Many UK charities are experiencing a decline in regular givers. A recent study found that the number of people who said they regularly gave to charity fell 7% to 58% in 2023 from 65% in 2019. While economic conditions are undoubtedly partially to blame, fundraising professionals need to understand what the most effective routes to recruiting new long-term supporters are – and why.
Over half a million people a year decide to give a regular gift to a UK charity because of a conversation had with a face-to-face fundraiser. This makes dialogue fundraising one of the single most successful channels of recruiting new supporters.
Why is face-to-face such an effective form of fundraising? Here are just 4 of many reasons:
1. Flexibility in payment methods: Face-to-face offers supporters a range of ways to donate. Younger generations of supporters especially are used to having choice, and charities who provide it will reap the rewards. Face-to-face can offer supporters different options in when and how they pay, including direct debit, one off gifts and continuous card payments
2. Supporter journeys: The direct dialogue channel respects that not everyone is in the position to become a regular giver immediately but can still tap into their future potential. Someone who gives a one-off gift today, or simply wants to stay in touch with your organisation, can become a lifelong supporter. What matters most is that they have a meaningful conversation that kick starts their support
3. Two-way interaction insight: It provides a rare and valuable opportunity to have a two-way, human conversation between charity and supporter. Listening to what inspires people to give and what their objections to giving may be, helps organisations learn and form more effective strategies for the future
4. Reignite support: Someone who pledged their regular support some years ago may not ever have thought about increasing the amount they pay. A simple conversation can reignite their passion for the cause and inspire them to up their support
Ready to get talking? Contact us to find out what face-to-face fundraising could do for your organisation by having a no obligation chat with one of our experts.
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