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@illuminas-global.com
www.illuminas-global.com



 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 caller’s 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
2

 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
4 years on callers:
Participated in longitudinal impact survey ‘06 and performance evaluation ‘04
5 years on callers:
Participated in longitudinal impact survey ’06 and ‘04 and performance evaluation ‘03
Total 90 interviews
Total 41 interviews
Total 31 interviews
 Website pop-up survey
Pop up survey on NDL website
3
Total 450 responded

 All fieldwork conducted by The Wire, Illuminas’s 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
4

 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
5

 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
7

 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
8

 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
9

 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
10

 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
11

 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
12


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?
Very satisfied Fairly satisfied Neither/ nor Fairly dissatisfied Very dissatisfied
78 17 3 11
%
Base: all (300)
% very satisfied
2008
2006
2005
2004
Total
78
79
79
74
15
Scotland
72
66
76
69
Base: Scotland (50)

I was impressed with the level of professionalism, comprehensive knowledge and response
They gave me the information that I needed; they were very helpful, very pleasant and understanding
They went extra mile for me… they were very informative and sent everything out that they said they would do
They are readily available to call without an appointment
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
I felt that they knew what they were talking about and that it was objective
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 again…they held my hand all the way
They were very friendly, non judgmental and they put me at ease
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 spoke to me in a language that I understood
16

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
They made me feel equipped to deal with the people who were taking financial advantage
National Debtline put everything into perspective for me
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 understanding…They were wonderful and supportive
It was like speaking to a friend
17
They put me on the right track and enabled me to organise things properly…things are now controllable whereas before they weren’t
Excellent advice and step by step procedures

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
They were pretty good when I spoke to them on the phone but they did not follow up too
Although they sent out a very useful information pack, I could have done with a bit more follow up from them well
I think I was expecting a little bit more - personal advice rather than the basics
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
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
18

 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
Extremely helpful Fairly helpful Not very helpful Not at all helpful
75 20
Base: all: 300
3 1 %
2008
2006
2005
2004
Total
75
75
79
77
Scotland
78
66
76
69
 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
Definitely recommend Probably Probably not Definitely not recommend
85 13
Base: all: 300
11
%
2008
2006
2005
2004
Total
85
89
89
87
Scotland
80
82
86
81
19

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
They gave a few options…an informed choice, they didn't make decisions for you
The information I've received and the confidence they've given me to get my dignity back
You realise you're not the only fish in the sea, you find out there are a lot of people in the same situation
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 advice is good and helpful, it is a whole weight off your shoulders
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
Overall it's an exceptional service…it is an organisation that is helping people in despair
20

When you find yourself in a situation where you owe money, it is better to take positive action…The advice I was given enabled me to do this rather than sitting down worrying and hoping the problem would go away…it won't go away
I felt that once I talked to the debt line I was able to go back to my creditors and talk with more authority
They take away the worry…and give you a light at the end of the tunnel
It was easy to deal with the people at NDL, you feel comfortable talking to them because you feel they are on your side
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
…or why would you not recommend them?
It was a bit like a financial
Samaritans…they 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
21

 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
Did you yourself contact any of the companies you owed money to after receiving advice from National Debtline?
YES: 70%
Base: all (300)
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)
Not contacted companies owed
YES Total Scotland
2008
2006
2005
2004
70
72
68
63
68
60
52
56
YES
Not come to arrangement
Total Scotland
2008
2006
2005
2004
76
71
68
81
62
70
62
70
At time, any apply…
On DMP
Already declared bankrupt
Had IVA with companies owed money to
Contacted companies owed money to
Attempt to make any new arrangements with companies owed money to using advice provided by National Debtline:
Y es - attempted
53%
%
17
1
13
26
No
47% 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
2008
2006
2005
2004
Total
91
84
86
88
Scotland
86
86
100
95
22

 Contact had a positive attitudinal effect on managing debt, and empowered callers
I am more knowledgeable about financial matters overall
I feel less likely to find myself in a similar situation again
I feel more confident about managing my money in general
I feel more in control of my life as a result
I think it is more likely I will repay my debt
Strongly agree
62
53
58
56
68
Base: all (weighted): 300
23
Agree
28
20
26
28
17
% Strongly agree
Total Scotland
62
59
56
58
68
75
64
65
58
60
54
57
56
60
56
58
53
60
54
56
52
60
56
60
68
64
65
75
62
52
54
50
48
56
58
67
54
46
53
58
Year
2008
2006
2005
2004
2008
2006
2005
2004
2008
2006
2005
2004
2008
2006
2005
2004
2008
2006
2005
2004

 How would you describe how the service provided by National Debtline has helped you in terms of managing money and debt?
It has helped me realise that you can spend too much money too quickly on a credit card…It is so easy to get into debt and a lot harder to get out of it
The budget plan that National
Debtline sent to me and I downloaded actually gave me a realistic understanding of my entire financial position
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 away…however 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
It has encouraged us to set a specific budget per month and we're now very strict with keeping to it
I feel like I am working for me now and not just working for everyone else to take my money
It simplified things and made things easier to understand; the information was very clear
24

 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?
27 2008 = 27%
2006 = 22%
2004 = 15%
2003 = 11%
Other sources include:
• Bank/ building society
• Radio
• Poster/ leaflet
• Creditors
%
13 13
12
10
9
6
Internet search Citizens Advice
Bureau/ other free agency
Article in paper/ magazine
Friend/ relative
26
TV Yellow pages Other telephone directory
Base: all (weighted): 300

 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?
Once Twice Three times Four times Five times More than five times Don’t know
2008 80 9 4 2 1 4 %
2006
53 16 10
 How many times have you spoken to National Debtline?
Once Twice Three times Four times More than 4 times
7 3 7 3
%
Base: all (300)
39 24 16 7 14
%
Base: all (300)
27

 National Debtline often first point of contact for debt advice (for two-thirds, as in 2006)
Yes No
Had you contacted anyone else for debt advice before you spoke to National Debtline ?
32 68 %
Base: all (300)
 Who else have you contacted?
Citizens Advice Bureau
Debt consultancy service
CCCS
Other free debt advice service
Other fee charging company
Payplan
Bank
1
Family/ Friends
1
Other
2
5
6
12
12
48
20
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
7 0
6 0
%
5 0
4 0
3 0
2 0
10
0
10 0
9 0
8 0
Used a fee-charging debt consultancy service, before spoke to NDL?
Yes, using
10
90
No
28

 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
%
Agree
Year
% Strongly agree
Total Scotland
The advisor was easy to talk to
80 15
2008
2006
2005
2004
80
83
82
81
76
80
76
69
You had a sense of confidence in the service
72 21
2008
2006
2005
2004
72
69
70
67
76
64
62
63
You felt you had made a positive step towards managing your debt
68 22
2008
2006
2005
2004
68
69
69
65
70
64
49
56
Base: all (300)
29

 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
The advisor dealt with your situation in a professional way
%
Strongly agree
84
Agree
14
The advisor was knowledgeable
The advisor dealt with your problem in a sensitive way
You felt the advisor understood your situation
The advice provided was clear and easy to understand
You had a better understanding of how to manage your debt as a result of contacting National Debtline
79
79
77
74
65
Base: all (weighted): 300
30
24
16
16
14
19
‘08 ‘06 ‘05 ‘04
Total
Scotland
Total
Scotland
Total
Scotland
84
76
79
78
79
84
85
78
82
80
80
74
84
84
78
76
81
80
Total
Scotland
Total
Scotland
77
74
74
68
76
62
76
71
76
70
74
70
Total
Scotland
65
64
61
56
67
62
Base: Callers in Scotland: 50
66
50
75
67
75
65
83
71
77
63
77
67

 What could National Debtline do to improve the service they offer?
I think that some of the advisers are a bit abrupt Get more operatives…it’s getting harder and harder to get in contact with them
It’s 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
It is important to let people know that it is free, impartial and not for profit
If they could provide a bit more information for people at the early stages E.g In school
31

 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?
%
Another debt management company
30
31
Fee- charging debt management company
Base: on DMP
Yes, fee charging
No
Total
21
43%
57%
Set up by CCCS/ Payplan after being referred to them by National Debtline
28
44
Set up by CCCS without
National Debtline acting as intermediary 7
18
Can't remember/ Not sure
10
13
Payplan without National
Debtline acting as intermediary
9
11
2008
2006
Base: all on debt management programme (2006: 75; 2008: 71)
32

 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?
% Very good Good
‘08 ‘06 ‘05 ‘04
The amount of information provided
75 19
Total
Scotland
75
78
74
67
73
70
75
72
How clearly presented the information was
How useful the information given was in helping you to manage debt
How relevant the information provided was to your situation
How easy it was to understand
72
70
69
20
18
22
68
Base: all who recall literature sent:275
34
20
Total
Scotland
72
74
73
65
70
65
68
57
Total
Scotland
70
72
69
57
67
67
72
59
Total
Scotland
69
78
70
63
69
63
68
61
Total
Scotland
68
72
66
61
Base: Scotland: 46
64
65
65
54


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
%
Finding out more about the service National Debtline offers
Searching for information and advice about debt
Finding the telephone number for National Debtline
Using the personal budget sheet
Accessing the factsheets
Viewing/ downloading sample letters
Downloading information packs
Requesting documents to be posted to you
Emailing National Debtline for advice 6
19
37
49
48
46
74
73
72
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) 35

 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?
The amount of information provided
Very good
65
Good
24
Total
Scotland
‘08 ‘06
65
70
61
45
How useful the information was in helping you to manage your debt
59 28
How clearly presented the information was
How easy it was to understand
59 34
62
%
Base: all who have visited website: 140
36
29
Total
Scotland
59
57
55
38
Total
Scotland
59
57
53
41
Total
Scotland
62
70
53
34
Base: all callers in Scotland who have visited website: 29 in 2006 and 23 in 2008
(base too small in previous waves)

 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?
47%
50%
2006 2008
Other sources mentioned:
Yellow pages
Credit reference agencies
Moneysavingexpert.com
Through work/ job
11%
13%
11%
13%
6% 6%
4% 4%
Internet search engine
Citizens Advice
Bureau
Another website
Friend/ relative TV/ media
2% 2%
Article in paper/ magazine
2%
3%
1%
2%
3% 3%
Financial advisor/ bank
People I owe money to
Something else
Base: all who completed on-line survey (475 in 2006, 450 in 2008)
38

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 ?
Yes, experienced such problems No, didn't experience such problems
23% 77%
Base: All respondents who found the website via Internet search engine (220)
Q. Experiences and details of other websites tried first?
Other sites charge/ aren't free
Other websites come up first/ at the top of the list
Others with similar name 18%
39%
31%
Confused 10%
Other
39
18%
Base: All respondents who found the website via
Internet search engine and had difficulty finding it (51)

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
Financial/ debt problems
For the letter templates
Research/ information
To help a friend/ family member/ client
For a budget plan/ sheet 4%
Looking for/ downloading factsheets
2%
8%
12%
Info about CCJs 1%
Other
Base: all who completed on-line survey (450)
8%
20%
40
48%
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
I’m reaching the end of my tether with debt and have finally decided to take the bull by the horns and do something about it!

47%
64%
No
Intend to
Yes
16%
21%
37%
14%
2006 2008
Base: all who completed on-line survey (475 in 2006, 450 in 2008)
Have you spoken to
National Debtline advisers by phone?
41
71%
50%
50%
29%
2006 2008
Have you visited the
National Debtline website before?

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
Yes No Yes No
31% 69% 34% 66%
Citizens Advice Bureau
Who else have you contacted ?
36%
36% Debt consultancy service
Friends/ family
CCCS
Bank
Payplan
Accountant 3%
Solicitor 1%
Lawyer 1%
19%
16%
14%
11%
Local council 1%
Other 11%
Who else have you contacted ?
Citizens Advice Bureau
Debt consultancy service
Friends/ family
CCCS
Bank
16%
12%
25%
Payplan
Accountant 3%
13%
Solicitor 5%
Lawyer 1%
Local council 4%
Other 7%
48%
42%
Base: all who contacted someone else for advice (146 in 2006, 154 in 2008)
42

Searching for information and advice about debt
2006
2008
Finding out more about the service
National Debtline offers
2006
2008
Viewing/ downloading sample letters
2006
2008
Downloading self help information pack
2006
2008
Accessing the factsheets
2006
2008
Have used
38%
59%
28%
50%
29%
43%
24%
45%
27%
30%
39%
43%
35%
Intend to use
50%
28%
34%
28%
28%
45% 26%
Base: all who completed on-line survey (475 in 2006, 450 in 2008)
43
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

 Further evidence of website serving plethora of needs
23%
Have used Intend to use
38%
Using the personal budget sheet
2006
2008
39% 29%
Base: all who completed on-line survey
(475 in 2006, 450 in 2008)
Finding the telephone number for National Debtline
2006
21% 33%
2008 36% 32%
2006
6% 25%
Requesting documents to be posted to you 2008
18% 26%
2006
7% 29%
Emailing National
Debtline for advice
2008
10% 33%
Did you find what you were looking for?
Yes
84%
No
16%
Base: all who completed on-line survey (450)
44

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:
Easy to understand information
Amount of information
General content
Presentation of information
Ease of use
Ease of finding information
Design
2008
2006
2008
2006
2008
2006
2008
2006
2008
2006
2008
2006
2008
2006
Good
38%
42%
40%
40%
40%
42%
38%
44%
38%
43%
37%
44%
41%
41%
Excellent
42%
29%
29%
40%
39%
28%
36%
26%
36%
26%
36%
24%
26%
21%
Base: all who completed on-line survey (475 in 2006, 450 in 2008)
45

Feedback regarding site is mainly positive, with some small criticisms
An excellent source of reliable information
Your interactive personal budget sheet is a marvel
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!!!
Extremely helpful & knowledgeable.
Thank you
I’d 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
Much needed and useful resource for both the general public looking for information and advice and for advisers to use as a resource tool
I think that your fact sheets are the best that are available
Make it easier to find from an internet search engine
Fantastic service that has helped me more than once!
It should have a discussion forum so we can all help each other more
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
46

 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?
48%
2006 2008
36% 36%
35% 35%
25%
18%
12%
14%
11%
13%
9%
8%
4%
2%
Contact your creditors
Complete a budget form
Telephone
National Debtline
Visit another money and debt advice website
Base: all who completed on-line survey (475 in
2006, 450 in 2008)
(NB: Prompted responses)
Consult bank/ lawyer/ other professional service
47
Telephone another money and debt advice service
Email National
Debtline
*1
Something else
*1 Addition to 2008 questionnaire

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
4 years on
5 years on
2 years on
Very satisfied
72%
Fairly satisfied
22% 94%
4 years on 85% 7%
92%
5 years on 68% 29% 97%
Extremely helpful
77%
80%
77%
Fairly helpful
21%
15%
19%
98%
95%
96%
And satisfaction with all elements of service remains broad over time
 Intensity of satisfaction marginally higher amongst first contacted 4 years back
And virtually all would recommend
National Debtline to someone they knew in difficulty with debt
 Again deep felt and lasting
2 years on
4 years on
5 years on
Definitely recommend
89%
85%
Probably recommend
9%
12%
98%
97%
97% 3% 100%
Base: All 2 years on (90), All 4 years on (41 ), All 5 years on (31)
50

Previous callers appear to be successfully reducing their debts over time
Proportion of respondents who currently have outstanding debt
81%
73%
68%
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
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)
51

 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:
Contacted companies to whom money was owed?
Two years on: 70%
Four years on: 78%
Five years on: 61%
Base: All 2 years on (90), All 4 years on
(41 ), All 5 years on (31)
Came to an agreement/ made new arrangement using NDL advice?
Two years on: 81%
Four years on: 81%
Five years on: 89%
Base: all came to agreement 2 yrs
(63), 4 yrs (32) and 5 yrs (19)
Attempt to make any new arrangements using NDL advice?
35%
Base: all not come to arrangement (20)
Kept to the agreed arrangement?
Two years on: 90% Four years on: 92% Five years on: 94%
How long have you had this arrangement?
Less than 6 months: 6%
6-12 months: 24%
Longer than 1 year: 48%
Longer than 2 years: 22%
How long have you had this arrangement?
Less than 6 months: 5%
6-12 months: 5%
Longer than 1 year: 35%
Longer than 2 years: 55%
How long have you had this arrangement?
Less than 6 months: 25%
6-12 months: 19%
Longer than 1 year: 6%
Longer than 2 years: 50%
Base: all who came to an arrangement with creditors and kept to it: Two years on (46), four years on (20) and 5 years on (16)
52

Situation when received advice…
 24% had not contacted companies owed money to after receiving advice
At time, any apply…
Base:
I had already contacted companies owed money to
On DMP
Had IVA with companies owed money to
Already declared bankrupt
None of above applied
Other help
53
%
(48)
27
25
15
6
19
8

How helpful has the information and advice from National Debtline been in helping you deal with money and debt on an ONGOING BASIS?
Extremely helpful Fairly helpful Not very helpful Not all helpful
2 years on
66% 26% 6% 2%
4 years on
65% 33% 2%
5 years on
73% 17% 10%
Base: All 2 years on (90), All 4 years on (41 ), All 5 years on (31)
 How has National Debtline affected you in the widest sense ?
Four years on: 7.4
Five years on: 6.9
% scoring 7+ (major impact):
• 2 yrs on – 71%
• 4 yrs on – 78%
• 5 yrs on – 61%
Two years on: 7.5
No impact on you whatsoever
1
54
5
Fundamentally changed your life
10

Contacting NDL was a positive step towards managing your debt
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
2 years ago
4 years ago
5 years ago
Strongly agree
55%
63%
63%
68%
76%
80%
70%
71%
68%
88%
86%
78%
84%
80%
78%
Total agree
90%
92%
87%
Base: All 2 years on (90), All 4 years on (41 ), All 5 years on (31)
56

 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
2 years ago
4 years ago
Total agree
I feel less likely to find myself in a similar situation
5 years ago
% Strongly agree
56%
70%
90%
76%
61% 80%
I feel more in control of my life as a result
42%
63%
61%
90%
78%
77%
I am more knowledgeable about financial matters overall
61%
61%
58%
88%
85%
81%
I feel more confident about managing my money in general
57
48%
60%
61%
89%
81%
80%
Base: All 2 years on (90), All 4 years on (41 ), All 5 years on (31)

It has turned my life around. The whole situation terrified me and I didn't believe that there was a way out…I 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 better…I 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
Extremely helpful because everything was put into black and white and I could choose which option to go for
58
It certainly took the pressure off me - it feels like a bit of a victory
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

Emotional or mental state
Overall well being
Overall personal confidence
Quality of family relationships
Physical health
Work and employment
2 years ago
4 years ago
5 years ago
% Positive impact
89%
90%
90%
Positive
89
90
90
No difference
Negative
9
10
6
2
-
3
44%
48%
56%
69%
76%
81%
88%
64%
76%
74%
83%
81%
87%
93%
94%
-
2
-
1
-
-
2
2
-
1
-
-
1
-
-
54
41
52
34
24
26
29
15
19
23
12
19
12
7
6
44
56
48
64
76
74
69
83
81
76
88
81
87
93
94
 36% had visited Doctor because of stress caused by being in debt
 23% had time off work as a result of stress
60
No notable variation by longevity

 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?
Read it and acted on it
83%
Not read it but kept for future reference
9%
84% of callers from 4 and 5 years ago reported that they read and acted on the information, reinforcing its long-term value
Read it and threw it away
7%
Throw it away without reading
1%
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
62

 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
64

 Only a minority sought additional advice once they had contacted National Debtline
 Of those who did, Citizens Advice was again the most likely alternative
Yes No
Had you spoken to anyone else for advice on managing money or debt since your calls to
National Debtline?
26 74
%
Base: all: 300
 Who else have you contacted?
Citizens Advice Bureau
CCCS
Payplan
Debt consultancy service
Other free debt advice service
Fee-charging debt service
Local council
Bank
Finance company
Family / Friends
Solicitor
3
3
3
4
4
5
6
8
13
%
24
31
Base: all respondents who had contacted someone else: 82
66

 Were you aware that you could contact NDL for advice by email?
Yes No Not sure / don't know
48 48 4
%
 Did or would you consider emailing NDL for advice rather than contacting them by phone?
10
Yes - did consider
33
Yes - would consider No - did / would not consider
57
%
 Why wouldn’t 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%
67
Base: all who visited NDL website and not contacted NDL by email (weighted): 113

 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 can’t 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…
[ All received reply by email ]
The quality of information/ advice offered
The way they responded to your email
The speed of response to your email
Very satisfied
1
5
6
Fairly satisfied
1
Neither/ nor
1
Fairly dissatisfied
-
Very dissatisfied
-
2
1
-
-
-
-
(Number of respondents)
-
-
68

I think it’s great that there is someone who is non judgmental and supportive to talk to in a crisis
It is an important service and I hope it continues the good work
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
69

 Which types of debt did you have when you first contacted National Debtline?
63
%
36
10
9 9
7
6 6
5
Credit card Personal loan Mortgage arrears/ secured loans
Overdraft Catalogue debts/ bills
Utility bills
Base: England and Wales: 250, Scotland: 50
70
Other unsecured loans
Store card Council tax

%
 What was approximately the total amount of debt you held at the point when you contacted National Debtline?
12 12
17
Mean debt*
Total
Eng & Wales
£23,024
£23,444
Scotland
On DMP
Not on DMP
£20,907
£32,051
£20,257
* Ex undisclosed/ unsure
9
8 8
7
6
5 5
4
2 2 2
Under
£2,499
£2,500-
£4,999
£5,000-
£9,999
£10,000-
£19,999
£20,00-
£25,000
£25,000-
£30,000
£30,000-
£40,000
£40,000-
£50,000
£50,000-
£60,000
£60,000-
£80,000
£80,000-
£100,000
£100,000+ Not disclose Not sure
Base: England and Wales: 250, Scotland: 50
71

Gender
Male Female
59 41 %
Age
2 21
18-24 25-34 35-44 45-54 55-64 65-74 75+
36 24 15 2
Ethnicity
White (British, Irish or other)
Mixed (e.g. White & Black Caribbean orWhite & Asian)
Asian or Asian British
Black or Black British
94
Base: all (300)
72
1 2 2
%
%

Employment Status
Working full time Working part time Unemployed Responsible for household Retired Other
47 19 11 9 6 7
Predominantly unable to work due to ill health/ disability
%
Marital Status
Married / cohabiting Divorced / separated Single Widowed
55 15 26 3 %
Dependant children living at home
One Two Three
21 22
More than three No children at home
45 8 4
Base: all (weighted):
73
300
%

%
12
11
8
Mean income*
Total
Eng & Wales
£22,495
£22,539
Scotland
On DMP
Not on DMP
£22,227
£23,176
£22,263
* Ex undisclosed/ unsure
5 5 5
4 4 4
3 3
<£9,499 £9,500-
£11,449
£11,500-
£13,449
£13,500-
£15,499
£15,500-
£17,499
£17,500-
£24,999
£25,000-
£29,999
£30,000-
£34,999
£35,000-
£39,999
£40,000-
£49,999
>£50,000
Base: all (300) Nb 36% did not disclose
74

 Often, users come to the website seeking specific information:
I need help with a sample letter I’d like to find some information on
IVAs
To re-enforce information contained in
National Debtline's booklet
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:
I work in a CAB and know that your fact sheets are excellent. I wanted to give one to a client
Work related research - trying to find info on bankruptcy
Research for a college project
My daughter is being chased by debt collectors for a debt she does not owe
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
76

 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
There's nothing they could do to improve it, it’s a fantastic service
Clear understandable layout, detailed site map, not using long words - putting the content into layman terms
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'
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
77
I prefer talking to somebody who can sort it out quickly

 How did you first hear about National Debtline?
2006 2008
32%
34%
16%
20%
15%
11%
12%
9%
10%
9%
Other sources mentioned:
Previous knowledge
Yellow pages
Credit reference agencies
Moneysavingexpert.com
Through work/ job
Internet search
Citizens
Advice
Another website
TV/ media Friend/ relative
Base: all who completed on-line survey (475 in 2006, 450 in 2008)
3%
2% 2%
4%
Article in paper/ magazine
78
Financial adviser/ bank
1% 1%
Yellow pages
1% 1%
2%
1%
2%
5%
Credit reference agency
People I owe money to
Leaflet Something else

Male Female
65% 2008
Gender
2006
35%
2008 5%
38% 62%
18-24 25-34 35-44 45-54 55-64 65-74
24% 38% 21% 10% 2%
Age
2006 8% 30% 39% 19% 4%
Base: all who completed on-line survey (475 in 2006, 450 in 2008)
79

Ethnicity
2008
90
80
70
60
50
40
30
20
10
0
1st Qtr 2nd Qtr 3rd Qtr
White (British, Irish or other)
Asian or Asian British
Black or Black British
4th Qtr
90%
2006
92%
80
Base: all who completed on-line survey (475 in 2006, 450 in 2008)

Marital status
2008
Married/ cohabiting
56%
Single Divorced/ separated
24%
Widowed
14% 2%
2006
Employment status
Working full time
Retired
2008
48%
56%
Working part time
Self-employed
14%
25% 13% 1%
Responsible for household Unemployed
Other
6% 11% 4% 9% 5%
2006
60% 14% 9% 6% 1% 6%
Base: all who completed on-line survey (475 in 2006, 450 in 2008). Refused not shown
81

 Since last call to NDL, encountered any further difficulties with managing money and debt…
Yes, further difficulties
Contacted anyone else for advice:
5 years on 23%
4 respondents
4 years on 24%
4 respondents
2 years on 13% 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?
Citizens Advice
CCCS
Family/ friends
Other free debt advice
Other
2 years on callers
(number of callers)
1
1
2
1
3
4 years on callers
(number of callers)
0
2
0
0
2
5 years on callers
(number of callers)
0
0
1
0
3
Base: All who contacted somebody else for advice - 2 years on (6), All 4 years on (4), All 5 years on (4)
83


What actions have you taken as a result of the advice provided by National Debtline?
30
34
35
Contact creditors
Draw up a budget
Debt management plan/pay plan
Declared myself bankrupt
Consult CCCS
Consult CAB
Consult Payplan
Got financial situation under control
Took out an IVA
Got advice/information
Reduced debt
2
3
3
3
5
7
1
3
3
5
6
7
2
3
5
6
6
7
10
12
14
16
13
7
7
6
6
5
6
84

(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?
Contact creditors
Call National Debtline
Draw up a budget
Wouldn't get into that situation again
7
10
13
16
10
16
21
23
85
44
52
55
41
%
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)

Actually getting through to them in the first place is the main downfall
I think it should be advertised even more…I had to go looking for it
Just have more phone lines
If anything, NDL could improve by just shouting a bit louder
(about what it does)
The documents they send could be a bit more concise
Give some example of responses from creditors who have received letters which have been sent out as instructed by National Debt Line
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
86

 If on a debt management programme, who was it that set up this arrangement for you?
Set up by CSSS/ payplan after being referred to them by
National Debtline
Another debt management company
23
36
CSSS without National
Debtline acting as intermediary
Payplan without
National Debtline acting as intermediary
Not sure/ Can't remember
8
11
23
Base: All on debt management programme – all years (53)
87

Age
2 years on callers
4 years on callers
5 years on callers
1 12
15
30
44
36
29
13 8
10 2
10
18-24
35
25-34 35-44 45-54
42
55-64 65+
10 3
%
Base:
All 2 years on (90)
All 4 years on (41)
All 5 years on (31)
General population age breakdown
General population
13 13 15 13 12
15-24 25-34 35-44 45-54 55--64 65+
Source: ONS (% under 15 not shown)
88
16
%

Employment Status
2 years on
4 years on
42
46
16 4
29
11 9
10 5
14 2
7 2 %
5 years on
45 19 6 6 6 16
Marital Status
Working full time Working part time Responsible for household Retired Unemployed Unable to work Self employed
Refused not shown
2 years on
4 years on
5 years on
63 22 12 2
61
71
Married/ cohabiting
15 22 2
%
Single Divorced/ separated
16 6
Widowed
6
Base:
All 2 years on (90)
All 4 years on (41)
All 5 years on (31)
89

Mean income*
Total
2 years on
£21,319
£20,699
4 years on
5 years on
%
£22,922
£21,120
* Ex undisclosed/ unsure
12
10 10
12
10
12 12
7
<£9,500 £9,500-£13,499 £13,500-
£17,499
2 years on 4 years on 5 years on
21
Base:
All 2 years on (90)
All 4 years on (41)
All 5 years on (31)
24
23
17
22
23
20
£17,500-
£24,499
13 13
12
10
7
£25,000-
£34,999
4
2
£35,000-
£49,999
3
£50,000+ Undisclosed
90

Total
2 years on
4 years on
Mean debt*
£23,109
5 years on
£26,355
£19,580
£17,267
* Ex undisclosed/ unsure
33
2 years on 4 years on 5 years on
43
27
29
19 19
13
11
10
34
Base: all with outstanding debt
2 years on (73)
4 years on (30)
5 years on (21)
Refused not shown
23
19
%
Under £2,500 £2,500-£9,999
91
£10,000-£24,999 £25,000+

 Which types of debt do you currently have?
71
67
63
Base: all with outstanding debt
2 years on (73)
4 years on (30)
5 years on (21)
2 years on 4 years on 5 years on
40
42
29
Credit card
10
17
14 14
13
11
5
7
12
Personal loan Other unsecured loans
Mortgage arreas/secured loans
Store card
14
13
Overdraft
5
14
8
5
3 3
Catalogue debts Hire purchase
3
1
Rent arrears
3
1
Utility bills
92