Yearbook data

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Like-for-like campaigns

Response rates and average gifts for like-for-like campaigns (2019 compared to 2020) both increased during 2020:

Cash individual giving – response rates:

Cash individual giving – average gift:

Regular giving

The number of people cancelling their direct debits during 2020 significantly reduced:

Direct debit cancellations:

Emergency appeals

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:

Emergency appeal – average gift:

UK net optimism levels

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

UK net optimism levels and donations to charity

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

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