Wednesday 3 October 2012

Why funding cuts won't cut it with your donors

A report just published by the Institute of Fundraising and YouGov has found that only 8% of donors think that a reduction in government funding to charities would prompt them to make a donation.

This is a sobering fact for those tasked with creating a compelling case for support to encourage donations in a time of austerity.

Charities that have relied on state funding for much of their income are looking with renewed interest at their voluntary fundraising strategies.

But it's clear from this report that simply saying "Please help us keep this service open!" won't be enough to convince donors to give.

Instead, donors want to see charities keeping within the law, properly publicising their cause and telling donors how they spend their money and the impact it has.

This isn't rocket science, but donors' preferences can sometimes be overlooked in the face of urgent organisational priorities.

And for any charity looking to make a solid case to the Board about the need to invest in fundraisers, well, this finding from the report might help:

38% of people surveyed who had donated in the last three months said they would not have donated at all if they hadn't been asked to by a fundraiser.

In a time of unprecedented cuts, fierce competition between charities, and a public concerned about the affordability of donating at all (61% said it's the main obstacle to giving to charity) fundraising has seldom been tougher.

The charities that fare best will be those who listen to their donors, spend time getting their case for support right, and above all else, invest in people who know how to inspire donors to give.