What is the most effective method for charity fundraising?
Recent pieces on Mumbrella around charity street fundraisers have stirred debate about the pros and cons of the practice. Here Angela Brooks looks at what the statistics show is the best way of fundraising.
Following Mumbrella’s recent stories on the pro’s and con’s of ‘chuggers’, I thought it may be of value to reveal what the statistics show is the best fundraising strategy for charities and how to secure more out of the Australian hip pocket. The results will surprise many.
Brooks
For over 20 years McNair Ingenuity Research has conducted an annual survey on the awareness and support of major charities. This subscription survey allows charities to understand where they sit in the market, recognise what motivates donors, how to secure the most donations for the investment made and other key strategies.
I would like to see an investigation into cause based marketing, such as those companies that associate themselves with the Glenn McGrath Foundation. As far as I could tell from the saturation advertising over the summer, the whole point of the GMF is to sell Toyotas.
I’m sure this article was interesting, but I couldn’t get past the headline. “What IS the most effective methods…”
I’d rather an in-depth look into effective schooling.
Hey Tom, it says method, not methods. Singular.
As well as media, surely there is the issue of engaging volunteers? Are we a volunteering country? That is really big in the US.
What do we think?
I don’t see any environment-related charities like WWF? I’m assuming not-for-profits like WWF wont figure on this list?
Fascinating stuff and you hit it the nail on the head with most effective ways of increasing awareness being fundraising approaches. What confuses me, and possibly highlights the difference between survey/opinion and actual transaction data was your bit about approaches.
‘However, our data shows that there has been a steady decline in direct approaches, with 66 per cent of people saying they have been approached by a charity in the last year, down from 88 per cent in 2009. Are charities too afraid to ask directly for money? Perhaps they do not know how to ask?’
Data showing number of direct mail and face to face actual approaches (rather than people’s memory of approaches) shows them both up enormously, along with number of new donors (230k new regular givers across 70 charities studied for example – up from 200k the year before).
For a quick rundown on giving check out the short ‘state of donation’ video here. http://paretofundraising.com/