Uk charity type by motivational values cr 2016

UK Charity Type Choices by Motivational Values

Chris Rose CSL [email protected] www.campaignstrategy.org

Pat Dade Cultural Dynamics Strategy and Marketing (CDSM)

www.cultdyn.co.uk All data and images © CDSM (British Values Survey 2014)

mailto:[email protected]

http://www.campaignstrategy.org/

http://www.cultdyn.co.uk/

Data from 2014 British Values Survey © CDSM www.cultdyn.co.uk

• A nationally representative sample were asked to select 5 ‘favourite’ types of charity from a longer list

• Many charity types show strong values differences (skews) in choices which are very likely to be reflected in actual choices of particular charities and causes to support

• Data was also collected on SEG, age and sex which in some cases shows further distinct differences

• A few have very small samples/ limited insight

• Individual experience will have an effect on some charity choices (eg know someone affected by a disability or illness) but many reflect wider social-psychological orientations (judge charity types on the wider social impact they are thought likely to have), ie many people clearly select charity types by their own unconscious values

Summary of Insight

• The public is broadly divisible into the three psychological Maslow Groups of Pioneers, Prospectors and Settlers – in the UK roughly equal in size (www.cultdyn.co.uk), with very different motivational needs

• This (2014) survey of charity-type preferences shows such choices are strongly values differentiated (much more so than by sex or SEG)

• ‘Environment charities’ are strongly skewed to Pioneers (other studies confirm this) meaning that a Pioneer-only or very Pioneer ‘movement’ would not engage or reflect the wider public and thus not feel popular or representative, mainstream or ‘normal’

• Environment ranks 13th of 22 charity types • So there potential to engage types of charities (and/or other organisations and

channels) which are more supported by Settlers and Prospectors, to broaden a base • Affinities to actual charity brands take years to develop, so the practical step to take

in order to engage a more diverse values mix for example for a Pioneer dominated project would be to find a way to engage actual charities working in sectors such as health, children and youth (strongly Prospector), hospices, hospitals, ex-services (strongly Settler) or care for animals (all values groups but especially Settler-Prospector)

http://threeworlds.campaignstrategy.org/wp-content/uploads/2013/03/Summary-of-Values-Based-Segmentation-CR-CSL-March-2013.pdf

http://threeworlds.campaignstrategy.org/wp-content/uploads/2013/03/Summary-of-Values-Based-Segmentation-CR-CSL-March-2013.pdf


Survey

• 3594 nationally representative adults in UK as part of British Values Survey (2014) www.cultdyn.co.uk

• asked to say which five types of charity were their favourites

• ‘types’ of charity derived from Charity Causes Spotlight; www.charityfinancials.com

• Data generated for values (three Maslow Groups and 12 Values Modes) , age, sex and socio economic group

• Note: these are UK data and some features may be UK specific eg possibly the ‘universal across values groups’ appeal of care for animals but most of these preferences will be internationally applicable as they are reflected in other issues/ interest / behaviour surveys run in many countries


http://www.charityfinancials.com/

% chosing 1 of 5

Animals 43

Children and youth 41

Health 32

Hospices 31

Aged 23

Hospitals 21

Disabled 20

Ex Services 17

Armed Forces 17

Environment 15

Human Rights 14

Education 11

Family Welfare 11

Blind 11

Heritage 9

Overseas Aid 9

Community Care 6

International 6

Deaf 4

Cultural 3

Community relations 2

Ethnic organisations 1

Data not segmented by values. Environment is 13th choice

If an environment campaign/project also engaged charities with these types of mission it could have a much bigger reach

This would require the trusted charity/entity as a messenger /channel, not just ‘messages’

overall top 10 no. chosing

PION PROS SETT

Animals 492 528 526

Children and youth 491 594 377

Health 387 464 315

Hospices 378 396 345

Aged 246 288 291

Hospitals 196 350 223

Disabled 224 279 231

Ex Services 158 197 261

Armed Forces 141 216 270

Environment 254 147 136

0

100

200

300

400

500

600

700

PION

PROS

SETT

These categories are all more popular than ‘environment’. Data show actual ‘votes’ (choices). Environment is the only one where Pioneers score highest. For indexes taking into account values group sizes in population – see later.

Top ten. Animals (#1) has the most even support. Children & youth, health, hospices, hospitals and disabled have more Prospector ‘votes’. Aged, ex services and armed forces are more Settler. Environment is more Pioneer.

0

100

200

300

400

500

600

PION total 'votes' for charity type

PION

0

100

200

300

400

500

600

700

PROS total 'votes' for charity type

PROS

0

100

200

300

400

500

600

SETT total 'votes' for charity type

SETT

Charity types in which Pioneer choices are the largest

PION PROS SETT

Overseas Aid 59.8 28.1 12.1

Cultural 59.6 27.2 13.2

Human Rights 54.6 31.7 13.7

Environment 47.4 27.4 25.8

International 46.6 46.6 6.8

Heritage 43.7 25.8 30.5

Education 41.8 41.6 16.7

Community Care 40.1 38 21.9

Environment

SETT

PION

PROS

Overseas Aid

SETT

PION

PROS

Human Rights

SETT

PION

PROS

Cultural

SETT

PION

PROS

UK POP 2014

SETT

PION

PROS

%s of total choices made Some Pioneer favourites

The ‘charity type’ choices are not brands but specific brand data is likely to match the values skews, eg here, Greenpeace UK (actual survey 2013) All UK environment survey data to date shows a strong Pioneer skew

UK POP 2014

SETT

PION

PROS

charity types in which Prospector choices are the largest

% chosing

PION PROS SETT

Community relations 37.4 47 15.7


Family Welfare 28.1 45.9 25.9

Hospitals 25.5 45.5 29

Children and youth 33.6 40.6 25.8

Health 33.2 39.8 27

Deaf 32.8 39.7 27.5

Hospices 33.8 35.4 30.8

Animals 31.8 34.1 34.1

Children and youth

SETT

PION

PROS

Health

SETT

PION

PROS

Animals

SETT

PION

PROS

Hospitals

SETT

PION

PROS

%s of total choices made Some Prospector favourites

UK POP 2014

SETT

PION

PROS

Charity types in which Settler choices are the largest by %

% chosing

PION PROS SETT

Armed Forces 22.4 34.5 43.1

Ex Services 25.7 31.9 42.4

Blind 27.6 35.4 37

Aged 29.8 35 35.2

Animals 31.8 34.1 34.1

Armed Forces

SETT

PION

PROS

Blind

SETT

PION

PROS

Aged

SETT

PION

PROS

Animals

SETT

PION

PROS

%s of total choices made Some Settler favourites

Blind

SETT

PION

PROS

Animals

SETT

PION

PROS

Nb 43% of the population chose ‘animals’ as a favourite charity type and only 11% chose ‘blind’. Is Guide Dogs for the Blind is an animal charity or a blind charity ?

0

200

400

600

800

1000

1200

1400

1600

1800

SETT

PROS

PION

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

SETT

PROS

PION

Top ten charity types by total number of choices and MG

Top ten charity types by total number of choices and MG - proportions

NB these are not absolute differences but strong preferences. Eg even ‘environment’ has more Settler + Prospector than Pioneer choices

More insight Map of each charity type (tables of data are also available incl age, sex, SEG (data not shown here), and the 12 Values Modes). Tables give significance levels. Examples of ‘Star Diagrams’ which show the strongest single ‘Attribute’ (a set of tested statements) and the five next most strongly associated Attributes – this can be used as a template for communications eg copy writing or designing events (but are not the only Attributes one can use)

Favorite Type of Charity- Aged

Scale Factor 2.6 Observed response rate = Key rate ÷ Scale Factor

Source: _BVS 2014.xls (CWSA)

Prospector

Pioneer

Settler

Roots RT

Smooth Sailing SS

Brave New World BNW

Certainty First CF

Golden Dreamer GD

Happy Follower HF

Now People NP

Tomorrow People NP

Transcender TX Flexible Individualist FI

Transitional TS

Concerned Ethical CE

Malsow Groups and Values Modes (VMs)

Reference is made in comments on next slides to VMs eg ‘TX’. ‘Skew’ means significant skew



0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


23%

Chosen by 23% as one of their top 5 from a list of charity types

Prospector

Pioneer

Settler

‘Gradient Map’ simply showing level of agreement with the choice option by the three Maslow Groups of Settler, Prospector and Pioneer Skewed Settler, 55+, DE

Favorite Types of Charity - Animals


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


43%

‘Gradient Map’ simply showing level of agreement with the choice option by the three Maslow Groups of Settler, Prospector and Pioneer

Skewed Settler, 35-44, female, DE but wide appeal

Favourite Type of Charity - Armed Forces


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


17%

Skewed Settler, 65+

Favourite Type of Charity -Blind


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


11%

Skewed Settler, 55+

Favourite Type of Charity Children and Youth


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


Skewed Prospector, 35-44, female

Favourite type of Charity - Community Care


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


6%

No skews at all (no significances +ve or -ve) so no targeting insight

Favourite type of Charity -Community Relations


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


2%

small sample

Not reliable

Favourite Type of Charity - Cultural


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


3%

small sample but coherent

Skewed Pioneer, AB

Favourite Type of Charity -Deaf


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


4%

small sample

Skewed AB, 55-64, GD

Favourite Type of Charity - Disabled


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


20%

Only skew, DE – limited targeting insight

Favourite Type of Charity - Education


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


11%

Skewed Pioneer and NP, AB and under 34

Favourite Type of Charity -Environment


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


15%

Skewed Pioneer, CE & TX

Favourite Type of Charity- Ethnic Organizations


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


1%

Very small sample

Not reliable

Favorite Type of Charity - Ex-Services


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


17%

Skewed Settler, over 55, C1

Favorite Type of Charity -Family Welfare


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


11%

Skewed Prospector, 35-44, C2

FavouriteType of Charity -Health


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


Skewed Prospector, female

32%

FavouriteType of Charity -Hospices


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


31%

Skewed female over 55

FavouriteType of Charity - Heritage


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


9%

Skewed 55-64, male, CE & Pioneer

FavouriteType of Charity Hospitals


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


21%

Skewed Prospector (GD), C2

FavouriteType of Charity -Overseas Aid


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


9%

Skewed Pioneer, 15-17, AB

FavouriteType of Charity - Human Rights


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


14%

Skewed Pioneer and NP, 15-34

FavouriteType of Charity -International


0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%


6%

Skewed Pioneer (TX) and Prospector (NP), male, ABC1

MG data % chosing

PION PROS SETT

Aged 29.8 35 35.2

Animals 31.8 34.1 34.1


Blind 27.6 35.4 37




Cultural 59.6 27.2 13.2

Deaf 32.8 39.7 27.5

Disabled 30.5 38 31.4

Education 41.8 41.6 16.7


Ethnic organisations 33.4 57.5 9.1

Ex Services 25.7 31.9 42.4


Health 33.2 39.8 27

Heritage 43.7 25.8 30.5

Hospices 33.8 35.4 30.8





0

10

20

30

40

50

60

70

PION

PROS

SETT

ranked by Pioneer (excluding ethnic small sample)

% chosing

PION PROS SETT


Cultural 59.6 27.2 13.2




Heritage 43.7 25.8 30.5

Education 41.8 41.6 16.7



Hospices 33.8 35.4 30.8


Health 33.2 39.8 27

Deaf 32.8 39.7 27.5

Animals 31.8 34.1 34.1

Disabled 30.5 38 31.4

Aged 29.8 35 35.2


Blind 27.6 35.4 37

Ex Services 25.7 31.9 42.4


Armed Forces 22.4 34.5 43.10

10

20

30

40

50

60

70

PION

PROS

SETT

ranked by Prospector (excluding ethnic small sample)

% chosing

PION PROS SETT





Education 41.8 41.6 16.7


Health 33.2 39.8 27

Deaf 32.8 39.7 27.5


Disabled 30.5 38 31.4

Blind 27.6 35.4 37

Hospices 33.8 35.4 30.8

Aged 29.8 35 35.2


Animals 31.8 34.1 34.1

Ex Services 25.7 31.9 42.4




Cultural 59.6 27.2 13.2

Heritage 43.7 25.8 30.5

0

10

20

30

40

50

60

70

PION

PROS

SETT

ranked by Settler (excluding ethnic small sample)

% chosing

PION PROS SETT


Ex Services 25.7 31.9 42.4

Blind 27.6 35.4 37

Aged 29.8 35 35.2

Animals 31.8 34.1 34.1

Disabled 30.5 38 31.4

Hospices 33.8 35.4 30.8

Heritage 43.7 25.8 30.5


Deaf 32.8 39.7 27.5

Health 33.2 39.8 27





Education 41.8 41.6 16.7



Cultural 59.6 27.2 13.2



0

10

20

30

40

50

60

70

PION

PROS

SETT

ACTUAL NUMBERS no. chosing

PION PROS SETT

Aged 246 288 291

Animals 492 528 526

Armed Forces 141 216 270

Blind 107 138 144

Children and youth 491 594 377

Community Care 84 80 46

Community relations 26 32 11

Cultural 69 31 15

Deaf 52 63 43

Disabled 224 279 231

Education 164 163 65

Environment 254 147 136

Ethnic organisations 18 31 5

Ex Services 158 197 261

Family Welfare 105 174 98

Health 387 464 315

Heritage 137 81 95

Hospices 378 396 345

Hospitals 196 350 223

Human Rights 269 156 67

International 103 103 15

Overseas Aid 196 92 40

0

100

200

300

400

500

600

700

PION

PROS

SETT

0

200

400

600

800

1000

1200

1400

1600

1800

SETT

PROS

PION

Actual numbers within choices by MG

Aspiration Busy

Fun

Wrong Clothes

Safety

National pride

Adventure

Novelty

Image

Achievement

Premium shopper

Fantasy

Hedonism

Traditional Family

Control

Reserved

Adaptable

No Sweat

Confident

Sexual

Unplanned

Green intent

Inquisitive

Faith

Divided

Catharsis

Propriety

Stimulation

Big business

Two classes

Learner

Showhome

Looking Good Pleasure

Visible Success

Material Wealth

Power

Healthy Lifestyle

Local

Humble

Overspend

Speculate

Visible Ability

Sensitive

Good Time

Certainty

Impulsive Spender

Simmer

Hetero-love

Unobliged

Luddism

Religious

Conformity

Discipline

Acquiescence

Non-reflective

Security

National Security

Insular

Indulgent Diet

Rules

Complacent

Force

Skeptical

Irresolute

Be Satisfied

Socialist

Tradition

WYSIWYG

Coasting

Non-acquisitive

Independent

Universalism

Pessimism

Openness

Justice

Optimism

Free

Artisan

Cheerful

Exhilaration

Aesthetics

Listening

Tao

Self-direction

Buzz

Creativity

Global

Caring

Loyalty

Benevolence

Self-choice

Nature

Solitary

Bodily Ease

Functional Spender Bender

Car Casual

Whip

Afraid

Shangri-la

Stupid law

Budget Bedlam

Patriarchy

Revenge

Conscience

Forgiveness

Joyness Positive green

Distant

Poverty aware

Self-efficacy

© Cultural Dynamics Strategy & Marketing Ltd., 2003-2013. All rights reserved. No part of this document may be copied,published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: [email protected]




CDSM model base map of ‘Attributes’. Each represents the centre of gravity or ‘espousal’ (agree with) a linked set of statements from the base survey of over 1000 questions These can also be plotted one at a time across the map, and there usually will be some level of agreement in all three Maslow Groups

Prospector

Pioneer

Settler

Section showing use of Attribute insight – examples on next slides

Aspiration Busy

Fun

Wrong Clothes

Safety

National pride

Adventure

Novelty

Image

Achievement

Premium shopper

Fantasy

Hedonism

Traditional Family

Control

Reserved

Adaptable

No Sweat

Confident

Sexual

Unplanned

Green intent

Inquisitive

Faith

Divided

Catharsis

Propriety

Stimulation

Big business

Two classes

Learner

Showhome


Visible Success

Material Wealth

Power

Healthy Lifestyle

Local

Deference

Overspend

Speculate

Visible Ability

Sensitive

Good Time

Certainty

Impulsive Spender

Simmer

Hetero-love

Unobliged

Luddism

Religious

Conformity

Discipline

Acquiescence

Non-reflective

Security

National Security

Insular

Indulgent Diet

Rules

Complacent

Force

Skeptical

Irresolute

Be Satisfied

Socialist

Tradition

WYSIWYG

Coasting

Non-acquisitive

Independent

Universalism

Pessimism

Openness

Justice

Optimism

Free

Artisan

Cheerful

Exhilaration

Aesthetics

Listening

Tao

Self-direction

Buzz

Creativity

Global

Caring

Loyalty

Benevolence

Self-choice

Nature

Solitary

Bodily Ease


Car Casual

Whip

Afraid

Shangri-la

Stupid law

Budget Bedlam

Patriarchy

Revenge

Conscience

Forgiveness


Favourite Type of Charity -Environment 537 15%


Distant

Poverty aware

Self-efficacy

Neutral – average espousal

97.5% confidence positive

espousal

99% confidence positive

espousal

99% confidence negative

espousal

97.5% confidence negative

espousal

Explanation of colours Shows correlation

between selecting option

(here ‘Environment

Charity’) and the

Attributes, with statistical

significances

Red ‘star’ shows the

Attribute most agreed

with (espoused) and the

next five most agreed

with

Aspiration Busy

Fun

Wrong Clothes

Safety

National pride

Adventure

Novelty

Image

Achievement

Premium shopper

Fantasy

Hedonism

Traditional Family

Control

Reserved

Adaptable

No Sweat

Confident

Sexual

Unplanned

Green intent

Inquisitive

Faith

Divided

Catharsis

Propriety

Stimulation

Big business

Two classes

Learner

Showhome


Visible Success

Material Wealth

Power

Healthy Lifestyle

Local

Deference

Overspend

Speculate

Visible Ability

Sensitive

Good Time

Certainty

Impulsive Spender

Simmer

Hetero-love

Unobliged

Luddism

Religious

Conformity

Discipline

Acquiescence

Non-reflective

Security

National Security

Insular

Indulgent Diet

Rules

Complacent

Force

Skeptical

Irresolute

Be Satisfied

Socialist

Tradition

WYSIWYG

Coasting

Non-acquisitive

Independent

Universalism

Pessimism

Openness

Justice

Optimism

Free

Artisan

Cheerful

Exhilaration

Aesthetics

Listening

Tao

Self-direction

Buzz

Creativity

Global

Caring

Loyalty

Benevolence

Self-choice

Nature

Solitary

Bodily Ease


Car Casual

Whip

Afraid

Shangri-la

Stupid law

Budget Bedlam

Patriarchy

Revenge

Conscience

Forgiveness


Favourite Type of Charity -Environment 537 15%


Distant

Poverty aware

Self-efficacy

Most over indexing Attribute: Positive green Most linked to: Nature Aesthetics Green Intent Universalism Self direction

Star Attributes for Environment Charity (short version of statements behind the Attributes)

Positive green: “I believe that the way we live is having a huge negative impact on the environment. I think it’s up to each and every one of us, starting with me, to change our behaviour in the interests of saving the environment” Most linked to: Nature “He* strongly believes that people should care for nature. Looking after the environment is important to him” Aesthetics “I am sometimes stopped in my tracks by a beautiful sunset or view, regardless of what I’m doing. I often find and keep beautiful things, like bits of bark or driftwood” Green Intent “I believe we need to take more care of the environment if we are to survive. I would stop buying products from companies that are causing damage to the environment” Universalism “These people are open to hear opinions and ideas, even if they contrast with their own. They believe that every person deserves to be treated justly and equally. They believe that everyone should care for nature and look after the environment ” [3 part attribute] Self direction “These people like the freedom to make life up as they go along. They prefer to decide for themselves what, when and how to do things”.

* The actual survey questions are genderised by respondent as he or she

Aspiration Busy

Fun

Wrong Clothes

Safety

National pride

Adventure

Novelty

Image

Achievement

Premium shopper

Fantasy

Hedonism

Traditional Family

Control

Reserved

Adaptable

No Sweat

Confident

Sexual

Unplanned

Green intent

Inquisitive

Faith

Divided

Catharsis

Propriety

Stimulation

Big business

Two classes

Learner

Showhome


Visible Success

Material Wealth

Power

Healthy Lifestyle

Local

Deference

Overspend

Speculate

Visible Ability

Sensitive

Good Time

Certainty

Impulsive Spender

Simmer

Hetero-love

Unobliged

Luddism

Religious

Conformity

Discipline

Acquiescence

Non-reflective

Security

National Security

Insular

Indulgent Diet

Rules

Complacent

Force

Skeptical

Irresolute

Be Satisfied

Socialist

Tradition

WYSIWYG

Coasting

Non-acquisitive

Independent

Universalism

Pessimism

Openness

Justice

Optimism

Free

Artisan

Cheerful

Exhilaration

Aesthetics

Listening

Tao

Self-direction

Buzz

Creativity

Global

Caring

Loyalty

Benevolence

Self-choice

Nature

Solitary

Bodily Ease


Car Casual

Whip

Afraid

Shangri-la

Stupid law

Budget Bedlam

Patriarchy

Revenge

Conscience

Forgiveness


Favourite Type of Charity Children and Youth 1462 41%


Distant

Poverty aware

Self-efficacy

41%

Most over indexing Attribute: Optimism Most linked to: Distant Joyness Looking Good Benevolence Caring

Star Attributes for Children and Youth Charity

Optimism “Life has its ups and downs but I believe everything will turn out fine. I feel good about what the future holds for me”. Most linked to: Distant “When it comes to spending time doing non-family things - work, sport, social life, etc. - I'm not concerned. My family is always there and I will be able to find time for them.” Joyness “I love to see other people happy. I get as excited about the good fortune of others as I do about my own”. Looking Good “It is important to me to spend time and effort caring for my appearance. I always check how I look before I leave home”. Benevolence “For these people, a meaningful life is achieved through being needed by other people. They strive to demonstrate the qualities of caring, loyalty and devotion to people close to them” [2 part Attribute] Caring “It is very important to him to help people around him. He wants to care for other people”.

Aspiration Busy

Fun

Wrong Clothes

Safety

National pride

Adventure

Novelty

Image

Achievement

Premium shopper

Fantasy

Hedonism

Traditional Family

Control

Reserved

Adaptable

No Sweat

Confident

Sexual

Unplanned

Green intent

Inquisitive

Faith

Divided

Catharsis

Propriety

Stimulation

Big business

Two classes

Learner

Showhome


Visible Success

Material Wealth

Power

Healthy Lifestyle

Local

Deference

Overspend

Speculate

Visible Ability

Sensitive

Good Time

Certainty

Impulsive Spender

Simmer

Hetero-love

Unobliged

Luddism

Religious

Conformity

Discipline

Acquiescence

Non-reflective

Security

National Security

Insular

Indulgent Diet

Rules

Complacent

Force

Skeptical

Irresolute

Be Satisfied

Socialist

Tradition

WYSIWYG

Coasting

Non-acquisitive

Independent

Universalism

Pessimism

Openness

Justice

Optimism

Free

Artisan

Cheerful

Exhilaration

Aesthetics

Listening

Tao

Self-direction

Buzz

Creativity

Global

Caring

Loyalty

Benevolence

Self-choice

Nature

Solitary

Bodily Ease


Car Casual

Whip

Afraid

Shangri-la

Stupid law

Budget Bedlam

Patriarchy

Revenge

Conscience

Forgiveness


Favorite Types of Charity - Animals 1545 43%


Distant

Poverty aware

Self-efficacy

Most over indexing Attribute: Nature Most linked to: Insular Shangri-la Reserved Positive green Green intent

Star Attributes for Animals Charity

Nature “He strongly believes that people should care for nature. Looking after the environment is important to him”. Most linked to: Insular “I’m perfectly happy on my own – I keep myself to myself. I don’t feel a need to get out and see a lot of people, and I’m not bothered about making new friends.” Shangri-la “I believe that society has lost its way. I would like to live in a time where there is more mystery, romanticism and adventure. ” Reserved “I am a quiet and reserved person. I usually talk easily to others only when I know them”. Positive green “I believe that the way we live is having a huge negative impact on the environment. I think it’s up to each and every one of us, starting with me, to change our behaviour in the interests of saving the environment.” Green intent “I believe we need to take more care of the environment if we are to survive. I would stop buying products from companies that are causing damage to the environment.”

Aspiration Busy

Fun

Wrong Clothes

Safety

National pride

Adventure

Novelty

Image

Achievement

Premium shopper

Fantasy

Hedonism

Traditional Family

Control

Reserved

Adaptable

No Sweat

Confident

Sexual

Unplanned

Green intent

Inquisitive

Faith

Divided

Catharsis

Propriety

Stimulation

Big business

Two classes

Learner

Showhome


Visible Success

Material Wealth

Power

Healthy Lifestyle

Local

Deference

Overspend

Speculate

Visible Ability

Sensitive

Good Time

Certainty

Impulsive Spender

Simmer

Hetero-love

Unobliged

Luddism

Religious

Conformity

Discipline

Acquiescence

Non-reflective

Security

National Security

Insular

Indulgent Diet

Rules

Complacent

Force

Skeptical

Irresolute

Be Satisfied

Socialist

Tradition

WYSIWYG

Coasting

Non-acquisitive

Independent

Universalism

Pessimism

Openness

Justice

Optimism

Free

Artisan

Cheerful

Exhilaration

Aesthetics

Listening

Tao

Self-direction

Buzz

Creativity

Global

Caring

Loyalty

Benevolence

Self-choice

Nature

Solitary

Bodily Ease


Car Casual

Whip

Afraid

Shangri-la

Stupid law

Budget Bedlam

Patriarchy

Revenge

Conscience

Forgiveness


Favourite Type of Charity - Armed Forces 627 17%


Distant

Poverty aware

Self-efficacy

Most over indexing Attribute: National pride Most linked to: Whip Discipline National Security Big business Divided

Star Attributes for Armed Forces Charity

National Pride “It is important to me to take pride in British history and traditions. I am proud to be British”. Most linked to: Whip “I believe that sex crimes, such as rape and attacks on children, deserve more than mere imprisonment. I think that such criminals ought to be publicly whipped, or worse”. Discipline “I believe that strict discipline is in a child’s best interests. I think that criminals should face severe sentences to deter them from offending again”. National Security “It is important to him that his country be safe from threats from within and without. He is concerned that social order be protected. ” Big business “I believe that what is good for big business is usually good for everyone else. I think society would be better off with less government involvement. ” Divided “The fact that society is dividing into “haves” and “have nots” doesn’t bother me. I believe it’s just a natural evolution. ”

Values Modes data

There are 12 Values Modes, four each in Settler, Prospector and Pioneer Each has a distinct set of needs, attitudes and beliefs which influence activity and communication




Prospector

Pioneer

Settler

Roots RT

Smooth Sailing SS

Brave New World BNW

Certainty First CF

Golden Dreamer GD

Happy Follower HF

Now People NP

Tomorrow People NP

Transcender TX Flexible Individualist FI

Transitional TS

Concerned Ethical CE

Malsow Groups and Values Modes

VM level data examples

NAT POP

RT SS BNW CF GD HF NP TP TS CE FI TX

7.5% 4.9% 7.5% 8.7% 13.0% 5.8% 11.8% 6.3% 5.7% 6.9% 9.8% 12.1%

Settler VMs Prospector VMs Pioneer VMs

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%


NAT POP

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%


ENVT

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%


EX SERVICES

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%


CHILDREN and YOUTH

Left: %s choosing charity types

VM significances example

ENVT


5.3% 6.3% 5.5% 8.2% 8.4% 4.8% 9.5% 4.6% 5.6% 9.3% 10.8% 21.7%

70 128 74 94 65 83 81 73 98 134 110 179

EX SERVICES


13.3% 6.7% 10.5% 11.9% 13.4% 6.3% 7.5% 4.7% 6.1% 5.5% 8.7% 5.2%

177 136 141 137 103 109 64 74 108 80 89 43

CHILDREN and YOUTH


6.6% 4.9% 5.5% 8.7% 13.1% 6.1% 14.1% 7.4% 5.3% 6.2% 9.8% 12.3%

88 101 73 100 101 105 120 117 94 89 100 102

below average at 99 percent

below average at 97.5 percent

below average at 95 percent sig

Average

above average at 95 percent

above average at 97.5 percent

above average at 99 percent sig

Env’t is Pioneer skewed by the CE and TX

Children and Youth is Prospector skewed by the NP and TP

Ex Services is Settler skewed by all Settler VMs

Index numbers takes size of VM into account. 100 = average. 179 TX for Environment means TX (Transcender) Pioneers are 79% more likely to pick this charity type than by chance/ in proportion to their representation in the national population

Uk charity type by motivational values cr 2016

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