Finding new donors is top focus of charities, research finds

Study by Pearlfinders reveals that 68 per cent of charities surveyed say donor acquisition is top priority

Pearlfinders
Pearlfinders

Fundraisers are spending more time finding new donors and less time asking existing donors to give more, research by the market analysis company Pearlfinders suggests.

The company asked 96 charities to choose, from three options, what their main fundraising priority had been in the first quarter of 2011.

The proportion of charities that said donor acquisition was their most important priority increased from 56 per cent in 2010 to 68 per cent this year. The percentage that chose developing existing donors fell from 37 per cent in 2010 to 18 per cent this year.

Those focusing on retaining donors rose from 7 per cent to 12 per cent.

Anthony Cooper, managing director of Pearlfinders, said that despite the findings investment in development and retention would return as new donors would demand "sophisticated engagement strategies to stay on board".

"In terms of acquiring new individual donors, the evolution of digital and social media channels is increasingly offering opportunities for lower-cost donor acquisition and awareness campaigns, whose effectiveness can be measured and reported on more accurately," he said.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus