According to a survey conducted by ethical agency Storm, 78 per cent of respondents think charities have become more intrusive in the way they ask for donations in the last five years – and some believe the solution may be to go digital.
Although 74 per cent of respondents agreed that charities, overall, do a “great job of raising awareness of important causes and supporting those in need”, respondents also said that aggressive charity fundraising tactics make consumers less likely to donate.
Kevin Taylor, chief executive of Storm suggested digital fundraising as an alternative. “The UK is one of the world’s most generous nations but increasingly aggressive tactics are threatening to create a “donation deficit” where the amount we donate to charity actually decreases.
“Consumers are saying they want easy, non-intrusive ways to incorporate charitable giving into their everyday lives and digital fundraising is a way to do this. If they don’t want to alienate their loyal supporters, charities need to embrace more innovative and less invasive ways to raise money.”
eBay has proved to be one of the more effective ways to engage donors online and raise funds. While a lot of the money raised comes from the sale of goods, successful charities have also managed to establish a donor base that allows them to raise ongoing funds.
For charities that operate widely, one of the biggest challenges is maintaining a consistent brand identity and producing marketing material quickly, all without breaking the bank
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