The document summarizes research conducted on how different generations will sustain the charity sector in the future. Quantitative research included a survey of 1,000 adults examining current and potential future engagement with charities. Qualitative research involved focus groups with those currently and not currently volunteering. Key findings include younger people being as supportive of charities' role but less currently volunteering, though open to future volunteering. Ensuring charities remain fresh through new volunteers and improving engagement of younger people were identified as important factors for the sector's sustainability.

1. Charities Research
How different generations will sustain the charity sector into the future.
An Amárach Briefing on behalf of:
May 2019/MMCL/RB/S17-319

2. 2
1. Purpose of the Research
2. Quantitative Research
3. Qualitative Research
4. Implications
Focus of the Presentation

3. 3
We are building on the work programme that we undertook for
Charities 2037
Charities 2037 was completed nearly two years ago – and much has
changed.
Challenges of the sector remain
– Trust and confidence
– Managing the regulatory environment
– Engaging with stakeholders
– Ensuring continuity and change
Charities are still performing fundamental roles and services in our
society
– We are researching to see is that view is shared across the age
spectrum.
– How are younger people’s attitudes different to other age groups.
What we are working to do

4. 4
Support is the life blood of charities.
It gives the work of charities relevance,
authenticity and to extent holds charitable
organisations to account to actions that charities
undertake.
A key success factor is to ensure that charities and
the charity sector are kept updated and fresh by
the influx of new personnel, skills and ideas.
A key risk or fear for the sector is that younger
people may not be engaged with society,
community and charities as they were in the past
as a consequence of:
– Time commitments.
– Less cohesive communities.
– More global outlook.
– A sense that it is Government’s problem to
solve.
So what we did:
– A focussed piece of research consisting of
two distinct elements.
• Quantitative – a nationally
representative survey of 1,000 adults.
• Qualitative
– Two focus groups of under 45s
– One with those who volunteer
with charities
– One with those who volunteered
in the past and don’t do so know.
– All research was undertaken in May 2019.
The Purpose of this Research

5. The
Quantitative
Research

6. 6
Working with CII we developed a short focussed survey.
It focussed on:
– The current level of engagement on a voluntary basis with charities
• The nature of that engagement for those who volunteer.
– For those who do not volunteer, how likely are they to volunteer in the future?
– Whether their parents volunteer or volunteered in the past.
– The perception of the role that charities play in the Irish market and the impact if charities ceased to exist
– The cause that they would like to focus on if they were volunteering?
– What would encourage them to volunteer?
– Considerations that come into play when deciding whether or not to make a donation to charity
We took a break point of Under 45 and over 45 in the analysis.
We also provided a definition of what a charity is at the outset of the questionnaire so that there was no ambiguity
about sports clubs, GoFundMe, credit unions etc.
The Focus of The Survey

7. 7
32%
38%
13%
1%
16%
24%
45%
16%
1%
14%
40%
31%
11%
1%
17%
Strong Positive Support for Charities’ role in Irish Society
Very Important
Q4 On a scale of 1 to 5 where 1 is very unimportant and 5 is very important, in your opinion how important is the role that the charity sector plays in Irish Society?
Important
Neither/nor
Unimportant
Very Unimportant
17%
Very Important
Neither/nor
UnImportant
Very Important
Very Important
Important
Neither/nor
UnImportant
Very unimportant
TOTAL AGE
Below 45 (N=533) 45 or more (N=524)
(BASE: All respondents – 1,056)
70%
15%
69%
Important
18%
71%

8. 8
2%
4%
5%
34%
54%
-
2%
5%
48%
44%
Below 45 (N=533)
1% 3%
5%
41%
49%
It would be really negative if Charities did not exist
Q5 If Irish charities ceased to exist as a consequence of the absence of volunteers or fundraising what do you think would be the impact on Irish society?
Very Negative
Positive
Neither/nor
Negative
Very Negative
Positive
Neither/nor
Negative
Very Negative
45 or more (N=524)
(BASE: All respondents – 1,056)
Negative
Neither/nor
Very Positive
Very Positive
Positive
Very Positive
91%
TOTAL
4%
93%
2%
89%
6%
AGE

9. 9
25%
33%42%
15%
39%
46%
Higher Proportion of Over 45s Volunteering Currently
20%
36%44%
Yes currently
(BASE: All respondents – 1,056)
Q1 Do you undertake work on a voluntary basis for any charitable organisation?
Yes previouslyNo Never
TOTAL
Yes currently
Yes previouslyNo Never
AGE
Yes currently
Yes previously
No Never
Below 45 (N=533)
45 or more (N=524)

10. 10
… With an Unsurprising Mix of Activities
Q2b If you do or have in the past volunteered for a charity which form did it take?
(BASE : Undertook work on a voluntary basis for any charitable organisation – 596)
Below 45 (N=292) 45 or more (N=304)
Fundraising
Event volunteering
Skills based volunteering
Befriending Mentoring
Volunteering organised by employer
Board Member Trustee
Not Applicable/have never been involved with a charity
55%
44%
36%
20%
14%
12%
1%
54%
44%
38%
23%
17%
4%
1%
56%
44%
34%
18%
10%
19%
*
TOTAL AGE

11. 11
6%
21%
30%
28%
16%
But the gap in age engagement is countered by potential…
Very likely
Q2a How likely are you to volunteer with a charity over the next five years?
(BASE: Never undertake work on a voluntary basis for any charitable organisation – 460)
Likely
Neither/nor
Unlikely
Very unlikely
Below 45 45 or more
44%
6%
15%
27%
33%
19%
5%
26%
32%
23%
13%
TOTAL AGE
26%
36%
31%
52%
21%
Very likely
Likely
Neither/nor
Unlikely
Very unlikely
Very likely
Likely
Neither/nor
Unlikely
Very unlikely

12. 12
Previous Parental Engagement is an Important Influence
(BASE: All respondents – 1,056)
Q3 Do your parents volunteer or donate to a charity organisation?
26%
20%
37%
17%
33%
28%
28%
11%
30%
24%
32%
14%
Yes both
Yes one
Don’t know
TOTAL
Yes both
Yes one
No
AGE
Yes both
Yes one
Don’t know
Below 45 (N=533)
45 or more (N=524)
Don’t know
No
No

13. 13
Marked Difference in Sectoral Interests by Age
Q6 If you were to volunteer to work with a charitable organisation what areas would be of interest to you?
Below 45 45 or more
Health including mental health
Children and Young Adults Services
Community Organisations
Environmental
Animal
Housing Homelessness
Education
Human Rights
Overseas Development Aid
Church Religious
No more selected
Arts
None of the above
25
17
14
13
10
6
4
3
2
2
-
-
4
11
14
9
6
8
9
5
4
2
1
29
1
-
7
10
10
7
7
13
9
6
3
3
22
3
-
(BASE: All respondents – 1,056)
1st
2nd
3rd
27
21
7
16
11
6
4
2
2
1
-
-
3
14
20
9
6
10
10
5
6
1
1
18
1
-
7
9
9
9
9
14
9
6
4
1
20
3
-
1st
2nd
3rd
TOTAL AGE
22
14
22
10
9
6
4
4
2
3
-
-
4
8
9
9
5
7
9
4
3
4
2
40
1
-
6
12
11
4
4
12
9
6
2
6
253
-
1st
2nd
3rd

14. 14
No evidence of revolutionary thinking!
Q7 Please rate your level of agreement with the statement
Under 45 Over 45 Total
Agree Disagree Agree Disagree Agree Disagree
I have any skills necessary to volunteer with a charity 72% 5% 65% 9% 68% 7%
I would like to volunteer with a charity but I simply don’t have the time
55% 20% 45% 30% 50% 25%
I think that charity organisations which deal with local and national issues
are as important as those that deal with international and global issues
81% 6% 81% 9% 81% 7%
It is more useful to give money or sponsorship to charities than to
volunteer with them
14% 45% 14% 50% 14% 48%
I prefer to make a donation to good causes directly through online giving
tools rather than going through a charity
25% 32% 30% 38% 27% 35%
By using the financial and other resources that are available to them
charity organisations make a real difference to peoples lives
80% 2% 84% 6% 82% 4%

15. 15
Employers can play a key role in prompting volunteering
Q8. What would encourage you to become involved as a volunteer with a charity?
Enhances employability
Volunteering facilitated by my employer
Being personally asked by a charity to become involved
Reassurance about charity governance
Sense of achievement or wellbeing
No more selected
A social issue that is important to me
None of the above
(BASE: All respondents – 1,056)
23
-
15
12
4
6
-
-
21
40
6
5
3
-
-
40
24
22
15
6
4
1
-
22
1st
2nd
3rd
Below 45 45 or more
23
-
11
18
6
4
-
-
22
30
6
8
4
-
-
30
23
21
15
8
5
-
-
21
1st
2nd
3rd
TOTAL AGE
22
0
18
7
2
8
-
0
19
50
6
2
2
-
-
50
26
23
15
2
2
-
-
23
1st
2nd
3rd

16. 16
What would encourage you to Volunteer?
Q8. What would encourage you to become involved as a volunteer with a charity?
The cause
How much of my donation goes to the beneficiaries
My knowledge of the organisation
Whether my donation will make a real difference
The ability to make a donation online
The influence of my peers
No more selected
(BASE: All respondents – 1,056)
54
21
13
9
2
1
-
10
16
27
21
3
1
22
9
34
16
27
4
1
8
1st
2nd
3rd
Below 45 45 or more
58
16
13
8
3
-
-
11
17
31
24
4
-
12
7
33
14
31
6
-
8
1st
2nd
3rd
TOTAL AGE
49
26
13
9
2
-
-
8
15
23
18
3
-
33
12
36
19
22
2
-
9
1st
2nd
3rd

17. 17
Younger cohort are as engaged with the sector as the older age group.
There is less engagement in volunteering by the Under 45s than the over 45s currently.
– There is greater potential among the under 45s – but charities need to work to turn this into a reality.
– They are not lacking in self belief – Under 45s think that they have as much to offer.
Charities have a critical and important role to play in Irish society for all age groups.
They see the need and they absolutely don’t want you to stop!
The role of employers is critical.
Your organisation needs to think about how that potential is turned into reality.
Implications of the Quantitative Research

18. The
Qualitative
Research

19. 19
We held two focus groups on 22nd May in the Mespil Hotel.
– Both Groups were independently recruited to agreed criteria.
– Both Groups were under the age of 45.
Group 1 consisted of:
– Group of people under who currently volunteer.
– No one volunteered in the same organisation.
– Organisations range widely in scale, size and history.
Group 2 consisted of:
– Those who had volunteered in the past but had stopped.
– No one had volunteered in the same organisation.
– Organisations again ranged widely in scale, size and history.
The Qualitative Research Process

20. 20
Wanted to make a real contribution.
Were really passionate about making a difference (and felt they did so).
Thought charities complemented rather than competed with the State.
Charities were different to the State.
Many worked with more than one organisation.
Role of employer critical in many cases in facilitating individual engagement.
The majority had parents who volunteered.
Those who currently volunteer….

21. 21
The cost of engagement – it costs money to volunteer and only one had a systematic reimbursement of expenses.
Some scepticism about the relationship between the paid staff and volunteers.
– Some felt that volunteers are not always appreciated for their input and many felt underappreciated by full time staff.
The time commitment can be huge.
– “Sometimes you need to put your own family second when volunteering and that can only last so long – at a certain point
you can’t do it any more”.
– For some the time commitment is unstated because if it was known you’d never start.
– Some employers support – others don’t – public service seen to be a laggard in this regard and could do more.
– “My employer doesn’t care” (Civil Servant).
It can be emotionally draining – particularly depending on the nature of the work that is being undertaken.
Dealing with underperformers (particularly volunteers).
They can be underappreciated by stakeholders.
“If you start it can be hard to stop because there is no one to replace you”.
It can be hard to be blamed for things when things go wrong.
Challenges of Volunteering included …

22. 22
Those who volunteer see the benefits of the work and for themselves.
They also see the benefits for those who receive their work.
It gives a different perspective – particularly after a bad day in work.
Benefits of Volunteering included …

23. 23
Government needs to be clear on what it wants and demands from charities.
Start people young – transition year is critical to sowing the seed.
They are unaware of the following:
– A central co-ordinating hub for volunteers like Volunteering Ireland.
– The role of regulation and the charity regulator. They worry about charities and their governance but no-one had
heard of the charity regulator.
– The Triple Lock and Transparency – very important for this Group.
Charities could also do more.
– Willingness to volunteer available on LinkedIn.
– Communication between paid and voluntary staff critical.
– Are there too many charities? If not, why not.
Engage and ask.
– Social anxiety emerged as a real hurdle to be overcome.
Reduce barriers to entry and exit.
– “You never get a job description for a volunteer role”.
How could more volunteering be encouraged ?

24. 24
Still hold largely positive views on the impact charities have on society.
Still believe in society's need for charities.
Charities and the State.
Past engagement with charities.
Initially became engaged through schools and parents.
So their engagement had been similar to those who were continuing to Volunteer.
Those who did volunteer in the past but had stopped…

25. 25
They didn’t appear to stop because of other pressures.
Participants had negative experiences volunteering for charities.
Participants hold negative perceptions of charities.
– 4 out 8 considered themselves ‘cynical’ of charities.
– Concerned about amounts spent on ‘fancy’ offices and locations.
– Negative stories from friends and media discourage engagement.
Participants had negative experiences with volunteers from other charities who they felt gave the sector a bad name.
– Aggressive tactics used by chuggers and door collections.
Trust has been damaged.
– ‘I don’t donate to charities anymore, I only give directly’.
– ‘I only help the ones I know are a safe bet’.
– ‘We are a richer country who are giving less to charity because we don’t trust them’.
Likely to have stopped because of the Organisation rather than
the Cause

26. 26
Restoring trust through transparency in the wider sector
– Naming and shaming of bad actors so people know who they can and can’t trust.
– Be transparent with spending – ‘How much money is spent on the cause’.
– Fully transparent with CEOs/management’s wages and expenses.
– Better communication and visibility of results and achievements – ‘Tell us what’s happening’.
Regulation of collections tactics
Creating awareness
– Communication in a more ‘friendly way’, not aggressively seeking money.
– Better use of online advertising and media.
Take better advantage of Corporate CSR programmes
Communication is absolutely critical

27. 27
There is no fall off in commitment to the sector or the causes.
There is a recognition of the role that the sector pays in Irish Society.
They want to volunteer – but on the basis of understanding of their commitments and priorities.
They mentioned the benefits of their engagement to them personally.
But ….
Communication is critical about the organisation, their impact and the outcomes.
They need to feel appreciated – many are under appreciated currently. And those who left drifted away and were not
sought to come back.
There needs to be better communication between the Charity and the volunteers.
There is an undercurrent of being taken for granted that needs to be addressed.
Implications from the Qualitative Research

28. Insights and Implications

29. 29
Overall Implications
Charities are seen to be really important organisations.
– Not just filling gaps but playing complementary and critical roles in the State.
They are open to volunteering.
– But many don’t know how to get involved.
– But they think that they have the skills to make a contribution.
– They need to be appreciated.
Start them young.
– Many who volunteer started early and remained involved.
– What can be done at transition year to encourage engagement.
– Many under 45s think that they will volunteer in the next five years – but the question is how will you engage with them.
– There are implications of donating directly – it is not widespread but it is a risk for the sector.
Don’t presume on their long term engagement and define/ringfence the commitment.
Communicate, communicate and then communicate some more.

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