International fundraisers 'missing a trick' by ignoring emerging markets

International aid organisations should broaden their fundraising strategies to include emerging markets, according to the preliminary findings of a survey from the Management Centre.

Research by the not-for-profit consultancy will show that only two of the US and Europe's top 20 international aid organisations polled included new and emerging markets in their fundraising strategies.

The centre will reveal the full findings, as well as the two top fundraising organisations, at a seminar next month. Delegates at the Global Fundraising for International NGOs seminar will be told to look for funds in ‘new fundraising hotspots' such as Mexico, Singapore, South Korea and United Arab Emirates as well as countries with fast growing economies such as Brazil and China.

"In many parts of the world, particularly Asia - where more wealthy people give and give much more than their European and US counterparts - there is a highly philanthropic culture," said Francesco Ambrogetti, co-ordinator of the research. "Fundraisers are missing a trick by failing to target these potential mega-donors."

The study was carried out after the Capgemini and Merrill Lynch World Health Report 2008 revealed the majority of the world's wealthiest people are based in the emerging markets.

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