Response rates and average gifts for like-for-like campaigns (2019 compared to 2020) both increased during 2020:
Cash individual giving – response rates:
- February 2019 to January 2020: 10.8%
- February 2020 to January 2021: 12.4%
Cash individual giving – average gift:
- February 2019 to January 2020: £20.84
- February 2020 to January 2021: £22.68
The number of people cancelling their direct debits during 2020 significantly reduced:
Direct debit cancellations:
- February 2019 to January 2020: 27.2%
- February 2020 to January 2021: 12.8%
Results for ad-hoc / one-off emergency campaigns throughout 2020 (where there is no direct comparison to 2019) significantly outweighed expectations:
Emergency appeal – response rate:
- Forecast: 4.9%
- Actual: 7.9%
Emergency appeal – average gift:
- Forecast: £21.00
- Actual: £31.52
Pre-pandemic levels: 44.3%
Date |
2020 |
2021 |
23 March |
5% |
30% |
30 March |
7% |
35% |
6 April |
10% |
33% |
13 April |
19% |
37% |
20 April |
16% |
36% |
27 April |
16% |
36% |
4 May |
25% |
40% |
11 May |
16% |
38% |
18 May |
17% |
39% |
25 May |
21% |
39% |
1 June |
22% |
37% |
8 June |
19% |
33% |
15 June |
20% |
33% |
22 June |
24% |
36% |
29 June |
21% |
31% |
6 July |
24% |
37% |
13 July |
24% |
33% |
20 July |
24% |
32% |
27 July |
24% |
33% |
3 August |
21% |
37% |
10 August |
20% |
38% |
17 August |
18% |
38% |
24 August |
21% |
35% |
31 August |
21% |
37% |
7 September |
23% |
34% |
14 September |
14% |
37% |
Source: About Loyalty Public Sentiment Tracker, nationally representative sample of c.2,000 people surveyed each weekend between March and July 2020 and 2021
Correlation coefficient = 0.832
|
Net optimism |
Donated to a charity |
4 January 2021 |
16% |
17% |
11 January |
6% |
14% |
14 January |
11% |
15% |
21 January |
13% |
14% |
28 January |
4% |
13% |
4 February |
13% |
15% |
11 February |
19% |
16% |
18 February |
20% |
15% |
25 February |
27% |
17% |
4 March |
27% |
18% |
11 March |
29% |
17% |
18 March |
29% |
17% |
25 March |
30% |
18% |
1 April |
35% |
16% |
8 April |
33% |
18% |
15 April |
37% |
18% |
22 April |
36% |
16% |
29 April |
36% |
16% |
6 May |
40% |
18% |
13 May |
38% |
17% |
20 May |
39% |
17% |
27 May |
39% |
18% |
3 June |
37% |
19% |
Source: About Loyalty Public Sentiment Tracker, nationally representative weekly sample of c. 2,000 people surveyed January to June 2021