Charities have a problem with men

Charities have a problem with men

Charities have a problem with men

New research by the Charities Aid Foundation underlines the fact that charities have a problem with men. A gender gap exists, and it is across the board. Men are less likely to donate to charity, less likely to volunteer, less likely to get involved in charitable social activities, and display less trust in charities than women do. It makes you wonder, do charities have a gender bias that is putting men off? Is this a hidden bias with unintentional consequences? Crucially, what should fundraisers do about it?

Men are lagging behind on several measures, and this is a problem that needs to be addressed. The stats from CAF’s UK Giving Survey took in 1000 interviews a month to paint a picture of what was going on in 2017. You can read the report here. I want to highlight the areas impacting on men in the report:

Men are twice as likely to rarely or never give to charity

“Men are more than twice as likely as women to say that they rarely or never give to charity (25% vs. 12%). This may provide a starting point to policy makers trying to get more people to give, as the challenge is much more amongst men than women.”

Men only give more than women when it comes to sports and recreation

“Women are more likely than men to give to several causes, including animal welfare (29% vs. 19%), hospitals and hospices (25% vs. 20%), children and young people (25% vs. 21%), and homeless people, housing and refuge shelters (21% vs. 16%). The only cause men are more likely to give to is sports and recreation (4% vs. 2% of women).”

Men volunteer less

“Women remain more likely to have volunteered in the last year than men (19% vs. 15% of men).”

Men are less trusting of charities

Almost a quarter of men disagreed that charities are trustworthy (23%). The figure for women is 16%.

The report concludes:

“Given that men were increasingly less likely to take part in any charitable or social activity, along with donating less, and are also less trusting of charities, charities themselves could be doing more to reach this group. As a sector, we should all be doing more to increase trust but from this evidence, particularly amongst men.”

These facts are not new. Others have reported them before. In some cases the gaps are growing. The question is why? And what can we do about it?

I want to ask two big questions of charities and fundraisers and then present three suggestions.

Q1. Does gender matter in fundraising?

What if the answer is yes? It is a fact that more women than men work in fundraising. Is it too far out to suggest it is easier to connect with women because women are doing the asking? As a result are fundraising campaigns and activities more likely to appeal to women than men? This is a challenge that touches on recruitment, activity, and messaging.

Q2. Does branding matter?

By branding I want to include all the non-verbal aspects of the design, feel, and look of what you do. I also want to include key messages. We have worked with a men’s charity that wanted to tweak their image because their original branding didn’t resonate with their male audience enough. Granted, ‘male’ charities should, perhaps, be expected to do this, but it begs the question as to whether some diversity in branding would yield better results.

Flat-pack fundraising for men (three easy to follow instructions)

Instruction No. 1: Ask hard questions of your current practice and results and talk to men.

Do this thoroughly and avoid merely anecdotal evidence and solutions. Your audit (yes that’s what you need) will help you get to the next stage.

Instruction No. 2: Include reaching men at the level of strategy.

Create KPIs around this. Be intentional. Swim against the tide. Masculinity isn’t toxic. Men only events and activities are not inherently bad. Use them for good. This problem won’t be fixed unless it is addressed at the strategic level and implemented.

Instruction No. 3: Produce content and branding to reach men.

That’s part of segmentation in marketing. Find out what works for reaching a male audience. Remember, remember the month of Movember.

This isn’t a ready-made solution, but it is a place to start out from. Men need responsibility. They thrive on it. They need to carry a heavy weight in life. Take it away and they struggle. Men need exposure to good causes.

Martin Downes is a director at Luminous Media – a video production, design, PR, and media training company that helps charities and social businesses to tell their stories well. Martin worked in the third sector for 14 years, as well as in publishing and the commercial world.

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Specialists in charity marketing and PR

We help charities with their PR, branding, and marketing. We understand the third sector and can make a difference with branding, design, video, campaigns, and media training.

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Empathy, Creativity, Story: Here’s what’s driving us

Empathy, Creativity, Story: Here’s what’s driving us

Empathy, Creativity, Story: Here’s what’s driving us
Empathy

Empathy is the ability to share and understand the feelings of others. It fuels connection. It establishes feeling with people. When we are empathetic we see and feel the experiences of others from the inside. We become attuned to them. Empathy is the key to social change.

Empathy lies at the heart of what we do and why we do it. But empathy alone is not enough.

Creativity

Creativity is in all of us. It is what makes us human. It is about making ideas a reality, solving problems, and changing the world one community at a time. It isn’t just the arty types who are creative. You are not a robot. Be creative. It matters.

We think that the best creative ideas come when we act with empathy, when we talk together, and when we listen. We apply our creativity to tell your stories in compelling ways.

Story

Stories give us meaning, identity, and purpose. They give direction to individuals, families, communities, and nations. They bring hope. They awaken affections and emotions. They move people to action. If we find ourselves in the wrong story we can make a better one. Tell stories that bring hope, courage, direction, and change. Write a new script.

There’s too much bad news already. We want to tell the world better stories.

Empathy, Creativity, Story

We think that these three things belong together. Without empathy, creativity will be flashy, unhelpful, and unequal. Without creativity, empathy will just be warm feelings that won’t bring real solutions. Without compelling stories how will people be engaged, inspired, and moved to action?

We tell the stories of charities, social enterprises, and ethical businesses through video, design, digital media, and media training. We are a social enterprise creating a better way through creative media for the good of communities.

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Finding the Plot

Online video is in demand. Facebook has been increasingly pushing the use of video within users’ news feeds.

Specialists in charity marketing and PR

We help charities with their PR, branding, and marketing. We understand the third sector and can make a difference with branding, design, video, campaigns, and media training.

Writing: Pure and Simple

Lessons from a senior editor to a junior writer in how to write pure and simple – it’s not just about technical skills, it is also about attitude, focus, and humility.

How to get your charity to succeed in a video first world

How to get your charity to succeed in a video first world

How to get your charity to succeed in a video first world

We are fast moving into a “video first” world.

Not only is video ubiquitous, but the sheer variety of video tools and resources is staggering. Smart phones have given us the unrivalled capacity to shoot and edit video ourselves. The use of live video on social media is predicted to reach 13% of online traffic in the next two years. Then there is the increased use of video training resources and not just video for marketing, with the exponential growth of ‘How to’ videos in recent years.

Globally 500 million hours of video is watched on YouTube every day, and 500 million hours of video on Facebook. All the benchmarks point to video being a crucial part of online marketing.

One thing is clear for 2018 – you no longer need a video

The “video first” world is forcing us to reset our thinking and to incorporate video into our digital, marketing, and training, strategy at every level. Having a video no longer cuts it. You need to be using video across the board and particularly as a comms tool.

The days are gone when you could park a video on your website and wait for viewers to come along. Social media channels have opened up the potential to engage audiences with video in creative ways.

Not only that but if you use videos to promote your charity, organisation or business you are competing with a volume of online video content that makes it extremely difficult to stand out.

How can you better engage your audience using video in 2018?

 

1. Create segmented videos

One thing that we have worked on in 2017 that will feature in 2018 is making promotional videos that are segmented. We have created one main video for charities and then several shorter versions and cuts that can be used on various social media channels. These segmented videos are aimed at specific audiences.

Take this approach and you will have a suite of video resources to use for a campaign with a smart approach to engaging layered audiences.

 

2. Choose a definite purpose

Clarity on this is essential. Why do you want to use video? What videos do you need? Don’t try to do everything in one video. Are you looking to educate, to explain, to inspire, to raise funds, to raise awareness, to sell?

The more focused you are the easier it will be to measure impact and results.

 

3. Devise a workable strategy

Set your objectives and KPIs. Your video is a media tool to help you achieve these. Decide on them at the start and create videos that will fulfil your aims.

As part of that plan give time and space to work out how you will distribute your videos.

 

4. Tell compelling stories and send clear messages

Why should anyone watch your videos? What do you have to say? Why should anyone listen?

Explain, defend, prove, illustrate, inspire, show, demonstrate…and move people to action.

People are used to seeing problems from a certain angle, and they are used to seeing the same images. Do something different.

Offer something that people will want to share.

 

5. Above all be creative

You don’t have to be original, but you do have to be creative. A lack of creativity will likely mean that you will simple blend in with the background. But use that creativity to accomplish your goals and aims.

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Finding the Plot

Online video is in demand. Facebook has been increasingly pushing the use of video within users’ news feeds.

Specialists in charity marketing and PR

We help charities with their PR, branding, and marketing. We understand the third sector and can make a difference with branding, design, video, campaigns, and media training.

Writing: Pure and Simple

Lessons from a senior editor to a junior writer in how to write pure and simple – it’s not just about technical skills, it is also about attitude, focus, and humility.

The core values that shape Luminous Media

The core values that shape Luminous Media

The core values that shape Luminous Media
Starting a business is an act of creation.

But what kind of business do you want to be? What values will you live, operate, market, and trade by?

If you own the business you control, shape, and mould the core values of the company.

At Luminous Media we wanted to bring our market in line with our social vision. That is why we are working with charities, social enterprises, and ethical businesses. That is why we have become a social enterprise.

We recently sat down and reflected on our values. Here they are in an economy of words.

As you read the screen you are looking down the microscope at the structure of our business DNA.

In the fewest words possible here is the essential set of values that govern our work and relationships.

Want new articles before they get published?

Subscribe to our Awesome Newsletter.

Finding the Plot

Online video is in demand. Facebook has been increasingly pushing the use of video within users’ news feeds.

Specialists in charity marketing and PR

We help charities with their PR, branding, and marketing. We understand the third sector and can make a difference with branding, design, video, campaigns, and media training.

Writing: Pure and Simple

Lessons from a senior editor to a junior writer in how to write pure and simple – it’s not just about technical skills, it is also about attitude, focus, and humility.

13th July – Media skills training day for charities

13th July – Media skills training day for charities

Media skills training day for charities and social enterprises

Appearing on television is flattery and fear in equal measure, yet it looks so simple when you see it every night. Smile, sound confident, state your case, and answer the questions. In reality though, when you’re in front of a camera, or an unfamiliar television studio it all becomes that little bit harder.

Date:

Thursday 13th July

Time:

9.30 – 4.30

Venue:

BulliesOut, Ground Floor, 2 Neptune Court,
Vanguard Way, Cardiff CF24 5PJ

Description

Our media training workshops are for 8-10 people per day (maximum). The training is for TV & radio interviews, and includes filming two interviews with each delegate, with the interviews being played back and constructive feedback given.

The sessions are very hands on and intensive, but done in a safe, encouraging, and positive setting.

The training content looks at:

  • How to answer questions
  • How to deliver key messages
  • How to appear on camera

We go through the ‘how’ (or theory) part in detail and then get delegates in front of the camera.

We will work with you to prepare your story for interview, and you will learn techniques so that you, and your message, come across as well as possible.

Lights, Camera, Action

Once we have delivered the theory of how to give a good interview on camera, and looked at some examples (good, bad, and ugly) we recreate the setting for a media appearance.

Feedback from previous workshops

 

The Luminous media training was brilliant, Martin was a great trainer and made everyone feel comfortable and the staff who took part feel that it has given them a lot more confidence to do media interviews.

Beth Mahoney

Marketing and Communications Manager, Gofal

Martin, from Luminous Media, has been incredibly supportive with our training for our Young Adult Carer Council. He tailored the media training specifically for our young people, who found him engaging and interesting. We would certainly use his services in the future.

Elizabeth Taylor

Education Officer, Carers Trust Wales

Parking
There are limited parking spaces available outside the venue in parking bays as well as roadside parking.

Refreshments
Tea and coffee will be available throughout the day. Lunch can be bought at various food outlets near the venue.

Workshop cost
The workshop cost is £179. Payment is required in full when booking to confirm your place.

Cancellation policy
If cancellation occurs before 1st July 75% refund will be given. However, if cancellation occurs after 1st July a 50% refund will be given.

Book workshop

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