Too many requests for too many donations – it’s something that’s real and has a negative impact on charities. Not only do the constant calls and requests have a negative impact on amounts raised, but also on people’s attitude to charities.
In reality, from my experience, people have organisations that are close to their heart, organisations they can see are making a real purposeful difference in their own communities.
Charities do need to cast the net wide, they need a wide reach to raise the much needed funds they need to do their work; but in doing this they are catching people who are already feeling the financial pinch from increasing personal costs, housing costs, food etc. This can cause people to feel that they’re not doing their bit when an organisation contacts them for support, this can have a flow on effect with people rethinking their entire charity giving.
Is there a way charities can make better use of targeting for donations? Probably, but in reality there is likely to be added costs in doing this – costs, that many, probably all charities can’t justify.
So what’s the solution?
There probably isn’t a one size fits all solution, but as others have been talking targeted, stand alone websites are probably a way to go.
If people can see exactly where funds are going, that there’s no middle man taking a slice of the pie they’re more likely to want to give, and may well agree to a regular giving programme if it were done in a way that they weren’t burdened with more requests, constant newsletters and then the annual receipts needed to claim tax rebates.
If there was a way you could give differently, or your organisation could solicit differently to reduce costs what would it be – would you develop a standalone giving platform or engage with an non commission (fee charged) service?
One thing I know charities will say is that they need the contact details of donors to stay in touch – sure, this can be a real need, and can help reduced donor acquisition costs.
What other things could be looked at for donor engagement and increased support?
Your thoughts, ideas and comments would be great to hear.
Also, take a look at this from TVNZ Breakfast show – The New Charities