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Information is key to retaining donors, says poll
By Hannah Jordan, Third Sector Online, 1 October 2008
Nearly a quarter of donors who stop giving do so because they can't see where their money is going, according to a new poll.
Thirty-five per cent of respondents to the poll, carried out by CCBFastmap, said they had stopped giving to a specific charity at some point.
Of those, 22 per cent said they had stopped supporting a charity because it was not clear how their money was being spent.
Forty-one per cent stopped giving simply because they could not afford it.
Nearly 70 per cent of respondents said they currently donated to charity. Six per cent were happy to receive phone calls and 20 per cent were willing to receive direct mail packs.
High administration costs, high directors' salaries and bad media publicity also made it onto the list of reasons why donors lose trust in a charity. However, none of the donors had been tempted to change allegiance because of incentives or free gifts.
Contact by mobile phone came out as the least popular means of communication.
CCBFastmap questioned 4,000 UK adults for the poll as part of its Marketing GAP Tracking Study, which it has run annually since 2005.
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All Comments Make a comment
One Small Voice?, 1 October 2008, 11:54
However, none of the donors had been tempted to change allegiance because of incentives or free gifts.....Well, you wouldn't actually admit it would you?
[Report this post]
Adrian Sargeant, 1 October 2008, 14:03
Indeed - and I'm afraid even people who respond regularly to direct mail claim not to want it. Its the same with telemarketing. This is all socially desirable responding.[Report this post]
Moe Nawaz, 3 October 2008, 08:12
We run an online donation and fundraising site and the number of people that ask us how much of their money will fillter down to the cause and how much on admin. Fear that the charities dont care about the donations they get. I think charities need to spell this out for the donors more so now than ever as every pound is going to be harder to get with the economy the way things are.[Report this post]
Richard Marsh, 3 October 2008, 09:49
The ImpACT Coalition (www.impactcoalition.org.uk) aims to help charities communicate their impact and the cost-effectiveness of multiple ways from which they choose to raise funds[Report this post]