Charities should develop fundraising products in order to get more out of the groups of people with which they are already involved, the charity marketing consultant Rupert Tebb told the convention yesterday.
Speaking at a session called The Future of Fundraising: Global Trends You Can’t Afford to Miss, Tebb, director of the consultancy Treehouse, said organising peer-to-peer events, creating communities of supporters and adding elements of computer games into other products were key areas for charity fundraising.
An example of communities created by companies was Kraft’s website for its Philadelphia soft cheese, which encouraged users to share video recipes. Tebb said that companies sometimes had to create communities, but charities often did not make use of the ones they already had. "A lot of charities already have communities but do not think properly about how to fundraise from them," he said.
Examples of peer-to-peer events included Macmillan’s coffee morning, where the fundraising event takes place in the supporter’s home, he said. Peer-to-peer was the most important of the three trends in the short term, he said, because "it is happening now and there are good models out there".
Tebb also said that "gamification" – adding elements of computer games into apps or websites – was a longer-term trend.
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