Some food for thought from the International Fundraising Conference late last week, with fundraisers being told that some charities are spending too much time trying to attract new donors, and putting too little effort into valuing and retaining existing donors. Fundraising consultant and former charity appeals director Giles Pegram told conference delegates that donors had become “victims of fundraising processes”. “The job of fundraisers is to be the bridge, the link between the donors and the cause, but we get it wrong. We think about donors very little, we come to work thinking about fundraising activity not our donors, who are the victims of the fundraising process,” he said. Fundraisers analyse every activity, every mailing and piece of communication, and measure the response to judge success, he said, but this doesn’t consider the donor. “We don’t think how is this building the relationship with the donor, how are we enhancing their experience,” he said. “Our way of saying ‘thank you’ is pretty unconvincing and many don’t say thank you at all.” Read more here:
Posted on: Mon, 20 Oct 2014 05:09:30 +0000