Research

Recent fundraising research papers available through LSBU

1. "How a UK charity developed and marketed a successful social investment vehicle rather than continuing to rely on a traditional charity appeal", Maple, P., IRSPM Conference, April 2011.
    
2. "The Magic or Myth of Corporate Philanthropy a study of corporate behaviour in the United Kingdom and Italy", Maple, P. & Civera, C., The International Society for Third Sector Research, 2012.
    
3. "If the Baby-boomers are acting philanthropically differently from previous generations, then how will this change in behaviour translate into legacy gifts? A study of changing behaviour towards charitable gifts in wills", Branchu, F., successful dissertation for MSc Charity Marketing and Fundraising 2011.
    
4. "The recession and the changing face of philanthropy", Maple, P., NCVO/VSSN Researching the Voluntary Sector Conference, September 2010.
    
5. "The Spectrum of Philanthropy - an examination of the face of philanthropy", Maple, P., Caritas Volume 5, 2008 pp 34-36 and IAPNM Conference April 2010.
    
6. "The changing face Social Enterprise Funding", Maple, P, ISIRC Conference September 2010.
    
7. "How well do charities look after their major givers and looking at the motivations for giving?", Maple, P., LSBU and EAPG: Dissemination Lectures and Seminars Sep-Dec 2009.

1. "How a UK charity developed and marketed a successful social investment vehicle rather than continuing to rely on a traditional charity appeal", Maple, P., IRSPM Conference, April 2011.

   Abstract

   Against the backdrop of reported falls in donations and expected swinging cuts in government contracts, not for profit organisations are discovering that providing a meaningful return on social investment can secure new funds from those who see themselves not as donors but as social investors. This paper draws on research being undertaken at London South Bank University (LSBU) in association with Crisis UK, looking at the "Urban Investor" programme launched publicly by the charity in the autumn of 2009. In particular it looks at the success of the programme by demographic take up in terms of the age of the investors.
   
   "Baby boomers" (born between 1944 and 1964) already own up to 70% of individual wealth in the UK and this is set to rise to 85% over the next few years. However "boomers" are reported to behave philanthropically in very different ways to the behaviour observed by academics for previous generations. For example the rise of the "venture philanthropist" has already been widely reported and researched. People demand a greater impact and say in the decision-making process regarding service delivery. Some organisations are beginning to understand the differing motivations of "boomers" and are successfully launching new social investment vehicles.
   
   There are a number of social investment products that have been launched by charities recently from Scope's "venture philanthropy scheme" in June 2010 through to the Urban Investor programme. Few have enjoyed the success that they had hoped for and effective targeting and marketing may be part of the answer. This case study paper seeks to provide context and direction in terms of marketing focus and opportunities that could be utilized by other not for profits.
    
    
2. "The Magic or Myth of Corporate Philanthropy a study of corporate behaviour in the United Kingdom and Italy", Maple, P. & Civera, C., The International Society for Third Sector Research, 2012.

   Abstract

   Is corporate giving to charity simply about increasing brand equity and awareness? Or might it be genuinely linked to the development of social benefit and approval in consumers' minds? Is there an issue of altruism which can legitimately influence the entire range of social choices made by for profit organisations? In reality, is corporate philanthropy simply another form of advertising or a conscious redefinition of priorities in order to run a sustainable business whilst delivering social benefit at the same time?
   
   Given the many corporate scandals of the last ten years, to say that companies must behave responsibly to the environment and the society in which they operate is something of an understatement. The spectrum of potential responses answers is huge and probably varies considerably from company to one another as well as from different countries. Accordingly, the aim of this paper is to examine underlying rationale for, and effects of, corporate philanthropy as new challenge by making some comparisons between Italian and United Kingdom companies' attitudes and practice. The paper seeks to go beyond the existing theoretical aspects of CSR (Corporate Social Responsibility) programmes to improve our understanding through the analyses of Italian and UK companies' declared policy and practice by using annual quantitative and qualitative reports on corporate giving, case histories and best (or worst) practices.
   
   The paper examines the new economic realities and the effects that possibly most devastating financial crisis, since the Second World War, has had upon many major corporates' way of conducting business. This has in turn forced them to rethink the relations that they build with their respective communities. They are now constantly pushed to reconsider their positioning, their activities, their operational and strategic goals as well as their core brand values, in order to become (or at to be seen to be) far more responsible actors within the entire society. Also examined is the question whether such concepts including environmental care, ethics, focus on human well-being and human and economic sustainability (commonly seen by corporates as CSR) are becoming part of the core business of those companies aiming to compete globally with greater success? Maple's Spectrum of Philanthropy (2008) will, in particular, be examined for its contribution to the debate.
   
   There are, after all, many ways to implement and develop an effective CSR programme: from the implementation of standards and norms which are necessary to demonstrate active participation. It is here then, that the magic or myth of corporate philanthropy takes shape and some answers will be postulated. Speaking simply of cause related marketing, sponsorships, funding for specific projects or simply cash donations - entirely connected to the corporate image - does not make the difference. One of the hardest strategies for a company is to justify, is one where the intangible benefits of genuine altruism cannot be monetorized.
    
    
3. "If the Baby-boomers are acting philanthropically differently from previous generations, then how will this change in behaviour translate into legacy gifts? A study of changing behaviour towards charitable gifts in wills", Branchu, F., successful dissertation for MSc Charity Marketing and Fundraising 2011.

   Abstract

   Residuary gifts in UK Charitable wills were predicted to decline from £56k average to £53k average in 2009/2010, before rising to £57k in 2012/13. In the meantime, the averager pecuniary legacy value would strengthen by 7% each year, reaching nearly £4k in 2012/13. In addition to this the charity legacy market is currently worth nearly £2bn to UK charities and this produces the highest of all return on fundraising investment. Furthermore, it is known that there is a pool of un-tapped prospects through a generational cohort expected die in significantly larger number from 2015 onwards.
   
   This research aims to gather data and provide an accurate picture of the situation, recommending practical actions to stimulate fundraisers & charity marketeers, whilst suggesting room for further research.
   
   The research shows a silent generation currently passing 'en masse' and suggests a thin behavioural bridge between this generation and the first baby-boomers cohort, expected to start passing 'en masse' within the decade. Linking this research to the latest Philanthropic Psychology trends, the analysis provides clear evidence for the need to break 'legacy giving' barriers and develop relationships with far greater numbers of givers. The 'numbers game' in terms of pecuniary gifts added to a strategy based on 'donor identity' will impact the number of pecuniary gifts received and ultimately affect the overall income. This process is about changing the mindsets and tapping into the vast pool of prospects, yet to write a charitable will.
    
    
4. "The recession and the changing face of philanthropy", Maple, P., NCVO/VSSN Researching the Voluntary Sector Conference, September 2010.

   Abstract

   Against the backdrop of reported falls in individual donations and funding for UK charities, changing demography reveals a one-off massive opportunity for the third sector to capitalise on a dramatically increasing pool of potential funding for the sector but, as yet, there is little evidence to suggest that a coherent strategic response from charities either individually or across the sector, is being formulated.
   
   "Baby boomers" (born between 1944 and 1954) already own up to 70% of individual wealth in the UK and this is set to rise to 85% over the next few years. However between 2012 to 2020 death rates, which have been relatively static at some half a million people per year, are predicted to rise a staggering 40% to 700,000 per annum. Currently around 14% of wills contain some philanthropic gifts, typically to three or four charities. Of these traditionally, some 50% are "residuary bequests" gifting a percentage of the total value of the estate, with an average value of £35,000 to each organisation. The total received by the sector is in excess of £2billion per annum. Therefore if nothing else changes the sector could see nearly a further £1billion (at 2010 prices) of unrestricted funding flowing in. What's more, the forecast drop in the values of charitable bequests, as a result of the impact of the recession upon property and share portfolios has yet to materialize and with recovering markets, estate values may soar.
   
   However "baby boomers" are reported to be behaving philanthropically in very different ways to the behaviour observed by academics in previous generations. For example the rise of the "venture philanthropist" and the "social investor" has already been widely reported and researched. People are demanding a greater impact and/or greater say in the decision making process regarding service delivery and project work
   
   What will happen therefore when these same investors start dying in large numbers? There is a suggestion that the charitable bequests they make will be quite different to those currently enjoyed by charities. Already some charities are reporting significant drops in residuary bequests and a consequent increase in "pecuniary" or cash gifts (worth on average around one tenth of the value of the residuary).
   
   This Work in Progress paper will explore this scenario drawing on new research, currently being undertaken in the Charity Studies Centre at London South Bank University in association with a number of large UK charities, which looks at the changing face of the "charitable bequest" and the impact upon charities, together with some observations of their plans and approaches to this.
    
    
5. "The Spectrum of Philanthropy - an examination of the face of philanthropy", Maple, P., Caritas Volume 5, 2008 pp 34-36 and IAPNM Conference April 2010.

   Abstract

   Many not for profits are charities choosing to use voluntary income to fund much of their work. This allows them to act independently of government to campaign, innovate and change services as they believe necessary. As such voluntary income is a vital element of the not for profit marketing mix and fundraisers the world over seek to understand donor motivations and behaviour in order to optimise income.
   
   This paper is a work in progress report on research taking place in the UK with 30 significant charities looking at how they attempt to understand donor motivation and influence individual behaviour. The objective is to test and develop the "Spectrum of Philanthropy" concept outlined in the paper so as to help charities improve their fundraising activities.
   
   The original research suggests that we are all far more "situational" than most giving models suggest and crucially, that we are able to move along a "spectrum of philanthropy" from the most unselfish, genuinely altruistic actions right along to an area of "enlightened self-interest".
   
   There is, of course behaviour that is purely self-seeking, under the apparent guise of philanthropy but the author believes such behaviour is beyond the visible spectrum of philanthropy, perhaps beyond even the infra-red end of this spectrum and not a subject to be covered within this early iteration of the model.
    
    
6. "The changing face Social Enterprise Funding", Maple, P, ISIRC Conference September 2010.

   Abstract

   Against the backdrop of reported falls in donations and funding for UK charities, and expected swinging cuts in government contracts the embryonic yet burgeoning sector known as "Social Enterprise" is discovering that there is more to life than simply selling coffee or recycled furniture.
   
   This paper will explore this scenario drawing on new research, currently being undertaken in the Centre for Charity and Government Studies at London South Bank University in association with a number of large UK charities, which looks at the changing face of the "charitable bequest" and the impact upon charities, together with some observations of their plans and approaches to this.
   
   "Baby boomers" (born between 1944 and 1954) already own up to 70% of individual wealth in the UK and this is set to rise to 85% over the next few years. However between 2012 to 2020 death rates, which have been relatively static at some half a million people per year, are predicted to rise a staggering 40% to 700,000 per annum. The total received by the sector is in excess of £2 billion per annum. Therefore if nothing else changes the sector could see nearly a further £1 billion (at 2010 prices) of unrestricted funding flowing in. What's more, the forecast drop in the values of charitable bequests, as a result of the impact of the recession upon property and share portfolios has yet to materialize and with recovering markets, estate values may soar.
   
   However "baby boomers" are reported to be behaving philanthropically in very different ways to the behaviour observed by academics in previous generations. For example the rise of the "venture philanthropist" and the "social investor" has already been widely reported and researched. People are demanding a greater impact and/or greater say in the decision making process regarding service delivery and project work. Social Enterprises in particular are being to understand the differing motivations of "baby boomers" (as compared to the previous "silent generation) and are successfully launching new social investment vehicles.
   
   What will happen therefore when these same investors start dying in large numbers? Could those social investments be converted to bequests or even planned gifts in the American tradition?
   
   This work in progress paper will seek to provide context and direction in terms of the opportunities that may otherwise be missed by the Social Enterprise sector.
    
    
7. "How well do charities look after their major givers and looking at the motivations for giving?", Maple, P., LSBU and EAPG: Dissemination Lectures and Seminars Sep-Dec 2009.

   Abstract

   Drawing on new research amongst UK charities this study presents a challenging look at what fundraisers are and, just as importantly, aren't doing to look after their major givers in order to provide some very clear guidance towards doing it better.
   
   The session will be valuable for managers and senior practitioners responsible for developing, implementing and integrating strategies to deliver increases in major gift income.
   
   Drawing on primary research, with a reference group of 30 charities, this study challenges conventional models of why people give, present an alternative thesis, and question what fundraisers can do to look after prospects and existing supporters better.
   
   The research aims to improve understanding of the motivational triggers for donors and will be of real value to directors of fundraising and senior practitioners interested in improving and sustaining individual donations.