Charity and brand partnerships: the future

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Course | BA Hons Fashion Communication and Promotion Module | Negotiated Project Stage 1 Module Code | FASH30001 Student | Jade Holmes N0308948 Word Count | 7,683

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School of Art & Design School of ArtForm & Design Declaration 2012/13 Declaration Form 2012/13

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Module: Negotiated Project Stage 1 Module Leader: Tim Rundle Ref. no: FASH30001

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.

Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University’s regulations on assessment contained in its handbook.

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Date .......................................................................................................................

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CONTENTS

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6 10 16 24 29

Introduction

6-9 Introduction

11 12 13 14-15 17-18 19 20-21 22-23

The Voluntary Marketplace

I can’t see you?

The double dip Retaining current donors The shiny pokemon effect

Donor Behaviour

Always avoid eye contact Lazy is what lazy does The warm glow effect The money is in your hands

Donor Attitudes

25 Attitude Matters 26-27 Out with the old, in with the new 28 Trust 30-31 32-33 34 35

Branding

Moving on with commercial brands The negatives of 20% Why should charities partner?

Going green

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36 47

87

37 38-39 40-41 42-43 44-45

Engagement

Art of engaging The Disney Experience Social Invasion The game players Put them in their shoes

Recommendation 49-50 51 52-53 54 55 56-57 58-59 60-61 62-63

88-89 90-119 120-137 138-144 145-150 151-159 160-171 172-178 179-181 182-185

Pret a Manger & ‘hope’ The big idea in a nut shell What’s in it for he Consumer?

What’s in it for Pret?

What’s in it for Local charities?

Why gaming?

What game?

Rewards and incentives The Future

Appendices Appendix A Appendix B Appendix C Appendix D Appendix E Appendix F Appendix G Appendix H Appendix I Appendix J

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Introduction

Charity and brand partnerships: the FUTURE Scan to start

Introduction

As the slow, melodramatic music starts and the

deep male voice begins his speech I already know I want to turn the channel over. As the images of starving parents and dying children flood my TV screen the guilt sets in. The voice in the back of my head starts to tell me how these people need my help, how lucky I am to be sitting on the sofa with a warm cup of tea in my hands. But do I pick up the phone and donate? No I don’t. I don’t even consider it. Instead, I pick up the remote control and change the channel.

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Introduction

This response to charity adverts has become all too frequent in society today.

With the average UK consumer being exposed to ‘around 3,500 marketing messages in a single day’ (Gibson, 2005, online) it’s no wonder that charity communication methods are becoming ineffective. From the adverts and fundraising tactics that are designed to elicit feelings of sadness and guilt, to cause related product ranges and celebrity sponsorships, the impact of charities fundraising strategies are starting to deteriorate - we’ve seen and heard them all before.

As the number of charitable organisations increase and the economy remains in decline, the struggle for charities to successfully fund raise is evident with campaigns and fund raising methods underperforming. Action Aids ‘make your mark’ campaign failed to get the volumes of donors they had hoped for and their 2011 report saw direct response TV methods decline as ‘many charities withdrew from TV advertising altogether as response rates declined’ (Action Aid 2011). The need for innovation within the voluntary sector is critical and needs to be addressed in order to sustain the number of competing organisations.

If competition is increasing, if the charity business is getting tougher, how are charities responding? What are they doing, or what do they need to do in order to survive? How can they gain a competitive advantage?

The answer is simple. BRANDS

Fig. 1

The potential for charities to work alongside a brand in order to form a new and innovative strategy is huge and this will be discussed in more depth throughout this report. I will explore the opportunities available for brands and charities, taking into consideration the current market environment in order to highlight the timeliness and importance of acting now. Donating behaviour and attitudes will be analysed, motivation and engagement trends will be studied to provide insight and understanding about what will encourage consumers to donate.

Introduction

[9]

[ 10 ] The Voluntary Marketplace

THE VOLUNRARY MARKETPLACE

The Voluntary Marketplace [ 11 ]

I CAN’T SEE YOU? Standing out in an overcrowded market The size of the voluntary sector has rapidly increased within recent years and there are now 171,074 charities registered in the UK (Harker, 2011).

This huge surge of charities has only emphasised the need for charitable organisations to stand out and be unique with the services they offer. A charity forecast survey completed by NCVO (2012) saw an increase of 44% in the number of charities expecting to increase the amount of services they offer. However, it is questionable as to whether it is the amount of services provided or

the quality and experience delivered that is of value to charities. As hospitals, universities and schools increase their independence and the public sector enter the oversaturated environment of competing for donors, the not-for-profit contest intensifies.

The need for differentiation is heightened and charities need to be at the forefront of the race in terms of fundraising if they want to continue to remain successful.

[ 12 ] The Voluntary Marketplace

THE DOUBLE DIP Socioeconomic changes are, at present, leading to a deduction in companies, government and individual donations.

The voluntary sector is already facing an uncertain future with the huge growth in competition, and the addition of a declining economy only rocks this further. It therefore comes as no surprise that charities have been hit hard. Cuts being passed on by councils will see charities loosing up to 43.3% of their income this financial year (Guardian, 2012), proving that another difficult year lies ahead. The recession hasn’t reduced the demand for not-for-profit organisations either, with charities seeing a rapid increase in demand for their services. Gareth Thomas, the shadow civil society minister, has said;

‘charities and community groups

across the country have taken a huge and completely disproportionate hit in funding, just when demands for their help are rising fast.’ (Guardian, 2012).

It has become clear that charities can no longer rely on government funding alone, making the generosity of individuals and other companies even more essential.

Government funding isn’t the only drawback of the recession for this sector. There is clear evidence that people are increasingly reluctant to make longer-term financial commitments with the proportion of those donating in a typical month falling from 58% to 55% this year (BBC News, 2012). This decline in donations by individuals and the lack of, or perceived lack of financial income of donors, is having a detrimental effect on charities overall income.

If government funding is drying up and individual donations are dropping where does this leave charities? How can they create a fundraising scheme that results in regular donations rising? Perhaps this is the perfect opportunity for charities to capitalize on and form a charity-brand partnership?

The Voluntary Marketplace [ 13 ]

RETAINING CURRENT DONORS With the rapid growth of competitors and decline in charitable donations it is vital more now than ever, for charities to rettain their current donors. It is more likely that charities will receive regular donations from loyal donors that give to the same charity repeatedly. It would be foolish for charities to see the decline in giving and focus purely on attaining new donors. It’s therefore imperative that charities recognise the potential of maintaining current, reliable donors that have a consistent giving pattern.

Data from a recent survey indicated that

65%

of all British people who made a single donation to charity failed to give to the same organisation again.’

(Sharpe, 2006).

This is a significant number of donors that charities are losing out on which highlights the importance of securing these individuals as repeat donors.

There are a number of reasons that people stop giving to a particular charity and it’s important that I highlight these to eliminate the factors from my proposed strategy.

Some of the consumers that discontinue their donations do so because they cease donating in general, normally as the result of financial problems. Others however, will have merely switched charities for nothing more than a ‘better offer’.

[ 14 ] The Voluntary Marketplace

26% out of 310 donors transferred their support

Fig 2.

The Voluntary Marketplace [ 15 ]

THE SHINY POKEMON EFFECT It seems that charity switching comes as no shock to the voluntary sector as Bennett’s 2009 study of 310 lapsed donors to a hospice charity in the South East of England found that 26% of the defectors stated that they had transferred their support to another charity.

Consumers regularly switch between different brands when purchasing products and this can also be seen in the not-for-profit area. ‘Switching’ often results from attractive advertising campaigns carried out by alternative charities ‘particularly if the causes are currently fashionable’ (Bennett, 2009). If another charity looks more appealing to a consumer, if the consumer perceives a different charity to be using their donations more effectively or even communicating their appreciation more, the consumer will switch. Without consumer loyalty charities will continue to see a loss in regular donors.

An interview with a MacMillan charity worker only highlighted the need for charities to push for more regular, weekly or monthly donations “as this allows the charity to plan and budget” (Keenan, 2012).

Charities need to find a way to secure their donors from the beginning; to keep them engaged and interested throughout the donating experience and to maintain communications after the initial donation.

No charity wants to lose a donor, especially not to a competitor. The shiny Pokémon card used to be one of the most prestigious cards you could collect. It was rare and exclusive. A ‘shiny’ set you up as the envy of all your friends, the leader of the pack. For charities to sustain optimal loyalty and donor retention, they need to become that shiny Pokémon card.

16] ]Donor Behaviour [ [16

DONOR BEHAVIOUR

Donor Behaviour [ 17 ]

ALWAYS AVOID EYE CONTACT Why consumers don’t donate.

There are numerous reasons as to why one wouldn’t donate and these can vary from not having enough income to being uninterested or unaffected by the charity cause. One of the most common explanations is how consumers feel suffocated by the fundraising methods employed by certain charities. Research carried out by charity Plan UK concluded that consumers think charities are ‘manipulating them and saturating them with suffering’. A lot of philanthropic advertising is frowned upon and actively rejected by a considerable number of people. It is in fact, advertising in general that provokes this reaction and ‘it has become normal for consumers to resent the manipulative techniques regarding adverts as an unwelcome intrusion and a source of irritation’ (Agee, 1997, p63).

This feeling of suffocation by charities is not only seen through the TV adverts or posters. The live fundraising events that are aired on national TV such as Comic Relief and Children in Need also generate these negative, uneasy feelings. Whilst describing her watching experience of the latest Children in Need fundraiser, a

focus group participant explained how “it was so awkward, I was watching it and it just made me feel uncomfortable” (Twelevetrees, 2012).

Heaton described this years Comic Relief as “it was more like preaching for money” rather than entertaining.

Charities designing hard-hitting strategies, campaigns and adverts need to consider how these can be perceived and viewed by all consumers. Yes some will feel guilty, some might be shocked and these could lead to one-off donations, but a lot of people will feel uncomfortable.

One interviewee even said how the TV charity adverts made him feel ill (O’Connor, 2012). These methods might work for charities that can survive from one-off donations but for the majority of charities that need the security of regular, on-going donations these shock tactics aren’t a long-term solution. If charities persist with these as their leading fundraising strategy, they risk alienating a lot of potential donors.

[ 18 ] Donor Behaviour

Fig 3.

One of the most disliked and unpopular tactics used by charities today is, unsurprisingly, the street fundraisers. I am reassured from interviews and discussions with others (see appendix C) that I am not alone in my negative feelings towards the street fundraisers. My approach of avoiding them is simple and one I’m sure many are highly practised in.

Always avoid eye contact.

Charities aren’t helping themselves with these negative connotations with Tag, one of the largest street fundraising companies being found guilty of harassing people in the street and lying to them to get them to stop. These aggressive tactics are ones which charities must be weary of. Yes, they can prove to be an effective way to attain new donors but is it worth the undesirable and damaging reputation and image that can also accompany it?

Donor Behaviour [ 19 ]

LAZY IS AS LAZY DOES Laziness is also another factor that shouldn’t be ignored by charities when analysing why consumers don’t donate. ‘Many people have strong charitable impulses, and we suspect that because of inertia they give far less than they actually want to give’ (Sunstein & Thaler, 2009, p.229). How many times have you thought that you should provide some help by donating but failed to do so because the moment passed or you were distracted? Charities need to be aware of just how lazy consumers can be in order to target and overcome this issue.

Easy does it As the previous quote demonstrates, consumers want donating to be easy, quick and fuss free. If they have to think about it too much, if it takes more than five minutes to fill out a form to donate, the likelihood is the opportunity has passed and the charity has lost a potential donor. This was further emphasised through an interview:

“For me it’s all about time and place. I’m not going to go out of my way to hunt for a regular donation. If a charity I supported rang up and gave me the option to donate a small amount regularly I would probably say yes”.

(Sillwood, 2012).

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THE WARM GLOW EFFECT The motivations for donating to charity are diverse.

The environment, parent modelling, whether people are watching them, previous experiences and social preferences all play a key role in influencing individuals charitable giving. To some, helping out with the poor or those in need is obvious. It’s good citizenship, the right thing to do.

‘In most social contexts, contributions are rewarded with approval while refusing to contribute will damage one’s reputation as a good citizen.’

(Bekkers, 2010, p.4) ‘The act of contributing money or time will therefore yield some form of social reward’. (Barclay, 2004, p. 210)

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That ‘warm glow’ some feel from giving is an important ingredient in donors enthusiasm to give. If consumers feel they are doing good and more importantly can see and share with others that they’re doing good, the probability of donating is increased. This works both ways. If the consumer is uncertain whether their contribution is beneficial or relieving the need in some way, people are less inclined to give. Of course it is also important to consider the way a person feels towards a charity; whether they have an emotional connection or personal motivation that attracts them and their individual feelings as to whether giving to a certain cause is more worthwhile. For example, those with children may feel more inclined to donate to a children’s charity. Someone who has lost a relative or friend to Cancer would be more likely to donate to a charity that supports and helps those with Cancer.

‘The closer a person feels toward a beneficiary, the higher the degree of psychological satisfaction of a contribution to the well being of this group’ (Kerr & Harris in Bekkers, 2010) and therefore, the likelihood of donating is increased. Of course this is another important aspect of donor behaviour and demonstrates that responses to incentives to donate may vary among individuals.

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THE MONEY IS IN YOUR HANDS Due to the various incentives and reason that motivate consumers to donate, an experiment was carried out over a two-week period to discover the most popular. Donation boxes were provided, each with a different image representing a different breast cancer charity. One displayed an emotive story, one told the consumers how their money would help and one was the logo of one of the most recognised and reputable breast cancer charities functioning today. All of these being the most common reasons for donations. Consumers were asked to donate their ÂŁ1 coin into one of the three boxes of their choice. Out of 30 participants, 53% donated their money to The Breast Cancer Research Foundation, which box displayed the charities name and logo.

This highlighted the fact that people were more drawn to the Breast Cancer Research Foundation as they recognised either the name or the ribbon. It’s the breast cancer charity they were most aware of, more familiar with and the one they were most comfortable seeing. Charity awareness triumphed. For smaller, more localized charities that may need to increase their charities awareness, this experiment highlights a great opportunity for them to capitalize on. If they partner with and attach themselves to a well known, respected brand these key associations are more likely to transfer and also be connected to the charity.

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20

53

27

01

02

03

%

01

Breast Cancer Campaign Playing on one’s emotional side

%

02

The Breast Cancer Research Foundation The recognisable logo and name

%

03

Breast Cancer Breakthrough

How one’s money will help

24 ]] Donor Attitudes [[ 24

DONOR ATTITUDES

Donor Attitudes [ 25 ]

ATTITUDE MATTERS

It became clear from initial interviews with a number of consumers that perceptions, opinions, attitudes and behaviours towards donating varied greatly depending on gender. The way in which men and women spoke about donating throughout the interviewing process hinted towards these differences, with female respondents displaying views and feelings of having a responsibility to others. When asked if there was anything in particular that motivated one of the interviewee’s to donate she said: “I felt that it was the right thing to do. It wasn’t necessarily anything in particular that triggered me to donate but sometimes you get the feeling that you need to do something good”. (Sillwood, 2012).

This feeling of doing something good however was rarely mentioned and discussed in the interviews with male participants. It was more frequent for the males to have not donated to a charity before or if they had they couldn’t remember which charity in particular.

This could be down to the fact that men are more likely to respond to communications that highlight personal benefits for themselves rather than for the charity. A number of academic studies; Greer (2000), Harvey (1990) and Jones and Posnett (1991) have shown that women tended to view appeals containing caring values and ‘responsibility to others’ as being more persuasive, whereas men favored the ‘justice-oriented’ themes and the idea of ‘helping oneself.’

The size of differentiation between genders and their donating behaviour suggests the possibility of charities forming separate communications in order to target male and female consumers more effectively. Although this is something I feel charities should begin to execute to maximize positive responses, there is an area of focus that is more relevant at the moment.

[ 26 ] Donor Attitudes

Fig 4.

OUT WITH THE OLD Another significant difference in donating behaviours was seen between generations. I found that although the younger generation do give, the number of those that do, the amount that is given and the regularity of donations is significantly less compared to those of an older age.

Charities’ targeting the younger generation seems to be an area that has been previously overlooked. This is most likely due to the fact that a number of findings show that ‘over 60s are twice as likely to give to charity as those ages under 30’ (Charities Aid Foundation, 2012).

In general it can be seen that contributing increases with age and there are numerous reasons as to why this is; increasing compassion, disposable income, understanding and generational values.

Donor Attitudes [ 27 ]

IN THE NEW However, although this may be the case, it is also important to attract and retain the next generation of givers that have the potential to become life-long, regular donors. If the older generation are already more likely to donate, as donating increases with age, then are these the consumers that need to be targeted? Yes, it’s important to maintain donations from this audience but the area that holds the most potential in finding new donors or charity advocates is the younger demographic. If charities can target this younger generation and make donating a habitual behaviour, these consumers are more likely to continue with their donations throughout their lives. Charities are slowly but surely seeing the niche within the Millennial group as an email correspondence to a charity worker proved: “any profitable regular giving scheme would be of interest to us but we haven’t identified one that would work with younger people” (McCrohan, 2012). This further highlights the gap that my proposed strategy could fill.

[ 28 ] Donor Attitudes

A little thing called trust Public trust in charities is one of the most prevalent factors that underpin donations of both time and money. Consumers have to put a lot of trust into charities as what they tell us and the experience of our interactions are the only way in which we can assess the value of our donations. If trust in charities is lost or undermined, the basis of the relationship is therefore undermined and a loss of donors will result. There is evidence that the public are now viewing charities more critically with negative media coverage and stories about how donations are wasted, having a hugely damaging impact on consumer trust (Charity commission, 2012). What can charities do to maintain and build on this trust? Could a brand partnership encourage this trust and provide consumers with additional confidence in what the charity is doing?

29] ] Branding Donor Attitudes [ [29

BRANDING

[ 30 ] Branding

MOVING ON WITH COMMERCIAL BRANDS As competition within the voluntary sector has become so fierce over the last few years, I began to notice a lot of charities turning to commercial activities in response. Many voluntary organisations are turning to multiple branding in order to fill the financial gap, with sub-branding becoming a popular method to diversify their business. It’s not just the voluntary sector however that can be seen to blur the lines between profit and not-for-profit strategies.

There has been a recent rise in commercial brands behaving more like charities too with ‘corporate brands stepping into not-for-profit shoes with intent beyond just the positive spin associated with corporate social responsibility’ (Dufour, 2012, p.36).

There are numerous examples of brands and charities collaborating to form campaigns, events or product ranges, some being more popular than others. One of the most notable charity events, sponsored by brands and celebrities alike are Comic Relief, Sport relief and Children in Need. The success of these cannot be denied with the amount of money being raised for charities increasing year on year. However, these may be fantastic methods of raising a high volume of money once a year, but the success of them in gaining weekly or monthly donors is under debate. For smaller, more localized charities that cannot afford to put on these kinds of events and that rely on regular donations, these fundraising activities are not the answer.

There are however, aspects of these charitable events that can be transferred to smaller charities, especially when you consider the rapid evolution of the consumer and their demands.

Branding [ 31 ]

Consumer demands have increased over recent years.

Fig. 4

Fig. 5.

We want more and we expect more.

Fig 6.

Sir, can I have some more?

Twenge even states that those under the age of 35 are ‘a generation unapologetically focused on the individual, a true Generation Me’ (2007, p.2). It is therefore no wonder that when it comes to charitable giving, generation Y are more apt to ask what’s in it for me? We want to receive some kind of benefit from purchasing from a specific brand, for using a particular service and for donating to a certain cause. Comic Relief, Sport Relief and Children in Need offer this in the form of entertainment.

From comedy sketches to famous singers, these events provide fresh and interesting entertainment in return for a donation. A participant from the focus group confirmed this consumer demand when she said “I like it when they do something in return for our money”. (Lamb, 2012). This is what smaller, more localized charities can take from these fundraising activities. Always provide a benefit for the consumer.

[ 32 ] Branding

NEGATIVES OF 20% With regards to providing a benefit for the consumer, there has been a recent surge of cause related marketing in the voluntary sector. This allows consumers to purchase a product with the knowledge that a percentage of the sale is going towards a charitable cause. This can be an easy way for consumers to feel like they’re doing ‘their bit’ for society. However, there are a few potential issues that ethnographic research has highlighted.

During a recent shopping trip to Matalan I noticed a £2 shopping bag for Save the Children hanging by the till. What a quick and easy way to make a difference I thought. I was quick to take this back however when I noticed the small print. It was here that one small sentence at the bottom of the promotional flyer ruined my perception that I had made only seconds before.

“40p of your £2 gets donated to Save the Children”.

Forty pence. Forty pence out of two whole pounds, is that it? That’s not even ¼ of the price, a mere

20%. £

£

£

£

£

£

£

£

£

£

Contribution

Only 20% actually gets donated to Save the Children.

Branding [ 33 ]

I was disappointed with this small percentage and walked away from the till without purchasing a bag.

I’m not the only one who thinks this. Whilst discussing caused related products one interviewee said “they make it seem as if it’s for the community but it isn’t. It’s a measly amount that they contribute” (Dubicki, 2012).

This potential miss-selling and insultingly small percentage can be seen to some as false advertising which, in effect, could prevent prospective donors from giving. It was therefore not surprising that whilst I observed the till area for the following 15 minutes, not one customer purchased a bag. This is a huge negative for cause related marketing, and has the potential to damage a charity and brands reputation, decreasing the likelihood of participation. This is one of the drivers behind wanting to create a strategy that is motivational and different in terms of creating awareness.

‘A positive view of corporate philanthropic activity would be positively associated with its sponsoring organisation, which in turn positively affects attitudes and behaviours toward both organisations’ (Ricks, 2005, p.123). This must be the outcome for a charity and brand partnership.

[ 34 ] Branding

WHY SHOULD CHARITIES PARTNER WITH BRANDS? We have got to the point now where brands are more than just products,

they embody values and aspirations; they can inspire and enable change.

Branding has the potential to be a key differentiating factor to help not-for-profits survive in an increasingly saturated market.

Although branding is frequently practised in commercial companies, ‘not-for-profit’ organisations have been slow to pick up the concept (Brand Channel, 2007). There are some charities that are leading the way in terms of branding, The Cancer Research Foundation being one that has successfully built a reputable and recognizable identity as was proven in the experiment. If a potential donor is more aware of a certain charity, if they’re familiar with seeing it, if they’re accustomed and comfortable with its branding then the likelihood of donations to that charity is increased. It’s vital that charities have their values and duties understood in order to successfully compete for consumer interest and affection. This is something that can be developed through a brand partnership. Forming a partnership and therefore association with a brand, allows consumers to identify with the charity on an emotional and rational level.

Branding [ 35 ]

GOING GREEN A survey conducted by Di Marzio Research (2011) highlighted that ‘consumers are sending a message to companies – support a charity and we’ll support you. Almost ¼ of consumers have switched from their usual product/service to another, in the last year, because of its support of a cause/charity’.

It is not unlikely these days for someone to walk into a Starbucks chain and buy a tea or coffee in a recycled cup, knowing that the brand is helping both farmers abroad and employing young people. This being something that Starbucks proudly promotes to demonstrate that they’re now a brand that consider the environment and care about ethical and sustainable issues. There is growing awareness among brands that they must join discussions with their consumers on the basis of something that is meaningful to them. This is increasingly becoming about brands ‘doing good’ and explains the growing trend of creating a ‘green’ image.

Companies have stepped up their efforts in order to show a more caring, compassionate side by expanding their charitable activities.

Jonathon Spampinato at the Ikea Foundation says, ‘charitable activity probably helps our brand because people have expectations about our responsibilities’ (Spampinato in Bacon, 2012,).

There are ample brands that would happily partner with a charity to reinforce and enhance their corporate image. However, we have to remember that we are now living in a world where media-savvy consumers are around every corner. If a brand doesn’t portray these altruistic values in a genuine way, consumers will be quick to jump to the assumption that such efforts are just a front, a form of window dressing. Brands must be careful not to be naïve with their use in cause marketing and charities must be smart in selecting a brand to partner with that is genuine and trustworthy. The last thing a brand and charity would want is for the partnership to tarnish their image and damage their reputation.

36]] Engaging [[36

ENGAGING

Engaging [ 37 ]

THE ART OF ENGAGING

‘Engagement starts with people. People choose to engage. Their choices result in advocacy, shares, attention, likes and purchases’ (Mack, 2012).

Alan Clayton, a central figure in the UK fundraising community has stated that the charity experience for donors needs to become better in order to survive in the current donor climate.(Clayton in Rutt, 2010). I agree. Charities need to be new, revolutionary and unique in the ways in which they aim to engage donors; charities must enhance the experience they offer to existing and potential donors.

[ 38 ] Engaging

THE DISNEY EXPERIENCE Engaging consumers using an experience can be an incredibly valuable tool for building trust and dialogue. Numerous reports over the past few years have proved that well regarded experiences have the power to encourage genuine conversations between consumers and brands, driving understanding and loyalty. In order to motivate consumers to donate, charities must create an experience that influences not only the heart but the head too.

‘Modern charity brands should be culturally relevant, driving not just the interest but active participation and involvement’ (Dufour, 2012, p.79). It’s imperative that charities partner with a brand that can enable them to create an experience in order to fully develop a relationship with the donor. They need to entice, engage and extend.

One of, if not the most notable and successful experiences is Disney. No matter what the touch point, whether it DVD’s, retail stores, restaurants or the parks themselves, the Disney experience always shines through. Part of the magic is their consistency and ability to relate to consumers through the experience they offer. ‘People will forget what you said, people will forget what you did, but people will not forget how you made them feel’ (Angelou in Geier et al, 2010, p. 190) Delivering an experience holds fantastic opportunities for charities and brands to engage and target consumers as well as creating awareness amongst the public. Charities need to create that ‘buzz’, especially in an environment that is currently so overcrowded and competitive.

Engaging [ 39 ]

It’s important that the charity and brand partnership creates an experience for consumers that is consistent, engaging and enticing. Consumers must be able to use the experience as a way to relate to the partnership and to encourage donations.

Ultimately the experience should be delivered at all touch points to drive awareness and ensure that it’s memorable.

The experience should challenge consumers and motivate them through delivering something that is fun and exciting.

INGREDIENTS

OUTCOME

[ 40 ] Engaging

THE SOCIAL INVASION It’s Saturday morning and you’re about to leave the house to take the kids to their various activities. What do you take with you? I’m pretty confident in guessing that your mobile phone will be included, especially when considering that 84% of respondents from an international Times poll said that they could not go a single day without checking their mobile phone (Huffington Post, 2012). For some, checking their mobile phone is the first thing they do when they wake up in the morning. I know this is the case for my friends and I and it doesn’t stop there. ‘The average smartphone owner spends more than two hours each day using the device’ (Telegraph, 2012). It’s therefore no exaggeration to say that mobile phones have become vital tools for our everyday lives and this enables mobile phones to be at the heart of charities work.

Over 60% of 16-24 year olds have used mobile internet in the last month (Matthews, 2011), which provides the voluntary sector with an engagement platform that’s vital for them to pursue. It allows charities to connect and interact online and to build new relationships with the younger generation.

Over 60% of 16-24s

Engaging [ 41 ]

This recent growth of smartphone usage and the increasing prevalence of social media would allow statements from even the smallest of charities to be bought to the attention of the world’s media. It’s an incredibly powerful tool and helps smaller charities in leveling the playing field.

Social acceptance Online is the next biggest opportunity for charities and one that they cannot afford to miss out on. Social media allows consumers to share their donating behaviour with others, offering social proof and recognition that they’re ‘doing their bit’ for charity. Integrating social media into the proposed strategy forms a sense of community, helps inspire others to get involved and broadens the scope for possible future contributions. BJ Foggs behaviour model highlights ‘social acceptance’ as one of the core motivators that stimulates behaviour change.

Incorporating these social networking sites into the strategy allows for social acceptance as consumers can share their progress, activities and results with others and therefore receive recognition from their peers.

use mobile internet

Fig 7.

[ 42 ] Engaging

THE GAME PLAYERS This concept of building a strong relationship can also be seen in the gaming world with TED speaker Jane McGonigal (2010) stating, ‘It takes a lot of trust to play a game with someone, we trust they’ll spend their time with us, play by the same rules, value the same goal. It builds bonds, trust and co-operation and we actually build stronger social relationships as a result’.

The opportunities for companies to find ways in which they can merge game-like mechanics with social technology are wide and ‘those organisations will benefit from a new level of productivity and responsiveness’ (Hugos ,2012, p.6). Games introduce an element of competition and challenge consumers to reach an objective. They are goal-orientated and test us with the reward of reaching the next level or beating our high score. A successful game will have us wanting to play again and again in order to do better than last time. We want to play to increase our score or to get to the desired destination in a faster time. Incorporating gamification into a strategy will therefore help to boost engagement and motivation, something that previous charity and brand collaborations have lacked.

Gamification provokes a stronger emotional investment in the activity and will therefore strengthen the connection with the brand and charity that have provided the game. Games can help to shape preferred behaviour, especially if individuals are rewarded as a result and this is something that charities could pursue to increase donations. The work of Pattabhiram (see Berthiaume, 2012) states that ‘gamification is the intersection between technology and psychology that drives the right set of behaviours’, which is why gaming offers such potential for charities if used effectively.

Engaging [ 43 ]

MAKE IT A HABIT Using gamification can also help towards making certain behaviours a habit. If the consumer likes the game and starts to play it on a regular basis it will slowly become part of the consumers every day life.

It will become the norm. Habit is a concept that has been found to be an important factor in predicting or changing behaviour. It falls under Triandis’s Theory of Interpersonal Behaviour, which proposes that the likelihood of engaging in a given behaviour is a function of the habit of performing the behaviour. The theory argues that,

‘as behaviours are repeated, they become increasingly automated, and occur with little conscious control’ (Robinson, 2010).

This is an imperative ingredient for the success of a charities regular giving strategy and gamification should therefore be considered as a potential platform to be used by a charity and brand partnership.

[ 44 ] Engaging

PUT THEM There have been a few trialled game applications produced by charities used predominantly to increase consumer awareness and to highlight any negative effects the cause may bring. One of the most notable applications in recent years has been iHobo, a free iPhone application that raises awareness by asking the user to make important decisions about food, shelter and support. Although it shot to the top of the iTunes download chart in 2010 its success cannot be measured by its publicity or volume of downloads.Its success is dependent on whether the number of donations to the charity has increased since the application and this is something I am sceptical about.

Fig 8.

After downloading and playing the game myself and from asking a few individuals to play the game for themselves, the overall response wasn’t great. The concept may be clever but the lack of goal and therefore achievement left users feeling “a bit stationary”, lacking motivation and incentive to fully participate and experience the full effects of the application.

There were also some noticeable malfunctions with the running of the game as, unaware to myself and some of the other individuals; you had to use the push notifications in order to play properly. This wasn’t clearly explained at the beginning of the game and notifications were therefore not sent to the user.

Engaging [ 45 ]

IN THEIR SHOES Without the notifications, revisiting the application to check on their ‘iHobo’ is left down to the individual.

If this wasn’t done often enough or at the required time you ended up losing a lot of points, which was annoying and demotivating. “The game is crap I got 0 on my score” (O’Connor, 2012).

Other applications such as ‘Life as a refugee’ and ‘Raise Village’ were similar in the sense that they didn’t offer any obvious goals or objectives.

This doesn’t provide the player with a great deal of motivation and

leaves them with the questions; why should I play this game? What’s the point of it? What will I achieve by playing?

There were also no real outcomes, rewards or benefits presented to the individual by completing the game and including these elements would help to increase participation and excitement. IIt’s vital that if gamification is to be used as a platform for my implementation proposal, that a goal is clearly defined and participants are rewarded and motivated accordingly.

[ 46 ]

Introduction

RECOMMENDATION

[ 47 ]

[ 48 ] Recommendation

THE IMPLEMENTATION PHASE...

There are a number of issues that charities are currently facing; with the growth of competition in an over saturated market, to the increase of media-savvy consumers whose demands are rapidly expanding. There is a clear gap in the voluntary sector that a brand partnership could fill with regards to a strategy that increases regular charitable donations.

Companies are focusing less on what they can give and more on what their consumers can achieve which is where this strategy has derived from. In order for it to be successful the strategy needs to provide consumers with a sense of achievement in addition to the intrinsic rewards of helping those in need.

Recommendation

PRET A MANGER

The brand I have chosen to focus on for the brand partnership element of my proposed strategy is Pret a Manger. Pret are already in the process of building and promoting values of sustainability and doing good for the community through a number of charitable and environmentally friendly schemes. Through actively investing in these activies and exposing their success in ‘doing better’, Pret’s audience are more likely to already admire its values and aspire to live by the same principals. It makes the partnership with a charity more trustworthy and genuine in the eyes of the consumer. The brand already holds these corporate, responsible values that conform with the purpose of a charity and is therefore more likely to be accepted. It’s far more reliable than introducing a brand-charity partnership with a brand that has never appeared to be concered by ethics previously.

[ 49 ]

[ 50 ] Recommendation

‘HOPE’ One of the most prominent activities that is supported by Pret is the ‘hope’ waste scheme that see’s the company delivering over

12,000 fresh meals

per week to a London based shelter

Fig 9.

In total ‘Pret donates over 2.4 million products to charities for the homeless across the UK every year.’ (Pret, 2012). This is an excellent example of how Pret are enhancing their virtuous image in a considered and beneficial way. The waste scheme inspired me and I saw the potential for the system to be integrated into a strategy in order to motivate and incentivise consumers. This affiliation with Pret and homeless charities has already been formed and it would therefore make sense to continue with this relationship as understanding and trust has been built. (Ross et al in Ricks, 2005) found that consumers are more likely to support local causes rather than national causes. This is usually due to the consumers feeling like they’re doing something that is benefitting their area, their community and as a result has a more direct effect on them. This is an additional motivator to increase participation and has therefore impacted my decision with regards to which charity Pret should partner with. In view of this and the fact that it would be easier to link regional Pret stores to local shelters, I have decided to focus on smaller, more localized homeless charities for Pret to partner with.

Recommendation [ 51 ]

THE BIG IDEA IN A NUT SHELL

In its most basic form the strategy I am proposing is based around the consumer playing a game in return for a donation, which is made primarily by Pret. Pret are setting the example of donating to the charity on a weekly basis, allowing charities to receive regular donations. By participating the individual is challenged to overcome different levels in order to reach the goal. Their progress and success can be shared on social media and the participant will also receive a number of rewards and benefits to act as an additional motivator.

[ 52 ] Recommendation

THE NITTY GRITTY WHAT’S IN IT FOR THE CONSUMER? The game is widely promoted and displayed on iTunes ‘most recommended’ applications list. You’re browsing one Sunday night and come across it. Once it has downloaded you begin to play the game, searching for the left over food among other tasks. Finding the left over food is the ultimate goal of the game and this is what you’re playing for. After a few attempts you pass the first level and find a segment of the left over item. For example the bread that makes up a Pret sandwich. This motivates you and challenges you to find the rest of the sandwich so you can form the left over item and complete the first section of the game. Your competitive nature means that you continue to play the game until you’ve found all the components and reached your first objective. Once you have found all the pieces that make up the ‘left overs’, the food and the cost of the item gets donated to the homeless charity under your name. This is then visually displayed on the application and can be shared with friends and family via social media if you want. This leaves you not only with the satisfying reward of helping those in need, but also with the social acceptance that charity giving brings.

Recommendation [ 53 ]

The fact that the donation has been made under your name allows you to feel that your participation in the game has been recognised and makes it worthwhile. ‘Most of our behaviour is, the result of the influence of other people because we are super-social species’ (Earls 2009, p 7). We want to share our progress and our success with others and this makes the desire to improve even more powerful.

You begin to play the game more frequently and why not? It’s fun, challenging and helping others. After playing for a while you notice a digital rewards feature on your application. This allows you to receive a head start or advantage in the game if you buy 5 items from Pret. You begin to visit Pret on a regular basis to buy your sandwich and coffee for lunch instead of visiting Starbucks or Tesco. You want to progress in the game and any way that will help you with this is worth it. After a few weeks of scanning your Pret purchases from your application you receive a prize in the form of a free tea or coffee the next time you visit.

You then decide that you’ll pop into Pret for lunch tomorrow as a result of your voucher. You wouldn’t want to decline a free coffee after all.

[ 54 ] Recommendation

WHAT’S IN IT FOR PRET? This will help to raise awareness of Pret’s sustainable ethos and further promotes their virtuous values. The digital reward scheme introduced alongside the game will assist in maintaining and endorsing brand loyalty and emphasises the fact that Pret have entered into the partnership for genuine, not for profit reasons. The desire from consumers to gain a head start in the game or free food or drink vouchers also increases potential sales and prospective, new consumers. Through the partnership with a charity, these philanthropic associations will be transferred to Pret and this is again good for their ethical image and principals.

‘When a consumer identifies a brand with a company, all the information stored in memory regarding the company may influence the evaluation of the brand due to the association between the brand and the company’ (Ricks, 2005).

Recommendation [ 55 ]

WHAT’S IN IT FOR THE LOCAL CHARTIES?

Partnering with Pret greatly increases the awareness of the charity and increases the chances of brand-charity associations. Pret currently own over 240 shops in the UK (Pret, 2013) and are a world wide, established brand. The association with the brand itself is enough to push the awareness of these local charities and increase recognition from potential donors. From this strategy the charity will receive regular, weekly donations from Pret, as well as receiving the left over food to feed the homeless with.

The enhanced awareness from the game itself and the partnership with Pret will increase the likelihood of individual donations by those that participate. The overall increased awareness is the most important benefit to the charity. As research shows, if a charity is recognisable and familiar to consumers the probability of them donating to it grows exponentially.

[ 56 ] Recommendation

WHY GAMING? Fig 10.

What do people use their mobile phones for?

As discussed previously ‘people have grown bored of the shock tactics marketers in the charities sector have come to rely on’ (Ewart in Carter, 2012). Charities need to produce something different, to be original and innovative with their fundraising strategies. Gaming is a way in which charities can be all of these things with the help of a brand partnership. The gaming world is growing rapidly, especially when accessed via a mobile phone, which figure 10 highlights.

Recommendation [ 57 ]

A report from nfpSynergy (2011) quoted that ‘31 million mobile customers downloaded and paid for a mobile game in 2008’ with more recent statistics showing that ‘5 billion smartphone applications were downloaded last year’. This further highlights the potential for a game and the fact that charities should embrace this opportunity now whilst it’s timely. From the likes of Temple Run to Cut the Rope being played by consumers all over the world it is obvious that games played via applications can be highly addictive. This aspect of gaming can be positively attributed to the habitual element of changing behaviours, which charities need to break in order to be successful. Games provide excitement, challenge and fun among other traits, all of which provide my proposed strategy with the most opportunities to differentiate charities in the oversaturated market.

[ 58 ] Recommendation

WHAT GAME? There are a number of elements and traits that make up a game, all of which need to be considered and then applied. One of the vital components of a game is setting a goal. Bandura’s Social Cognitive Theory highlights that goal setting is critical to self-regulated behaviour because they help to establish a purpose for one’s actions and provide a means of measuring one’s progress (1977).

It is therefore imperative that the game has a clear and direct goal to motivate and challenge players to achieve their objective.

For a game to be interesting and exciting it must include; different levels of difficulty, a clear progression throughout the game, different locations or scenes, something to collect and time frames that can be added.

The goal of the game is for the individual to piece together left over food. The more left over food they collect, the more points they get and the more donations are made on their behalf. Say for example, in level one the participant must find a left over cup of tea. In order to find this they must first obtain the tea bag, then the hot water followed by the carton of milk.

Recommendation [ 59 ]

The consumer must collect these items separately before they can move onto the next level. As the levels progress the difficulty and amount of separate items that must be collected will increase, providing the consumer with the opportunity to progress. Time restrictions will also be added as the consumer moves through the levels to challenge and maintain interest. Although this may seem to be relatively simple in terms of the outcome and narrative, I have found that from personal experience a good game doesn’t have to be overly complicated to be fun to play, especially when targeting a ‘casual gamer’. A simple game is just as effective; take the iPhone games ‘temple run’, ‘cut the rope’ and ‘angry birds’, or even the 3310 Nokia game ‘snake’ as examples. All of these games have a simple goal and all of these games are highly addictive.

[ 60 ] Recommendation

WHAT REWARDS AND INCENTIVES? ‘A great game gives a player something to work towards’ (Johnson, 2010) and a number of learning theorists; Bandura (1977) and Benabou and Tirole (2006), have demonstrated that behaviour can be modified through the use of appropriate rewards and incentives. It is vital that the game and overall strategy provides the consumer with both intrinsic and extrinsic rewards if behaviour change is to be the outcome. The donations to the local shelters being made in the consumers name rewards the individual through recognition. Their participation and contribution to help others has been acknowledged

by Pret and the local shelter and offers the consumer with a sense of doing good. This feeling is amplified when shared with others and the option to communicate the consumer’s success through social media permits this. CEO of Badgeville, Kris Duggan supports this theory and says ‘If I give you a reward for doing something, there’s a good change that you’ll do it, but if you get to show that reward, or expertise, or status in front of a whole group of people, it becomes very motivating’ (Duggan in Dupre, 2012).

Recommendation [ 61 ]

Integrating social media into the game to create a community-type experience is a powerful tool and one that charities and brands should and need to harness.

Gaming and competition is something that can come hand in hand for certain individuals. For some consumers the contest of getting to the next level first or finding the left over food in the quickest time will be enough of an incentive to continue to play. The intrinsic rewards of gaining points or beating your best are where the individual can gain satisfaction. A good example of this is Temple Run. People start to play it and the addiction factor is immediate. They want to beat their high score and that’s how the game sucks you in. However, for those less competitive, the individual will need or want a tangible, extrinsic benefit. This is where the loyalty scheme comes in.

Gone are the days where coupons and vouchers are associated with the elderly or by obsessive bargain hunters; coupons have become cool. The embarrassment of using coupons has gone and the market has exploded with sites such as VoucherCodes receiving over 60 million hits annually (VoucherCodes, 2012). This provides a great opportunity for the idea to capitalise on as the demand and usage for this promotional method is increasing. The free food or drink voucher offers the individual with a palpable benefit of participating in the game. If the knowledge that the consumer is helping those in need, or that they can enjoy some friendly competition isn’t enough, the fact that they can receive something free nudges them in the right direction.

[ 62 ] Recommendation

THE FUTURE This strategy, targeted primarily for the younger generation is one that uses fun, friendly competition and consumer rewards as its main motivators. The partnership between Pret and local homeless charities raises awareness and offers a number of benefits for both parties. If executed to a high standard, the partnership will provide differentiation for both the local shelters and Pret in order for them to stand out in an overcrowded and saturated environment. The diverse strategy appeals to the younger, media-savvy consumer that can see straight through the more traditional fundraising techniques and offers something that is exciting and interesting. In effect, this strategy will help to increase regular donations through Pret and individual contributions. It appeals to the next generation of givers.

Recommendation Recommendation [ 63 ]

THIS IS THE FUTURE FOR CHARITIES AND BRANDS

[ 64 ]

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87] ] Appendices [ [87

APPENDICES 88 90

120 138 145 151 160 172 179 182

88-89 90-93 94-96 97-99 100-104 105-107 108-110 111-113 114-116 117-119 120-137 138- 140 141-144

Appendix A - Methodology Methodology

Appendix B - Interviews

Interview with Clea Holmes Interview with Holli Samuel Interview with Lani Dubicki Interview with Yiannoulla Pacheco Interview with Jamie White Interview with Lauren Keenan Interview with Clare Smith Telephone interview with Brett Oâ&#x20AC;&#x2122;Connor Telephone interview with Stephen Holmes

Appendix C - Focus group Appendix D - Experiment Experiment results Experiment images

Appendix E - Trialling apps

146-148 iHobo results 149-150 Critical analysis of other applications 152 153-155 156-157 158 159 161-171 173-178 180-181 182-185

Appendix F - Emails

Email to TESCO Email correspondence - Claire McCrohan Email correspondence - Emily Pond Email correspondence - Sophie Gower General Email sent out to charities

Appendix G - Consent forms Appendix H - Tutorial Record sheets Appendix I - Critical Path Appendix J - Visual Inspiration

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Appendices

METHODOLOGY Primary Research

Interviews To initiate my investigation into peoples opinions and attitudes towards donating and the current fundraising methods being used by charities, I carried out a number of interviews.

Overall I conducted two telephone interviews and seven face-to-face interviews to gain some general and in depth outlooks on charity giving and to analyse these individuals donating behaviour. The interviews were revised throughout the research process in order to elicit true behaviours and opinions. A pilot interview was carried out on the first interviewee and this allowed me to alter the questions where necessary to produce the most honest and therefore insightful answers. The topic of charities is one that involves peopleâ&#x20AC;&#x2122;s citizenship and it was important to remember that people may answer questions differently in order to come across in a particular way. Instead of asking direct questions that could result in mistruths or exaggerations, I asked questions around the topic area to get an overview of the individuals donating behaviour.

In addition to telephone and face-to-face interviews I also emailed a number of charity professionals when exploring the differences in attitudes towards donating. I wanted to discover the contact and extent of contact given by each charity after an individual has donated. It was important to find out how charities are currently trying to maintain and secure loyal donors to see if any of their strategies or elements of their strategies could be transferred to my proposed idea. I emailed six charities, all which support and collect for a range of causes. Unfortunately only three of these charities responded, although all the answers provided were insightful and led me to more in depth secondary research sources.

Focus Group A focus group was carried out between four female friends to gain further opinions and views on charities, their donating behaviour and what they think of previous and current charity campaigns and activites. It was important for me to use people that knew each other and that were comfortable in each others company as they would be more likely to be more upfront and honest. Charities, fundraising and donating can all be very controversial subjects and I felt that a more genuine and insightful debate would be the result of friends discussing these topics rather than strangers. I wanted to get valid opinions and responses and this was the best way to do so. The focus group was recorded and transcribed.

Experiment In order to gage the reasons behind why consumers donate to particular charities I started an experiment. I presented consumers with three boxes, each box displaying a different breast cancer charity. Each image represented a different reason as to why the individual might donate. Breast Cancer Campaign showed an image of an emotive story, Breast Cancer Breakthrough showed how the individualâ&#x20AC;&#x2122;s money would help and The Breast Cancer Research Foundation logo was used as it is the most popular and recognised

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breast cancer charity around at the moment. I wanted to discover what consumers are mostly influenced or motivated by; an emotive story, how they’re money is helping or whether the awareness of the charity is what attracts them to donate. I gave each consumer a pound coin and asked for them, in their own time, to donate to the charity of their choice.

I decided to display only three boxes to limit the choice and to retain engagement and interest. If I had included more boxes and it took the consumer too long to read each box, the likelihood of them randomly donating is increased. I wanted the experiment to be as representative of a donating experience as possible. In total I asked 30 individuals to ‘donate’, with the ratio 2:1 female to male. This highlighted the differences in attitudes and motivations between genders and broadened the depth of my research. It also provided me with some great insights into what the most common motivator is and what this could mean for charities and brands.

Trialling apps In order to gain insights on gaming and what consumers like or don’t like about particular apps, I asked 5 individuals to trial iHobo - one of the charity gaming apps. This provided me with a range of opinions of views and allowed me to analyse the game in a broader sense. I asked people to make notes on how they felt about the game, what they liked or disliked, if anything irritated them, whether they would recommend the game to others and any other general opinions on the app. However, to fully understand what the iHobo offered and what the charity were trying to communicate, I also tested the app myself. This testing and trialling method allowed me to put myself into the consumer’s shoes and provided me with my own personal experiences, which I could analyse. Investigating the game allowed me to pick it apart and scrutinize each element to see whether these could be transferred into the game I would put forward for the implementation stage. I also trialled the apps ‘Life of a refugee’ and ‘Raise the village’ in order to compare and contrast these with iHobo. I wanted to see if there were any transferable elements from the games or whether there was anything missing from them that I needed to be aware of.

Secondary Research Secondary research into the current marketplace and voluntary environment was undertaken to highlight any threats or opportunities that would affect the implementation of my idea. Further research into previous and current donor attitudes and behaviours were also considered to back up and support my primary findings. Investigations into the differences between gender and age were also carried out to determine which demographics held the most potential for this idea to succeed. A range of sources informed and shaped my opinions and provided me with credible facts and date. These included; books, academic journals, online reports, online and magazine articles, blogs, websites, social media sites and Youtube videos. I received weekly newsletters from Fast Company to keep up to date with current trends and I also signed up to Google alerts, which provided me with any recent articles or websites that mentioned or discussed the gamification trend.

The wide variety of sources used enabled the report to have an element of authority and provided me with an educated voice with knowledgeable and up-to-date views.

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APPENDIX B - INTERVIEWS Interview with Clea Sillwood - 46 years old As part of my programme of study am undertaking research into why people donate and the motivational drivers and decisions behind this. To enable me to answer my research questions I wish to talk to you about your previous and current donations and your views and opinions on current charity strategies. The interview will be a focussed discussion and will take approximately 30 minutes. We will concentrate on the following: Firstly, we will discuss your awareness of current charities and whether you may/ may not have donated before, concentrating on why you did/did not donate. I will also look at how you donated and what the charity did that persuaded you/ motivated you to contribute. I will then ask you about your views and opinions on some charities current strategies and if there is anything you think stands out as really successful or unsuccessful. The interview will then end with a few questions on a brands involvement with charities and your personal opinion on how this looks and makes you feel as a consumer.

The interview will be taped and transcribed, and should you want a copy of the transcription then please ask me and I will arrange for one to be sent to you.

The information you give me will be used in support of my work and will be written up in my project. Anything you say will be treated with the strictest confidence and your contribution to the discussion will not be attributed to you as an individual, what you have said will be used for illustration only; to reinforce a point that I am making.

The tapes will be kept in a locked room and the transcripts on a password protected computer. Both will be destroyed once I have completed my degree and graduated.

(Interviewee agreed and signed the consent form attached) Have you donated to a charity before?

Yes Do you remember why you have donated before? Was there anything in particular that motivated you to do so?

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I felt that it was the right thing to do. It wasn’t necessarily anything in particular that triggered me to donate but sometimes you get the feeling that you need to do something good. Seeing the TV adverts that show the starving children at a time when you feel this can leave you feeling pity towards them and on that particular day I felt like I had a responsibility as an individual to help.

How did you last donate?

Erm, when was the last time I donated? I donated this weekend actually. I sent £3 through the post via a postcard that was sent through my door from Great Ormond Street Hospital. They rang me during the week asking if they could send me something and when it came through the door I thought why not. It was easy for me to donate. I didn’t have to do much.

So you got sent this postcard through your door. Do you think the type of charity would have made a difference as to whether you sent it back with the £3 donation or not?

Yeah, if it was a charity I didn’t believe in I wouldn’t have bothered to send it back.

What is it that you mean by ‘don’t believe in it’?

I don’t support it, for example I don’t support charities that deal with animals.

How often do you donate?

I donate every now and again What is it that motivates you to make these donations? Is it generally for the same reasons or has there been a particular reason for a donation before?

It’s the same every time I donate; that I have a responsibility. It also helps if I’m feeling particularly virtuous that day.

Is there anything that would motivate you to donate more frequently?

For me it’s all about time and place. I’m not going to go out of my way to hunt for a regular donation. If a charity I supported rang up and gave me the option to donate a small amount regularly I would probably say yes.

Is there anything that puts you off donating?

Erm I suppose the people coming up to me in the streets can sometimes put me off donating. You can walk away feeling guilty for not donating.

How do you feel about the big charity events, such as Comic Relief and Red

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Nose Day that are aired on national TV? I think they’re good because they raise awareness to the plight of others.

Have you watched any of these before? If so, which ones?

I have watched both Red Nose Day and Comic Relief over the years that they have been on TV. I haven’t necessarily watched them every year for the whole time they are on but they will always get switched on for some time throughout the evening.

When you watched Red Nose Day/ Comic Relief did you donate?

Yes I have donated before from watching them. I’m sitting there in my front room all warm with dinner on my lap and I see a starving child on my screen knowing that £3 of my money could help save them, you feel guilty not donating. It helps to put things into perspective. For me anyway.

What is your opinion on the charity workers that come up to you in the street asking you to donate a certain amount of money to their charity?

I think they’re doing a very worthwhile job but they irritate me. I usually don’t have the time to stop in the street and it’s interfering with what I’m doing.

Have you ever given to any of these charities? If so, what are your reasons behind this?

Yeah that’s how I started doing the monthly donation, from someone coming up to me in the street. Not that I do it anymore but that is how I got into donating on a monthly basis a few years back. To be honest it’s mostly about whether they come up to me at the right time or not. If I don’t have the time I try to ignore them.

Okay and how do the follow up phone calls and emails after you have donated to the charity make you feel? By this, I mean the calls the charity makes on the days after your first donation.

The follow up phone calls and emails put me off. It alienates me from donating again. I suppose from them ringing me again and again I feel like it’s not being recognised that I’m helping. It makes my initial donation feel like it wasn’t much, that it’s not really that helpful. I think there probably are different ways of reminding people to donate that they could try instead of the persistent calls. Not that I know what these are.

If you could see how your donation was affecting people’s lives, would it change your likelihood of donating? Would it make you more likely, less likely or would it not make a difference to your attitude towards donating?

I think it would make me more likely to donate as I would be seeing how my contribution has the potential to help.

Would you have liked to see how your money could help on/sent with the postcard you received in the post from Great Ormond Street Hospital?

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They did have a leaflet that was sent with it detailing ways in which your money could help but the leaflet was too long and had too much information on. I didn’t even realise what it was until I was gathering everything together to send back to them.

Okay, so with regards to brands and charities. If a brand was holding an event to raise money for charity would the name of the brand make a difference as to whether you would be interested/whether you would attend the event?

I don’t really think it would make much difference to me. The only time I would maybe go to an event where my decision would be swayed by the brand is if the brand was advertising a promotion at that event. For example if Mac Makeup were offering 20% off a product and 10% of that money went to charity then I would be more inclined.

Have you ever bought a product that had a certain amount of the price being donated to charity?

Yes actually. Only the other day when I was in Morrisons doing my weekly shop I bought a card that happened to have 10% of the price going towards charity.

That’s good. How do you feel about big brands working with charities in this way? Is there anything that would motivate you to go and buy a product from a brand that is working with a charity?

If a brand advertised a promotion for example 20% off Mac makeup and 10% of that went to charity I would probably go and buy it. In my eyes that’s more credible, they’re not making a massive profit out of it, they’re doing it to help the charity.

Brands involvement with charity shouldn’t be about them gaining a massive profit margin from the work, that’s not credible, it’s just another marketing ploy.

Thank you so much for taking the time to answer my questions your opinions and insight have been really beneficial for my project and helping me in moving forward with my research.

For next time; From this initial interview I have decided that instead of asking out right whether or not the individual donates, that in future interviews/discussions I should ask questions that demonstrate their awareness of charities and charity campaigns before jumping in with ‘do you donate’? Individuals may feel they are inclined to give specific/tailored answers so they don’t look bad/ come across in a bad light and I want to illuminate this where possible. I want my interviewees to feel comfortable throughout the discussion and respond with honest and genuine answers which will best support my research and back up any points put across in my report.

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Appendices Interview with Holli Samuel – 21 years old.

Me - How aware are you of charity and brand partnerships or activities? For example ASDA have a specific product range called Ticked Pink that is linked to a Breast Cancer Charity.

Holli - Erm I’m not too sure. I suppose I know of the things like Comic Relief and I know quite a lot of the supermarkets have products where if you buy them then erm your donating a certain amount to a charity. I don’t remember what brands or charities though which erm isn’t very helpful for you. Sorry Me - No that’s fine that’s good. Do you know much about any charities activities?

Maybe how the money helps or what they’re aiming to do?

Holli - Erm I know of erm. Well I know of charities like Oxfam and the water ones that are always advertised on the TV. I don’t really know what they do.

Obviously they’re trying to help but I wouldn’t know how my donation would if that’s what you mean?

Me - No you’re right you normally wouldn’t know how your money was helping until you had donated to that charity or if you had donated previously. Some of the charities will send out regular information packages or leaflets telling you what they’re doing and what their plans are for the future. So is donating something that you have done or thought about before or not really?

Holli - Erm not really I don’t think I really have the money. Well not while I’m you know studying and stuff. Maybe I would when I get older and earn more I’m not sure really erm like I don’t think about it much. Is that bad? It is really isn’t it?

Me - No I don’t think so. It’s hard to donate when you’re a student and you don’t have much disposable income. It’s not as if the charities are made aware to you much either so I suppose it’s not something one would necessarily consider unless you had someone asking you in the street or something.

Have you ever had anyone come up to you in the street asking for you to donate?

Holli - Yeah especially in London. I feel bad for them because like it’s there job but I normally just say I’m not old enough. There’s nothing they can say and it gets them off your back. They’re so annoying like when your walking and they try and catch your eye.

Me - Oh god yeah definitely. I always try and avoid eye contact when possible or I

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whack my phone out and hope they think I’m on it.

Holli - Yeah I think I’ve done that before.

Me – So erm, you’re a little bit aware of charity work and you know that supermarkets support charities to a certain extent anyway. You mentioned comic relief. Obviously erm there’s others such as Sport Relief and Children in Need. Do you ever watch them?

Holli - Er yeah. Well erm yeah I used to but I didn’t see this year. Was there one on this year?

Me - Yeah Children and Need. To be honest I don’t think it was very well advertised and I didn’t watch it either. I used to watch them more when I was younger I think probably because I stayed in more in the evenings.

Holli – Yeah I mean I was probably out I wont lie.

Me - And when you used to watch them do you remember them? Is there anything you can remember liking about it or not liking about it?

Holli – I remember always crying at the stories. Erm yeah I didn’t like them all that too much I used to go do something else at them points I don’t think my mum really liked me seeing it either because like it made me upset and all of that.

Me - Yeah they are really sad! I don’t know if you would have if, if you watched them more when you were younger but did you ever ring up and donate to these?

Holli - No never.

Me - No I don’t really remember either I think maybe my Mum did once.

Anyways, moving on from that. Is there a charity you feel speaks to you the most? Like a charity you feel most connected to?

Holli - Na not really. Hmmm maybe breast cancer but that’s because I know that like, that could affect me or my mum or something once day I suppose.

Me - Yeah so you feel like you can relate to it more. So erm, I know you said a bit earlier that you don’t really think about donating but have you ever donated your time or something you own to a charity or cause before?

Maybe you’ve erm, maybe donated some clothes or taken them to a

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charity bin? Anything like that?

Holli - Errrr, erm this sounds bad but all my old clothes I just get rid of. Or try and sell them on ebay. I think though like I’ve never really thought of giving them to a charity bin did you say? Like I know some of the stuff will never sell I just chuck it.

Me - Yeah so maybe if you were made more aware of it or if there was a scheme or something that enabled you to do this it might remind you next time?

Holli - Erm well if my Mum would take me yeah. Well not actually if it was too far.

Like if the charity bin was ages ago I wouldn’t like there’s not much point I don’t think it’s too much like hassle.

Me - Yeah definitely it would need to be convenient and easy for the person.

No-one wants to go out of their way really especially when there isn’t anything in it for them. Unless you’re Mum is like mine and is sick of seeing the bags full of clothing under the stairs. I think she would probably take it there just so it was out of her sight. So erm yeah anyways, thanks for very much for letting me interview you I know your really busy with work.

Holli – Oh no that’s fine. No problem. Thanks Me - Thanks.

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Interview with Lani Dubiki - 34 years old Me - How aware are you of charity and brand partnerships or activities? For example ASDA have a specific product range called Ticked Pink that is linked to a Breast Cancer Charity.

Lani - I’ve heard of Tickled Pink actually and Tesco have a range called Halo that I saw in there the other day when I was doing my weekly shop.

Me - What about any of the events that are held for charity purposes?

Lani - Yes there’s the 5/10k runs you can do for Cancer Research, the Moon Walk, which your Mum and I have done before.

Me - Any that you know of that are featured on the TV? Any events or programmes that are aired yearly?

Lani - Oh yes you mean like Children in Need.

Me - Yeah do you know of any others?

Lani - Well there’s Children in Need and then Comic relief. Is Comic relief the one that goes hand in hand with red nose day?

Me - Yeah the red noses and also they do sport relief. You know quite a lot then.

How involved are you with these? Obviously you mentioned the moon walk but have you been in involved with any of the others you mentioned?

Lani - No I don’t give to charities abroad only British charities and the majority of Comic Relief and Children in Need etc are for children or people in the developing countries.

Me - I see, so you’d only ever donate to British based charities?

Lani - Yeah Me - Is there any particular reason for this or?

Lani - I just feel that it should stay at home as in, in England. Those other countries don’t help us out so why should I give my money to them over people that could benefit in the UK? Me - Yeah, no that’s a fair point. So which charities do you or have you donated to previously?

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Lani - I donate to Help for Hero’s whenever I can. Also Remembrance day and the ones where you can buy a pen or a badge or a lanyard and that money goes towards the cause.

Me - That’s good. So you like to have something in return for you donation? As you mentioned buying the pen or badge.

Lani - Yes I suppose so.

Me - What about the brands that have products where if you purchase it a percentage of that price gets contributed to a charity? Have you ever purchased a product that promoted that?

Lani - No I don’t buy them.

Me - And is there any particular reason for this?

Lani - Yes I think it’s false advertising. If they’re going to use that as a promotion for me to buy the product they should do it for the right reasons. They make it seem as if it’s for the community but it isn’t. It’s a measly amount that they contribute so I would be better off putting my money in one of the pots or as I said, buying one of the pens, badges or poppy for example.

Me - I see. Yeah I saw one the other day that only contributed 20% of the price of the item to the charity.

Lani - Exactly and I don’t like that. I don’t think it sends the right message out.

Me - You mentioned that you like to get something in return for donating. Have you ever purchased any of those bands that they did that have been endorsed by quite a few sports stars and celebrities?

Lani - Yes I did and I bought one for my son Borris. He collected them for a little while in all the different colours. I think it became a bit of a trend at school.

Me - Yeah I think it did too I remember people wearing them at school. I think the fact that celebrities got involved influenced a lot of people to buy them too.

It was almost like if you didn’t have one of the ‘help the hero’s bands then you weren’t cool. How do you feel about celebrities endorsing these kinds of campaigns and activities?

Lani - I think it’s good for them to promote these types of causes that can benefit so

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many people. It makes the youngsters aware of the matters and it might trigger them to remember these things in the future.

Me - Yeah I agree I think that they act as good role models. Do you think its important to ensure that the brand or charity get the right person to head up their campaign?

Lani - Yes I do. I know for my Borris he looks up to a lot of sporting figures and therefore when these sports stars wore and promoted the bands he too wanted one. It filters down the right message at the end of the day. If a celebrity inspires and is already a role model for children then that person is perfect.

Me - Yeah. So you mention your son Borris wearing these bands. Did he understand what the bands signified or what it meant by him wearing one or do you think he just wore it because he saw others he admired wearing them?

Lani - Yes I think to a certain extent it was something he wanted because he saw his favourite sports stars and friends wearing them. As I said it became a trend. Iâ&#x20AC;&#x2122;m not sure how aware he was, he knew the cause that the bands supported.

Me - Do you think this could have been made more aware to children? Maybe it could be been incorporated into the curriculum or something similar?

Lani - Yes I definitely think that the schools could have used it to teach the children something. I know quite a lot of the schools had to ban the bands due to health and safety regulations which didnâ&#x20AC;&#x2122;t really give out the right message.

Me - No, yeah I understand that. Thank you very much for taking the time to talk to me I really appreciate it.

Lani - Your welcome I hope I was of help.

[ 100 ] Appendices Interview with Jo Pacheco – 74 years old Me - How aware are you of charity and brand partnerships or activities? For example ASDA have a specific product range called Ticked Pink that is linked to a Breast Cancer Charity.

Jo - Not very aware, I can’t think of any from the top of my head? Do Tesco do one?

M -

Well they sell things in store where a certain amount of money goes to charity.

Jo -

But how would we know about that?

Me - It would probably be from seeing them in store or advertised somewhere.

I’m talking about erm anything where a charity and brand have come together at some point.

Jo - Ahhh right yes I do remember, I do remember a few, I mean I don’t remember, I have come across them but I cant remember which ones.

Me- Because you know when I did that 5k run for breast cancer Jo - Yeah Me- That was sponsored by Tesco Jo - Oh was it. Did you tell me that? You didn’t tell me that at the time Me - No I didn’t tell you, it just wasn’t something I thought to tell Jo - Yeah so how do you ever learn about these things?

Me - Mainly through like posters and leaflets in shops and because I’ve done the 5K run myself obviously I got sent the stuff. Erm okay, so you don’t know, well you can’t remember many of the activities or campaigns but are you aware of charities work in general?

Jo - Yeah Me - Which ones?

Jo - Err Care International, Oxfam, Bernardos

Appendices [ 101 ] Me - And how involved would you say you are? Like do you donate to them, do you support or are you just aware?

Jo - No no I do support. Yeah. Care International and Oxfam Me - What are your reasons or were your reasons for supporting these particular causes?

Jo - What are my reasons? Erm. Well obviously I have enough money to enable me to do that and I feel that erm, for instance if I’ve seen an advertisement of a child, especially of children, who are malnourished or ill and things like that it does pick my conscious. So for that reason I do try to give.

Me - What about the adverts, what do you think about them?

Jo - Yes I suppose they effect me yeah.

Me - Because, well for me when I see them I just turn them over Jo - Do you! Why’s that?

Me - I don’t like them I Jo - Well no I don’t like them and I don’t look sometimes because they are some if them are you know make me feel extremely sad erm Me - I think they for me, personally, they play too much on making me feel guilty Jo - Yeah they do because the advertisement that I get sent sometimes they talk about erm a certain girl or boy in Africa in particular or not necessarily I mean it could be the Middle East. Wherever there’s poverty really it could be India.

And they choose a particular child and they say look if you gave £2 a week you could and so on and so forth. But I, I realise that they have to try and get some money because these smaller charities in particular don’t have erm, they don’t get donations from erm the local government.

Me - They’re getting cut aswell Jo - Well yes there’s more cuts and of course there’s more people who are in the debt crisis now so if they were able to do so before they cant now. So far I haven’t quite got to that stage but when I do then I’m obviously not going to be able to give anything.

Me - Erm does it make a difference to you as to whether the charity supports to a

[ 102 ] Appendices charity based in this country or helping another? Does it matter to you?

Jo - No not at all Me - Because some people would rather give or donate knowing that its helping those in England rather than you know people in other countries.

Jo - Well if you, there are obviously times when one, you know children in need for instance. I support that and then you compare people in England, children in England with the poverty the dreadful, poverty that abounds in Africa and in some countries in the Middle East and India, Pakistan and so on you cant compare it. They are far, far worse off. And what I am worried about is the children who are in dire need of being looked after. It doesn’t matter where they are does it. They’re human beings and to me as long as most of the money that I give goes to help people that really are in need.

Me - Would you like to know how your money is directly helping?

Jo - Well I do know because they send me information and say well this money has gone here and sometimes they have special cases.

Me - Yeah. So you mentioned children quite a lot, do you feel there is erm a charity that speaks to you the most that you have a connection to. You mentioned children do you think it’s made a difference that you have had children?

Jo - Erm well I suppose yes. Well I think children are more vulnerable, err and so are older people aswell.

Me - What about dogs or animals?

Jo - Well you know I love cats but if I had to choose between giving some to cats or to an elderly person or to a baby or a child I’d Me - So it does make a difference Jo - Yeah it does make a difference. It does. As I cant afford to give to everything I have to choose.

Me - So erm you’d rather give to children or to the elderly?

Jo - On the whole, on the whole yeah.

Me - For example my friends, her Mum always gives to breast cancer charity because her Mum and her Nan have suffered from breast cancer so because of that history she is more likely to donate to that particular cause I just wondered

Appendices [ 103 ] if there was anything like that, that is the case for you?

Jo - Yeah, well of course. You see a couple of my friends have died from Cancer and I am involved with, I do give to cancer research as well. I buy Christmas cards from the cancer shops. I don’t know how much they get.

Me - What do you think, how do you feel about the street fundraisers that come up to you and ask for donations.

Jo - Well you know I’m aware that some of them are very genuine and some of them I have my doubts you know. And now what I’m doing now is unless I’m 100% sure that they’re genuine then I don’t give. I explain to them that I already have a standing order with Care International, I give to Oxfam throughout the year and so on and therefore I don’t feel obliged to give.

But having said that if I feel there is a worthwhile cause and I feel that they money, it will get to the people that need it then yes I will. But you do have to be careful there are people that con I’m sure they must be. But the people in the streets if they’re standing by the shops and they’ve got obviously a badge and the thing that comes from the charity I would imagine that they’re genuine.

Me - Yeah they’ve introduced new rules for them now.

Jo - Oh really I didn’t know that.

Me - Because people felt they were getting harassed Jo - Yes Me - And the shops didn’t like the fact that if there were street fundraisers outside their shops then people would cross the street to ignore them and therefore wouldn’t go inside those particular shops. So I think they’re being more strict with the rules and regulations they have to follow.

Jo - Yes yes Me - So from what you can remember have you always given to charity or is it something you’ve done more as you’ve gotten older or has anything changed that has influenced whether you donate?

Jo - Well no I have always given but obviously when I was younger and when I had three children at home I didn’t quite have the money to spend so I didn’t give as much, I definitely didn’t have a standing order. So I have

[ 104 ] Appendices

always given but erm Me - Yeah but income and providing for your children would impact Jo - Yeah exactly I’ve got to look after my own before I start contributing elsewhere.

Me - That’s about it really.

Jo - Oh is it Me - Yeah thanks very much Jo – Oh my pleasure.

Appendices [ 105 ]

Interview with Jamie White – 25 years old.

Me - How aware are you of charity and brand partnerships or activities? For example ASDA have a specific product range called Ticked Pink that is linked to a Breast Cancer Charity. Or any events that are held to support charities or specific causes?

Jamie -

Does sport relief count?

Me - Yeah sport relief counts. Are there any more that you’re aware of?

Jamie – Erm na I don’t think so. Red Nose day and erm that other one that’s on TV but I cant remember what its called.

Me - That’s fine. What about the bands they sold a few years back for charities?

Did you every purchase one of those?

Jamie – Errr yeah I think I had the yellow one.

Me - Do you remember what the yellow band stood for or supported?

Jamie – I think it had something to do with Lance Armstrong, erm what was it called. He has that charity or something doesn’t he er I cant remember what is called its really bugging me.

Me - Yeahhh I think the yellow one was for Livestrong, which was sponsored by Lance Armstrongs Foundation and Nike.

Jamie – Oh right. I don’t think I remember Nike being involved. I might have I just cant remember now I had one ages ago I don’t have it anymore Me - Has there been anything else that you have purchased that has supported a cause or a charity?

Jamie -

Errrr no. Not really. I don’t really donate

Me - What about Remembrance Day? Do you ever buy a poppy?

Jamie – Yeah I always buy a poppy. I always have.

[ 106 ] Appendices

Me - Why is this?

Jamie - Probably because my dad used to buy them for us so then as I got older I just got them for myself I think.

Me - So it’s something that has always been around that you can remember.

You grew up with buying a poppy so you’ve stuck with buying one?

Jamie – Yeah and like everyone used to wear them at school. If you didn’t you were a bit of a loser really. If you didn’t have a poppy on when we did the minutes silence it was a big thing then.

Me - Yeah, that’s good that you’ve grown up with that though. Is there anything else that you donate or support?

Jamie – No. Me - Is there a reason behind this or?

Jamie – I dunno I just don’t. I wouldn’t even know where or how to really.

Me - What about when people come up to you in the streets? Has anyone ever asked you to donate that way?

Jamie – I keep well away from them I’m telling you. I would never give to them Me - Why’s that?

Jamie – They’re just annoying and they try and stop you and you just don’t want to be stopped especially if you’re in a rush somewhere. They always bloody ask you when you’re trying to do something or get somewhere.

Me - Yeah I agree it’s really annoying. What about when people stand on the streets with pots for donations? Have you ever given or thought of giving to them?

Jamie - Er not really if they’re outside a shop and I’ve just bought something and have some pennys or change in my hand or pocket I do so I can get rid of it.

Appendices [ 107 ]

Me - So a bit similar to McDonalds really then where they have the change pots by the till. Do you or have you ever donated to them?

Jamie – Oh yeah all the time.

Me - I suppose it’s easier because obviously if you’re at the till you’re going to be buying something and quite a lot of the prices are something followed by 99 or 98p so you will always get the pennys back.

Jamie – Yeah I just put them straight in the box. Its so much easier.

Me - Definitely it’s all about the ease of donating, especially when people are so busy with their day-to-day activities. It’s very much about the convenience.

Jamie – Yeah.

Me – Thank you very much for taking the time out of your day to talk to me it’s much appreciated.

Jamie – You’re welcome.

[ 108 ] Appendices

Discussion with MacMillan charity worker Lauren Keenan - 21 years old Some background information on Lauren - Second year student at Nottingham University - Last year her Mum passed away from Cancer and ever since she has been working for Macmillan, among other charities, to raise money and awareness. There is an emotional connection to the charity and her previous history are the main drivers for her work with charities.

- She is a door-to-door fundraiser, knocking on doors and flats to speak to people about Macmillan and ultimately, to get donations.

General information on Macmillan · 1 million people are still unsupportive of Macmillan cancer · Macmillan have recently received £4 million from the government for funding, bills etc · Macmillan get a private sector funding from Boots why is there not more awareness around this? · Macmillan use both volunteer and paid staff although all of the door-todoor and face-to-face fundraisers are paid around £8 per hour. · Macmillan receive roughly £16 million a year through monthly donations. · Macmillan are pushing for more regular, monthly donations from donors as this allows the charity to plan and budget, whereas one-off donations don’t allow for that.

- There’s a big response to door-to-door fundraising and she averagely signs up 9 new donators a day.

- She says people are more pleasant with door-to-door fundraisers than on the street as donors feel more comfortable in their own home – they feel they’re in control.

- The door-to-door fundraising promotes monthly donations WITHOUT a contract and a donor can stop donating at any given time.

- Due to the Nottingham area being highly populated by students the majority of the donations are from younger supporters under 25, which showed that students are in fact donating.

- As a previous Cancer Research fundraiser, Lauren said that out of all the charities, Cancer Research do a lot of ringing around in order to persuade donors to donate more.

- Training teaches the charity workers to always push for a higher donation and to always ask more than once. Is this too pushy? Does this give off a negative image and therefore association?

Appendices [ 109 ]

How do the donations help? · Lauren said that people tend to want to know where there money is going and Macmillan do provide a monthly update via email that includes everything the charity is doing/working towards. Could this be more personal to a donor? Could there be more of a relationship/community formed? · 90p of every pound goes directly to helpline and training nurses, with the remaining 10p going towards funds for fundraising events/advertising.

My experience From welcoming Lauren into my flat and after having a discussion about the fundraising and Macmillan as a charity I felt inclined to donate. Once I had filled out all the information I was informed that my £5 a month donation offer wasn’t enough and that the lowest starting amount was £8 a month. She then told me that I could decrease this donation for next month/cancel my direct debit by ringing up the number on the back of my donation ‘receipt’. This made me feel as if my £5 a month contribution, which is the amount I originally wanted to donate, wasn’t seen as good enough. The fact that I will now have to ring up to decrease my donation is extra hassle for me that I don’t need and I will therefore most likely just cancel my direct debit.

Once I had signed on the dotted line Lauren then told me that I would be receiving a welcome call within the next week. I didn’t have the option to op out of this phone call or the option to receive a welcome email instead. Again, this is an added effort that I didn’t really want.

[ 110 ] Appendices

Appendices [ 111 ] Interview with Clare Smith – 21 years old.

Me - How aware are you of charity and brand partnerships or activities? For example ASDA have a specific product range called Ticked Pink that is linked to a Breast Cancer Charity.

Clare – Er not very I don’t know much about charity work to be honest its nothing I’ve ever looked into.

Me - How about things like Children in Need and Comic Relief on TV? Do you ever watch these?

Clare – Oh yeah I watch them more so when I was younger than now but I would still put it on TV if I saw that it was on. It’s good Saturday night TV with all the entertainment on it.

Me - Is there anything in specific that you remember liking or disliking from them?

Clare - Yeah I used to like the sketches they did, special clips and editions of TV shows. I remember they did one with Little Britain one year, which was funny.

I like the ones, which make me laugh it keeps it interesting.

Me - Yeah I like them too. I think my favourite is the James Cordon one with David Beckham in.

Clare - Anything with him in is worth watching.

Me - Deffs. Is there anything you remember not liking? Anything that you would skip to go to the toilet or get a snack or something that you didn’t mind missing?

Clare – Erm yes. I hated and I still hate them the sad things. You know the ones that make you feel really bad and you just sit there and cry at them and then you feel crap.

Me - Yeah I agree, they do make you feel really guilty. Have you ever donated through this way before? I know now you can donate by pressing the red button?

Clare - No I haven’t my Mum or Dad might have one time I don’t really know I just used to watch it for the entertainment.

Me - Yeahh that’s fair enough. You said earlier that what was it, that you didn’t know too much about charity and their work. Are there any charities that you

[ 112 ] Appendices know of?

Clare – Yeah I know of charities.

Me - Which ones spring to your mind first?

Clare – Oxfam and Macmillan Cancer Me - Yeah they’re really popular charities with a good brand image and reputation.

Do you know what kind of work they do?

Clare - Erm well obviously Macmillan Cancer does stuff to cure cancer and I’ve noticed that they’re always talking about the nurses that help cure them and supporting them as well as helping those with Cancer.

Me - Yeahhh they do and they have a lot of people that work or volunteer for them that are available 24/7 to talk or help anyone with Cancer or anyone that is struggling with the fact that someone else does and things like that. People are obviously very aware of Oxfam as they have loads of charity shops, which are popular. Have you ever purchased anything from and Oxfam shop or any charity shop in fact?

Clare - No I haven’t its not really my style vintage. I know Ellyn does a lot. She goes to the Heart Foundation in town and I know she goes to a load of charity shops at home in Crewe and stuff.

Me - Yeah I mean I don’t necessarily mean clothing but yeah I get what your saying about the style thing. I’ve bought books before from Oxfam and The Isabelle Hospice to take on holiday actually they’re always in really good condition and they’re only like 50p! Would you ever consider buying something other than clothing in a charity shop?

Clare - Yeah if I liked it I would buy it. I’m not a massive book reader but I would before holiday I love having a good book to read on the beach. I might have a look in the one near me in the summer now you’ve said that. Save me spending however much on books from WHSmith or Waterstones.

Me - Yeah definitely it’s such good value for money and is helping a cause at the end of the day. What about products or items that are introduced by brands where a certain amount of the profit of the item goes towards the charity?

For example there’s the brand (RED) that has been created to help overcome Aids.

Clare - Ohhhh yeah I haven’t bought anything from there but I have bought something in a shop before where some of the money went to the charity.

Appendices [ 113 ]

Me - Do you remember what it was? What shop you bought it in or even what the supporting charity was?

Clare - Ermmmm no I suppose that’s not very helpful is it. I have bought something though so I’m not that bad with charity that acts as a donation in my eyes.

Me - Yeah it is. Every little helps at the end of the day all the charities are welcome for any penny that could go towards helping the cause. So how did it make you feel buying this product? Do you remember?

Clare - Well If I’m being honest I remember being a bit like oh yeah I’ve done my bit today I’ve helped out I’ve done my deed of the day kind of thing.

Me - Yeah that’s good. You have contributed and I suppose you did do your deed of the day. Do you try and do a ‘deed a day’ then?

Clare - Well no not really not for charity.

Me - No, but do you like to do something that would help someone a day?

Clare - If I can yeah I would always try and do something to help others it’s the type of person I am.

Me - Yeah. So do you think if you could do something other than give your money to help support a charity or to help them with their cause would this interest you? Is it something you would think about?

Clare – Probably yeah. I don’t really donate to charity much at the moment because I don’t have the money. Although I have a job I’m also at Uni, which costs a lot of money and means I don’t have any to give.

Me - Yeah definitely that’s fair enough I think that’s a big reason as to why younger people don’t give – more because they cant than because they don’t want to.

Clare - Yeah it does feel good when you do though.

Me - Yeah of course it does! Anyways thanks for answering my questions and taking the time to do this interview with me I really appreciate it.

Clare - That’s ok you’re welcome.

[ 114 ] Appendices Telephone interview with Brett O’Connor - 23 years old (Consent form was signed at a later date) Before I start the interview I just want to double check that you’re ok for me to use the answers you provide to support my work and will be written up in my project. What you have said will be used for illustration only, to reinforce a point that I’m making.

Yeah that’s fine Ok, I will be asking you questions on charity campaigns and your awareness of these, your involvement in charity work and the reasons behind this. I will ask you your views and opinions on some current strategies and some general questions on the charity and donating process.

Ok cool.

How aware are you of joint charity and brand campaigns/activities, for example; ASDA have a range for Breast Cancer called ‘tickled pink’. Children in Need would also count.

Comic Relief and sports relief Okay that’s good. What is it that you remember about these?

James Cordon did those two funny sketches for Comic Relief with the England football team and David Beckham in the bath Are you aware of how successful either comic relief or sports relief are?

No, I wouldn’t have a clue. I assume they’re successful as they’re always on TV Have you donated to either Comic or Sport relief before?

No, I don’t really give to charity Is there any reason why?

I don’t want to, I have no interest.

Is there anything that would motivate you to donate to these?

No, if something happened to someone in my family, or a close friend I might be more inclined to give to a charity that helps that Have you ever donated or sponsored to someone that has done any of the charity runs/marathon etc?

Yeah once before

Appendices [ 115 ]

Why did you sponsor the person?

Because I would have felt bad not sponsoring as it was my girlfriend doing the 5k run Is there a charity that you feel speaks to you the most? A charity that you feel most connected to?

No What about things like Remembrance Day, do you ever buy a poppy?

I do buy them if I see the old people with the pots. I will always give them some change for a poppy if I see them yeah Why do you donate to them?

I feel I need to, my nan has always told me that they’ve done a lot for the country, in a way we wouldn’t be here, with the country being as it is if it wasn’t for them fighting in the war How do you feel about celebrities endorsing or supporting charities. So for example Lance Armstrong did the Livestrong bands?

I tend not to trust them.

Why is this?

I think most of the celebrities do it to get money out of it Would you be more likely to donate to one of these celebrity things if you knew that they were genuine?

Yes, if they showed they clearly cared about it then I would be more likely Have you given to a charity before?

Yeah I give to Remembrance Day. Oh and the old people that sit outside Tesco with the pots, like the ones for the blind.

Why do you give to the people outside of Tesco? You said that you don’t really give to charity and have no interest yet you still give to those charity workers outside of supermarkets. What’s the difference for you?

Because if I see them and I have change in my pocket I feel bad and feel I should give it to them. It’s easy to put my hand in my wallet and give some change to them Has anyone come up to you in the street before asking you to donate to a

[ 116 ] Appendices

charity?

Yeah, they do it all the time in Enfield Have you donated or considered donating to them before?

No Is there any particular reason?

They just annoy me so I try to avoid them What do you find annoying about them?

They’re really persistent even when you say no, they keep pestering and asking for my money Talking about persistence as a fundraising technique, how do the short films on comic relief make you feel?

I don’t watch them I turn them over Why? Especially the African one’s they make me feel ill. They look deformed with funny faces and stuff its not nice is makes me feel a bit ill Uncomfortable?

Yeah that’s exactly how I feel, that’s a good way to describe how it makes me feel actually Okay that’s all, thank you very much for taking the time to answer my questions.

Appendices [ 117 ] Telephone interview with Stephen Holmes, 48 years old Hi Dad, Before I start the interview I just want to double check that you’re ok for me to use the answers you provide to support my work and will be written up in my project. What you have said will be used for illustration only, to reinforce a point that I’m making.

That’s fine Ok, I will be asking you questions on charity campaigns and your awareness of these, your involvement in charity work and the reasons behind this. I will ask you your views and opinions on some current strategies and some general questions on the charity and donating process.

Yep this all sounds fine, what’s your first question then?

How aware are you of joint charity and brand campaigns/activities, for example; ASDA have a ‘tickled pink’ range for Breast Cancer, Comic Relief on TV and so on. Give as many examples as you can think of Isn’t there one where you can donate to 3 different charities, someone is doing it, is it one of the shopping charities, you can choose one of their 3 charities that they can donate to. I think Delia Smith has something to do with it. That’s the only one I sort of know at the moment.

What do you remember about this?

The fact that you can choose one of three, I imagine the 3 are a bit diverse, one might be children one might be cancer etc so you can support a charity you want to. If there was one that supported Africa and the consumer was a bit racist they might not want to donate to Africa.

How involved did you get with this campaign or was it something you’re just aware of?

I’m just aware of it, I’ve just seen it before I can’t remember what its called. The next time I see it I might become more aware of it, I don’t really take much notice and I don’t tend to watch too much TV to see it advertised or if I do it’s mainly sport.

Have you donated to this?

No Is there a particular reason as to why you haven’t donated to this?

Well I saw it on TV and I haven’t been into the shop where the 3 pots are I don’t think or if I have I didn’t see them. At the moment with my children needing more and more money and two of them being at university the charity starts at home. I

[ 118 ] Appendices

used to donate a bit a month for children.

Do you remember what charities you donated to before?

Er no. Errr It’s okay if you don’t No I don’t remember what it was. It might have been children with disabilities abroad, I think I can’t really remember.

That’s fine. Is there a charity that speaks to you the most? You know, is there a charity you feel most connected to?

No but maybe it would have been cancer when I used to donate more where my dad died although it has been a long time since he died so maybe now it would be more children where I have children myself. I think we’ve given to children in need before.

Yeah, that makes sense. What do you think about celebrities sponsoring and endorsing charities?

I think it can help the charities to give them the, to give them exposure to people because were very much media orientated these days so someone from a soap or something like that saying I believe in this, I give to this can help.

Are you aware of any celebrity and charity projects or where maybe a celebrity/public figure has sponsored or support a charity?

Lance Armstrong and the Nikey Livestrong bands, I still wear mine because although its, it’s been widely accepted that he took drugs its not been proven, the good that he’s done with this, er, something good has come out of it.

Do you remember why you bought one of the bands in the first place?

It was cheap and erm I suppose you got something back for it – a band. It became a trend as well at the time, it almost became a fashion item especially in the sporting environment. They took that and used it to support other charities, bullying etc.

That’s why I like the badges for breast cancer, red nose day Yeah and the poppies Yeah I always, always buy a poppy and the help for hero’s bands. Generally when I give to charities its through those sponsored activities, like the runs and stuff.

Why is it that you have always bought a poppy?

Because my dad was in the war would be one thing and er yeah they’ve given their

Appendices [ 119 ]

lives haven’t they, its voluntary rather than I’ve got cancer give me money. They chose to go to war for us and lost their lives to fight for us, in that respect that’s the ultimate sacrifice I got roped in to giving £8 a month to Macmillan cancer during the week and that’s coming from a direct debit, how do you feel about the charities using direct debit?

Oh I hope you can afford that with all your Uni stuff Jade no wonder you keep asking me for money.

Yeah I’m going to cancel it anyways. So the direct debits, how do you feel about charities using them?

Yeah I think it’s a good way, I used to have one going. If it had been a really small amount it wouldn’t have noticed like that £8 for you makes a difference, it seems like a lot but if I donated £8 a month through direct debit I wouldn’t notice it and it would just come out and I wouldn’t know. It would work at small amounts but obviously the small amounts are dependent on the person.

For me as a student, £8 a month is quite a lot on top of other bills that we have to pay monthly, so where its coming out of the direct debit it starts to feel like a bill to us.

Yeah well it is a bill, anything you pay monthly becomes a bill. It’s whether you can afford it, it comes down to the affordability. Sometimes it’s easier to hand over a tenner once than having to do it weekly or monthly.

Yeah that’s true I would be more likely to give a one-off although a tenner sounds like a lot to me even for a one-off but then again I don’t have a regular salary or income.

Is that all the questions you need to ask me? Someone is knocking on the door.

Yeah that’s fine thank you very much.

120 ]] [[ 120

Appendices

APPENDIX C

Appendices [ 121 ]

APPENDIX C - FOCUS GROUP Focus Group 23/11/12 Interviewer – Jade Holmes (Me) Anna Heaton - AH Amy Jane Twelvetrees - AJ Catherine Lamb – CT Consent forms were taken for the above participants.

Me -Do you want to put your money in one of the boxes?

AH – What any box?

Me - Yep, which charity do you want to donate to? That is the question.

AJ - Are they all the same?

Me – Nope, one’s Breast Cancer Campaign, one’s The Breast Cancer Research Foundation and one’s Breakthrough Cancer.

AH – They’re all for Breast Cancer Me – So Cath, why did you pick that box?

CL – Because of what it says on the thing.

Me - Because it shows you where your money’s going?

CL - Yeah, and over that one because that ones like families and support but this ones like how to get rid of breast cancer.

Me - Okay, Anna?

AH - I just like the little ribbon on it. Cos I’ve had those ribbons before so I know it and I thought I’ll do it again.

Me - That’s ok so you associate the ribbon with it. Amy Jane?

[ 122 ] Appendices AJ - Erm I’ve just seen the Research foundation more than the other two.

Me - So, it’s because you’re more aware of it AJ - Yeah Me - Erm, I’ll ask you first Cath. How aware are you of joint brand and charity campaigns/ activities such as ASDA’s tickled pink range for Breast Cancer. Do you know any others?

CL -Erm, I know Tesco change their charities, River Island have got the baby charity, for new born, the live of new born or something. I can’t think of any others.

Me - What is it that made you remember the River Island one?

CL - It’s on the bags, every bag you buy had it on.

Me - So was you involved with it or was you just aware of it. Did you donate or?

CL - No Me - Why? CL - Because I haven’t got the money, I hope River Island donate through my purchases and my profits so by buying River Island clothes I’m donating.

Me - Did they say, is that what they said?

CL - I don’t know I’m just hoping Me – Cath’s hoping AH –I’m going to buy nice clothes and hope for the best, I can’t afford to give to charity but I’ll just buy the clothes and hope for the best.

CL – My overdraft doesn’t stretch to charity giving AH – Bitch Me - Anna are you aware of any? Other than the ones I’ve told you about?

AH – Erm, I wouldn’t say I’m aware of any more than what you’ve told me really but like I am aware as in, I just don’t really remember them like when theyre happening I

Appendices [ 123 ] will know, maybe hear about it but I wont give it anymore thought than that Me - Because like, obviously erm children in need and comic relief and stuff that would count.

CL – I know Sainsburys do something with comic relief AH – All the sport relief and stuff Me - But I don’t know about you but I didn’t even know when it was this year really.

CL – I didn’t know children in need was coming up, AH – Its March isn’t it?

CL - I usually know when comic relief are coming up because theres loads of like..

AH – Yeah children in need this year wasn’t very well advertised.

AJ – No I didn’t think it was Me – no nor did I CL – and the fact there wasn’t any celebrity like you know where they do the swimming across the channel AH – I didn’t think it was very good, it wasn’t very funny AJ – I didn’t enjoy it this year AH – it was all just, AJ – There were bits I liked AH – It was like here’s a child dying lets all cry AJ – I did cry this year AH – Yeah me too AJ- It was really sad AH – Comic relief is horrible

[ 124 ] Appendices CL – comic relief is better like it’s suppose to be entertainment AH – yeah but i just think like most of the time it is upsetting but its also something people watch for entertainment whereas this year it was like more like preaching for money, it was more about that Me – so it was too focused on AH – yeah Me – give us your money CL – I like the fact that when they try and do something entertainmenty AJ – it was so awkward I was watching it and it just made me feel uncomfortable AH – they play a clip and then they’d be like this is the number and play sad music and it was like this is just depressing CL – yeah I like it when they do, celebrities do something AH – its funnier when they do CL – like when they do something in return for our money AJ- I like the news ladies though Me – so you want to be entertained CL – yeah, I know it sounds like were having to pay something but like so many charities do the whole ‘give us your money’ so Me - yeah CL - that’s why I think children in need and comic relief have been so successful because they’re giving us something back with entertainment AJ – they did make loads this year AH – yeah they broke the record AJ – yeah so they obviously work but I don’t think it was advertised that well AH – I don’t know if it did work or is it just because it’s the first year were coming

Appendices [ 125 ] out of the recession properly and people thought actually yeah I’ll give some money. Cos the reason its been dipping in recent years isnt it because no-ones had any money CL – I always learned about comic relief from listening to radio 1 because Chris Moyles or Scott Mills and them lot usually say AH – you usually see like pudseys around don’t you like holding the buckets and stuff or people holding AJ – I think there were AH – I only saw on the day Me – I didn’t see any AJ – I saw statuses but I didn’t see anything AH – I saw people in town on the day that the TV programme was on that’s it.

Me – I saw a few people on twitter like Cheryl Cole said for every 10 people that re-tweet I’m going to donate a pound AJ – oh that’s nothing to her Me – well yeah but CL – I was more aware of Remembrance Day cos like the poppies are everywhere and there’s people out AJ – yeah I was going to say Remembrance Day. And i give money to Remembrance Day I always buy a poppy every year.

CL – yeah me too AJ – I don’t know why Me – do you think its because its like, actually AJ – I think its because its so big it’s a war thing AH – I think its because you can donate however much you want Me- yeah I was going to say you can donate it is however much you want like so

[ 126 ] Appendices not saying you would donate 10p but you know you could.

AJ – on TV though everyone wears a poppy and I think its like, so, everyone that goes on TV wears a poppy Me – yeah CL – and because everyone wears a poppy I think it’s a moral issue the fact that if your not wearing a poppy why haven’t got a poppy on AJ – yeah Me – but that’s a bit like when them, that ribbon, remember that little..

CL – the badges Me – yeah the badges and every used to AH – I used to have loads of them Me – yeah and everyone used to wear AH – I used to wear them on my blazer at school, well not all of them Me – I feel that’s kind of gone, yeah like I don’t really see them anymore CL – there’s not a particular day is there or week that you wear them whereas you don’t wear a poppy all day through so wearing that all day through kind of looses its resemblance cos its all year through Me – yeah it kind of looses its touch, its impact AJ – and with poppies now it’s like, kind of like i noticed who can have the best poppy. You know when Gary Barlow had a really glittery poppy did you see? And I was like ohh that’s a really nice poppy but someone else might not have as nice one CL – I didn’t like it though. It was like why, why have you got a glittery poppy on AH – its because he’s on TV AJ – I like it Me – do you think it works because as soon as you say Remembrance Day you think,

Appendices [ 127 ] poppy.

AJ – yeah Me- so it’s that instant association with an image AH – I think Cath’s right as well like its more people want to show support, they don’t want to give the money they want to show the support by wearing the poppy but they to get the poppy you have to pay for it so they’re like I want the poppy. Its not so much that, if it was just give money people would be a bit like meh but they want to show the support by wearing the poppy Me – I think remembrance is a bit different though because your remembering what people have done and CL – it’s a charity though, the poppy appeal Me – yeah AH – its for war hero’s that, for now day war hero’s CL – yeah and also it pays for families to visit graves abroad Me – I just think it’s a bit different because when you give to a breast cancer charity, technically they’re fighting for our charity I know that doesn’t really mean, but its not the same as AH – an illness Me – an illness yeah AJ – its like they want to do it whereas with an illness you don’t want it Me – as well I think Remembrance Day it makes me think of ww2 as well and like you kind of bring all those associations of the past with it so its not just that one thing. I dunno. But erm have any of you donated before?

AJ – to poppy yeah Me – or to any charity in general AJ – erm yeah, I cant think of what off the top of my head but if I walk into the supermarket or something and like you get

[ 128 ] Appendices Me – the pots AJ – yeah I will always put money in there or like if I have any change after I always put money in like the pots after AH – yeah same CL – all the time, I always put spare change, end bits of change in AJ – yeah its not a lot Me – no AJ – but it will be like sometimes 1p, 2p AH – yeah that’s what I’d say too CL – going back to children in need and red nose day, i think i donated a fiver through text for Chris Moyles breaking the record for the longest radio show cos I, it just made me so entertained he was so deserving of the donation AH – the only money I’ve donated in a sum like that is for tsunami appeal and that’s because it was on my phone. They just text me saying it will be £3 off your phone bill and I was like yeah I will do that AJ – yeah I’ve done that before AH – because it’s easy you don’t have to think about it CL – yeah that’s why I did the £5 cos it was on my phone bill so I just text AH – cos I don’t ever, like the people in the street, I would never, I just say no AJ – yeah when they come up to you and they’re like what’s your name and address I’m like I cant be bothered AH – yeah I don’t want to have the hassle CL – its also like, I don’t like the commitment of having to give each month, because if iv got the spare money that month I’ll give it but I might not have it next month AJ – yeah

Appendices [ 129 ] AH – yeah it’s like another thing to pay for, it’s like a chore then CL – and its, its like I don’t like direct debits because they kind of like, the fact of getting out of them scares me a little bit the fact they just come out of your bank account Me – e.g. me, I got sucked into one didn’t I Anna AH - £ 8 a month Me - £8 a month!

AJ - £8!!

CL – yeah I know Clare told me AH – it was the minimum Me – was the minimum, minimum. Its ok I’m going to cancel it because I didn’t want to give £8 a month I wanted to give £3 a month and she said I couldn’t so first of all she made me feel like my donation wasn’t good enough in the first place.

Then she’s just made it awkward for me now because I’m going to have to ring up and have that awkward conversation where they’re like going to be like why AJ – yeah Me – oh why are you stopping the donation and when I say its because I don’t have the money even though technically I probably do, they’re going to look at me as if I’m a bad person and I’ll feel bad.

CL - £8 a month is a lot though AH – yeah but I think they do that on purpose I think if you cancel it they don’t actually think you’re a bad person cos they probably wouldn’t themselves but they just look at you like AJ – disappointed Me – yeah CL – cos when I donated £5 that was £5 a month and I thought that was a lot to me, like to be able to afford £5 on extra on top of my phone bill

[ 130 ] Appendices AH – I just, yeah, its like you say though giving to charity is supposed to be like, something that makes you feel good, like its supposed to be a good deed. And if its something that comes out every months its like a bill you have to pay.

CL – yeah AH – and then you get negative associations with it CL – I exactly agree with that AH – its like urgh my phone bill is coming out and that £8 I have to give so and so Me – yeah, so if it was more you had the choice to give AH – well if it was like £1 a month that would be fine. Cos its such a little amount of money Me – yeah you wouldn’t notice it AJ – you wouldn’t even notice it AH – but £8 that’s like a tenner a month that’s like hundreds of pounds a year, that’s like one hundred pound a month that feels like a lot of money AJ – yeah Me – how do you feel about celebrities endorsing and sponsoring charities?

AJ – I think its good CL – yeah Me – do you like it?

AH – I think its good AJ – I think its good because if people have a role model and they’re doing it, I bet a lot of people look at Cheryl Cole and think oh she’s doing it so I’ll give money AH – especially like, not necessarily young, young but like late teenagers like 16-19 sort of age they probably think oh so and so is on that charity. Or for instance if you have someone on children in need like when girls aloud performed for the first time on children in need, that probably got them way more viewers because people are

Appendices [ 131 ] like i want to watch them Me – yeah AJ – yeah CL – yeah. Like its quite interesting to see them donate or give money to the unexpected charities not necessarily the really big charities like breast cancer, children in need and all them. You know when they perform on the cube and all that goes to charity, they’ve got some really obscure charities and I think that’s really interesting.

AJ – there’s a charity for everything!

Ah – I don’t like it when they do it for the ones abroad though. Not that I don’t want to give, not that I think they don’t deserve the money abroad but I just think we’ve got enough, there’s loads of charities to support in this country so there’s people in this country living in poverty so why give to other countries people in other countries.

AJ – definitely Me – erm, what about, instead of rather donating money, how do you feel about donating other things like maybe time or like for example when people do the 5k runs obviously that’s not them donating money but they are raising money. Or like say you were to donate clothes rather than money would you be interested.

AJ – I’m really lazy with that Me – lazy AJ – yeah like I just never, I’ve done the 5k run and half marathons and I just don’t donate to them and I should do but I can’t be bothered.

Me – what, to donate for other people AJ – yeah Me –when other people do it?

AJ – well no like when I do them I should set up a charity thing but I just never do Me – you don’t

[ 132 ] Appendices AJ – no Me – is it because of the effort and time to do it AJ – yeah its really lazy I know I wish I did it AH – I think its awkward having to ask people especially if your someone that does a lot for charity your having to ask quite a lot of the same people all the time you don’t want to be pestering your neighbours like can you sponsor me for this Me – well yeah especially if you do it every year AJ – yeah exactly Me – one time its like yeah ok it’s a one off thing AH – then they just get pissed off with you keep asking AJ – I wish I did I’m just so lazy CL – I think also because there’s so many of the Tesco 5k runs Me – there’s a lot of them now I must admit CL - its like its 5k so what, its not really, there’s so many of them its not an achievement anymore AJ – don’t the erm, the websites, the just giving ones don’t they take a percentage of the money for themselves and that annoys me. Cos like if I’m going to do it I want it to go completely to like one charity but they take 10% or something Me – do they?

AJ – yeah AH – they take some money AJ – they take money for themselves Me – well they’d have to take some I suppose to fund it AJ – yeah but it just annoys me that they’re doing that

Appendices [ 133 ] Me – also I think they should make that, they should tell people more that that’s what happens. Because I don’t think people would mind it as much if they were to explain we have to take 10% to set the event up to get people to do it, without it the event wouldn’t happen AJ – yeah Me – so therefore none of the money everyone’s raised can’t go to charity then people would maybe think ok fair enough because without it we wouldn’t be able to do it. But it’s when like you find out when you don’t know and you feel a bit cheated like oh well they’ve taken my money away AJ – I do think quite a lot of charities do that, they do cheat you Me – yeah so you feel cheated AJ – yeah Me – I think sometimes its because I think they get afraid that if they tell the truth, well not necessarily the truth because they’re not lying in the first place but they just add it on don’t they AJ – yeah Me – but that was like when I donated to that Macmillan thing she waited until I’d filled everything out to then tell me that I had to donate at least £8. Well I mean obviously then I’m not going to turn round and say no because iv already filled it all out, iv basically don’t it, it makes me look even worse.

AJ – yeah CL – well I know people, well I know people aren’t allowed to shake buckets but when people have buckets I prefer that chucking in a bit of change than having to write my name down like no strings attached AH – yeah is less commitment CL – cos when there’s strings attached you think can I really afford AH – I think it’s a lot different as well for our age group because obviously were not going to want to commit because we don’t have like Me – a steady income

[ 134 ] Appendices AH – but my mum she gives to charities a month she doesn’t mind. What’s like a few quid a month for her out of everything she’s paying it doesn’t really make a difference Me – yeah, well yeah for them £8 is equivalent to us as what £1 would be because, its not really anything to them its not really a dent in their pocket AH – its not the same AJ – yeah Me – that’s why I was thinking about more doing stuff rather than giving money because obviously there’s loads of different ways you can help, like the clothes things and remember when you was at school and you used to do them box things CL – oh yeahhhh for Christmas Me – yeah well they helped didn’t they CL – oh my god yeah and you used to pay a fiver for shipping or something or tape £2 on the lid and then Me – I don’t even remember giving money AH – yeah we used to just pack the boxes wrap them up and then the school used to send them off CL – yeahhh we used to stick money on top just for post AH – oh the school paid for that CL – we had to donate that to the school. I really liked that though because you would fill in who you was giving your box to, more of an emotional attachment. There was, it wasn’t like this goes to a kid somewhere it was like this is going to a boy aged…

Me – so its again, you know where your stuff is going AJ – yeah Me – like when people, some people say they prefer to know where their £3 a month is going, how its going to help CL - yeah

Appendices [ 135 ] Ah – well yeah because otherwise its like just giving money away CL – yeah but I don’t like it when they’re like, you know when the animal charities are like you can sponsor and give an exact animal its like well everyone cant be sponsoring that dog AH – it’s obviously a lie Me – yeah CL – yeah. But then it can’t be too vague Me – so if it was more tailored to you CL – yeah not so specific Ah – just you want to know AJ – where’s its going AH – well what is helping. I wouldn’t even mind, don’t need to know its going to Stacey in America cos she CL – yeah that’s what I mean AH – I just want to know it’s going to help build a home for a kid bla bla bla Me – is erm, do any of you have a charity you feel speaks to you most?

CL – what from their marketing or just personal reasons?

Me – both, if I was to say to you think of one charity what is the first one you would think of?

CL – oh the lifeboat one because my nan used to support it and ever since she died we have all supported it and Alzheimer’s as well cos that’s close to my mum Me – so because you have an emotional charity CL – yeah if I was to raise money for any charity it would always be for those two.

Me – what about you two? Do you have a charity that speaks to you the most?

[ 136 ] Appendices AH – erm..

Me – it doesn’t matter if none do AH – I think I don’t know if there is one that really speaks to me the most but if I was going to give to charity i would always give to breast cancer but that’s because someone in my family has had it. But I would probably also give to like children’s charities like when capital used to do help a London child and that went to St Ormond Street hospital AJ – yeah AH – that makes you want to give because your helping children I think it’s a bit different Me – it is yeah AJ – when I watched children in need the other day like, I was actually really, I cried it was really sad so I probably would give to children in need if I walked past a box or something Me – well I think that’s the thing, I watched some of it and saw one of the short films like I started crying but I didn’t pick up the phone and donate AJ – yeah that’s the same as me CL – you know what might help. You know you have the entertaining bits, they had Amy Childs and someone else doing a piss take one like but it was quite funny. Like this kid grew up on the estate and he only has a Nokia 3310 and like his trainers are a week old and all this. He got picked on in the playground cos his trainers were old AJ – I always do just give to Remembrance Day though. I don’t know why, I think it’s because my sister is a cadet. My parents feel like, its like she has to march every Sunday on the day Me – aww that’s nice AJ – so I always give because there’s always a box going round. That’s the only reason why I wouldn’t go otherwise. That’s really sad isn’t it, cos she’s a cadet. It’s so funny Me – do you think as well because you have the poppy on, people know your supporting it

Appendices [ 137 ] AJ – yeah. I quite like the poppy as well AH – yeah but I think I don’t really care if people know that I donated the money, I just care that I’m part of it all like remembering. More than oh if I wear this poppy people are going to know iv given a pound AJ – yeah Me – yeah but you still feel part of that community though don’t you AJ – yeah AH – yeah Me – you feel part of this, I’m part of this I’ve helped, I support it, I’m involved. So maybe if, I dunno that was to be transferred to a charity and brand campaign it might help CL – I think its also one of the most British charities AJ – yeah AH – yeah it’s traditional CL – its part of our heritage AJ – it’s a heritage thing CL – yeah it is a, its like not the moral thing to do like AH – you don’t even think about it I just would just always think oh I need to get a poppy Me – yeah its just one of those things isn’t it CL – yeah it’s like when its Christmas you have to get the Christmas dinner, like when its remembrance week you gave to get a poppy its just one of them things Me – okay thank you very much AH – is that everything Me – yeah thank you girls

[[ 138 138 ]] Appendices

APPENDIX D

Appendices [ 139 ]

APPENDIX D - EXPERIMENT Donation Experiment Participant 1 – female – The Breast Cancer Research Foundation Participant 2 – female – The Breast Cancer Research Foundation Participant 3 – female – Breast Cancer Breakthrough Participant 4 – male – The Breast Cancer Research Foundation Participant 5 – male – Breast Cancer Breakthrough Participant 6 – female – The Breast Cancer Campaign Participant 7 – male – Breast Cancer Breakthrough Participant 8 – female – The Breast Cancer Campaign Participant 9 – female - The Breast Cancer Campaign Participant 10 – female – The Breast Cancer Research Foundation Participant 11 – male – The Breast Cancer Research Foundation Participant 12 – female – Breast Cancer Breakthrough Participant 13 – male – The Breast Cancer Research Foundation Participant 14 – male - The Breast Cancer Research Foundation Participant 15 – male - Breast Cancer Breakthrough Participant 16 – female – The Breast Cancer Research Foundation Participant 17 – female – The Breast Cancer Campaign Participant 18 – male – Breast Cancer Breakthrough Participant 19 – female –The Breast Cancer Campaign Participant 20 – female – The Breast Cancer Research Foundation Participant 21 – male – Breast Cancer Breakthrough Participant 22 – female – The Breast Cancer Research Foundation Participant 23 – female – The Breast Cancer Research Foundation Participant 24 – female – The Breast Cancer Research Foundation Participant 25 – female – The Breast Cancer Research Foundation Participant 26 – female – The Breast Cancer Campaign Participant 27 – female – Breast Cancer Breakthrough Participant 28 – male – The Breast Cancer Research Foundation Participant 29 – female – The Breast Cancer Research Foundation Participant 30 – female – The Breast Cancer Research Foundation Female – 20 Male - 10

[ 140 ] Appendices

The Breast Cancer Research Foundation – 16 individuals donated - 53% Breast Cancer Breakthrough – 8 individuals donated– 27% The Breast Cancer Campaign – 6 individuals donated – 20% The experiment shows that the most common/popular reason for donating is due to the awareness of the charity. The Breast Cancer Research Foundation is the most widely known with a very distinctive and recognisable logo – the pink ribbon. A lot of people are aware of this logo and will have therefore selected this charity to donate to because of this. This supports my idea of creating a partnership between brands and charities and the authority and awareness that the brand brings can lend itself to that of the charities. Associations will be made between the two, increasing the charities awareness. It was interesting to note that it was the female ‘donors’ that contributed to The Breast Cancer Campaign box, which displayed an emotive story. This highlights the fact that, on this occasion, women are more influenced by their emotions than men and act on emotional instinct. The fact that the story mentioned children could also be an influencing factor as females could maybe relate to this more and put themselves in the persons shoes. The male ‘donor’s’ that donated obviously didn’t feel a strong enough emotional connection with the story or didn’t feel the effects in the same way as the females. With regards to how the donor’s money is being spent, Breast Cancer Breakthrough was the second most popular choice. The female to male donations were more equal for this donation box and emphasises the fact that both genders like to see where their money is going and how it is helping; they were both influenced by this. This could be beneficial when designing campaigns in the future in terms of the message to communicate to consumers.

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This image tells the consumer how their money, their contribution would help.

It shows the donor that their money is beneficial to the charity and that the charity uses the contributions efficiently. It allows consumers to trust this charity over the others as they feel they know more about what the charity it doing and can therefore make an informed and considered decision.

[ 142 ] Appendices

The pink ribbon is a logo that is widely recognised and associated with Breast Cancer. It is for this reason that The Breast Cancer Research Foundation is more well known that the other charities on the donation boxes. This is a great example of charity branding and how it can be effective

Appendices [ 143 ]

This image plays on consumers emotions. Similar to the guilt tripping tactics used by the TV adverts and short videos on Comic Relief and Children in Need. The fact that it sounds as if itâ&#x20AC;&#x2122;s coming from someone that has been directly effected also influences the consumers decision. This donation box is all about emotions and how these effect consumer decisions.

[ 144 ] Appendices

DURING THE EXPERIMENT

145] ] Appendices [ [145

APPENDIX E

[ 146 ] Appendices

APPENDIX E - TRIALLING APPS Response to iHobo app My own experience; I found the game very frustrating as the notifications didn’t work and I was unsure when the hobo needed my help. Every time I visited the game I was told that I had neglected my hobo and that I had lost a significant amount of points. In order to rectify this, help the hobo and increase my points I tried to give the hobo food, money or a blanket. Instead of accepting these he threw them back and declined them, which made it impossible to ever help him. I understood that this was the games way of showing the severity and extent of what it’s like to be homeless but in terms of keeping me interested it failed to do so. The game got boring quickly and there was no way to progress with it. It offered no challenges and left me feeling like there was nothing to actually achieve.

Anna Heaton, 20-year-old student; Response via Facebook message; “I think in theory it’s a clever concept but in practice it’s really annoying. Every time I go on it, it tells me I’ve lost points even though it never explained that to me before. It should tell you to use the push notifications to play properly cos I don’t ever say yes to them cos I find them annoying. It also doesn’t really do much like I don’t feel like achieving anything or reaching goals it’s just a bit stationary. And also telling me off for poking it is ridiculous I’m not poking I’m just touching the screen.”

Brett O’Connor, 23-year-old plumber; Kept notes throughout the three days; Things the app told me · Loves drugs when his cold · Misses his sister · Has money at home but is too scared to go back · He was getting cold and nearly caught hypothermia · I fed him when he was hungry

Appendices [ 147 ]

· · · · · · ·

This game is pretty boring The alerts do not work HE IS HOOKED ON DRUGS He does not accept my food I killed my hobo The game is crap I got 0 on my score and about 15 missed alerts

[ 148 ] Appendices

Connor Holmes, 18-year-old student; Response via text message; “Seems like a pointless app at first until the truths start being revealed it’s to educate about homeless. However the actual game concept is pretty annoying as it expects you to check on the hobo too often and there’s no game actually involved so as an app it’s quite mundane. I kept forgetting to help the hobo. However, the actual message is clear to me but it could be done in a better way.”

Khloe Prosser, 25-year-old press officer; Kept notes on her iPhone and sent a print screen via whatsapp; “A bit boring and I didn’t see the point in it. I must admit to forgetting about the game for a few days and this meant that my character died and I failed the game.

Opps. It asked me if I wanted to donate afterwards – I didn’t. I didn’t really know why they thought that would make me want to donate? A bit confused by the whole app really. Not one I would recommend.”

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CRITICAL ANALYSIS Although not all of the examples I have analysed are direct charity applications for smart phones, I wanted to take inspiration and elements from gaming in a broad sense. I therefore decided to look at a range of games, applications and behaviour changing projects to seek inspiration and to discover what is currently working and what is not.

My Life as a Refugee What does it do? iPhone and iPad app raises awareness of the plight of reguees worldwide by putting the user in the place of a displaced character and asking them “What would you do?”

Is there a main goal/objective?

You must answer the questions that are based around life or death decisions, with the decisions made by the player affecting their character’s fate. Ultimately the character survives or doesn’t.

Can success be shared?

No Is it engaging?

It starts off being quite interesting and it is a good way to get the charities message across. However, I found that after a few questions it got a little tedious and the app seemed to be a bit mundane. The app also skipped questions, which I thought defeated the main object of the game.

Potential threats/weaknesses - how can these be overcome?

Although the right message is being delivered is it too boring? Does it actually change consumer’s attitudes towards the charity? Could it include more locational based questions/situations so UK consumers can relate more?

Magnum Pleasure Hunt What does it do?

The ‘advergame’ takes the consumer through 20 renowned websites as one chases bon bons, the special ingredient in the Magnum Temptation Hazelnut ice cream.

Is there a main goal/objective?

To capture all 100 bon bons throughout the Magnum hunt.

Can your success be shared?

Yes, once the consumer has completed the game they can then upload their score to the leader board and challenge your Facebook friends; (good use of social media to engage consumers and enhance competitive factor).

[ 150 ] Appendices

Is it engaging?

Yes, especially to start off with. Trying to maneuverer the digital player to collect the bon bons was challenging and motivated me to continue to play – I wanted to get all the bon bons in the quickest time possible.

Potential threats/weaknesses – how could these be overcome?

The game takes roughly 5 minutes long from start to finish – is this a little too long to maintain consumer engagement and excitement when there are no further levels or challenges? Although it takes the player through 20 renowned websites could these be more relevant and specific to Magnum in order to raise more awareness?

Recycle Bank What does it do?

Residents receive points for recycling waste that can be redeemed against vouchers to spend on the high street.

Is there a main goal/objective?

Yes, you must recycle as much waste as possible.

Is it engaging?

Not really as its still an average recycle bank. The vouchers do however provide an incentive to play the ‘game’.

Potential threats/weaknesses – how could these be overcome?

Another element could be added where consumers can throw their waste into the recycle bank, each entrance with a different number of points that can be earned. This would engage consumers and create more excitement. It is however a great example of gamification that contributes to the society, Nike+ Nike+ is renowned for changing people’s behaviour when it comes to fitness. The device is attached to the consumer to track their running, including time, speed and distance. It encourages the competitive side of the consumer by allowing them to compare against their friends running stats on an on-going bases. It provides constant feedback and goals that link to an iPod all of which drives motivation. Although a very successful device, the big questions is; how many non-runner have Nike incentivised to join and start running as a new hobby? Nike+ has evidently engaged with existing runners but how successfully has it created new runners?

151 ] Appendices [ [151]

APPENDIX F

[ 152 ] Appendices

APPENDIX F - EMAIL CORRESPONDENCE TESCO

Jade Holmes RE: Halo press enquiry 21 November 2012 17:51

Details

To whom it may concern, I’m currently doing my final project at Nottingham Trent University on the potential of charities and brands developing a new fundraising strategy to get people to donate on a regular basis.

As part of my secondary research I have been looking into activities and campaigns that big corporate brands are currently undertaking with charities. I have been particularly interested in Tesco’s new feminine care range that has been introduced to raise money for women’s health charities.

I would like to know if you have any press information or press packs for the campaign that you could send me?

Many thanks, Jade Holmes

[ NO RESPONSE ]

Appendices [ 153 ] -----Original Message----From: Jade [mailto:jadeholmes@virginmedia.com] Sent: 26 November 2012 22:44 To: Info Subject: RE: Donating research Dear Sir/Madam, Iâ&#x20AC;&#x2122;m currently in my final year at Nottingham Trent University and I am investigating the potential of charities and brands working together to develop a new fundraising strategy to get people to donate on a regular basis.

As part of my research into behaviour and attitudes towards donating, Iâ&#x20AC;&#x2122;m currently looking into the difference between gender and age groups to see whether strategies would be more successful if they were targeted to a particular consumer group. From initial interviews I have become aware of the differences in consumer attitudes, most notably between female and males and students and working adults.

It would be of great help to me if you would be able to answer the following questions to provide me with some valid insight from such a successful charity, in order to further my knowledge and develop my research further for my final year project.

1) What is the ratio of men to women donors that donate on a regular basis (weekly/monthly)?

2) What is the most common age range for donors that donate on a regular basis?

3) Have you considered a payment scheme for monthly donations that is separate/different for students?

4) How often do you contact a regular donor per year?

5) How often do they receive updates on Breast Cancer Care that include updates on what the charity is doing?

I would like to thank you in advance for your time and I look forward to hearing back from you in the near future.

Kind regards, Jade Holmes

[ 154 ] Appendices

Catherine McCrohan <Catherine.McCrohan@breastcancercare.org.uk> RE: Donating research 30 November 2010 20:10 Dear Jade Your email has been passed to me today as I look after individual giving for Breast Cancer Care.

Breast Cancer Care in fact is relatively new to individual giving as our roots are in corporate and event fundraising, so I don’t have pat statistics I can give you and we’re not a good example for your study. We’re underway for just 3 years doing it.

Charities with a very mature regular giving programme would include Oxfam (I believe they have 400,000 regular givers - we have fewer than 10,000), British Red Cross, Save the Children, Age UK, ActionAid, and I can’t remember which of the Alzheimer’s charities.

Are you aware of Adrian Sargeant’s website (http://www.studyfundraising.info) and nfpSynergy’s at http://nfpsynergy.net/free-reports-and-presentations? These provide an excellent introduction to giving in the UK. Adrian Sargeant has also published a couple of great books which are well worth a read. It might well be worth taking a look at Slideshare for slide packs from conferences and I recommend the Institute of Fundraising Insight Special Interest Group (data analysis) which has lots of interesting papers and presentations on its website: http://insightsig.org.

With regard to the questions below, it’s not clear to me whether they’re asking me for Breast Cancer Care’s information (eg the percentage of male to female donors) or a UK view. I’m also not sure whether you’re trying to establish a UK view or are exploring whether different causes or types of organisation have different giving profiles. A breast cancer charity will have a higher percentage of female donors and a charity such as the Samaritans has a high percentage of male donors. Neither is a reflection on the overall UK picture but reflects the nature of the causes.

As a generalism, young people aren’t a great bet for regular giving because they tend to be cash poor and have significant financial needs and commitments. Giving increases with age and there are many studies which explore the possible reasons why eg increasing compassion with age, increasing disposable income, increasing understanding of need as more of life’s troubles have visited them/people they

Appendices [ 155 ]

love, and generational values.

Any profitable regular giving scheme would be of interest to us but we haven’t identified one that would work with younger people. The recruitment channel is clearly a relevant element, eg street fundraising recruits a younger donor than door-to-door which is in turn younger than direct mail.

I hope this helps and send you all best wishes for your research.

Kind regards Catherine McCrohan From: Jade Holmes Subject: RE: Donating Research Date: 5 December 2012 To: Catherine McCrohan Hi Catherine, Thank you so much for you response it has been really helpful and has allowed me to discover some new and beneficial insights! The websites you provided me with have also led me to some really useful information that has helped me greatly.

I realised after I had sent the email that I hadn’t taken out the female to male ratio question as this was more intended for the general charities where gender wouldn’t necessarily be reflected by the nature of the cause - sorry for the misunderstanding on this.

I also didn’t realise that Breast Cancer Care is relatively new to individual giving and this was really interesting to discover.

I just wanted to thank you again for such a considered response I really appreciated it.

Kind regards, Jade

[ 156 ] Appendices On 5 Dec 2012, at 16:27, Emily Pond wrote: Hi Jade, I’ve had a look through your questions and answered them as best I can below.

Some of them are hard to give specific answers to, but I’ve tried to explain what the situation is at Breakthrough!

Hope this helps and best of luck with your studies, Emily Emily Pond | Direct Marketing Assistant | T: 020 7280 4276 | breakthrough.org.uk From: Jade [mailto:jadeholmes@virginmedia.com] Sent: 26 November 2012 22:43 To: Supporter Care Subject: RE: Donation research Dear Sir/Madam, I’m currently in my final year at Nottingham Trent University and I am investigating the potential of charities and brands working together to develop a new fundraising strategy to get people to donate on a regular basis.

As part of my research into behaviour and attitudes towards donating, I’m currently looking into the difference between gender and age groups to see whether strategies would be more successful if they were targeted to a particular consumer group. From initial interviews I have become aware of the differences in consumer attitudes, most notably between female and males and students and working adults.

It would be of great help to me if you would be able to answer the following questions to provide me with some valid insight from such a successful charity, in order to further my knowledge and develop my research further for my final year project.

1) What is the ratio of men to women donors that donate on a regular basis (weekly/monthly)? 30:70 M/F 2) What is the most common age range for donors that donate on a regular basis? Average age is approximately 44 years old, although it really depends on

Appendices [ 157 ] the channel they were recruited through – door to door and face to face tend to recruit younger supporters, whilst telefundraising and mail tend to recruit older supporters. There is a massive age range across the database.

3) Have you considered a payment scheme for monthly donations that is separate/ different for students? We haven’t considered a scheme specifically for students.

However, we are looking at things such as regular giving by SMS as an alternative to direct debits, to offer in conjunction with our existing payment methods. In particular, something that would give donors the option to skip a month if they are unable to afford it – rather than cancelling completely.

4) How often do you contact a regular donor per year? We contact donors generally around 7 times a year - they will receive 4 Breakthrough magazines, plus 3 thank you communications (either by post or email where available). They will also be contacted twice via telephone on average.

5) How often do they receive updates on Breakthrough and what you are doing?

4 Breakthrough magazines a year (as mentioned above).

I would like to thank you in advance for your time and I look forward to hearing back from you in the near future.

Kind regards, Jade Holmes Emily Pond | Direct Marketing Assistant | T: 020 7280 4276 | breakthrough.org.uk Breakthrough Breast Cancer | Weston House | 246 High Holborn | London WC1V 7EX Facebook | Twitter | YouTube | iBreastCheck From: Jade Holmes Subject: RE: Donor Research Date 5 December 2012 To: Emily Pond Hi Emily, Thank you so much for your response your answers have been great and will help support some of my insights and potential ideas.

Thanks again, Jade

[ 158 ] Appendices Dear Jade, Thank you for your email and your interest in Cancer Research UK. Unfortunately, as a charitable organisation we do not have the resources to answer all individual requests from students. We would therefore be very grateful if you would look at the resources suggested below to find the information you need.

Firstly, you can find out more about the charity, such as who we are, what we do and how we raise funds here: http://www.cancerresearchuk.org/aboutus/ Our News & Resources website, http://info.cancerresearchuk.org, contains comprehensive information on many different cancers, along with a wide range of statistical and scientific information. Detailed descriptions of the work of our scientists can be found by clicking on the ‘Grants and Research’ tab at the top of the page.

You can also discover more about our Research highlights and Our progress and achievements here: http://info.cancerresearchuk.org/cancerandresearch/ index.htm Our award-winning patient information website, CancerHelp UK, contains a wealth of information about cancer and its treatment. For example, there are pages about the latest research advances in different cancers ( What s new? ), as well as information about symptoms, risks and causes, and different treatments.

We also produce a range of publications, including cancer awareness leaflets and overviews of our research into specific cancers. These can be found in the Our publications’ section of the website here: http://publications.cancerresearchuk. org/epages/crukstore.sf To access press releases, which contain details of some of the recent scientific advances made by our scientists, click on the ‘News’ tab within the News & Resources site.

Thank you once again for your enquiry, and the best of luck in your studies.

Sophie Gower Supporter Services Cancer Research UK 0300 123 1861

Appendices [ 159 ] From: jadeholmes@virginmedia.com Sent: 26/11/2012 11:17:52 To: Supporter Services <suppor01@cancer.org.uk> Subject: New email from: General Enquiry (News and Resources) General Fields Title: Miss First/Last Name: Jade Holmes Email address: jadeholmes@virginmedia.com Receive email: Sender wants to receive email communication.

Receive info: Sender does NOT want to receive other forms of communication.

Share information: Sender wants their information to be shared with other organisations.

Address line 1: 19 Lulworth Avenue Postcode: EN7 5LA Town: Goffs Oak County: Country: United Kingdom (UK) Specific Fields Enquiry Type: to make a general enquiry Your question: Iâ&#x20AC;&#x2122;m currently in my final year at Nottingham Trent University and I am investigating the potential of charities and brands working together to develop a new fundraising strategy to get people to donate on a regular basis.

As part of my research into behaviour and attitudes towards donating, Iâ&#x20AC;&#x2122;m currently looking into the difference between gender and age groups to see whether strategies would be more successful if they were targeted to a particular consumer group.

It would be of great help to me if you would be able to answer the following questions to provide me with some valid insight from such a successful charity.

1) What is the ratio of men to women donors that donate on a regular basis (weekly/ monthly)?

2) What is the most common age range for donors that donate on a regular basis?

3) Have you considered a payment scheme for monthly donations that is separate/ different for students?

Thank you very much for your time.

[[ 160 160 ]] Appendices

APPENDIX G

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APPENDIX G - CONSENT FORMS

[ 162 ] Appendices

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[ 164 ] Appendices

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[ 166 ] Appendices

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[ 168 ] Appendices

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[ 170 ] Appendices

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[[ 172 172 ]] Engaging Appendices

APPENDIX H

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APPENDIX H TUTORIAL RECORD SHEETS Module: Research Project Stage 1 Ref. no: FASH30001 Date: 08/11/12 Name : Jade Holmes Work to bring / prepare for session: - NA Learning issues to discuss in session: - NA

Feedback from sessions: - Research further into what has and hasnâ&#x20AC;&#x2122;t worked for brands and charities previously - Rather than specifically asking people out right whether they donate or not, ask questions around the subject matter asking about a particular issue to discover how aware they are. Ask about facts.

Tasks for next sessions: - Prepare a 5-10 minute lit review â&#x20AC;&#x201C; how has it helped? What has it shown me?

- Look at Oxfam reports Please indicate progress to hand in (1 = not ready / 5 = ready and prepared) 1

2

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Signed (student)

[ 174 ] Appendices Module: Research Project Stage 1 Ref. no: FASH30001 Date: 15/11/12 Name : Jade Holmes Work to bring / prepare for session: - 5-10 minute lit review Learning issues to discuss in session: - Lit review (what we discovered, how it was useful) - Primary research methods Feedback from sessions: - Look at the books; Herd and Buyology - Make sure I have interviewed both genders and a range of ages (where possible) - Primary research; What do I want to find out? Who do I want to ask? What’s the best way to collect this data?

- How to make research visual (how I represent the research) Tasks for next sessions: - Bring a piece of writing that I like – What do I like about it? Why do I like it?

- Consider the primary research I plan to do and how it’s relevant – Always ask how will it help me?

Please indicate progress to hand in (1 = not ready / 5 = ready and prepared) 1

2

3

4 5

Signed (Tutor)

Signed (student)

Appendices [ 175 ] Module: Research Project Stage 1 Ref. no: FASH30001 Date: 27/11/12 Name : Jade Holmes Work to bring / prepare for session: - Piece of writing I like – What do I like about it? Why? - Primary research I have completed so far Learning issues to discuss in session: - Writing styles - Visuals and layout (looking at past reports for inspiration) Feedback from sessions: - Make sure the writing is clear and easy to read (not too much writing on each page as this would be a bit overwhelming) - Don’t make any sweeping comments – back every up, prove it. Always ask, so what?

- Look into empathy and whether this affects behaviour - Look at Dan Ariely Tasks for next sessions: - Presentation Please indicate progress to hand in (1 = not ready / 5 = ready and prepared) 1

2

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[ 176 ] Appendices

Module: Research Project Stage 1 Ref. no: FASH30001 Date: 06/12/12 Name : Jade Holmes Work to bring / prepare for session: - Presentation Learning issues to discuss in session: - Present where I am so far, how I got here and where Iâ&#x20AC;&#x2122;m going.

- Feedback Feedback from sessions: - Research further into a potential game.

- What games/apps are out there at the moment?

- In the report make sure I show: - What lead me to games - Motivations as to why consumers donate as well as why they donâ&#x20AC;&#x2122;t - Show that I have trialed more than one application (iHobo, life of a refugee etc) - Visualise my insights (use infographics throughout the report) Tasks for next sessions: - NA Please indicate progress to hand in (1 = not ready / 5 = ready and prepared) 1

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Signed (student)

Appendices [ 177 ] Module: Research Project Stage 1 Ref. no: FASH30001 Date: 11/01/12 Name : Jade Holmes Work to bring / prepare for session: - Where Iâ&#x20AC;&#x2122;m at in terms of writing or design Learning issues to discuss in session: - Any questions or queries I have - Feedback given at the end of last term Feedback from sessions: - Methodology is still ok to go into the appendix - Visualising insights is infographics - Michelle will go through referencing etc next Tuesday - Layout examples shown were good â&#x20AC;&#x201C; make sure this is consistent Tasks for next sessions: - Bring any questions on referencing and bibliography - Bring your writing for others to read and evaluate Please indicate progress to hand in (1 = not ready / 5 = ready and prepared) 1

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[ 178 ] Appendices Module: Research Project Stage 1 Ref. no: FASH30001 Date: 15/01/12 Name : Jade Holmes Work to bring / prepare for session: - Writing - Any questions on referencing etc Learning issues to discuss in session: - Referencing - Feedback on writing style, structure etc Feedback from sessions: - Don’t include :online when referencing in text - Don’t need to use page number when paraphrasing - Make sure referencing is consistent - Interviews : HEATON, A, 2012. Student: interview with Jade Holmes, Nottingham, 08 November.

- Reports that were accessed via the internet need the URL code - Lift of references go in alphabetical order and the bib is not split into sections - Declaration can go in the appendix - Cath and Hannah liked the chatty writing style and clear paragraphs so stick with this throughout the layout – make it clear and easy to read Tasks for next sessions: - Discuss visuals and any questions we have on the group projects - Bring layout/infographics you want feedback on - Any final questions Please indicate progress to hand in (1 = not ready / 5 = ready and prepared) 1

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179] ] Engaging[ [179 Appendices

APPENDIX I

[ 180 ] Appendices

APPENDIX I - CRITICAL PATH I gave myself a set of self devised deadlines as it got closer to the actual deadline so I could manage my time and ensure that nothing was left till the last minute. I also set myself days to start each section to break the work up and to ensure I didnâ&#x20AC;&#x2122;t leave anything out. I wanted to give myself ample time to write the report, to allow sufficient editing and then time to design the document.

Monday 10th December - start individual report writing Monday 23rd December - finish individual report writing Thursday 20th December - look at layouts that I like or that could influence the design of my report (collect these on a board on pinterest).

Thursday 27th December - Create a few layout examples Friday 28th December - Define what you want on all of your pages and create a sample page that would be used throughout the report.

Saturday 29th December - First edit of the report writing Sunday 30th December - Ask Mum to read the report checking for grammer, sentence structure and general improvements.

Thursday 3rd January - Edit and make the changes suggested Tuesday 8th January - Second draft of report writing Wednesday 9th January - Switch reports with Steph and get feedback.

Make the suggested changes and add anything extra if needed that evening as it will still be fresh in your mind.

Thursday 10th January - Double check all writing. Set up indesign file Friday 11th - Monday 14th - Gather all research, consent forms etc for the appendix Tuesday 15th - Sunday 20th - Report layout and design

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[ 182 ]Introduction

APPENDIX J - VISUAL INSPIRATION I like the icons that are used for the infographics. The simplicity and use of 2 colours could work well for my layout

I really like the use of two different colours, which creates good visual contrast. The bold titles are easy to read and stand out from the rest of the page, which is something that I would like to incorporate. I also like the use of the lines and the small sections of writing - it breaks the writing up and makes it easier to read.

Introduction [ 183 ]

The smaller book inside is something that I like - this could work to separate the recommendation section from the rest of the written report. Again the bold colours with the white works and is something I think I will take forward to the design stage of the report.

Could my contents page also use thin black lines to separate chapters? I like the size of the numbers in comparrison to the rest of the text - good visual contrast.

[ 184 ]Introduction

Using circles throughout infographics is a clear and easy way to represent stats, especially percentages. The different colours used in these images add contrast and highlight the percentages well - again this makes it clear for the reader to understand.

Could circles be used to represent the figures from my experiment?

I like the fact that information is highlighted through lines and further graphics and icons - it looks a bit more interesting. Again I like the use of colour and how the different shades represent different information.

The font used here for the title adds a bit of personality. I feel that this is something that needs to be added to the design of my report to make it feel more personal and individual to me. I think using a contrasting font for the titles will break the report up.

I want to keep the colour palette quite simple using red to highlight titles, chapters and important information.

I have chosen grey rather than black for the font colour as itâ&#x20AC;&#x2122;s not as harsh and compliments the white and red.

Introduction [ 185 ]

Again I like the big title, the use of black lines and the composition of the text.

What really inspired me here though was the use of the image. Using the image to go across two pages is effective and this is something I will try and incorporate into my design if possible - its simple, clear and aesthetically pleasing.

[ THE FUTURE ]