accordingly

19

65+16-24 25-34 35-44 45-54 55-64

Challenging / Dynamic

InnovativeAccountable / Reputable

Professional

Approachable /

Empowering / InspiringCaring / Compassionate

Sympathetic

Caring / compassionate

Approachable

Passionate

Honest

Helpful

Friendly/ welcoming

Effective/Cost Effective

Reputable

Practical

Accountable

Established

Campaigning

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Digital has changed how media outlets source stories

“If we’re allowed to use it [a video on

social media], we’ll just pull it off and

use it. I think it’s a fantastic way to get

videos straight onto the TV. Quite often

now it’s good enough quality to put on

the telly.”

- Producer, Sky News

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12%

33%

Nov 03(Paper*)

Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11 Jul-11 May-12 May-13 Apr-14 Apr-15 Oct-15

If banks have managed to begin reversing their trust problem, surely charities can too?

“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies” A great deal or quite a lot Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, April 15, nfpSynergy

47%

Questions?

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