Relationship Marketing Strategy and implementation

and be from slightly lower socio-economic groups than the average
donator.
Giving money to charity is essentially a subjective act and the well-
known British characteristic of a passion for animals helps to explain why
animal charities thrive particularly well in the UK. For example, the
Donkey Sanctuary (£5.3 million in 1991/92) raised more funds than Shelter
(£4.3 million in 1991/92) and Mencap (£3.6 million in 1991/92).
Another inherent advantage for animal charities, in terms of corporate
sponsorship, is that some companies feel uneasy being associated with
causes such as dementia or mental health and are happier supporting

136 Relationship Marketing

Table 2.6.1 Total charity voluntary income, by type, 1993–95

Source of income 1993 1994 1995 % change

1993/1995

(£m) (%) (£m) (%) (£m) (%)

Household donations 1450 41.0 1476 39.9 1310 31.6 –10.0

Legacies 628 17.7 635 17.2 640 15.4 +1.9

Government grants 1213 34.3 1325 35.8 1417 34.1 +16.8

Corporate contributions

to the community 248 7.0 264 7.1 272 6.6 +9.7

National Lottery –

Charities Board – – – – 260 6.3 n/a

National Lottery – other

good causes – – – – 251 6.0 n/a

Total 3539 100.0 3700 100.0 4150 100.0 +17.3

Source: Henderson Top 2000 Charities/Directory of Social Change/Home Office/Mintel.

Table 2.6.2 Ranking of top five conservation/heritage

charities by voluntary income, 1996

Charity Voluntary income

(£m)

National Trust 75.9

RSPB 23.9

WWF 15.5

National Trust (Scotland) 6.2

Woodland Trust 4.9

Source: Charities Aid Foundation Report ‘Dimensions of the

Voluntary Sector’ (1996).