'Don't force your cause on donors'

Fundraisers should be less concerned about building relationships and develop donor happiness instead, delegates at the Scottish Institute of Fundraising's annual conference were to be told this week.

Richard Radcliffe, director of charitable legacy specialist Smee & Ford, told Third Sector he would be telling the conference there was a fine line between building relationships and maintaining donor happiness, and that forcing relationships was deterring donors.

"They are becoming an-tagonistic towards repetitive contact," he said in advance of the event. "The pressure is producing an enormous amount of unhappiness, which is reducing the lifetime value of donations."

Radcliffe said charities should focus on telling donors about the difference their money has made rather than trying to be their friend with continual communication.

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