According to new research from Give As You Live, 4 in 10 (38%) of Brits refuse to talk to street fundraisers, also known as chuggers. Those who do stop only spend an average of three minutes talking to them.
The study of 2,000 people also found that cities in the East Midlands have the hardest attitude to street fundraisers, with 6 in 10 (57%) of people in Leicester never stopping to speak to a chugger.
Annabelle Risdon, Head of Charities at Give as you Live, said: “Brits are known for our almost legendary patience – but things are clearly changing. It’s a shame that our hectic lifestyles have led to a hardening of attitudes towards charity on the high street. Third sector organisations looking to future-proof their fundraising need to invest in methods that map onto current social behaviour, taking into account the fact that people clearly want to shop on their terms and support the charity of their choice.”
What can charities take from this research? It’s clear that donors don’t have much time on their hands. Therefore, the donating process must be made as streamlined as possible in order to maintain their attention. Whether this is done by using an eye catching poster on the tube with a text code to catch them on their commute, launching a shareable social media campaign or keeping a online donation form short, it is clear what works and what doesn’t for modern day donors.
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