Regular donations 'are too dull'

Middle to high-value donors think that paying small amounts to charity on direct debit schemes is as boring as paying gas bills.

Research has found that they prefer fundraisers to be cheeky and ask for one-off lump sums of up to £1,000 - as long as fundraisers acknowledge the boldness of a big request.

A qualitative survey of 100 supporters who have previously given between £100 and £1,000 to charity showed that donors enjoy the cachet of being asked for a large amount of money.

The research, conducted by advertising agency Bluefrog earlier this year, found that donors prefer the feeling of writing cheques for large amounts of money because it gives them an adrenalin rush that is missing from signing direct debit mandates.

James Briggs, head of planning at Bluefrog, said these donors required special treatment in return.

"From a charity perspective, these people want humility," he said.

Briggs added that getting feedback was a top priority for this donor group because it validated their choices.

Respondents also liked to hear about projects they had not directly funded.

People giving larger sums like:
- To be appropriately addressed
- To have their intelligence appreciated
- Honesty about the message
- To be thanked
- Ownership of a project
- Communications that have been tailored to them

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