Charities are losing significant support because of aggressive forms of fundraising like 'chugging', new research suggests.
Research by fundraising website easyfundraising.org.uk, reported by Marketing Week, reveals that 44 per cent of respondents to a survey said they found chugging – in which street fund-raisers ask members of the public for donations on behalf of a charity – the most aggressive fundraising technique.
Almost 40 per cent of people said they had stopped supporting a charity because of the way it fundraises.
Other unpopular forms of raising funds were doorstep campaigners (54 per cent) and phone calls to the home (43 per cent).
By using these more aggressive forms of fundraising, charities could be losing out on potential donors.
They could think about using more subtle and low-key ways to garner support – like direct mail, or distributing promotional items at organised events.
Slip promotional pens advertising your charity alongside your regular mailings, for example, or hand out promotional mugs at community events – a great way to get people interested.
1 “Charities lose supporters through aggressive fundraising, survey warns“. ThirdSector. Monday June 6th 2011.
Posted by Cheryl Jackson-Leafield