Charities should be measuring more than just money when assessing the success of their fundraising activities, delegates at the International Fundraising Congress were told yesterday.
Simone Joyaux, an international fundraising expert, told delegates at the conference in the Netherlands that fundraising "is not just about money".
She said charities that focus only on measuring money can get distracted and end up using tools focused purely on raising funds, rather than those that can engage donors in different ways and help improve donor loyalty.
"If the only contact you ever have with a donor is when you ask them for money, they will go somewhere else because they will feel as though they are being treated like a bank machine," she said.
Joyaux said charities should be measuring qualitative things such as the donor perception of the organisation’s effectiveness, the amount of quality data the charity has about donors on its database and the extent to which donors are engaged with the organisation.
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