Recollection of bad charity PR has decreased, survey finds
23rd August 2016 17:58 - Voluntary
Recollection of bad charity PR has decreased, survey finds: A recent charity survey by Gorkana, the media agency, has revealed that the amount of people who can recall seeing negative PR about the charity sector has decreased by 18 percentage points in the second quarter of 2016.
The survey, which was entitled Charity Attitudes Benchmarking Survey, was carried out between April and June 2016 and questioned a representative sample of 1,000 individuals about their views of the charity sector and how different media outlets impact their attitudes towards charities.
According to the survey, 24 per cent of survey respondents said that they could recall negative press coverage in the media about the charity industry, a decrease from the 42 per cent seen in a similar survey conducted between January and March 2016.
The proportion of survey participants who said that negative media coverage of the charity sector impacted their decision to donate to charity also fell from 51 per cent in the first quarter of 2016, to 46 per cent in the second quarter.
When looking at which variables persuade individuals to donate to charity, the survey found that positive PR was the most important factor, with 29 per cent agreeing that it is an influence.
Following positive PR as the variable most likely to persuade individuals to donate to charity was social media, with 25 per cent of the respondents saying that it was a core factor in whether they donate to a charity or not.
Irrespective of the survey findings, the percentage of the survey respondents who donated to charity remained the same as the first quarter of 2016 at 23 per cent.
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