Choose your sites with care, chuggers told

Street fundraisers could boost donor sign-ups by choosing locations where the public is more likely to be sympathetic to the charity's cause, according the chief executive of the Public Fundraising Regulatory Association.

Mick Aldridge told delegates at the Where Now for Face-to-Face Fundraising? conference on Friday that most face-to-face fundraising takes too much of a scattergun approach and charities should target donors in the same way that they do with direct mail.

“This might mean fundraising on a particular site where they will be certain to identify donors,” Nik Earl, communications manager at the PFRA, told Third Sector after the event. “For example, if it was a charity that wanted to appeal to parents, a site outside Mothercare would be appropriate.

“Obviously people don’t walk around with banners on their heads saying ‘I want to give to animals’ or ‘I want to donate to third world countries’ but you can guess who they are likely to support by where they are shopping.”

Fundraising firm Future Fundraising is testing a door-to-door fundraising campaign based on postcode profiles of its committed long-term donors.

The test, using YWCA England & Wales, which works with disadvantaged young people, used Acorn geodemographic profiling technology to identify postcodes where significant numbers of long-term givers live.

Rupert Tappin, managing director of Future Fundraising, said the donor profiling would bring more targeted and responsive fundraising.


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