Changing Attitudes of Potential Donors

Last week I attended the Chartered Institute of Fundraising’s National Convention. This was, as usual, an enjoyable and vibrant occasion – but also a sad one, as it was the last National Convention the CIOF will hold. In future years, the Convention will be replaced by two new one-day events: the Fundraising Summit and Fundraising in Action.

One of the most important messages I took away from the Convention was the changing attitudes of potential donors – individual, trust and corporate – and how charities need to address these changes in their quest for funding.

In the past, charities – especially the larger ones – have been able to secure substantial funding on a continuing basis thanks to their track record in whatever charity field they operate. However, things are changing… or have changed.

Donors are now asking – overtly or subconsciously – the following key questions about charities they might consider supporting:

• Why should I care ?
• And why now ?
• Why should I believe ?
• And what difference will my donation make?

These questions are not new and have been voiced by major philanthropists, such as Sir Richard Branson, for many years.

What is new is that ordinary donors and trusts and foundations of all sizes are now asking the same questions and are basing their giving on the answers they receive.

Charities of all sizes need to take note of this in our increasingly competitive fundraising arena!