Interview: Paul Amadi will become chair of the IoF in July

Fundraisers need to become more donor-centred, Paul Amadi told Third Sector in his first interview since he learned that he will take over as chair of the Institute of Fundraising in July.

credit: David Devins
credit: David Devins

"We lack sufficient donor insight," said Amadi, who is group director of fundraising at the RNIB. "We are talking increasingly about baby boomers - they are a generation we have yet to engage with, both emotionally and financially."

According to Amadi, social networking will become increasingly important for fundraisers. "But arguably there is something more fundamental at the base, which is a changing relationship between donors and charities," he said.

Amadi said communicating charities' activities could be difficult. "Impact reporting is a challenge for us because it can lead to a simplistic account of charity performance, which could have a negative impact on donor behaviour," he said.

Fundraisers must get to grips with Gift Aid, Amadi said: "There's so much more that can be done to maximise the way we reclaim it."

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