3 Steps for Taking Back Control of Your Giving Against Donor Fatigue
Step 1: It’s really boring but basic – have a budget.
How much are you giving to charity each year? Add up what you gave last year. You will likely find that you are far more generous than you imagined.
Step 2: Which charities are you going to give to?
Make a list of the charities you gave to last year. Now look at your list. How many of these charities are national charities, how many are local frontline charities – your food bank, your church, your boys and girls club, your seniors’ services? How many are international charities?
Are you giving to what you really care about? Now take a second hard look at your list of charities. Do the charities you give to match your passions? Too often, we give to charities simply because they ask us for money, not because these are the causes that matter deeply to us. Our giving is passive. We give to those who ask and fundraise. We can change this by being more active in our giving.
Edit your list – be a discerning donor. When you scratch off some charities this makes room to give more to other charities. There isn’t a right number of charities. Some Canadians have more than 15 charities on their list they give to each year. On average, Canadians give to seven charities each year. Rather than the number of charities, it is the quality of the charities you support.
Step 3: Do your research. Use Charity Intelligence’s free research reports on Canadian charities – Charity Intelligence has reports on all the big charities, those that pay for the expensive mailings. http://www.charityintelligence.ca www.charityintelligence.ca use the A-Z Index to see all the charity reports, or use the search box for keyword searches like “your town”, “province”, “food banks”.
Give yourself the time to give intelligently. Be informed and get the facts on a charity before you give.
In the News: CBC News article http://www.cbc.ca/news/canada/saskatchewan/donor-fatigue-asking-too-much-says-charity-intelligence-canada-1.3791617″ rel=”alternate Donors don’t like charity [swag] but it works
This article was prepared for CBC Radio Blue Sky call-in show, October 2016
Sources:
1. Give to Get marketing and fundraising strategy Robert B. Cialdini’s book Influence: The Psychology of Persuasion – How to trigger the “Yes” response, 1984
2. Eden Stiffman, ” https://www.philanthropy.com/article/1-in-3-Rich-Donors-Held-Their/237624 1 in 3 Rich Donors Held Their Philanthropy Back” The Chronicle of Philanthropy, August 30, 2016 article reporting on the Cygnus Applied Research, 2016 Donor Behaviour Report on US donors “Asked what it would take to persuade them to give more than planned, [US donors said] charities could explain that they face extraordinary needs, reduce their overhead expenses, stop sending unwanted gifts or trinkets in direct-mail appeals, and reduce the volume of solicitations”.
3. ibid: “Direct mail remains the most common way donors give but it is declining: 44% of donors gave in response to direct mail in 2015, down from 48% in 2010.”