Fundraising News: Children's charity tests out 'circular' fundraising model

The NSPCC is piloting an American method of fundraising that aims to build a base of passionate and committed lifelong donors.

It is based on a fundraising system created by Terry Axelrod, the founder of US-based organisation Raising More Money, who is touring the UK this week to promote the model.

Axelrod has called her system "a circular organic process to build lifelong relationships with donors".

The four-step method, being tested by the Berkshire NSPCC, takes place over a period of one year. It starts by inviting potential donors to a one-hour event at which they are given information about the charity.

Guests are then asked for their permission to be contacted again.

After a few months, the charity makes follow-up calls to ask potential donors if they would like to get involved. Those not interested are not contacted again.

For the third step, another event is held at which supporters can ask questions before being asked to commit to giving, for example, £500 a year for five years.

Finally, donors are encouraged to introduce others to the 'circle'.

The NSPCC has just finished the final stage. The charity said it will assess the results of the trial run before making any commitment to continue using the model.

Stephen George, director of community appeals at the NSPCC, said: "It has been a useful opportunity to engage people in a systematic way."

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