Giving donors more control over their relationships with charities and seeking donors’ consent before sending them marketing material will present fundraisers with their greatest challenge in the future, according to the board.
“Once a charity has agreed a contract it is important to build and maintain a relationship with the donor by creating a dialogue throughout the time of the contract and asking for feedback,” said Sam Wilson, marketing manager at the FRSB.
“Charities should allow them to have more control, perhaps, by giving them email access to their chosen charities or access to databases so they can manage their contact details, their level of support or preferences for future contact.”
Charities will also need to be more transparent, said Wilson. She suggested that charities should explain or report why they use face-to-face fundraising, what proportion of their income it represents and whether it is cost-effective.
“Once a charity has agreed a contract it is important to build and maintain a relationship with the donor by creating a dialogue throughout the time of the contract and asking for feedback,” said Sam Wilson, marketing manager at the FRSB.
“Charities should allow them to have more control, perhaps, by giving them email access to their chosen charities or access to databases so they can manage their contact details, their level of support or preferences for future contact.”
Charities will also need to be more transparent, said Wilson. She suggested that charities should explain or report why they use face-to-face fundraising, what proportion of their income it represents and whether it is cost-effective.
