COMMITTED, HAPPY…AND FEMALE: CHARITABLE GIVING IN 2009

The commitment of UK charity donors remains strong despite the economic downturn, a new study, as credit card company MBNA reveals. The research, based on responses from individuals who have given donations to charity in the last three years, provides a unique insight into charitable giving in 2009.

A commitment to give

The study paints a picture of a committed UK giver. Respondents report that they are continuing to donate to charity, with many giving frequently and only a tiny number withdrawing their support altogether.

- The majority of givers, 74 per cent, have kept their donations at the same level in 2009
- Five per cent have increased the amount they donate
- Over one in ten, 11 per cent, donate once a week to charity and over a half of respondents, 56 per cent, give to charity in some form at least monthly
- Over a third, 37 per cent, claim to donate in 2009 as it is more important than ever
- Only a tiny minority, one per cent of the total base, stopped donating to charity in 2009

The focus on giving is even more apparent when relating to behaviour this Christmas. The majority of respondents are giving the same or more this Christmas by purchasing items or taking part in charitable activities.

- Over three quarters, 79 per cent, are giving the same or more to charitable causes this Christmas
- Almost one fifth, 17 per cent, are spending up to 25 per cent of their Christmas budget on charity items. Over half, 57 per cent, are spending up to ten per cent on charity items
- Over a third, 38 per cent, are purchasing Christmas items from a charity shop. 30 per cent are giving charity Christmas presents

'Happy'

Happiness is by far the strongest emotion elicited when they help a charity, according to respondents. 60 per cent cite 'happy' as the emotional impact of their giving. After 'happy', donors feel 'generous' (25 per cent) and 'reflective' (25 per cent). Very few, just seven per cent, report feeling 'guilty' when they make a donation.

John Greaves, spokesperson for MBNA said: 'The findings make heartening reading for charities at the end of a difficult year. What is clear is that the majority of UK givers are deeply committed to the causes they support, feel happy when they give, and most importantly, are determined to continue their efforts."

The feminine touch

The study reveals a marked difference in the way that men and women donate to charity. Generally, women are more generous and feel guilty if they don't give.

- 63 per cent of women have given to charity in the last three years, as opposed to 37 per cent of men
- This is despite the fact that more women admit finding it difficult to give in the current climate, 45 per cent compared to 31 per cent
- More women feel guilty if they don't give, 45 per cent compared to 33 per cent
- More women donate items (73 per cent compared to 52 per cent) and buy charity endorsed products (54 per cent compared to 36 per cent).
- Women are more likely to volunteer, 55 per cent compared with 45 per cent

Men are less inclined to give, especially at Christmas:

- Over a quarter, 26 per cent, of men are not spending any money on charity items this Christmas. This is compared with 17 per cent of women
- More women send charity cards at Christmas, 88 per cent compared to 81 per cent, and buy charity Christmas presents, 32 per cent compared with 26 per cent

Lindsey Quinn, age 41, is a regular giver to Breakthrough Breast Cancer and is typical of the research. She explained why she continued to donate to charity in 2009: "A little bit, given often, adds up and in the recession I think that it is more important than ever to do what one can for charities."

Charity credit cards

The study also reveals givers' views on charity credit cards. MBNA's charity credit cards provide a way for UK givers to contribute to a specific charity each time that they make a purchase, at no extra cost, as it happens alongside their regular purchase. By paying with a charity credit card however instead of, say, a debit card, the credit card issuer will usually pay a percentage of the purchase price to the charity. Charity credit cards have similar features as non-charity credit cards, such as promotional rates and operate in the same way.

A report from UK Cards Association in July 2009 showed that spending on charity credit cards is high, reaching £6.7 billion last year. With an average of .25 per cent being contributed to charity, approximately £16.7 million has been raised for good causes by charity credit cards.

Key findings relating to charity cards include:

- 6 per cent of respondents owned a charity credit card, compared to a total of 79 per cent of all respondents that owned a credit card
- Only 27 per cent saw charity cards as free
- Over half, 51 per cent, think a charity credit card is appealing but, 41 per cent are not aware of the concept of a charity credit card

John Greaves continued: "Our charity credit cards contribute a significant amount to the charities that they support on behalf of dedicated supporters. This includes contributions of over £10m to WWF, over £1.4m to Breakthrough Breast Cancer, over £1.5m to the National Trust and £1.5m to the British Heart Foundation.

"The results show givers see the value of a charity credit card, but that many are unclear of how they work in practice. We are using this insight to inform our communication with givers, in conjunction with the charities that we work with, to ensure they understand the extent of options available to show their enduring support."

Veena Bedi, 36, a sales director from Manchester, said: "Although I have a number of other
credit cards, my Breakthrough Breast Cancer credit card is the one I use most often. It is
an easy way of giving to charity and I would much rather give in this way than have
a cashback card and remember to give it to charity. I feel good knowing that as I spend,
money is given to Breakthrough Breast Cancer.

"I think that if a lot of people give "little and often", it will make a difference. In my last job, I used to give to charity direct from my wages and I often use charity bags as a good excuse to clear out clothes from my wardrobe. With a little thought, there really are so many easy ways to give to charity."

About the research

The survey was carried out for MBNA by SKOPOS in November 2009. More than 1000 GB adult – both male and female – were surveyed, all who have given to charity in the last three years.

About MBNA

About MBNA Europe Bank:
MBNA Europe Bank Limited, a wholly owned subsidiary of Bank of America Corporation (NYSE: BAC), is the recognised leader in affinity marketing. MBNA credit cards and related products and services are endorsed by more than 5000 organisations worldwide. For more information, visit the company's Web site at http://www.mbna.co.uk.

For More Information About MBNA Contact:

Adam Stones
Cohn & Wolfe
Tel: 0207 331 5370
Mobile: 07971 250 741
e-mail: adam.stones@cohnwolfe.com

or

Joanna Swift
Cohn & Wolfe
Tel: 0207 331 5476
Mobile: 07811 200716
e-mail: joanna.swift@cohnwolfe.com

About Breakthrough Breast Cancer

Breakthrough Breast Cancer is a pioneering charity dedicated to saving lives and changing futures, through research, campaigning and education - removing the fear of breast cancer for good.

Breast cancer is the most commonly diagnosed cancer in the UK, with nearly 46,000 women and around 300 men diagnosed with the disease each year.

For further information about Breakthrough or breast cancer visit www.breakthrough.org.uk or call the charity's free telephone number on 08080 100 200