90% of you think traditional fundraising techniques are still very much alive » Charity Digital News

90% of you think traditional fundraising techniques are still very much alive


Following our recent poll asking you the burning question, ‘Viral campaigns are on the rise: are traditional methods of fundraising dead?’ we now have your results.

A massive 90% of you decided that indeed NO; just because we have seen a rise of viral fundraising campaigns, doesn’t mean the death for more traditional methods such as email and direct mail.

However for the 10% that voted YES, viral fundraising is here to stay.

Here’s what our respondents had to say:

The ‘No’ camp

“I don’t think viral campaigns have killed traditional forms of fundraising but added a new joker card to the deck. Even direct mail is still alive and kicking despite being handed the ace of spades by digital media a long time ago. As in cards, so with viral, luck plays such a huge role that no one can rely on it, though we are all trying to trump each other with more imaginative ideas. – John Baguley, CEO International Fundraising Consultancy.

“I think we assume that digital will be all things to all people too quickly.  The viral campaigns are only effective for a few.” – Ewan Aitken CEO, Cyrenians.

“Traditional appeals, mail outs and emails will still be the main bread and butter for the vast majority of charities. Moreover it is important to know the demographic of the donors, a viral campaign simply won’t reach or connect with some people.”

 “Traditional methods of fundraising will always work, despite drop in responses, if the key messaging of the charity shines through. There is nothing more personal than a handwritten letter from the charity you fundraise for, and by integrating social campaigns and traditional methods, we can maximise response without losing the personal touch.” – Laura May, Marketing Manager, MS-UK

“These campaigns do shed light on a few key psychological motivations of a new wave of donors, but they do not and will never replace the fundamentals of storytelling, relationship building and demonstrating need and impact.”

“Newer methods of fundraising just add to the diversity of ways to reach supporters. You need different methods for different audiences, just like you need different sorts of cooking for different dishes.”

“Viral campaigns are hit and miss as to whether something takes off. The medium will become exhausted fast because we will become immune to it.”

The ‘Yes’ camp

“Fundraising using traditional methods is so difficult. Digital campaigns and viral campaigns are giving people a chance to do something themselves and donate rather than donate for donating. Community like the idea of participation in giving, so I think this could be the trend from now on, but how many campaigns can be a one off original ?”

“Digital options make far more sense, especially with the way charities have the ability to target their audience. Come up with a clever viral concept, and let it do its thing.”

“Do people even care what organisation they are giving to — just as long as it is a good cause. Will small charities be necessary in ten years — might they just be replaced by good ideas and initiatives that have a limited shelf life and tight objectives/targets?”

“Our sector has the forever growing need of transparency of where funds are going to this means we need to engage with donors’ individually- so this means we have to innovate in every way possible .”



Related reading