Hall, D., Jones, S. C, Andrews, K. L & Cridland, EK. (2013). Community perceptions of and suggested fundraising strategies for local charities. R. Brodie. ANZMAC 2013 Conference Proceedings 1-7. Auckland: University of Auckland.
Increasing competition for charity dollars has led many charities to reconsider their approach to fundraising. While donors are more likely to support charities they have a personal connection with, low psychological involvement with a charity influences the desire to switch. Local charities are commonly smaller and less resourced than state, national or international charities, but have the opportunity to increase and maintain donors by utilising strategies that increase community engagement. The current study, undertaken with people aged over 15 years in a regional area, found that most donors disliked guilt inducing techniques and telemarketing. Participants suggested more effective strategies including workplace giving, social media, local media partnerships and events that encourage community participation and connectedness. They preferred raising funds for discreet items and stressed the importance of regular communication with donors regarding positive achievements. The insights are useful for all charities in determining fundraising strategies and maintaining positive donor relationships.
Centre for Health and Social Research
Open Access Conference Paper