The international development charity Sightsavers has credited a focus on efficiency and data with helping it to boost its non-legacy fundraising over the past three years.
Non-legacy fundraising at the charity has grown by 13.2 per cent since 2015/16, from £21.8m to £24.6m, while legacies at the charity have fallen by 5.1 per cent over the same period, from £10m to £9.4m.
This runs counter to the overall trend found by Third Sector in our analysis of the top-10 fundraising charities, including Sightsavers, which showed that although overall donations had grown in the past three years on average, legacy growth had masked the fact that other forms of donations were stalling.
Becki Jupp, director of individual giving at Sightsavers, said: "We have had a big focus on efficiency and data over the past couple of years, which has really paid off.
"Our supporters are at the heart of what we do, so we’ve encouraged giving by really honing our data selections and not overloading them with communications."
She said the charity had spent time refining the main recruitment channels, DRTV and inserts, to make sure the return was optimised.
"All of our channels are measured on a five-year return on investment, and if they don’t hit the benchmark we’re looking for we do consider pulling them from the programme," she said.
"For example, we stopped doing any face-to-face fundraising in the UK a few years ago."