Nearly three quarters (74 per cent) of not-for-profit (NFP) organisations agree more should be done to protect donors’ rights, according to a new study commissioned by Advanced Business Solutions (NFP) and carried out by Charity Digital News.
However, when thinking about future income, just under half of NFPs agree that the government’s amendment to the UK Charities Bill, aimed at protecting the vulnerable from rogue fundraisers, is likely to have a negative impact on their charity’s fundraising efforts.
Carried out in response to the current spotlight on charities’ fundraising practices, the study surveyed trustees, managers and employees in the third sector about their approach to fundraising and their reaction to government legislation.
Contacted too often
Almost one third of NFPs admitted that their supporters say they have been contacted too often by them, whilst 23 per cent stated that charities should communicate with their donors no more than once a month to ensure they protect their donors’ rights.
Unsurprisingly, 93 per cent of those surveyed are aware of the new regulations aimed at curbing “aggressive” fundraising and “protecting the vulnerable from rogue fundraisers”.
In all, 58 per cent of NFPs surveyed have the digital infrastructure in place to help them understand their supporters and 68 per cent of these are able to segment their donor data by their contact preferences.
When asked about the most effective method for reaching their donors, 42 per cent of respondents stated by letter, 28 per cent by email and nine per cent by social media, indicating that NFPs are already addressing how best to engage with their donors responsibly and respectfully.
Simon Fowler, MD of Advanced Business Solutions (NFP), commented: “The survey findings highlight the challenges faced by charities with their fundraising practices. If charities don’t respect their supporters, there is a real danger of disconnecting both potential and loyal donors, losing their trust and confidence and ultimately their donations.
“The much debated Etherington Report highlights how charities are under increasing pressure to ensure they fundraise responsibly and that their donors’ rights are properly protected. The survey reveals that 42% of NFPs still do not have a digital infrastructure in place to help them understand their supporters. It is imperative that charities embrace technology. This will enable them to have a single view of their donor data and responsibly manage this, to understand their donors’ preferences and therefore engage appropriately.”
Check out the Respect Your Donor paper for more information.
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