Charity Awareness Monitor YMCA Report Q 3 2018

Charity Awareness Monitor YMCA Report Q 3 2018 Rei Kanemura - Rei. kanemura@nfpsynergy. net cam@nfpsynergy. net

Sector focus: the charity landscape We have included some of the key findings from our sector research below to help put your charity’s results in context… 2/3 of the Public are warm to animal welfare charities A perceived lack of transparency remains the main putting off factor to supporting animal welfare charities (at 39%) The Public is warm to armed forces charities, despite a limited understanding of what the sector does Half of the population say they are aware of what military charities do, but only 45% would want to know more about their work The under 55 s in particular are less likely to see armed forces as an essential part of British society (69% vs. 89% for the 55+), and this suggests lower future engagement I trust charities a fair amount to make good use of a donation I trust charities a great deal to make good use of a donation 17% 35% 21% 41% 16% 34% 14% 32% Total 16 -34 35 -44 45+ 60 percentage point increase in public awareness of GDPR in 3 months In the three months between February and May 2018, public awareness of GDPR in Britain had increased from 25% to 81%. In that same period, 36% recall being contacted by charities about data protection, an increase of 22 percentage points A third would consider leaving a legacy to charity 8% of the public have already left a gift to charity in their will Perceived progress on young people’s identity/sexual orientation 48% of the public perceive that the biggest change to children and young peoples lives in the last 20 years has been a greater understanding of sexual orientation and identity At the other hand of the spectrum, 2/3 think that gang violence and youth crime has gotten worse in the same period of time ½ public trust charities to make good use of a Charities aligning themselves politically is unfavoured donation Just 23% of the public believe that it is acceptable for charities to support And younger generations are more likely to trust than older ones a political party. However 57% believe it is acceptable that charities are allowed to lobby local government as a form of campaigning action CAMEO reports on these and other sector topics are now available and you should have received the relevant reports – please contact your account 2 manager with any questions. Topics covered are animals, armed forces, campaigning, GDPR, legacies, children and young people and charitable spending.

Sector analysis: gender and age awareness gap In this wave of research we decided to take a closer look at how awareness of charities differs between gender and age groups Low awareness of charities is most distinct amongst young men, rather than all young age groups Below is a table demonstrating the % of awareness for several different large charities. We can see that, despite younger age groups having less awareness in general compared to older age groups, young men (aged 1624 and 25 -34) consistently have the lowest amongst all gender/age groups. As well as comparing young male and female’s awareness levels, we also wanted to see how age groups within each gender differed in their awareness levels. In particular, how awareness levels differed between male 16 -24 year olds and males aged 65+, and the same for females. Case Study: MQ: Transforming Mental Health Using statistical techniques (standard deviation and coefficient of variance), we were able to understand how each age group differed in awareness of MQ. The higher the figure means that the difference between 16 -24 year olds and 65+ in the same gender category is greater. Difference in awareness of MQ between male 16 -24 year olds and 65+ Difference in awareness of MQ between female 16 -24 year olds and 65+ 0. 65 0. 24 Base: 4, 000 adults These results show that the disparity between awareness of MQ in different male age groups is greater than in different female age groups. This isn’t the case for all charities and awareness amongst certain charities can be quite high amongst male 16 -24 year olds compared to female 16 - 24 year olds. Armed forces charities, in particular, perform well for this group. Interestingly, we also found that larger charities with greater awareness has a lower variance amongst these gendered age groups. If you would like to know the distribution of awareness amongst different male and female age groups, get in touch with your account manager and they will be able to help. Source: Charity Awareness Monitor, Jan 17 – Jan 18, nfp. Synergy | Base: 5, 000 adults 16+, Britain 3

Key Brand Measures Dashboard Awareness and Understanding Affinity and Support 0% 2% 83% Spontaneous Awareness Semi-prompted Awareness Prompted Awareness First charities that spring to mind working in the area of Supporting young people Have heard of YMCA Average for 2017: 0% Average for 2017: 2% Average for Q 3 -Q 4 17: 84% 60% 3% 16% Trust Existing Support Potential Support A great deal / quite a lot Charities you would consider yourself to be a supporter of Charities you would consider supporting in the future Average for Q 3 -Q 4 17: 3% Average for Q 3 -Q 4 17: 16% Average for Q 3 -Q 4 17: 60% 4

Key Brand Measures Dashboard 14% 15% 13% Heard of YMCA’s #IAMWHOLE campaign YMCA’s Be Real Body YMCA Room. Sponsor Campaigns 5

1 2 3 4 5 6 Spontaneous Awareness Semi-prompted Awareness Prompted Awareness Trust Existing Support Potential Support Campaigns Logos Corporate Partnerships Awareness of Issues of Concern Bespoke questions Methodology and sample 6

What our awareness and understanding measures mean and how to interpret them Spontaneous Awareness and Understanding Semi-Prompted Awareness This measure shows how top of mind Semi-prompted awareness asks Prompted Awareness asks people if they your brand is as it asks respondents to mention charities working have heard of your charity by name the first charities that come to mind. in different areas e. g. child welfare. It is prompting its name. It is usually the most sought after type of used as a measure to test awareness Prompted awareness is difficult to move awareness, but is only high (more than and understanding of a charities work. and many brands aim simply to keep it 15%) for a few national charities (Oxfam, Brand strength is rooted in understanding stable. Percentage changes in prompted NSPCC, RSPCA, Cancer Research UK, of what an organisation does. This is why awareness are only statistically significant British Heart Foundation etc. ). To achieve many charities are more likely to use this if they increase or decrease by 3 or more even a small score in this measure shows measure as a KPI over Spontaneous percentage points. It is useful to look at signs of a very strong brand. Awareness. your average year on year. Typically, semi-prompted awareness will be lower than prompted awareness by quite a few percentage points. 7

Spontaneous Awareness – Top 10 Charities Oxfam 32%     Cancer Research UK/unspec (all mentions) 31%     RSPCA 27%     Macmillan (all mentions) 23%     British Heart Foundation (BHF) 22%     British Red Cross/ Red Cross NSPCC 18%     15%     WWF 13%     Marie Curie 12%     Barnardo's 11%     Can't think of any 18%     “Please can you name the first charity, voluntary organisation or pressure group that comes to mind / And which other charities, voluntary organisations and pressure groups can you think of? ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 8

Spontaneous Awareness – Top 5 Charities Oxfam Cancer Research UK/unspec (All mentions) RSPCA Macmillan (All mentions) British Heart Foundation (BHF) 43% 39% 37% 22% 15% 32% 31% 27% 23% 22% May 11 Sep 11 Jan 12 May 12 Jan 13 Sep 13 Apr 14 Oct 14 Apr 15 Oct 15 Apr 16 Oct 16 Apr 17 Jul 17 Jan 18 Jul 18 “Please can you name the first charity, voluntary organisation or pressure group that comes to mind / And which other charities, voluntary organisations and pressure groups can you think of? ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 9

Spontaneous Awareness – Next 5 Charities British Red Cross/ Red Cross NSPCC WWF Marie Curie Barnardo's 30% 22% 24% 12% 9% 18% 15% 13% 12% 11% May 11 Sep 11 Jan 12 May 12 Jan 13 Sep 13 Apr 14 Oct 14 Apr 15 Oct 15 Apr 16 Oct 16 Apr 17 Jul 17 Jan 18 Jul 18 “Please can you name the first charity, voluntary organisation or pressure group that comes to mind / And which other charities, voluntary organisations and pressure groups can you think of? ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 10

Spontaneous Awareness – Children and Young People NSPCC 15% Barnardo's 11% Save the Children 10% UNICEF Children in Need 8% 4% Childline 2% RSPCC 2% Great Ormond Street Hospital Children's Charity 2% Teenage Cancer Trust 1% CLIC Sargent 1% Can't think of any 18% "Please can you name the first charity or voluntary organisation that comes to mind / And which other charities, voluntary organisations and pressure groups can you think of? " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 11

Spontaneous Awareness – Children and Young People (1 of 2) NSPCC Barnardo's Save The Children 30% 24% 14% 6% 4% UNICEF Children in Need 15% 11% 10% 8% 4% May 11 Sep 11 Jan 12 May 12 Jan 13 Sep 13 Apr 14 Oct 14 Apr 15 Oct 15 Apr 16 Oct 16 Apr 17 Jul 17 Jan 18 Jul 18 “Please can you name the first charity or voluntary organisation that comes to mind / And which other charities, voluntary organisations and pressure groups can you think of? " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 12

Spontaneous Awareness – Children and Young People (2 of 2) Child. Line 6% 3% 2% Great Ormond Street Hospital Children's Charity Teenage Cancer Trust (TCT) 1% CLIC Sargent 2% 2% 1% 1% May 11 Sep 11 Jan 12 May 12 Jan 13 Sep 13 Apr 14 Oct 14 Apr 15 Oct 15 Apr 16 Oct 16 Apr 17 Jul 17 Jan 18 Jul 18 “Please can you name the first charity or voluntary organisation that comes to mind / And which other charities, voluntary organisations and pressure groups can you think of? " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 13

Top of Mind Charities Semi-Prompted Awareness: Children and Young People Child Welfare (in the UK) 30%     Blind children Supporting young people 13%     5%     Educational inequality 2%     Science & technology education 2%     “Below are some areas that charities, voluntary organisations and pressure groups work in. For each one, which charities or groups can you think of that work in that area? ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 500 adults 16+, Britain 14

Semi-Prompted Awareness Child welfare (in the UK) (1 of 2) 30%     37%     32% NSPCC Barnardo's Child. Line Save The Children RSPCC Children in Need Oxfam 14%         13% 11%     10%     13% 7%     9%     6%         5% Jul-18 Apr-18 Jan-18 4%     2%     4% 2%         1% “Below are some areas that charities, voluntary organisations and pressure groups work in. For each one, which charities or groups can you think of that work in that area? ” Child welfare (in the UK) Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 500 adults 16+, Britain 15

Semi-Prompted Awareness Child welfare (in the UK) (2 of 2) UNICEF 1%       1% NSPCA 1%       1% RSPCA 1%       1% British Red Cross/ Red Cross 1%       1% Shelter Cancer (unspec) Jul-18 Apr-18 1%       Jan-18 1%       Can't think of any 35%       33%       32% “Below are some areas that charities, voluntary organisations and pressure groups work in. For each one, which charities or groups can you think of that work in that area? ” Child welfare (in the UK) Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 500 adults 16+, Britain 16

Semi-Prompted Awareness Supporting young people (1 of 3) NSPCC 5%     5% 6% Barnardo's 5%     7% 6% Child. Line 5%     4% 5% Save The Children 3%     3% 2% Prince’s Trust 2%     4% 2% YMCA 2%     1% 2% Jul-18 Apr-18 Jan-18 “Below are some areas that charities, voluntary organisations and pressure groups work in. For each one, which charities or groups can you think of that work in that area? ” Supporting young people Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 500 adults 16+, Britain 17

Semi-Prompted Awareness Supporting young people (2 of 3) Children in Need 1%     1% 1% Mind 1%     1% 1% The Salvation Army 1%     1% 1% Jul-18 UNICEF 1%     1% 1% Jan-18 Oxfam 1%     1% 1% CLIC Sargent 1%     1% Apr-18 “Below are some areas that charities, voluntary organisations and pressure groups work in. For each one, which charities or groups can you think of that work in that area? ” Supporting young people Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 500 adults 16+, Britain 18

Semi-Prompted Awareness Supporting young people (3 of 3) RSPCC 1%       1% Shelter 1%       1% Young. Minds 1%       1% UK Youth Teenage Cancer Trust (TCT) Duke of Edinburgh Awards 1%       Jul-18 Apr-18 1%       Jan-18 1%       Can't think of any 69%       68% 63% “Below are some areas that charities, voluntary organisations and pressure groups work in. For each one, which charities or groups can you think of that work in that area? ” Supporting young people Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 500 adults 16+, Britain 19

Prompted Awareness – Children and Young People (1 of 2) UNICEF 91% Children in Need 90% NSPCC 90% Save the Children 89% Childline 85% Barnardo's 85% Great Ormond Street Hospital Children's Charity 84% YMCA 83% Prince's Trust Girlguiding The Scout Association 80% 58% 56% "Please indicate whether you have heard of the following charities or organisations. " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 20

Prompted Awareness – Children and Young People (2 of 2) Teenage Cancer Trust 53% Children with Cancer UK 42% RSBC (Royal Society for Blind Children) 42% CLIC Sargent 33% 32% The National Deaf Children's Society (NDCS) NCT (National Childbirth Trust) 28% National Citizen Service (NCS) 20% Blind Children UK 19% Young. Minds British Science Association 13% 9% The Challenge 7% Engineering UK 6% Living Streets 5% Parentkind 5% "Please indicate whether you have heard of the following charities or organisations. " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 21

Prompted Awareness – Children and Young People (1 of 4) UNICEF NSPCC Childline Great Ormond Street Hospital Children's Charity 94% 96% 96% 95% 92% Children in Need Save the Children Barnardo's 93% 91% 90% 89% 85% 84% Nov Jan Mar Ma Sep Jan Apr Jul Oct Jan Apr Ma Jul Oct Jan Apr Jul 11 12 12 y 12 12 13 y 13 13 14 14 15 15 16 16 17 17 y 17 17 17 18 18 18 "Please indicate whether you have heard of the following charities or organisations. " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 22

Prompted Awareness – Children and Young People (2 of 4) YMCA Prince’s Trust Girlguiding The Scout Association Teenage Cancer Trust Children with Cancer UK 84% 90% 69% 46% 38% 25% 83% 80% 58% 56% 53% 42% Nov Jan Mar Ma Sep Jan Apr Jul Oct Jan Apr Ma Jul Oct Jan Apr Jul 11 12 12 y 12 12 13 y 13 13 14 14 15 15 16 16 17 17 y 17 17 17 18 18 18 "Please indicate whether you have heard of the following charities or organisations. " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 23

Prompted Awareness – Children and Young People (3 of 4) RSBC (Royal Society for Blind Children) CLIC Sargent The National Deaf Children's Society (NDCS) NCT (National Childbirth Trust) National Citizen Service (NCS) Blind Children UK 42% 30% 33% 19% 30% 16% 42% 33% 28% 20% 19% Nov Jan Mar Ma Sep Jan Apr Jul Oct Jan Apr Ma Jul Oct Jan Apr Jul 11 12 12 y 12 12 13 y 13 13 14 14 15 15 16 16 17 17 y 17 17 17 18 18 18 "Please indicate whether you have heard of the following charities or organisations. " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 24

Prompted Awareness – Children and Young People (4 of 4) Young. Minds British Science Association The Challenge Engineering UK Living Streets 5% Parentkind 12% 11% 6% 5% 5% 13% 9% 7% 6% 5% 5% Nov Jan Mar Ma Sep Jan Apr Jul Oct Jan Apr Ma Jul Oct Jan Apr Jul 11 12 12 y 12 12 13 y 13 13 14 14 15 15 16 16 17 17 y 17 17 17 18 18 18 "Please indicate whether you have heard of the following charities or organisations. " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 25

What our affinity and support measures mean and how to interpret them Trust Affinity and Support Existing Support Potential Support Trust is one of the most important We use existing support to measure Potential support is also an affinity stepping stones in our brand journey. It engagement, the last stop on our brand measure and it measures propensity to represents the level of affinity that journey. Existing support is a good way of give or volunteer. This measure is used your audience have for your brand. Given understanding the portion of the public to find and target your warm audiences that people are already aware of your who define themselves as a ‘supporter’ of who are open to the idea od becoming a brand, trust is a strong measure of how certain brands, be it through donations or supporter or an ambassador of your brand. close people feel to you and how likely volunteering. It is difficult to score 2 -digit People are optimistic when it comes to you are to retain your supporters. numbers for this measure unless you have potential support, scores range between Generally speaking, big household brands over 80% prompted awareness and/or 10% and 30%. Brands with high would have higher levels of trust while work in a popular cause like cancer. awareness that work in popular sectors certain brands dealing with controversial Engagement is the last measure of brand such as cancer and child welfare tend to issues might appear at the lower part of strength and the one that is most score higher for this measure. the rank. It’s worth keeping in mind that important in terms of actually changing people would usually trust individual the success of an organisation in brands more than they trust the sector in delivering its mission. general. 26

Trust – Children and Young People Great Ormond Street Hospital Children's Charity The National Deaf Children's Society (NDCS) Children with Cancer UK Childline Teenage Cancer Trust National Citizen Service (NCS) NSPCC RSBC (Royal Society for Blind Children) NCT (National Childbirth Trust) CLIC Sargent The Scout Association Prince's Trust Save the Children Girlguiding Children in Need Barnardo's YMCA UNICEF 39% 48% 38% 41% 42% 39% 44% 40% 42% 41% 38% 41% 42% 40% 42% 36% 37% 25% 32% 29% 27% 30% 24% 29% 26% 28% 25% 24% 26% 25% 18% 22% Quite a lot A great deal "Please indicate how much you trust each of these charities. " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: All those aware of each charity among 1, 000 adults 16+, Britain 27

Trust in Charities – Children and Young People (1 of 3) 79% 74% 70% Great Ormond Street Hospital Children's Charity The National Deaf Children's Society (NDCS) Children with Cancer UK Childline Teenage Cancer Trust National Citizen Service (NCS) 68% 74% 71% Apr 14 Jan 15 Apr 15 Oct 15 Jan 16 Apr 16 Jul 16 Oct 16 Jan 17 Apr 17 May 17 77% 73% 73% 71% 69% Jul 17 Oct 17 Jan 18 Apr 18 Jul 18 "Please indicate how much you trust each of these charities. " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: All those aware of each charity among 1, 000 adults 16+, Britain 28

Trust in Charities – Children and Young People (2 of 3) NSPCC RSBC (Royal Society for Blind Children) NCT (National Childbirth Trust) CLIC Sargent The Scout Association Prince's Trust 75% 73% 71% 72% 68% 70% Apr 14 Jan 15 Apr 15 Oct 15 Jan 16 Apr 16 Jul 16 Oct 16 Jan 17 Apr 17 May 17 69% 68% 67% Jul 17 Oct 17 Jan 18 Apr 18 Jul 18 "Please indicate how much you trust each of these charities. " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: All those aware of each charity among 1, 000 adults 16+, Britain 29

Trust in Charities – Children and Young People (3 of 3) Save the Children Girlguiding Children in Need Barnardo's 72% 71% 71% 63% Apr 14 Jan 15 Apr 15 Oct 15 Jan 16 Apr 16 Jul 16 Oct 16 Jan 17 Apr 17 YMCA UNICEF 58% May 17 66% 66% 65% 59% Jul 17 Oct 17 Jan 18 Apr 18 Jul 18 "Please indicate how much you trust each of these charities. " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: All those aware of each charity among 1, 000 adults 16+, Britain 30

Existing Support – Children and Young People (1 of 2) Children in Need 19% NSPCC 11% Save the Children 10% Barnardo's 10% UNICEF 8% Great Ormond Street Hospital Children's Charity 8% Childline 7% Children with Cancer UK 5% Teenage Cancer Trust 5% YMCA 3% Girlguiding 3% Blind Children UK 3% RSBC (Royal Society for Blind Children) 3% “From the list below please tick those charities you would consider yourself to be a supporter of (irrespective of whether you have given them money or time recently). " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 31

Existing Support – Children and Young People (2 of 2) Young. Minds 3% Prince's Trust 3% CLIC Sargent 3% National Citizen Service (NCS) 3% NCT (National Childbirth Trust) 2% The Scout Association 2% The National Deaf Children's Society (NDCS) 2% Engineering UK 2% Parentkind 2% British Science Association 2% Living Streets 2% The Challenge 2% “From the list below please tick those charities you would consider yourself to be a supporter of (irrespective of whether you have given them money or time recently). " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 32

Existing Support – Children and Young People (1 of 4) Children in Need NSPCC Save the Children Barnardo's UNICEF Great Ormond Street Hospital Children's Charity Childline 21% 15% 14% 10% 8% 28% 6% 19% 11% 10% 8% 8% 7% S N J M J S N J M M J S N J A J O J M J O J A J ep ov an ar ul ep ov an ar ay ul ep ov an pr ul ct an ay ul ct an pr ul 09 09 10 10 10 11 11 11 12 12 12 13 13 13 14 14 15 15 16 16 17 17 18 18 18 "From the list below please tick those charities you would consider yourself to be a supporter of (irrespective of whether you have given them money or time recently). " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 33

Existing Support – Children and Young People (2 of 4) Children with Cancer UK YMCA RSBC (Royal Society for Blind Children) 3% 3% Teenage Cancer Trust Girlguiding Blind Children UK 3% 2% 3% 5% 5% 3% 3% S N J M J S N J M M J S N J A J O J M J O J A J ep ov an ar ul ep ov an ar ay ul ep ov an pr ul ct an ay ul ct an pr ul 09 09 10 10 10 11 11 11 12 12 12 13 13 13 14 14 15 15 16 16 17 17 18 18 18 "From the list below please tick those charities you would consider yourself to be a supporter of (irrespective of whether you have given them money or time recently). " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 34

Existing Support – Children and Young People (3 of 4) 3% Young. Minds Prince’s Trust CLIC Sargent National Citizen Service (NCS) NCT (National Childbirth Trust) The Scout Association 4% 2% 1% 2% 2% 3% 3% 2% 2% S N J M J S N J M M J S N J A J O J M J O J A J ep ov an ar ul ep ov an ar ay ul ep ov an pr ul ct an ay ul ct an pr ul 09 09 10 10 10 11 11 11 12 12 12 13 13 13 14 14 15 15 16 16 17 17 18 18 18 "From the list below please tick those charities you would consider yourself to be a supporter of (irrespective of whether you have given them money or time recently). " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 35

Existing Support – Children and Young People (4 of 4) The National Deaf Children's Society (NDCS) Engineering UK British Science Association Parentkind Living Streets The Challenge 1% 2% 2% 1% 1% 1% 2% 2% 2% S N J M J S N J M M J S N J A J O J M J O J A J ep ov an ar ul ep ov an ar ay ul ep ov an pr ul ct an ay ul ct an pr ul 09 09 10 10 10 11 11 11 12 12 12 13 13 13 14 14 15 15 16 16 17 17 18 18 18 "From the list below please tick those charities you would consider yourself to be a supporter of (irrespective of whether you have given them money or time recently). " Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 36

Potential Support – Children and Young People (1 of 2) Children with Cancer UK 26% Great Ormond Street Hospital Children's Charity 26% Teenage Cancer Trust 24% Childline 23% NSPCC 22% Save the Children 21% RSBC (Royal Society for Blind Children) 19% Blind Children UK 19% Prince's Trust 19% Barnardo's 19% Children in Need 19% The National Deaf Children's Society (NDCS) 18% The Scout Association 16% "From the list below please tick those charities you would consider supporting in the future. ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 37

Potential Support – Children and Young People (2 of 2) Young. Minds 16% UNICEF 16% YMCA 16% Girlguiding 16% British Science Association 15% CLIC Sargent 15% Living Streets 15% NCT (National Childbirth Trust) 14% Engineering UK 13% National Citizen Service (NCS) 13% Parentkind 13% The Challenge 11% "From the list below please tick those charities you would consider supporting in the future. ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 38

Potential Support – Children and Young People (1 of 4) Children with Cancer UK Teenage Cancer Trust NSPCC Blind Children UK 33% 30% 29% 27% Great Ormond Street Hospital Children's Charity Childline Save the Children 26% 28% 18% 26% 24% 22% 23% 21% 19% S N J M J S N J M M J S N J A J O J M J O J A J ep ov an ar ul ep ov an ar ay ul ep ov an pr ul ct an ay ul ct an pr ul 09 09 10 10 10 11 11 11 12 12 12 13 13 13 14 14 15 15 16 16 17 17 18 18 18 “From the list below please tick those charities you would consider supporting in the future. ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 39

Potential Support – Children and Young People (2 of 4) RSBC (Royal Society for Blind Children) Barnardo's The National Deaf Children's Society (NDCS) 25% 23% Prince’s Trust Children in Need The Scout Association 18% 15% 16% 20% 19% 19% 18% 19% 16% S N J M J S N J M M J S N J A J O J M J O J A J ep ov an ar ul ep ov an ar ay ul ep ov an pr ul ct an ay ul ct an pr ul 09 09 10 10 10 11 11 11 12 12 12 13 13 13 14 14 15 15 16 16 17 17 18 18 18 “From the list below please tick those charities you would consider supporting in the future. ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 40

Potential Support – Children and Young People (3 of 4) Young. Minds UNICEF YMCA Girlguiding British Science Association 23% 18% 10% CLIC Sargent 16% 16% 16% 15% S N J M J S N J M M J S N J A J O J M J O J A J ep ov an ar ul ep ov an ar ay ul ep ov an pr ul ct an ay ul ct an pr ul 09 09 10 10 10 11 11 11 12 12 12 13 13 13 14 14 15 15 16 16 17 17 18 18 18 “From the list below please tick those charities you would consider supporting in the future. ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 41

Potential Support – Children and Young People (4 of 4) Living Streets NCT (National Childbirth Trust) Engineering UK National Citizen Service (NCS) Parentkind The Challenge 13% 15% 13% 14% 13% 15% 14% 13% 16% 11% S N J M J S N J M M J S N J A J O J M J O J A J ep ov an ar ul ep ov an ar ay ul ep ov an pr ul ct an ay ul ct an pr ul 09 09 10 10 10 11 11 11 12 12 12 13 13 13 14 14 15 15 16 16 17 17 18 18 18 “From the list below please tick those charities you would consider supporting in the future. ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 42

Your additions Campaigns Corporate Partnerships Logo Attribution This helps you to find out if the UK public are aware of any campaigns, activities or services you are running. Use this question to track whether awareness of a particular campaign grows over time or how different campaigns you run over the year compare to one another. The question tests what proportion of the public are aware of your charity’s corporate partnerships. Discover which of these partnerships has the highest levels of recognition and how this compares to the partnerships of other charities. Useful for demonstrating impact to your corporate partners. Find out if the public know that your logo belongs to you with the Logo attribution question. To participate in this question, submit your logo with your charity name obscured. Test whether the public correctly assign your logo to you, or if there is confusion between you and your competitors. Logo Recognition Awareness of Issues of Concern Are the issues you work on currently being talked about? Are your communications reaching your target audiences? Are issues prompted by other charities making more or less of an impact? Did your campaign or press release increase people’s awareness of the issues that matter to you? Add your issues to the question below to find out. Use this question to see how concerned the public are about the issues you work on. You can use the same prompts in this question as those in the awareness of issues question or different issues entirely. Track whether concern about an issue varies across the year, whether its affected by wider events and context and how it compares to the issues other charities are trying to raise in the public’s mind. Test how many people have seen your logo in the last nine months with the Logo recognition question. Benchmark recognition of your logo against other charities or track how specific brand activities might impact these awareness levels. 43

Awareness of Campaigns and Activities (1 of 5) Definitely heard of Probably heard of Not sure The Poppy Appeal 75% Dogs Die in hot cars WWF's work to tackle marine plastic waste Definitely not heard of 8% 8% 9% 42% 27% 19% 22% The Woodland Trust's 'We all need trees' campaign 16% 21% Age UK's Care in Crisis 17% 19% The RSPB's Giving Nature a Home Campaign 16% 19% Age UK's Big Knit 16% 17% RNIB at London Marathon 14% 18% 13% 27% 19% 22% 32% 41% 18% 46% 21% 44% 18% 21% 49% 47% “Listed below are the names of a number of campaigns, services, activities or initiatives by charities: some are done through advertising; some are on TV or in the newspapers. Please indicate whether you have heard of each of the following. ” Ranked by Definitely heard of + Probably heard of Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 44

Awareness of Campaigns and Activities (5 of 5) Definitely heard of Probably heard of Leonard Cheshire's campaign to improve social care Not sure 8% 10% 17% Definitely not heard of 66% Refugee Week 6% 11% 23% 60% NCT (National Childbirth Trust)'s 'Hidden Half' campaign on postnatal mental health problems 6% 11% 22% 62% Brooke's Every Horse Remembered campaign 6% 11% 17% 67% The National Autistic Society's 'Too Much Information' campaign 5%10% YMCA's Be Real Body Confidence campaign 5%10% 20% 66% YMCA's #IAMWHOLE 6%8% 20% 65% YMCA Room. Sponsor 5%8% 30 Days Wild 3% 8% 23% 19% 18% 62% 68% 70% “Listed below are the names of a number of campaigns, services, activities or initiatives by charities: some are done through advertising; some are on TV or in the newspapers. Please indicate whether you have heard of each of the following. ” Ranked by Definitely heard of + Probably heard of Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 45

Awareness of campaigns and activities YMCA’s Be Real Body Confidence campaign Definitely heard of Probably heard of 6% 11% 5% 10% Jan 18 Jul 18 “Listed below are the names of a number of campaigns, services, activities or initiatives by charities: some are done through advertising; some are on TV or in the newspapers. Please indicate whether you have heard of each of the following. ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 46

Awareness of campaigns and activities YMCA’s #IAMWHOLE Definitely heard of Probably heard of 5% 10% 6% 12% 6% 8% Oct 17 Jan 18 Jul 18 “Listed below are the names of a number of campaigns, services, activities or initiatives by charities: some are done through advertising; some are on TV or in the newspapers. Please indicate whether you have heard of each of the following. ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 47

Awareness of Corporate Partnerships (1 of 7) Definitely heard of Probably heard of Tickled Pink (Asda and Breast Cancer Now) Macmillan Cancer Support and M&S Not sure 20% 16% Definitely not heard of 15% 16% RSPCA and Pets at Home 14% 18% Macmillan Cancer Support and Boots 13% 18% The Woodland Trust and Sainsbury's 12% 17% 16% 48% 18% 50% 19% 50% 17% 53% 19% 52% Guide Dogs and ITV This Morning 14% 13% 16% 56% Breast Cancer Now and M&S 13% 18% 55% WWF and Sky 14% 12% 17% 57% “Listed below are the names of a number of charities and companies who created partnerships with each other. Please look at the list and indicate whether you have heard of each of the partnerships. ” Ranked by Definitely heard of + Probably heard of Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 48

Logo Recognition (1 of 6) Yes definitely Yes probably Not sure Probably not RSPCA 47% Age UK 47% WWF Woodland Trust RSPB Cats Protection Sue Ryder 26% 23% 27% 25% 10% 20% 43% 26% Definitely not 23% 22% 20% 16% 18% 11% 4% 18% 13% 7% 15% 8% 25% 19% 18% 13% 17% 8% 8% 10% 5%12% 30% 36% 32% “Have you seen any of the following logos in the past 9 months? ” Ranked by Yes definitely + Yes probably Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 49

Logo Recognition (2 of 6) Yes definitely Yes probably Not sure Probably not Definitely not Guide Dogs 23% 19% 13% Samaritans 23% 18% 17% PDSA 17% YMCA 18% 15% Dementia UK 16% Stroke Association 14% 17% RAF Association 15% 14% 16% 19% 16% 17% 20% 19% 8% 11% 14% 9% 12% 37% 31% 36% 38% 43% 37% 41% “Have you seen any of the following logos in the past 9 months? ” Ranked by Yes definitely + Yes probably Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 50

Awareness of Issues – Top 10 Prompted Issues Definitely heard of Probably heard of Not sure Definitely not heard of Food waste 48% 24% 12% Sexual abuse of children 48% 22% 12% Threats to the NHS from cuts and privatisation 48% 22% 14% 16% 18% 17% Lack of access to water and sanitation in the developing world 41% 27% 12% 20% Loneliness and isolation among older people 42% 25% 13% 21% Food poverty 40% 15% 20% 16% 20% 25% Number of Syrian refugees let into Britain 36% 28% Childhood cancer 37% 26% The negative impact humans are having on the planet and wh. . . 37% 26% Loneliness and isolation 35% 27% 14% 24% 17% 21% “Have you read, seen or heard anything about the following issues in the last three months? ” Ranked by Definitely heard of + Probably heard of Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 51

Awareness of Issues – Children and Young People Definitely heard of Probably heard of Not sure Sexual abuse of children Childhood cancer Treatment for childhood cancer Some girls don't attend school when they are on their period because they can't afford sanitary products Girls are limited in their opportunities because of gender stereotypes Definitely not heard of 48% 22% 37% 26% 33% 22% 37% 24% 18% 27% 12% 14% 18% 13% 17% 18% 100% 24% 100% 27%100% 32% 100% 33% 100% “Have you read, seen or heard anything about the following issues in the last three months? ” Ranked by Definitely heard of + Probably heard of Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 52

Issues of Concern – Top 10 Issues of Most Concern Extremely concerned Very concerned Fairly concerned Not very concerned Sexual abuse of children Not at all concerned 50% Threats to the NHS from cuts and privatisation Don't know 23% 42% 17% 25% 18% 3% 2% 5% 5%3% 6% The impact consumer waste is having on oceans & wildlife 34% 27% 24% 6% 3% 6% Childhood cancer 32% 29% 24% 6% 3% 7% Cuts to funding for care at home - which mean many older. . . 29% 30% 24% Girls experiencing high levels of sexual harassment at school 31% 27% 24% Alzheimer's/dementia 30% 28% 25% 6% 3% 8% The side effects of childhood cancer 29% 24% 6% 3% 9% The impact of litter on wildlife 31% 25% Support for carers of those with dementia 23% 32% 6% 3% 7% 8% 3% 7% 25% 8% 4% 8% 28% 6% 4% 8% “Thinking about the following issues, please state how concerned you are about them” Ranked by Extremely concerned + Very concerned Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 53

Issues of Concern – Children and Young People Extremely concerned Very concerned Fairly concerned Not very concerned Sexual abuse of children Childhood cancer Not at all concerned 50% 23% 32% 29% The side effects of childhood cancer 29% Girls experiencing high levels of sexual harassment at school 31% 27% Equality for girls in the UK 22% 23% Don't know 17% 3%2% 5% 24% 6% 3% 7% 24% 29% 6% 3% 9% 8% 14% 3% 7% 5%7% “Thinking about the following issues related to children and young people, please state how concerned you are about them” Ranked by Extremely concerned + Very concerned Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 54

Factors impacting YMCA donations Learning about what YMCA does 30% Having clarity on what donations to YMCA are spent on 23% Understanding the issues/problems YMCA works to tackle 21% Learning about the positive impact YMCA services have youn. . . 17% Hearing positive stories from people who YMCA has helped 16% Reading positive stories about YMCA in the press 11% Learning about the positive impact YMCA has on Governmen. . . 11% Seeing positive stories about YMCA on social media 8% Hearing about opportunities to engage in YMCA work 7% Knowing about opportunities to visit a YMCA 6% I wouldn't donate to YMCA (please state why) Other (please specify) 23% 2% “What factors would make you more likely to donate to YMCA? ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 55

Factors impacting YMCA donations By gender (1 of 2) 30% 26% 33% Learning about what YMCA does 23% 20% 26% Having clarity on what donations to YMCA are spent on Understanding the issues/problems YMCA works to tackle Learning about the positive impact YMCA services have young people's lives Hearing positive stories from people who YMCA has helped Reading positive stories about YMCA in the press 21% 18% 24% 17% 14% 20% Total Male Female 16% 14% 17% 11% 12% 10% “What factors would make you more likely to donate to YMCA? ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 56

Factors impacting YMCA donations By gender (2 of 2) 11% 10% Learning about the positive impact YMCA has on Government policy affecting young people Seeing positive stories about YMCA on social media Hearing about opportunities to engage in YMCA work Knowing about opportunities to visit a YMCA 8% 7% 9% 7% 8% 6% Total 6% 6% 6% Female 23% 25% 21% I wouldn't donate to YMCA (please state why) Other (please specify) Male 2% 2% 2% “What factors would make you more likely to donate to YMCA? ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 57

Factors impacting YMCA donations By age (1 of 3) Learning about what YMCA does Having clarity on what donations to YMCA are spent on Understanding the issues/problems YMCA works to tackle Learning about the positive impact YMCA services have young people's lives Hearing positive stories from people who YMCA has helped Reading positive stories about YMCA in the press 30%38% 29% 33% 26% 23% 27% 22% 19% 23% 25% 24% 21% 25% 22% 19% 18% 23% 17% 19% 14% 19% 15% 14% 19% 16%23% 15% 12% 14% 17% 11% 8% 8% 11% 13% 14% Total 16 -24 25 -34 35 -44 45 -54 55 -64 65+ “What factors would make you more likely to donate to YMCA? ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 58

Factors impacting YMCA donations By age (2 of 3) Hearing positive stories from people who YMCA has helped Reading positive stories about YMCA in the press Learning about the positive impact YMCA has on Government policy affecting young people Seeing positive stories about YMCA on social media 16% 23% 15% 12% 14% 17% 11% 8% 8% 11% 13% 14% 11% 15% 10% 9% 10% Total 16 -24 25 -34 35 -44 45 -54 55 -64 65+ 8% 15% 12% 11% 6% 5% 3% “What factors would make you more likely to donate to YMCA? ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 59

Factors impacting YMCA donations By age (3 of 3) Hearing about opportunities to engage in YMCA work Knowing about opportunities to visit a YMCA 7% 11% 8% 11% 4% 4% 3% Total 6% 10% 8% 9% 5% 2% 5% 16 -24 25 -34 23% 11% 18% I wouldn't donate to YMCA (please state why) Other (please specify) 27% 31% 35 -44 45 -54 55 -64 65+ 2% 2% 1% 3% 0% 1% 2% “What factors would make you more likely to donate to YMCA? ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 60

Factors impacting YMCA donations By social grade (1 of 3) Learning about what YMCA does? Having clarity on what donations to YMCA are spent on? Understanding the issues/problems YMCA works to tackle? Learning about the positive impact YMCA services have young people's lives? 30% 29% 34% 27% 29% 23% 22% 23% 24% 23% 21% 27% 19% 16% 21% Total AB C 1 C 2 DE 17% 15% 19% 18% 16% “What factors would make you more likely to donate to YMCA? ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 61

Factors impacting YMCA donations By social grade (2 of 3) Hearing positive stories from people who YMCA has helped? 9% Reading positive stories about YMCA in the press? 16% 17% 21% 17% 11% 13% 10% 11% 9% Learning about the positive impact YMCA has on Government policy affecting young people? 11% 12% 11% 10% Seeing positive stories about YMCA on social media? 8% 7% 7% 11% 10% Total AB C 1 C 2 DE “What factors would make you more likely to donate to YMCA? ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 62

Factors impacting YMCA donations By social grade (3 of 3) Hearing about opportunities to engage in YMCA work? 7% 8% 8% 5% 5% Knowing about opportunities to visit a YMCA? 6% 9% 4% 5% 8% AB 23% 20% 21% 25% I wouldn't donate to YMCA (please state why) Other (please specify) Total C 1 C 2 DE 2% 2% 1% 1% 2% “What factors would make you more likely to donate to YMCA? ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 63

Public perception of YMCA services “Who do you think YMCA supports? Please write in. ” Source: Charity Awareness Monitor, Jul 18, nfp. Synergy | Base: 1, 000 adults 16+, Britain 64

CAM Methodology Dates Sample Methodology Fieldwork • 2 nd to 27 th July 2018 • A nationally representative sample of 1, 000 adults, 16+ in Britain • Online survey • Fieldwork carried out for nfp. Synergy by Research Now SSI 65

Nationally representative sample of 1, 000 65+, 20% AB, 27% South West and Wales, 14% South East, 15% Female, 52% 55 -64, 15% 45 -54, 16% Scotland, 8% C 1, 29% North East, Yorkshire and Humberside, 13% 35 -44, 18% C 2, 20% Male, 48% Midlands, 16% 25 -34, 16% 16 -24, 16% Gender North West, 12% Age DE, 24% London, 12% East of England, 10% Social grade Region 66

Are these responses ‘statistically significant’? • When looking at any survey sample, unless the whole population is questioned, it is impossible to say that the responses are exactly representative of the wider population – there will be a “margin of error” of a few percent. • This margin of error changes according to the size of sample, the size of the population and to the observed percentage in question (the margin of error is at its lowest for scores of 1% or 99%, and gets higher the closer a score is to 50%. ) • The CAM sample of 1, 000 is robust enough for us to be 95% sure that results are representative of the wider British public aged 16+ within a 0. 5% to 3% margin of error. • For example if 14% of respondents are aware of Charity X this means the awareness figure for the whole population lies between 12 -16%. 67

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