Why people don't give

Many practitioners and academics (me included) spend a lot of time thinking about the reasons behind why people give money to charity. It's a fertile and important area of research as insights can help fundraisers dramatically improve their fundraising effectiveness. In that I'm hoping to publish my doctoral research this summer so watch this space.

In the meantime however as I interview charity supporters (and a few non-givers) I'm increasingly intrigued as to when and why people don't give. Claire Axelrad and I have been having an interesting debate in the Major Donor SIG pages about the importance of considering gender issues when crafting communications - written or verbal. I'm convinced that inappropriate messages are turning people off in an alarming manner. It's almost as if some people look for a reason not to give or to reject an ask. Look at the continued furore there is about street canvassing. It's even made it into Wikipedia.

However when you look at the research, as opposed to the urban myths some interesting observations become clearer. CAF report every year that around 60% of the adult population gave money to charity in the month prior to the survey. Cathy Pharaoh, who supervises the research maintains that this conspicuously underreports the actual percentage of people giving. Others consider that the American statistics of around 80% of the adult population as givers, are probably approached by the UK if we could get a more accurate measure. That is still however a very large number of adults not giving when Darwin (as opposed to Dawkins) reckons that we are all fundamentally altruistic animals.

What is not disputed is that giving across the population, as a percentage of GDP, has fallen very considerably over the last 100 years. In the last 20 years that I've been a fundraising practitioner and academic I see more charities asking for more money in more and more inappropriate ways. I still think compassion fatigue is a myth but I'm certain that, by our own poor practices, we are encouraging more people to say no.

Enlighted Self Interest - Part of the Spectrum of Philanthropy

As I've mentioned before I'm finalising the draft for a second edition of "Marketing Strategy for Effective Fundraising" and am looking for some choice quotations/words about the use of marketing to enhance fundraising so this is your opportunity to be immortalized in print!

I've got some lovely inspirational one liners like: "You make a living by what you get. You make a life by what you give." (Winston Churchill) and "No person was ever honored for what he received. Honor has been the reward for what he gave." (Calvin Coolidge) but this is your opportunity as a fundraising practitioner, pundit, guru or student to have your say about what you think is profoundly important.

Incidentally, talking about important stuff, have you seen the latest offering in Fundraising Research? Whilst "UK Giving" continues to be a free download from CAF/NCVO "Giving Trends" is a brand new kid on the block from Third Sector Research (part of the publication) which has interviewed 3,000 givers in the UK (as opposed to 1000 adults by NCVO). It looks like there is some cracking stuff there, but for £450 I'm not sure they'll get too many takers. Or am I just being Scrooge (like my kids believe). Let me know if you're going to buy a copy.

And do, please, give me your orginal quotes/ideas by leaving a comment below. No money I'm afraid, just the glory!

Why I don't do should............

Haiti has been hit by an unimaginable earthquake. The DEC has launched an appeal. Everyone should do something?

Wrong! In my humble view should is about blame. Haiti has been plundered for more than 300 years. Firstly by the Spanish, then the French - who graciously granted them independence and left a 30 million franc debt in 1803. Since then just about everyone including laterday dictators have stripped the country bare. 80% of the population is on $2 a day. How can you build earthquake proof buildings on that.

But you and I are not to blame. Yes we can do something easy like give money. All of us could, most of us ought, many of us might, some of us will. But should? I don't think so. That's guilt trip we need to avoid as sensitive caring fundraisers. Let's give ourselves because it's the right thing to do, and will help those of us who are directly involved, to ask more sensitively and passionately for people to make a difference. However please never tell anybody that they should give.

In defence of fundraisers

At an EAPG (European Association for Philanthropy and Giving) roundtable the other night I presented my current research into major gift fundraising. One of my observations is around the surprising lack of engagement with volunteers who could provide leadership and do some of the asking. The resulting conclusion that I drew is that charities would benefit from more effort with volunteers, to increase engagement and participation. The big gift model usually provides for extensive volunteer leadership.

However Martin Kaufman leapt to the defence of fundraisers who make the ask. His view is that volunteer leadership is an outdated model, that still works in the US but not in the UK!

Well, that's news to me. I have to agree that, increasingly, fundraisers are often well placed to espouse a complex case for support and that often senior staff are able to make a very effective ask. However I maintain, very strongly, that a combination of well trained staff and well motivated volunteers provide the best possible team to make the most effective asks.