Challenges for the charity sector
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Charities should rethink fundraising strategy, says research
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04/06/2010
News Article Summary
Tough economic times pose new challenges for charity sector. With donors being choosier and more demanding than ever charities need to work harder and smarter.
News Article Content
New research from UK reveals that charities should contact people shortly after they have made a donation to encourage long term commitment. British direct marketing agency DMS, which specialises in the charity sector, says that while most charities currently avoid asking supporters to give more money shortly after donating, they should rethink the strategy because recent cash donors are most likely to become regular givers.
The research, carried out with animal charity Cats Protection found that nearly half of people that commit to regular giving, have made a gift or purchase from the charity within the previous 60 days. DMS says the findings could have a marked impact on how charities approach donors through fundraising campaigns.
Source: marketingweek.co.uk
Our thoughts:
We agree, times are tough for charities and recency is a very strong predictor of propensity to donate. Direct Mail would be a perfect medium to connect with donors post initial donation, as according to Irish research consumers are twice as likely to part with their hard earned cash, if they receive a direct mailing, versus email, phone and online advertisements.
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