Fundraising: Advocacy 'beats asking for cash'

Charities should focus less on fundraising and more on outreach to attract major donors during a recession, according to philanthropist and investment banker John Studzinski.

Speaking to delegates at last week's annual Raising Funds from the Rich conference in Westminster, Studzinski said charities should concentrate on advocacy and building networks instead of glitzy dinners. "If a charity can be seen as the leading advocate of its cause, the fundraising will come more discreetly, more elegantly and more meaningfully," he said.

Studzinski predicted that major donors and grant foundations would cut donations, the Government would reduce community budgets and corporate giving would fall, but he told fundraisers not to panic. "Don't get upset or feel sorry for yourselves," he said. "Think about how you can make money from this environment."

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