Charity fundraisers need to innovate, says NPC

According to Rob Abercrombie, the director of research and consulting at NPC, charity fundraisers are too focused on refining old techniques rather than looking for new innovations.

Writing in the foreword of a new report from NPC, ‘Fundraising perspectives: donor segmentation and Money for Good UK’, Abercrombie says that charities are seeing declining results from their established fundraising methods.

He said: “In the current febrile context too many fundraisers are focusing on refining and optimising established techniques. While this is worthwhile, it should not be at the expense of seeking the breakthrough innovations the sector desperately needs.” 

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