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The author is from the Department of Accounting, Queen’s University, Belfast. He is currently
Visiting Professor at the University of Ottawa, Canada.
295
296 HYNDMAN
Anthony (1978) was also aware of this problem. He argued that neither the
Trueblood Committee nor the Financial Accounting Standards Board (FASB)
had been able to support suggested disclosures with any convincing evidence
regarding the information needs of users. Each of the above writers implies
that without empirical research it is possible, if not probable, that the
information disclosed and the information required by users of NFPO reports
may be significantly different.
The case with charity reporting is similar. Bird et al. (1981) were aware of
the lack of empirical work on user needs and argued that studies of needs must
be undertaken before anything else was done. Their research formed the basis
of the three ASC publications on accounting by charities, which culminated
in a Statement of Recommended Practice (ASC, 1988). Each of the ASC
publications stated its objective in terms of improving the quality/usefulness
of reporting by charities, and the argument was promulgated that this should
be viewed in terms of the extent to which users’ information needs are met.
However, the recommendations made by the ASC were not based on empirical
evidence regarding users’ information needs. As a result of this, the potential
value of the recommendations may be limited. It would seem appropriate that
empirical research regarding the needs of users of charity reports be carried
out to underpin future developments in this area.
CHARITY ACCOUNTING 297
Contributors to Charities
The FASB (1980), when considering the information needs of the external users
of NFPO reports, argued that the most obvious and important were resource
providers. Furthermore, Reynolds, when considering information disclosure
by health and welfare organisations, stated that (p. 69):
Resource providers are the primary supporters of non-business organisations.
Therefore, they may be considered the primary external users of the organisation’s
information.
Methodology
The research attempted to identify the information which is routinely made
available to contributors to large fund raising charities. The researcher
concentrated on the largest ‘Fund Raising Charities’ as identified by the
Charities Aid Foundation (CAF) in their annual publication ‘Charity Statistics’.
Fund raising charities solicit contributions and are listed in ‘Charity Statistics’
on the basis of annual total voluntary income.
The ‘Top Two Hundred Fund Raising Charities’, as identified by the CAF,
were used as the survey population, and each was asked to provide information
which is routinely made available to contributors. For analysis purposes, only
an identifiable accounting period, normally a year, was analysed. The
298 HYNDMAN
Results
A total of two hundred requests were sent to charities. A summary of the
response rate is shown in Table 1. Over eighty-one per cent of charities supplied
information in a manner that could be analysed in accordance with the
methodology set out above.
CHARITY ACCOUNTING 299
The most frequently used document title was ‘annual report’ or a title
approximating this. Over seventy-five per cent of charities produced a document
with such a title. An analysis of non-respondents by size and type indicated
that the non-responses were not from an identifiable sub-group. The response
rate of over eighty per cent, coupled with no evidence of non-response bias,
was considered satisfactory in drawing conclusions about the population as a
whole.
Only four information types were disclosed by the majority of charities. These
are shown in Table 2.
Hyndman’s (1989) a priori model for meeting the information needs of
contributors contained ten separate information types. These were: goals and
objectives of the charity; problem or need area information; measures of output
and efficiency; administration costs to total expense information; simplified
operating statement and balance sheet; and future objectives and budget
information (p. 28). These information types were included in the analysis table
and the extent to which they were disclosed by charities is shown in Table 3.
The results in Table 2 indicate that traditional audited financial statements
are the most frequently disclosed type of information. One hundred and forty-
eight charities (91 per cent) disclosed an audited operating statement, 89 per
cent an audited balance sheet and 58 per cent an audited funds flow statement.
The only other type of information which was disclosed by over 50 per cent
of charities was a listing of officers, which was given in 83 per cent of cases.
From Table 3 it can be seen that each of the information types suggested in
Table 1
Response Rate to Request for Information
Number %
Requests made 200 100
Usable responses 163 81.5
Unusable responses 10 5
Total responses 173 86.5
Table 2
Information Content - Most Frequently
Disclosed Types
Table 3
Information Content - Disclosure of Suggested Information
the Hyndman model was disclosed in less than 50 per cent of cases, with a
number of types disclosed in less than ten per cent of cases.
Met hodohu
Due to the identified lack of empirical evidence regarding the information needs
of contributors to charities, a questionnaire was developed to identify the most
important information sought by contributors. Because of the confidential
nature of contributor lists, it was decided to ask charities to dispatch
questionnaires to contributors themselves. This overcame the problem of
confidentiality but ruled out the possibility of prompting respondents. A
covering letter from the researcher explaining the purpose of the questionnaire
was included with the questionnaire as well as a letter from the charity
explaining its involvement.
The population surveyed was all individual contributors to the largest two
hundred fund raising charities. T h e actual size of this population is unknown
because of the confidential nature of contributor lists. T o make the sample as
representative as possible it was decided to draw it from a number of charities
reflecting the range of charitable activities within this sector. Using the Charity
Commissioners’ classification system as a basis, the largest two hundred fund
raising charities were classified into various spheres of activity and a sample
of eight chosen from within these classifications. Charities from within each
classification of charitable activity were chosen at random and asked if they
would participate in the study. A number declined to participate. O n the basis
of a refusal to participate by any charity a substitute charity was selected from
within the same field of charitable activity. After contacting fifteen charities,
CHARITY ACCOUNTING 301
eight agreed to participate. Such a n approach was used to avoid the possibility
of drawing a large proportion of contributors from one particular area of
charitable activity.
Each participating charity was asked to distribute thirty copies of the
questionnaire on a random basis to contributors. The sample size therefore
was two hundred and forty. T h e major part of the questionnaire asked
contributors to rate fourteen specific information types in terms of level of
importance to them. T h e fourteen information types were a n amalgam of
Hyndman’s a psiosi model information and the most common information
disclosures, as revealed by the previous analysis. These are shown in Table
4.Other questions, including two relating to receipt and readership of annual
reports, were also included in the questionnaire.
T o ensure that no information types important to contributors were omitted
a preliminary survey was conducted. Twenty-one documents were distributed
to and returned by persons who were known by the researcher to be contributors
to charities. Respondents were asked to indicate the information they would
require if they were considering contributing to a charity. This preliminary
survey indicated that no other information types should be included.
Results
A total of two hundred and forty questionnaires were sent to charities for distri-
bution to contributors. A summary of the response rate is shown in Table 5.
The significant number of unusable responses was probably due to the statement
in the covering letter requesting that the questionnaire be returned if the
contributor felt unable or desired not to participate. Of the unusable responses
Table 4
Information Types Included in Contributors’ Questionnaire
Table 5
Contributors’ Questionnaire - Response
Rate
Number %
Distributed 240 100
Usable responses 133 55
Unusable responses 23 10
Total responses 156 65
Table 6
Receipt and Readership of Annual Report
Receipt Readenhip
Number % Number %
Yes 109 83 97 89
No 23 17 12 11
- - - -
Total 132 100 109 100
eighteen stated they were unable to reply for a variety of reasons, most
commonly the age of the contributor.
The first two questions attempted to establish whether the contributor
received an annual report and whether such a report was read. The results
are given in Table 6 . The results indicate that 83 per cent of contributors recall
receiving annual reports and 89 per cent of recipients claimed to have read
them. Although the results do not indicate the thoroughness of readership, they
do indicate that the annual report is widely distributed to contributors, is read
by the vast majority of recipients, and is therefore an important medium of
communication between the charity and the contributors.
The major part of the questionnaire asked contributors to rate fourteen
specific types of financial and non-financial information (see Table 4) in terms
of importance to them. A five point scale was used to measure responses of
subjects as follows:
Scale Number Level of Importance
1 Not important
2 Slightly important
3 Moderately important
4 Very important
5 Of vital importance
CHARITY ACCOUNTING 303
As in some cases there was a possibility that the description of the information
type used in the questionnaire may not have been easily understood by the
respondent, examples were given for explanation purposes. T h e survey results
are shown in Tables 7 and 8.
T h e results given in Table 8 show that the ten information types from
Hyndman's a priori model occupy positions one to ten in the overall ranking.
Table 7
Detail of Rating of Information Types
Info' Brief'
TvDe Describtion I 2 3 4 5 Total
Table 8
Means and Ranking of Information Types
The four information types most prevalent in the descriptive analysis occupy
positions eleven to fourteen. This indicates that the a priori information was
viewed as relatively more important than the information which is usually
disclosed.
From Table 7 it can be seen that information type 1, a statement of goals,
which had the highest mean rank, indicating that it was considered the most
important of the fourteen information types, was rated as ‘of vital importance’
by 56 per cent of contributors and as ‘very important’ by another 37 per cent
of contributors. T h e simplified balance sheet, information type 9, which was
tenth in the overall ranking, was rated ‘moderately important’ or above by
7 7 per cent of contributors.
The four information types most prevalent in charity reporting were
considered to be the least important of the fourteen. Type 10, audited operating
statement, which was ranked eleventh, was considered ‘moderately important’
or above by 67 per cent of contributors and type 12, audited funds flow
statement, which was equal last, was considered ‘moderately important’ or
above in 54 per cent of cases. There appeared to be a tendency to rank all
fourteen information types highly, with the overall mean rank of all information
types being 3.48.
Information types which would be useful in assessing the present performance
of the charity in terms of output and efficiency were viewed as the most
CHARITY ACCOUNTING 305
important. The six most important information types, Types 1 , 2, 3 , 5, 6 and
7, may all be useful in assessing present performance.
The ten most important information types contain five non-financial
information types, while the most usual information disclosed, as identified
in the descriptive analysis, is predominantly financial. Of the top six information
types, four were non-financial. This indicates the perceived importance of non-
financial information to contributors. The only non-financial information type
which was usually disclosed, a listing of the main officers of the charity, was
however ranked relatively low, being equal last.
Simplified operating statements and balance sheets were ranked more
highly than audited opetating statements and balance sheets, thus providing
some evidence of the desire of contributors to be provided with financial
information in a simplified manner. Audited funds flow statements were ranked
equal last, although this information type is one of only four which is usually
disclosed by charities.
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