Benchmarking Studies

People Count 2021

Benchmark key HR and workforce management metrics against others in the sector, identify areas for improvement, build a case for change, and track progress.

What is People Count?

People Count is the annual study for the not-for-profit sector, enabling you to compare your key HR metrics with not-for-profit benchmark data, and make solid evidence-based strategic decisions. Topics covered include:

people count

  • Diversity
  • Remote Working (new for 2021)
  • Recruitment and Retention
  • L&D
  • Appraisal and Performance Management
  • Absence Management
  • Employee Relations
  • The HR Function
  • Reward
  • Future Developments



“People Count is a must-have for our HR team. It allows us to compare ourselves and our HR metrics to other relevant organisations and gives us the confidence we need to make decisions on our policies and renumeration packages for staff”

Alex Taylor, HR Manager (Systems, Data and Support), Crisis U.K


Why take part in 2021?

This year the study will cover the period April 2020 – March 2021, measuring the impact of COVID-19 on not-for-profit organisations’ key HR and workforce metrics.

Learn how your peers in the not-for-profit sector are approaching key topics such as remote working, as well as their good practice in other areas.

Understand and compare your diversity statistics and other key HR and workforce metrics with 7-20 peer organisations of your choice, as well as the whole sample.

Taking part provides you with the online tools to drill down into your organisation’s results, and the full set of published reports.

It is an essential tool for measuring the effectiveness of key areas such as recruitment, absence management and learning & development.


People Count 2021 Brochure

Everything you need to know about the People Count 2021 study in one place. Download for free and share with your colleagues.

Download Brochure

How does it work?

When you sign up to People Count, we’ll send you login details to access the online questionnaire.  Then:


People Count 2021 timetable

Bookings welcome January 2021
Questionnaire available 6th April 2021
Early-bird prices expire 31st May 2021
Deadline for completing questionnaire 25th June 2021
Publication of reports 30th August 2021
Product Training Webinar 8th Sept 2021
Results Webinar 22nd Sept 2021

People Count 2021 pricing

Early Bird offer
(until 31.05.21)
Standard price
(from 01.06.21)
 Income Member* Non-member All
<£5m £370 £405 £810
£5m – £10m £470 £505 £810
£10m – £25m £570 £605 £810
£25m +
£670 £705 £810


Prices exclude VAT.

* Members of AMHP, Charities HR Network, Hospice UK, NUS, VODG, NCVO


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Our partners

Association of Mental Health Providers Charities HR Network Hospice UK National Union of Students NCVO Voluntary Organisations Disability Group

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