National Debtline

1
National Debtline
Performance Evaluation
August 2008
Prepared for
National Debtline
Prepared in compliance with the International
quality standard covering market research, ISO
20252 by Illuminas, Lion House, 141-145 Curtain
Road, London, EC2A 3AR, UK T 44 (0)20 7909 0929
F 44 (0)20 7909 0921 E info_at_illuminas-global.
com www.illuminas-global.com
2
Background a measure of performance

• In order to secure ongoing support for the
  services offered by National Debtline, it is
  considered important to monitor the performance
  of the service against specific objectives
• Research objectives
• To measure and evaluate the performance of
  National Debtline
• Specifically, to look at caller satisfaction with
  the overall service, including the telephone
  advice service, the email service and the website
• To compare performance measures with previous
  years to investigate whether any significant
  changes are evident
• To look at immediate on-going impact of contact
  with National Debtline
• In particular, to investigate the impact of
  contact with NDL on a callers ability to manage
  their money and debt
• To look at any wider issues that may result from
  contacting NDL and the impact on overall control
  of finances

3
A quantitative approach providing robust
measurement

• Performance evaluation
• 15-minute telephone interviews with individuals
  who had contacted National Debtline between
  September 2007 and February 2008

250 interviews with callers from England Wales
50 interviews with callers from Scotland
Total 300 interviews

• Longitudinal impact evaluation
• 15-minute telephone interviews with individuals
  who had contacted National Debtline 2 years ago,
  4 years ago and 5 years ago

2 years on callers Participated in performance
evaluation survey 06
Total 90 interviews
4 years on callers Participated in longitudinal
impact survey 06 and performance evaluation 04
Total 41 interviews
5 years on callers Participated in longitudinal
impact survey 06 and 04 and performance
evaluation 03
Total 31 interviews

• Website pop-up survey

Total 450 responded
Pop up survey on NDL website
4
Methodology

• All fieldwork conducted by The Wire, Illuminass
  own telephone and online interviewing unit
• Data sources
• Performance evaluation
• Caller details provided by National Debtline
• All provided consent for details to be passed on
  to a third party for purpose of research
• Longitudinal impact
• Those who participated in previous waves of
  research and agreed to be re-contacted - 162
  interviews achieved
• Website evaluation
• Pop-up placed on National Debtline website during
  May July 2008

5
Overview of Performance Evaluation

• Executive summary
• Part I Performance evaluation
• Performance evaluation key measures
• Making the first call awareness and experience
• Delivering advice literature and website
• Part II Website evaluation
• Part III Longitudinal impact evaluation
• Longitudinal impact evaluation key measures
• Practical long-term benefits
• Wider impact of contact
• Literature
• Summary and conclusions
• Appendix
• Performance evaluation
• Website evaluation
• Longitudinal evaluation

6
Executive Summary
7
Executive Summary A continued success story

• Continuing short and long-term satisfaction
• Both recent callers to National Debtline and
  callers who used the service some time ago report
  high levels of satisfaction with the service
  received
• 95 of callers satisfied who used the service
  during 2008
• 94 of callers satisfied from two years ago
• 92 of callers satisfied from four years ago
• 97 of callers satisfied from five years ago
• High levels of recommendation
• Majority find the information provided by
  National Debtline extremely helpful and are keen
  to recommend it
• 75 of 2008 callers found the advice to be
  extremely helpful
• 85 of 2008 callers would definitely recommend
  the service to someone experiencing debt
  difficulty
• Reducing debts over time
• For many, speaking to National Debtline prompts
  them to take positive action to reduce their debt
• Of those callers who spoke to National Debtline 2
  years ago, 19 no longer have any outstanding
  debt, while 27 of callers from 4 years ago and
  32 from 5 years ago no longer have any
  outstanding debt
• Use of the website
• Website usage continues to increase in terms of
  first time and repeat usage and is rated now
  even more highly than two years ago, particularly
  in terms of ease of use (a major positive
  attitudinal shift seen among callers in Scotland)
• Areas for consideration
• Those with new debt are much more likely to be
  those who first called five years ago (and are
  less likely to be confident about managing money
  and feeling in control of life). Proximity to
  the advice engenders confidence and control

8
Executive Summary Performance Evaluation (I)

• Continuing high levels of satisfaction and
  recommendation in 2008
• 78 of callers were very satisfied with the
  service
• 75 of callers found the information and advice
  provided to be extremely helpful
• 85 of callers would definitely recommend the
  service

• Encouragingly, satisfaction amongst callers in
  Scotland is now largely on a par with callers
  from England
• 72 of callers in Scotland were now very
  satisfied with the service versus 66 in 2006
• 78 now found the information and advice
  provided extremely helpful versus 66 in 2006

• A large proportion of callers were prompted to
  take direct action after contact
• 70 of callers contacted the companies they owed
  money to and 76 of these callers came to an
  arrangement with the companies using the advice
  provided by NDL
• 91 of those callers who contacted and made
  arrangements with companies have kept to the
  agreement

• Contact also had a positive attitudinal effect on
  managing debt
• 90 of callers agreed they felt more
  knowledgeable about financial matters overall
• 85 of callers agreed they felt less likely to
  find themselves in a similar situation again
• 84 of callers agreed they felt more confident
  about managing money in general

9
Executive Summary Performance Evaluation (II)

• Mixed levels of awareness of what the service
  offered before contact
• 39 of callers knew nothing about what the
  service offered when they first called NDL
• 59 of callers knew that National Debtline
  offered advice on handling debts

• The Internet is an ever-increasing source of
  awareness of National Debtline
• 27 of callers first heard about NDL via the
  internet (versus 22, 15 and 11 previously)

• A vast increase in proportion of callers able to
  reach an adviser the first time they called
• 80 of callers got through first time (versus
  only 53 in 2006)

• High levels of praise reserved for NDL advisers
• 80 of callers strongly agreed that the adviser
  was easy to talk to
• 84 of callers strongly agreed that the adviser
  dealt with their situation in a professional way
• 65 strongly agreed they had a better
  understanding of how to manage debt as a result
  of NDL

• Increased use of website continues in 2008
• Website rated more highly against all
  performance measures

• Note substantial positive shift in scores
  amongst callers in Scotland
• Overall, and in terms of contact with advisers,
  literature and website

10
Performance Evaluation Website Evaluation (I)

• Website searches are an extremely effective
  method of drawing people to the website
• Half (50) of website users found the NDL
  address via an internet search
• However, a significant proportion (23)
  experienced problems finding the NDL website

• Website being used even more fully in 2008
• 59 of users this time versus 38 in 2006 had
  searched for information/ advice about debt
• NDL clients are almost twice as likely this time
  to have viewed templates downloaded templates
  accessed factsheets used budget sheet etc

• Some evidence to suggest the website is
  assisting more users to take productive action
• 48 of users this time versus 36 in 2006 state
  are going to contact creditors

• Reactions to the website even more positive in
  2008
• E.g. 80 of users this time versus 71 in 2006
  rated the website as good or excellent for
  providing easy-to-understand information

11
Executive Summary Longitudinal Evaluation (I)

• High levels of satisfaction and recommendation
  remain over time
• 98 of callers from 2 years ago, 95 from 4 years
  ago, and 96 from 5 years ago were satisfied with
  the service they received from National Debtline
• 98 of callers from 2 years ago, 97 from 4 years
  ago, and 100 from 5 years ago would recommend
  the service

• Previous callers appear successful in reducing
  their debts
• 19 of callers from 2 years ago no longer have an
  outstanding debt
• 27 of callers from 4 years ago no longer have an
  outstanding debt
• 32 of callers from 5 years ago no longer have an
  outstanding debt

• A high proportion of respondents are able to
  maintain payment arrangements over time
• 78 of callers from 4 years ago contacted
  companies they owed money to and 81 of these
  callers came to an arrangement with these
  companies
• Of those callers who had made arrangements, 92
  kept to these arrangements. The majority of these
  arrangements had been made over two years ago

12
Executive Summary Longitudinal Evaluation (II)

• Respondents report that contacting NDL engenders
  self-sufficiency in financial matters
• Around 6 in 10 callers from 2-4 years ago
  strongly agreed they were more in control, more
  knowledgeable, or more confident about managing
  their money. However, those from 5 years ago
  were slightly less likely to strongly agree (and
  are more likely to have new debt)

• Evidence suggests there are wider consequences
  of debt
• 36 had visited a doctor because of the stress of
  debt
• 23 had time off work as a result of stress

• NDL advice has a positive impact on callers
  emotional states in particular
• 9 in 10 of callers from 2 to 5 years ago state
  this

• Literature provided by National Debtline is
  shown to be of high value over time
• 83 of callers from 2 years ago and 84 from 4
  and 5 years ago reported that they read the
  literature and stored it for future reference
• 38 of these callers have looked at the
  information since they first stored it

13
Part I Performance Evaluation
14
Performance Evaluation Key Measures
15
The service continues to generate high levels of
continued satisfaction amongst callers

• Overall satisfaction remains at the same level as
  2006 (95 satisfied)
• Callers in Scotland appear less content than
  callers in England and Wales, albeit satisfaction
  levels in Scotland are increasing after a slight
  dip in 2006

• Overall, how satisfied with service you received
  from National Debtline?

Base all (300)
very satisfied Total Scotland
2008 78 72
2006 79 66
2005 79 76
2004 74 69
Base Scotland (50)
16
Reasons for satisfaction (I)
They gave me the information that I needed they
were very helpful, very pleasant and understanding
I phoned them up in distress they were able to
calm me down, listen to me and then explain the
procedure. Sometimes I got lost and they very
carefully explained it againthey held my hand
all the way
I was impressed with the level of
professionalism, comprehensive knowledge and
response
They went extra mile for me they were very
informative and sent everything out that they
said they would do
Whenever I phone they are very understanding.
They don't try to hurry you they give you all
the time in the world, are very professional and
very effective
They were very understanding, gave a personal
touch and didn't make you feel awkward or
uncomfortable they were all very polite and
listened very well
They are readily available to call without an
appointment
They spoke to me in a language that I understood
I felt that they knew what they were talking
about and that it was objective
They were very friendly, non judgmental and they
put me at ease
17
Reasons for satisfaction (II)
National Debtline put everything into perspective
for me
They made me feel equipped to deal with the
people who were taking financial advantage
It is nice to be able to speak to people who are
very neutral
They were there every step of the way, I only
needed to phone them in order to calm me down
You are not treated just as a number - you are
treated with a bit of respect
They were polite, helpful and not judgmental
providing great advice, and being really
understandingThey were wonderful and supportive
They put me on the right track and enabled me to
organise things properlythings are now
controllable whereas before they werent
Excellent advice and step by step procedures
It was like speaking to a friend
18
Reasons for dissatisfaction
They explained everything fairly clearly and gave
me ideas on what to do but didn't answer all of
my questions
I suppose they didn't really tell me anything
that I wasn't aware of
The leaflets they promised they would send never
arrived
I think I was expecting a little bit more -
personal advice rather than the basics
They were pretty good when I spoke to them on the
phone but they did not follow up too well
The adviser was quite patronising - he spoke to
me as if he thought I was a bit of an idiot
because I was in debt
Although they sent out a very useful information
pack, I could have done with a bit more follow up
from them
When I wanted to get in touch with them I could
never get a reply at the end of the phone, it was
an answering machine
19
NDL is often praised for helping manage debt

• Majority of respondents find service of
  considerable assistance, which translates into
  high recommendation

• Thinking about all the information and advice you
  received specifically from National Debtline, how
  helpful was it to you in dealing with your debt
  problem at the time?

Extremely helpful
Total Scotland
2008 75 78
2006 75 66
2005 79 76
2004 77 69

Base all 300

• If someone you knew found themselves in
  difficulty with debt, how likely would you be to
  recommend National Debtline as a source of
  advice?

Definitely recommend
Total Scotland
2008 85 80
2006 89 82
2005 89 86
2004 87 81

Base all 300
20
Why recommend NDL? (I)
People on the phone are very sympathetic, they
don't patronise you in any way
Both the people I spoke to were non judgmental
and that's very important
You realise you're not the only fish in the sea,
you find out there are a lot of people in the
same situation
They gave a few optionsan informed choice, they
didn't make decisions for you
It is a very good starting point because they
help to clarify things that may be bothering you
unnecessarily. They have a better understanding
of all these things because they do it on a day
to day basis
The information I've received and the confidence
they've given me to get my dignity back
National Debtline explained my problems to me in
simple language and made it simpler for me to
understand where I was going. I phoned them as a
last resort it should have been my first resort
The advice is good and helpful, it is a whole
weight off your shoulders
Overall it's an exceptional serviceit is an
organisation that is helping people in despair
21
Why recommend NDL? (II)
It was easy to deal with the people at NDL, you
feel comfortable talking to them because you feel
they are on your side
When you find yourself in a situation where you
owe money, it is better to take positive
actionThe advice I was given enabled me to do
this rather than sitting down worrying and hoping
the problem would go awayit won't go away
The advice is clear, concise, helpful
knowledgeable and well considered. The advisers
are friendly and sensitive and if, at any point,
they feel unable to respond to your query they
consult a colleague who can help them give the
correct information. It makes you feel less
alone, it gives you the sense that there is
someone who will support you and argue your case
They take away the worryand give you a light at
the end of the tunnel
I felt that once I talked to the debt line I was
able to go back to my creditors and talk with
more authority
or why would you not recommend them?
It was a bit like a financial Samaritansthey
help you at every turn
In the first instance, I had to make four phone
calls to actually get through to them. When I
spoke to them about the situation, they seemed to
feel that I could manage it myself by sending me
through an information pack which I didn't really
want
22
NDL contact encourages repayment of debt

• National Debtline continues to successfully
  assist callers to take direct action
• After contact with National Debtline, 53 of
  callers took action to repay their debts and have
  successfully kept to these arrangements

Not contacted companies owed
At time, any apply
On DMP 17
Already declared bankrupt 1
Had IVA with companies owed money to 13
Contacted companies owed money to 26
Did you yourself contact any of the companies you
owed money to after receiving advice from
National Debtline? YES 70 Base all
(300)
YES Total Scotland
2008 70 68
2006 72 60
2005 68 52
2004 63 56
Not come to arrangement
And as a result of this, did you come to any
agreement or make any new arrangements with the
companies you owed money to using the advice
provided by National Debtline? YES 76 Base
all who contacted companies (209)
Attempt to make any new arrangements with companies owed money to using advice provided by National Debtline
YES Total Scotland
2008 76 62
2006 71 70
2005 68 62
2004 81 70
And have you managed to keep to the arrangement
which you agreed to? YES 91 Base all who
contacted companies and came to agreement 158
YES Total Scotland
2008 91 86
2006 84 86
2005 86 100
2004 88 95
23
NDL advice has a profound impact on future money
management

• Contact had a positive attitudinal effect on
  managing debt, and empowered callers

Strongly agree Strongly agree
Year Total Scotland
2008 62 52
2006 59 60
2005 56 56
2004 58 60
2008 68 68
2006 75 64
2005 64 65
2004 65 75
2008 58 62
2006 60 52
2005 54 54
2004 57 50
2008 53 54
2006 60 46
2005 54 53
2004 56 58
2008 56 48
2006 60 56
2005 56 58
2004 58 67
Base all (weighted) 300
24
The importance attached to the contact

• How would you describe how the service provided
  by National Debtline has helped you in terms of
  managing money and debt?

The budget plan that National Debtline sent to me
and I downloaded actually gave me a realistic
understanding of my entire financial position
It has helped me realise that you can spend too
much money too quickly on a credit cardIt is so
easy to get into debt and a lot harder to get out
of it
They have been instrumental in everything I have
had to deal with they have helped me
tremendously. They have encouraged me to deal
with things straight awayhowever little, just to
make sure every payment is made on time
It has helped me understand the pitfalls of
borrowing on top of loans and how that can put me
into huge debt without noticing
I feel like I am working for me now and not just
working for everyone else to take my money
It has encouraged us to set a specific budget per
month and we're now very strict with keeping to it
It simplified things and made things easier to
understand the information was very clear
25
Making the first call Awareness and Experience

26
Most are aware NDL is a debt advisory service
unsurprisingly knowledge somewhat unrefined at
first call stage

• Mixed levels of awareness surrounding what the
  service offered
• Just over half (59) of callers knew that
  National Debtline offered advice on handling
  debts
• 39 of callers knew nothing about what the
  service offered when they first called
• Internet an increasingly important source of
  awareness

• How did you first hear about National Debtline?

2008 27 2006 22 2004 15 2003 11

• Other sources include
• Bank/ building society
• Radio
• Poster/ leaflet
• Creditors

Base all (weighted) 300
27
NDL is now more accessible moreover, vast
majority of callers were given most of the advice
they needed

• A vast increase in proportion of callers able to
  reach an adviser first time they called
• Once they had spoken to an adviser, majority of
  callers happy with service they received
• 94 of callers felt that length of their first
  call was about right
• 51 given all the advice they needed, with a
  further 39 given most of the advice they required

• Thinking about when you first rang National
  Debtline, how many times did you have to ring
  before you got through to an adviser?

Base all (300)

• How many times have you spoken to National
  Debtline?

Base all (300)
28
NDL is often the first port of call for debt
advice

• National Debtline often first point of contact
  for debt advice (for two-thirds, as in 2006)

Had you contacted anyone else for debt advice
before you spoke to National Debtline ?

Base all (300)

• Who else have you contacted?

Used a fee-charging debt consultancy service,
before spoke to NDL?
As in previous waves, CAB is most common
alternative source of debt advice


Other includes trading standards, solicitor,
other websites
Base all who had contacted someone else prior 95
29
First call with NDL rated highly

• High levels of praise for contact enjoyed with
  National Debtline

• Respondents were asked to think back to how they
  felt after their first call with National
  Debtline and to rate the service on a number of
  measures

Strongly agree Strongly agree
Year Total Scotland

2008 80 76
2006 83 80
2005 82 76
2004 81 69
2008 72 76
2006 69 64
2005 70 62
2004 67 63
2008 68 70
2006 69 64
2005 69 49
2004 65 56
Base all (300)
30
Vast majority proffer strong praise for NDL
advisers

• Service successfully provides strong support to
  callers, both in terms of emotional assistance
  and practical support
• Interpretation and application of advice is
  likely to be more challenging for some callers
• Callers in Scotland views largely on a par with
  callers in England and Wales
• Callers in Scotland this time more likely to
  strongly agree than in 2006 that adviser
  understood their situation, and dealt with
  problem in a sensitive way
• No notable shift in views of England and Wales
  callers against each performance measure

08 06 05 04
Total 84 85 84 83
Scotland 76 78 84 71
Total 79 82 78 77
Scotland 78 80 76 63
Total 79 80 81 77
Scotland 84 74 80 67
Total 77 76 76 75
Scotland 74 62 70 67
Total 74 76 74 75
Scotland 68 71 70 65
Total 65 61 67 66
Scotland 64 56 62 50
Base Callers in Scotland 50
Base all (weighted) 300
31
Service improvements

• What could National Debtline do to improve the
  service they offer?

I think that some of the advisers are a bit abrupt
Get more operativesits getting harder and
harder to get in contact with them
Its a pity that they are not better known so
that they could help others
Sometimes it takes a long time to get hold of them
More face to face contact
Better advertisement of what they can actually do
for you
A follow up call to see how someone is getting on
If they could provide a bit more information for
people at the early stages E.g In school
It is important to let people know that it is
free, impartial and not for profit
32
Only a minority are currently on a Debt
Management Programme. NDL less likely to be
involved this time

• 24 of respondents were on a debt management
  programme at the time of responding to the survey
  (no significant difference to 2006)
• NDL acting as intermediary in set-up by CCCS has
  halved
• Set up by CCCS/ Payplan after NDL referral down
  a third

• Who was it that set up the debt management
  arrangement for you?

Fee- charging debt management company Total
Base on DMP 21
Yes, fee charging 43
No 57

Base all on debt management programme (2006 75
2008 71)
33
Delivering Advice Literature and Website
34
The quality of the literature is high

• Vast majority (92) recall receiving literature
  after having spoken to NDL
• Most rate the literature very highly against all
  assessment criteria
• Big shift in levels of satisfaction with the
  literature amongst callers in Scotland
  significantly more likely to state very good
  against each measure

• Thinking about information which was sent to
  you, how would you rate it in terms of the
  following?

08 06 05 04

Total 75 74 73 75
Scotland 78 67 70 72
Total 72 73 70 68
Scotland 74 65 65 57
Total 70 69 67 72
Scotland 72 57 67 59
Total 69 70 69 68
Scotland 78 63 63 61
Total 68 66 64 65
Scotland 72 61 65 54
Base all who recall literature sent275
Base Scotland 46
35
Half of callers visited the website - mostly
before speaking to NDL, further visits followed
from most

• Growth albeit less marked this time in
  visiting National Debtline website
• 47 of callers now, compared to 43 and 24 in
  2006 and 2004 respectively
• Majority (71) of those who have visited, visit
  again (22 five or more times)
• Multiple motivations/ usage of website finding
  out about service offered by NDL, search for
  debt information/ advice, and find NDL telephone
  number most frequently cited

Did you visit the website Before calling NDL
69 After calling NDL 20 Before and after
10
Base all who have visited NDL website 140 (NB
Prompted response)
36
The website is rated even better than before,
particularly amongst callers in Scotland

• Website even more likely to be viewed as clear
  and effective most state very good
• Major positive attitudinal shift amongst callers
  in Scotland about website

• How would you rate the website in terms of the
  following?

08 06
Total 65 61
Scotland 70 45
Total 59 55
Scotland 57 38
Total 59 53
Scotland 57 41
Total 62 53
Scotland 70 34

Base all callers in Scotland who have visited
website 29 in 2006 and 23 in 2008 (base too
small in previous waves)
Base all who have visited website 140
37
Part IIWebsite Evaluation
38
Search engines remain the dominant means by which
the National Debtline website address is found

• Half find the website by searching though an
  internet search engine, with a further 1 in 7 via
  the Citizens Advice Bureau. No significant
  change between 2006 and 2008

• How did you find the National Debtline website
  address?

Other sources mentioned Yellow pages Credit
reference agencies Moneysavingexpert.com Through
work/ job
Base all who completed on-line survey (475 in
2006, 450 in 2008)
39
A significant proportion experienced problems
finding the National Debtline website
Q. Some people have stated that they had
problems finding the official National Debtline
website and tried other websites with similar
names or website addresses first, did you
experience this problem?
Base All respondents who found the website via
Internet search engine (220)
Q. Experiences and details of other websites
tried first?
Base All respondents who found the website via
Internet search engine and had difficulty finding
it (51)
40
Website visits are mostly for finance/ debt advice
Most visit website to look for help and advice on
the financial/ debt problems they are
experiencing one in five visit specifically to
access the letter templates
I've just had a threatening phone call and need
some advice urgently
I need further help in writing letters and the
info on the website is really really good and
helpful
Im reaching the end of my tether with debt and
have finally decided to take the bull by the
horns and do something about it!
Base all who completed on-line survey (450)
41
The proportion of callers who had previously
contacted National Debtline increased - both by
phone and visiting the website
2008
2008
2006
2006
Have you visited the National Debtline website
before?
Have you spoken to National Debtline advisers by
phone?
Base all who completed on-line survey (475 in
2006, 450 in 2008)
42
Though numbers of callers contacting other advice
sources is largely consistent, those who do so
are contacting a wider range of sources than
before
Q. Have you contacted anyone else for advice on
managing money and debt?
2006
2008
Who else have you contacted ?
Who else have you contacted ?
Base all who contacted someone else for advice
(146 in 2006, 154 in 2008)
43
The website is being used for a broader range of
purposes than before
2006
Searching for information and advice about debt
The proportion who have used the website for a
variety of purposes has markedly increased since
2006. And there are still more who intend to use
each service
2008
2006
Finding out more about the service National
Debtline offers
2008
2006
Viewing/ downloading sample letters
2008
2006
Downloading self help information pack
2008
2006
Accessing the factsheets
2008
Base all who completed on-line survey (475 in
2006, 450 in 2008)
44
Number of uses to which website is put to is
growing

• Further evidence of website serving plethora of
  needs

Base all who completed on-line survey (475 in
2006, 450 in 2008)
2006
Using the personal budget sheet
2008
2006
Finding the telephone number for National
Debtline
2008
2006
Requesting documents to be posted to you
2008
2006
Emailing National Debtline for advice
2008
Did you find what you were looking for?
Base all who completed on-line survey (450)
45
The website is consistently rated even more
highly than in 2006 (across all measures)
Already positive in 2006, perceptions of every
area of the website have improved in the last two
years

• How do you rate the website in terms of

2008
Easy to understand information
2006
2008
Amount of information
2006
2008
General content
2006
2008
Presentation of information
2006
2008
Ease of use
2006
Ease of finding information
2008
2006
2008
Design
2006
Base all who completed on-line survey (475 in
2006, 450 in 2008)
46
Additional user comments
Feedback regarding site is mainly positive, with
some small criticisms
An excellent source of reliable information
Much needed and useful resource for both the
general public looking for information and advice
and for advisers to use as a resource tool
Extremely helpful knowledgeable. Thank you
Your interactive personal budget sheet is a marvel
I think that your fact sheets are the best that
are available
Id like the budget sheet to be downloadable in
Excel so it can be altered/ managed. I had to
print out a few before I got it about right
I think your service should be in receipt of some
sort of recognition for the support and help you
are clearly providing. Thank you thank you thank
you thank you!!!
Make it easier to find from an internet search
engine
I have emailed National Debtline several weeks
ago now, and have not received any response -
this is very disappointing given the quality of
service in terms of advice available on the web
pages
It should have a discussion forum so we can all
help each other more
Fantastic service that has helped me more than
once!
47
There has been a clear increase since 2006 in the
number of callers who state that they intend to
contact their creditors following advice

• Sizeable growth in number planning to contact
  creditors. Similar proportion now versus 2006
  intend to complete a budget form or contact
  National Debtline next

• What is the next step you are going to take in
  terms of managing your money and debt?

1
Base all who completed on-line survey (475 in
2006, 450 in 2008) (NB Prompted responses)
1 Addition to 2008 questionnaire
48
Part IIILongitudinal Impact Evaluation
49
Longitudinal Impact Evaluation Key Measures
50
Impact of NDL service is deep and long-lasting

• Positive impact of contact with National Debtline
  has lasting effect, and does not appear to weaken
  over time
• Over three quarters rated advice/ information
  first received as extremely helpful in dealing
  with their debt at that time

2 years on
98
4 years on
95
5 years on
96
94
2 years on

• And satisfaction with all elements of service
  remains broad over time
• Intensity of satisfaction marginally higher
  amongst first contacted 4 years back

92
4 years on
5 years on
97
98
2 years on

• And virtually all would recommend National
  Debtline to someone they knew in difficulty with
  debt
• Again deep felt and lasting

97
4 years on
100
5 years on
Base All 2 years on (90), All 4 years on (41 ),
All 5 years on (31)
51
Debt is being successfully managed over time
Previous callers appear to be successfully
reducing their debts over time
Proportion of respondents who currently have
outstanding debt
Of those who have outstanding debt, the majority
(76) are dealing solely with the same debt as
before. Those with new debt were much more
likely to be those who first called five years ago
4 years on
5 years on
2 years on
Base All 2 years on (90), All 4 years on (41 ),
All 5 years on (31)
52
After initial contact with NDL, most agree and
then maintain arrangements with creditors

• Initial contact appears to help prompt action
  towards reducing debt
• Over time respondents are able to maintain these
  arrangements
• A small pocket of 5yrs on clients required
  recent new arrangements

Action taken after initial NDL contact
Attempt to make any new arrangements using NDL
advice? 35
Came to an agreement/ made new arrangement using
NDL advice? Two years on 81 Four years on
81 Five years on 89
Contacted companies to whom money was owed? Two
years on 70 Four years on 78 Five years on
61
Base all not come to arrangement (20)
Base all came to agreement 2 yrs (63), 4 yrs
(32) and 5 yrs (19)
Base All 2 years on (90), All 4 years on (41 ),
All 5 years on (31)
Kept to the agreed arrangement? Two
years on 90
Four years on 92
Five years on 94
53
Of those callers who didnt contact companies to
whom they owed money after NDL advice, most had
already contacted them or had existing
arrangements in place
Situation when received advice

• 24 had not contacted companies owed money to
  after receiving advice

At time, any apply
Base (48)
I had already contacted companies owed money to 27
On DMP 25
Had IVA with companies owed money to 15
Already declared bankrupt 6
None of above applied 19
Other help 8
54
NDL advice helped the vast majority to manage
money and debt on an ongoing basis and change
their life
How helpful has the information and advice from
National Debtline been in helping you deal with
money and debt on an ONGOING BASIS?
2 years on
4 years on
5 years on
Base All 2 years on (90), All 4 years on (41 ),
All 5 years on (31)

• scoring 7 (major impact)
• 2 yrs on 71
• 4 yrs on 78
• 5 yrs on 61

• How has National Debtline affected you in the
  widest sense ?

Four years on 7.4
Two years on 7.5
Five years on 6.9
No impact on you whatsoever
Fundamentally changed your life
5
10
1
55
Practical long-term benefits
56
NDL advice is valuable in dealing with the
immediate problem - and its impact remains
valuable over time
Total agree
Strongly agree
90 92 87
Contacting NDL was a positive step towards
managing your debt
88 86 78
Took action on managing debt as a direct result
of contact with NDL
You have a better understanding of how to manage
your debt as a result of contacting NDL
84 80 78
Base All 2 years on (90), All 4 years on (41 ),
All 5 years on (31)
57
Similarly, contacting NDL is often felt to
engender self-sufficiency in financial matters

• Callers from 5 years ago are less likely to
  strongly feel more in control of (their) life
  or more confident about managing (their) money
  especially if acquired new debt since the call

Total agree
Strongly agree
I feel less likely to find myself in a similar
situation
90 76 80
I feel more in control of my life as a result
90 78 77
I am more knowledgeable about financial matters
overall
88 85 81
I feel more confident about managing my money in
general
89 81 80
Base All 2 years on (90), All 4 years on (41 ),
All 5 years on (31)
58
How has the service helped?
It has turned my life around. The whole situation
terrified me and I didn't believe that there was
a way outI can now handle my finances
It alerted me to or rather clarified what my
options were. I was not aware of the concept of
prioritising, paying off one kind of debt over
another
They've helped me considerably by talking me
through it, both managing it and coping with it
It taught me a very valuable lesson in life my
attitude to money is now very different and I
would never ever be in debt again
NDL helped me to look at what money was coming in
and what was going out and now I seem to be
managing it betterI have cut all my credit cards
up
It made me unbury my head from the sand and made
me face my commitments
It has enabled me to move on with my life
It has made me realise how silly I've been in the
past handling money and finances - I won't be
getting into debt again
It certainly took the pressure off me - it feels
like a bit of a victory
Extremely helpful because everything was put into
black and white and I could choose which option
to go for
59
Wider impact of contact
60
NDL advice has a positive impact on most aspects
of well-being
Positive impact
No difference
Positive
Negative
89 9 2
90 10 -
90 6 3
87 12 1
93 7 -
94 6 -
76 23 1
88 12 -
81 19 -
69 29 2
83 15 2
81 19 -
64 34 1
76 24 -
74 26 -
44 54 -
56 41 2
48 52 -

• 36 had visited Doctor because of stress caused
  by being in debt
• 23 had time off work as a result of stress

No notable variation by longevity
61
Literature
62
Literature is highly valued over time, recall,
engagement and value are exceptionally high

• High proportion of respondents keeping original
  literature confirms its value
• among National Debtline callers, even over
  time
• Over 92 of callers recalled receiving
  literature after their first contact with
  National Debtline

• What did you do with the information you
  received?

84 of callers from 4 and 5 years ago reported
that they read and acted on the information,
reinforcing its long-term value
Base All recall received postal information
(149)

• 38 have looked at this information since they
  first received and stored it (36 amongst 5 years
  on) further evidence of its longevity

63
Summary and Conclusions
64
Conclusions service is consistently strong
callers are satisfied debt is being reduced over
time

• High levels of satisfaction continue, over the
  long and short terms
• 78 very satisfied with overall service in
  2008
• 85 of 2008 callers would definitely recommend
  service

• The majority of callers take some form of
  positive direct action after speaking to National
  Debtline
• 53 of callers in 2008 took action to repay
  debts and have successfully kept to arrangements

• Respondents report feeling empowered to deal
  with financial matters following contact with NDL
• 90 of 2008 callers felt more knowledgeable about
  financial matters
• 85 of 2008 callers felt less likely to find
  themselves in a similar situation again

• Major positive shifts include
• Higher website rating - more effective, clearer
  and easier to use with services used more fully
• Callers in Scotland are now more satisfied
  largely on a par with England Wales re.
  adviser, literature and website experiences
• Improved ability to reach an adviser first time

• Areas for consideration
• New debt levels seen amongst those who first
  called five years ago this group appears less
  confident and less in control

65
Performance EvaluationAppendix Information
66
Only a minority contacted other advice sources
CAB and CCCS mostly

• Only a minority sought additional advice once
  they had contacted National Debtline
• Of those who did, Citizens Advice was again the
  most likely alternative

Had you spoken to anyone else for advice on
managing money or debt since your calls to
National Debtline?

Base all 300

• Who else have you contacted?

Base all respondents who had contacted someone
else 82
67
Email option not top of mind

• Were you aware that you could contact NDL for
  advice by email?

• Did or would you consider emailing NDL for
  advice rather than contacting them by phone?

• Why wouldnt you consider emailing National
  Debtline?

Prefer to speak to somebody 58
Telephone more personal 35
Find it difficult to express self/ problems in
writing 8
Quicker/ more immediate response by phone 8
Base all who visited NDL website and not
contacted NDL by email (weighted) 113
68
Only a small proportion had visited website and
emailed NDL

• When did National Debtline reply to your email?
• Of 8 who visited NDL website and emailed NDL
• 5 stated within 24 hrs
• 2 stated within 2 or 3 days
• 1 cant remember

How did they reply 3 stated via email 3
stated via telephone
Base all who visited website and contacted NDL
by email (8)
!!Small base!!

• How would you rate the email service in terms
  of

Very satisfied Fairly satisfied Neither/ nor Fairly dissatisfied Very dissatisfied
All received reply by email The quality of information/ advice offered 1 1 1 - -
The way they responded to your email 5 2 - - -
The speed of response to your email 6 1 - - -
(Number of respondents)
69
Additional comments
It is an important service and I hope it
continues the good work
I think its great that there is someone who is
non judgmental and supportive to talk to in a
crisis
It is a fantastic service and it has changed my
life
I think it is invaluable especially for people
who are on low income who cannot afford to pay
for advice
I did not know about them until I saw them on
the internet. They need to make themselves more
visible
I wish I had have known about this service before
Being from Scotland, I am sometimes unsure if
advice is totally correct as the English and
Scottish systems are different
70
Type of debt credit card and loans most prevalent

• Which types of debt did you have when you first
  contacted National Debtline?

Base England and Wales 250, Scotland 50
71
Amount of debt average was 23,024

• What was approximately the total amount of debt
  you held at the point when you
• contacted National Debtline?

Mean debt Mean debt
Total 23,024
Eng Wales 23,444
Scotland 20,907
On DMP 32,051
Not on DMP 20,257
Ex undisclosed/ unsure

Base England and Wales 250, Scotland 50
72
Demographics performance evaluation

Gender

Age

Ethnicity

Base all (300)
73
Demographics performance evaluation

Employment Status
Predominantly unable to work due to ill health/
disability

Marital Status

Dependant children living at home

Base all (weighted) 300
74
Gross household income average was 22,495
Mean income Mean income
Total 22,495
Eng Wales 22,539
Scotland 22,227
On DMP 23,176
Not on DMP 22,263
Ex undisclosed/ unsure

Nb 36 did not disclose
Base all (300)
75
Website EvaluationAppendix Information
76
Reasons for using the website

• Often, users come to the website seeking
  specific information

To re-enforce information contained in National
Debtline's booklet
I need help with a sample letter
Id like to find some information on IVAs
I have currently got several thousand pounds
worth of debt and don't know where to start
clearing it....
To add a shortcut to my desktop

• A number of other users were browsing the site
  on behalf of other people or for general research
  purposes

My daughter is being chased by debt collectors
for a debt she does not owe
Work related research - trying to find info on
bankruptcy
I work in a CAB and know that your fact sheets
are excellent. I wanted to give one to a client
Research for a college project
Primarily for help for a friend, who has already
consulted CCCS
I work for a social landlord and need to see what
help can be offered to tenants in debt
77
Feedback on the website

• Those who have used the website generally find
  what they are looking for and are impressed with
  the information available. Others would prefer to
  speak to someone as they feel this is a quicker
  and easier process

Clear understandable layout, detailed site map,
not using long words - putting the content into
layman terms
There's nothing they could do to improve it, its
a fantastic service
To a certain extent, you don't know the right
questions to ask it's a learning process, out of
expediency it's better to have somebody to talk to
I don't see the point e-mailing when you're
dealing with something as complex as debt because
the only thing you could email is 'help somebody
get in contact with me'
I prefer talking to somebody who can sort it out
quickly
78
Awareness of National Debtline Internet search
and Citizens Advice most frequently cited sources

• How did you first hear about National Debtline?

Other sources mentioned Previous
knowledge Yellow pages Credit reference
agencies Moneysavingexpert.com Through work/ job
Base all who completed on-line survey (475 in
2006, 450 in 2008)
79
Demographics website survey
2008
Gender
2006
2008
Age
2006
Base all who completed on-line survey (475 in
2006, 450 in 2008)
80
Demographics website survey

Ethnicity
2008
2006
Base all who completed on-line survey (475 in
2006, 450 in 2008)
81
Demographics website survey
Marital status
2008
2006
Employment status
2008
2006
Base all who completed on-line survey (475 in
2006, 450 in 2008). Refused not shown
82
Longitudinal EvaluationAppendix Information
83
A quarter had experienced further money and debt
difficulties 4 plus years on

• Since last call to NDL, encountered any further
  difficulties with managing money and debt

Contacted anyone else for advice 4 respondents 4
respondents 6 respondents
Base All 2 years on (90), All 4 years on (41 ),
All 5 years on (31)
Base all 2 yrs (12), 4 yrs (10), 5 yrs (7)

Who else contacted? 2 years on callers (number of callers) 4 years on callers (number of callers) 5 years on callers (number of callers)
Citizens Advice 2 0 1
CCCS 1 0 0
Family/ friends 1 0 0
Other free debt advice 1 2 0
Other 3 2 3
Base All who contacted somebody else for advice
- 2 years on (6), All 4 years on (4), All 5 years
on (4)
84
Contacting creditors was most likely action taken
following advice from NDL. DMP/ pay plan more
prevalent amongst 2 yrs

• What actions have you taken as a result of the
  advice provided by National Debtline?

85
If in similar debt situation, half state would
contact creditors and a quarter would call NDL
(unprompted)
Imagine you had a similar debt problem to the one
you originally contacted National Debtline about.
What specific steps would you take to help
yourself out of the situation?

Base All 2 years on (90) All 4 years on
(41) All 5 years on (31)
86
Service improvements
I think it should be advertised even moreI had
to go looking for it
Actually getting through to them in the first
place is the main downfall
If anything, NDL could improve by just shouting
a bit louder (about what it does)
Just have more phone lines
Give some example of responses from creditors who
have received letters which have been sent out as
instructed by National Debt Line
The documents they send could be a bit more
concise
When they send out the information it should be
more specific to my needs rather than just a
blanket booklet
Face to face contact to be available
More user interactions with the service, an
online forum for example
A call back in the future to see how people are
getting on
87
Range of bodies set up DMP arrangements

• If on a debt management programme, who was it
  that set up this arrangement for you?

Base All on debt management programme all
years (53)
88
Demographics Longitudinal evaluation

Age
2 years on callers
4 years on callers

5 years on callers
Base All 2 years on (90) All 4 years on
(41) All 5 years on (31)
General population age breakdown
General population

Source ONS ( under 15 not shown)
89
Demographics Longitudinal evaluation

Employment Status
2 years on
4 years on

5 years on
Refused not shown
Marital Status
2 years on
4 years on

5 years on
Base All 2 years on (90) All 4 years on
(41) All 5 years on (31)
90
Gross household income Longitudinal evaluation
Base All 2 years on (90) All 4 years on
(41) All 5 years on (31)
Mean income Mean income
Total 21,319
2 years on 20,699
4 years on 22,922
5 years on 21,120
Ex undisclosed/ unsure

91
Total current debt Longitudinal evaluation
Mean debt Mean debt
Total 23,109
2 years on 26,355
4 years on 19,580
5 years on 17,267
Base all with outstanding debt 2 years on (73) 4
years on (30) 5 years on (21)
Refused not shown
Ex undisclosed/ unsure

92
Type of debt (unprompted) Longitudinal
evaluation

• Which types of debt do you currently have?

Base all with outstanding debt 2 years on (73) 4
years on (30) 5 years on (21)