Larger charities 'stuck in their ways'

Donors will leave the dinosaurs behind, expert warns

Established charities must radically rethink their relationships with donors or risk losing them to more progressive organisations, according to Steve Andrews, director of charity services at the Direct Marketing Group.

Andrews, who gave a talk on understanding donors' behaviour at this month's Institute of Fundraising National Convention, told Third Sector he felt many larger charities were stuck in their ways. Fundraisers should adopt new techniques such as holding nationwide roadshows for donors and making videos to demonstrate progress, he said.

"Most charities say these things are too expensive, but they aren't as expensive as a high lapse rate or spending on donor acquisition," he said. "We don't do enough to make the experience of giving joyful and inspirational."

The internet made it easier for donors to move away from the "dinosaurs that aren't changing", said Andrews.

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