Donor commitment: An investigation of fundraising strategies in churches and mainstream charities

One of the central questions in relationship fundraising is how to convert someone who makes a small yearly donation into someone who is a major donor covenanting a substantial part of his/her income. Drawing on research among 200 major UK fundraising charities, this paper explores how far the issue, of donor commitment is used in mainstream fundraising strategies, and finds that only a minority of charities place emphasis on this. This finding is compared with an analysis of models of giving in churches. It is argued that while churches may lack sophisticated approaches to fundraising, they may have important experiences in the area of committed giving which are relevant to fundraising strategies in other organisations.     

Lost in translation: A sociological study of the role of fundraisers in mediating gift giving in non-profit organisations

Recent years have seen a significant growth in the technical literature exploring charitable giving and fundraising. However, there is little empirical research on the actual workings of the fundraising process within non-profit organisations. In this paper, the day-to-day practice of fundraising is analysed from a sociological perspective that draws on the theories of the gift proposed by Mauss ( 1954 ), Titmuss ( 1970 ), and colleagues to propose an alternative, more complex giving model to strangers. Using qualitative data drawn from 44 interviews with fundraisers and their colleagues across 14 organisations, this study examines how fundraisers build and maintain long-term giving relationships with the individuals who provide financial support to non-profit organisations. Findings suggest that the primary gift giving relationship exists not between the giver and beneficiary but rather between the giver and fundraiser. The fundraiser, in this instance, actively employs tactics of reciprocity to both secure new gifts and ensure that givers continue to support their organisation. In doing so, fundraisers construct a narrative of the donor's imagined direct connection to the beneficiary and their “good gift”. Simultaneously, the fundraiser works with colleagues to construct the idea of the caring, connected, and sacrificial donor as a means to solicit their support in maintaining the continued gifting from these supporters. The paper concludes with a consideration of the ways in which these narrative constructions are incorporated into fundraising and organisational strategies; and two implications for perceptions of the role of philanthropy and fundraising.     

Donor recognition: A double-edged sword in charitable giving

Previous studies discover confounding results on how donor recognition affects individual charitable giving. To answer the questions of how different donor recognition schemes affect individual giving and what type is more effective as a marketing strategy to meet different fundraising goals, we conducted a field experiment in China with three donor recognition types: voluntary, involuntary, and mandatory donor recognition. We used social media to recognize donors and verified the field experiment results with naturally occurring data. We observed similar behavioral patterns in both samples. The results of this study explain the mixed results from previous studies, suggesting that there is no one-size-fits-all approach for recognizing donors. Decision makers of nonprofit organizations need to select the appropriate type of donor recognition based on their fundraising goals.     

Profiling the charity donor: A case study of the game conservancy trust

This paper identifies the key fundraising problems faced by the Came Conservancy Trust and describes the donor research that was undertaken in an attempt to resolve these key issues. A survey of 1,000 donors was undertaken and the respondents were profiled according to demographic variables and their response to 20 attitudinal statements. These statements were then subjected to a factor analysis to identify the underlying psychographic variables. Seven such variables were identified and subjected (along with a range of demographic variables) to a regression analysis with a view to identifying which of them would prove to be significant indicators of a propensity to donate larger sums to this organisation. A number of the psychographic factors were indeed found to be significant indicators of the level of support a particular donor might be predisposed to provide. In the light of these findings the paper concludes with a number of recommendations to the Trust for changes to its fundraising strategy.     

The impact of face-to-face street fundraising on organizational reputation

Although many stakeholders perceive face-to-face street fundraising as unpleasant, nonprofit managers encourage it as a way to attract donors. To understand the long-term effects of this fundraising method, we used a mixed-methods experimental design to investigate how face-to-face street fundraising affects organizational reputation and stakeholder support intentions in comparison with letter fundraising. The findings reveal that face-to-face street fundraising has a significant negative influence on the stakeholders' perceptions of an organization. Further, qualitative data show that the negative perception originates primarily from perceived pressure, distrust, and obtrusion, which are triggered by face-to-face street fundraising. Our study thus reveals long-term reputational consequences that nonprofit organizations should consider before deciding on fundraising methods.     

Fundraising for primary schools in England—Moving beyond the school gates

In response to depleting budgets and intensified performance pressures, primary schools are increasingly turning to fundraising as one mechanism for combatting ongoing challenges. Although research identifies that two thirds of primary schools are actively trying to increase their fundraised income, some primary schools are significantly more successful in attracting additional funds than others, whereas many struggle to focus fundraising efforts “beyond the school gates.” This article focuses on 3 case study schools and the individuals tasked with the role of fundraising, which have each adopted different approaches in a successful attempt to increase their fundraised income. The findings propose that when primary schools proactively focus on their fundraising, invest in people in terms of both time and their skills, and create a positive fundraising narrative that embraces both the schools and local communities' needs, primary schools can succeed in attracting significant philanthropic support, which can be transformative for the school community.     

Community fundraising 2.0—the future of fundraising in a networked society?

• Over recent years, individual donor fundraisers worldwide have seen the beginnings of a dramatic shift in the way that consumers react to mass fundraising communications, resulting in many of the ‘interruptive’ direct marketing approaches on which individual donor fundraising programmes are traditionally reliant delivering worse and worse returns. This paper examines how the growth of a networked society of increasingly sophisticated and independently informed consumers has contributed to this shift; illustrates how the rise of Web 2.0 has accelerated its impact and considers how individual donor fundraising may have to evolve to more effectively respond to this in the future.

Copyright © 2009 John Wiley & Sons, Ltd.     

Leading and lagging indicators in fundraising management: A Canadian case study

Fundraisers, managers, and boards in the charitable sector are faced with an ongoing concern: how do they produce sustainable, predictable financial returns for their causes while minimizing the cost of fundraising? One way to address this is to improve the measurement of fundraising activities and this study asks how fundraising results should be communicated within organizations to support sustainability. This case study focuses on the fundraising program from one Canadian charity with a large, diversified fundraising program to examine how fundraisers can move beyond simple end-of-year financial ratios and implement one managerial technique, leading and lagging indicators, to improve long-term financial performance. A literature review, internal interviews, and internal document review are used to identify 81 potential leading and lagging indicators that fundraisers can use to develop a suite of indicators that fit their context, activities, and goals and to identify potential challenges with implementing indicators. The role of organizational context and characteristics in selecting an appropriate suite of indicators is also discussed.     

Impacts of news media coverage on Canadian medical crowdfunding campaigns

While donation-based crowdfunding for health-related purposes raises hundreds of millions of dollars yearly, most campaigns fail to meet their fundraising goals. Crowdfunding campaigners are advised to seek traditional news media coverage of their campaigns to increase donor interest and fundraising success. In this study, we seek to better understand what happens to donor behavior via donation-based crowdfunding campaigns after they receive news media coverage. While research has focused on the impact of social media sharing on donation-based crowdfunding, academic analyses of the impact of news media coverage is largely speculative. We searched the Newsstream and Factiva databases for Canadian news coverage of domestic donation-based health-related crowdfunding campaigns. This news coverage was paired with the crowdfunding campaign reported on in the story. Campaign text and daily fundraising totals and donor amounts were recorded for the 7 days before and after publication of the news article. The authors identified emergent patterns in this data around the amplification of personal information from the crowdfunding campaign to a wider audience and inclusion of new personal details. This process identified 17 relevant pairs of news stories and crowdfunding campaigns over a review period of just under 5 months in 2021–22. These campaigns raised a total of CAD$443,134 (median CAD$20,030) out of a total goal of CAD$772,500 (median CAD$40,000) or 57.4% of the requested funds. Median campaign donations and donor numbers increased for the 3 days following publication of the news article. Our exploratory analysis shows a relationship between crowdfunding campaigns that receive news media coverage and the numbers of donations and total amount donated shortly after this coverage. Campaigners may feel pressure to participate in news media coverage in order to reach their fundraising goals. Media coverage has implications for campaign recipient privacy and the equitable distribution of health-related funding. This exploratory analysis establishes the need for additional research on this topic.     

Models of database marketing

Database systems are intimately associated with fundraising effectiveness, but often leave much to be desired in the way they are implemented. This paper looks at the strengths, weaknesses and origins of three main database types: island, integrated and transitional. Observations support the view that database systems are created reactively in the face of strategies for fundraising. Where marketing strategy dictates a holistic approach to donor management, then systems will ten to the integrated or ‘contacts’ model. However, where there is no co-ordinated view on donoi development and maximised lifetime value, then fragmented island-type databases will be found.     

Strategic management and fundraising: A planning model for resource development in the nonprofit organisation

Many nonprofits can benefit greatly from integrating their strategic, marketing and fundraising planning into an environmentally comprehensive process. Even during this critical period for them, many nonprofits typically have failed to implement this type of integrated planning because their corporate culture often nurtures: an inner process focus, leadership pathologies, professional balkanisation, reluctance to accept advancement as a global organisational activity, an unwillingness to accept the realities of a moving market and a lack of political will to undertake social advocacy on behalf of their clients. In order to succeed in the future, nonprofit organisations will need to approach strategic planning through an interdisciplinary methodology that will be shaped by multiple market audits focusing on: mission and institutional capabilities, image and competitive analysis, philanthropic feasibility and flexible integration of revenue/resource development. Nonprofits that adopt this interdisciplinary process will be rewarded by enhanced fundraising returns, once re-founded on a culture that has remained mission-relevant while becoming market-driven. The nonprofit that bases its planning on more effective use of intelligence gathering and flexible focusing of its human and financial capital will be more capable of acting upon a fluid environment and realising the institution's optimal future.     

Online social network fundraising: Threats and potentialities

There has been a growth in online fundraising from crowdfunding apps, like GoFundMe, that propagate fundraising appeals on social networking sites. In the online space, these crowdfunding apps pose a potential threat to the traditional intermediation role of charities. The disintermediation threat is that donors choose crowdfunding intermediaries instead of charities to channel their giving. In this article, we discuss what makes crowdsourced fundraising effective and how charities can adapt to this new dynamic for more effective online fundraising emphasizing two key success factors: brand strength/reputation and managing the donor experience. In addition, we explain the advantages and disadvantages of social media fundraising and giving and propose ways charities can leverage their good reputations and public trust to stimulate reintermediation. Finally, we propose a landscape for future research based on model that emphases the fundraising campaign's ability to stimulate viral sharing within and between online social networks.     

A thematic analysis of fundraiser characteristics in high-quality major donor fundraising relationships in US higher education

As nonprofits increasingly rely on large contributions, skillful major gift fundraisers are more important than ever. In contrast to the vast research on donor motivations, there are few examinations of fundraisers or fundraising relationships. This study responds to nonprofits' interest in understanding beneficial fundraising strategies and to the lack of empirical literature with the question: From the donor perspective, what characteristics do fundraisers demonstrate within high-quality major giving relationships? This exploratory, interview-based project used a codebook thematic analysis approach based on HEXACO personality theory to review participants' reflections about fundraisers. The 20 participating donors had given between USD$10,000 and USD$40 million to select colleges and universities in the US Midwest region. This study confirms much of what fundraisers believe to be important to major gift donors, with added nuance about the complex form of professionalism donors appreciate. The fundraiser characteristics show several dual emphases, including on field expertise and interpersonal acumen, attention to donor concerns and institutional interests, patience with the gift-making process and ability to facilitate its progression, and attention to ethical practice and empathetic interactions. The study shows the inner workings of the major giving relationship fundraising paradigm, reveals how societal perceptions of fundraisers are relevant for understanding donor preferences, and provides a framework for fundraisers to assess and enhance their interactions with major donors.     

Software for nonprofit fundraising and marketing

This paper discusses whether or not nonprofit donation processing software can be developed for nonprofit marketing. It shows, from previous research, that money-raising rather than money-processing is a crucial justification for a fundraising computer system. However, it is in money-processing rather than money-raising that most fundraising systems have their origins. It identifies key differences in software purpose; transaction processing is reactive, money-focused, and task-oriented, whereas nonprofit marketing is proactive, donor-focused and process-oriented. The paper looks at IT evolution over the last 50 years and recognises three phases: automate, informate and transformate. The paper suggests that fundraising systems are somewhere between automate and informate. Transformational IT has yet to come for the nonprofit world. The paper shows where the strains occur when a transaction processing system is pressed into use for marketing, and the most common causes of problems are identified. Finally it sets an agenda for nonprofit marketing systems which focus on holistic donor management, and suggests a number of data and functional needs that set marketing systems apart from transaction processing systems.     

Understanding higher education fundraisers in the United States

Since their earliest days, the U.S. higher education institutions have relied on philanthropic support to achieve their missions. What began as incidental is now a highly organized process of fundraising that accounts for tens of billions of dollars annually. As institutions' desire for private support grows, so too does the demand for successful fundraising professionals. Drawing on qualitative and quantitative analysis, this survey-based study (n = 508) of U.S. higher education fundraising personnel provides new knowledge and grounds fundraisers' position in historical and contemporary literature about fundraisers and professionalism. The findings highlight notable generational, income, and gender differences within the higher education sector and between higher education and the greater profession. The analysis shows an established knowledge-base and set of learnable skills for higher education fundraisers—which are best applied when combined with particular personal attributes. Although the latter are critically important, without full and fair attention to the former, the occupation is unlikely to garner full professional status. This study highlights, the path forward highlights the complexity of contemporary fundraising, is a reminder that fundraising is relationship- and information-driven, and indicates that select, strategic efforts can further professionalize the field. In particular, fundraisers in the education sector may have special opportunities to advance the professionalization of their occupation.     

Efficiency,stability and the decision to give to nonprofit arts and cultural organizations in the United States

• Using data from the Cultural Data Project, this study extends the literature by examining the impact of financial disclosure information on donations to arts and culture‐related nonprofit organizations in the United States. Results for organization financial stability are for the most part counterintuitive: financially unstable arts and culture‐related nonprofits receive more donations. The current analysis supports prior research and finds evidence of a “crowding in” effect for fundraising expenses, suggesting that nonprofits that spend more on fundraising and marketing raise more funds than those that spend less. Additional analysis indicates efficiency matters to donors when it comes to fundraising efforts. As the “cost to raise a dollar” increases donations decrease. Nonprofit managers in arts and culture‐related organizations concerned about increasing donations should consider strategies that will increase the efficiency of their fundraising and marketing efforts. Copyright © 2015 John Wiley & Sons, Ltd.

     

Integrated donor management: Using telemarketing to increase donor affinity and fundraising income

This paper introduces the concept of integrated donor management (IDM). This is defined as combining two or more development methods to maximise a donor's affinity to an organisation. With IDM, all activities are designed to educate, cultivate and appreciate donors. The telephone is considered within this framework and specifically its relationship is explored with direct mail, major donors, planned giving and donor acknowledgement. Guidelines are provided for using the phone responsibly to increase donor affinity and fundraising income.     

Donor lifetime value: An empirical analysis

The successful quantification in monetary terms of the value of a donor to a voluntary organisation is absolutely essential to the subsequent development of fundraising strategy. The question most voluntary organisations have failed to address, however, is how best to calculate this value. Many fundraisers continue to examine value historically, looking at the total amounts given to date. Such an approach fundamentally ignores the future or lifetime potential of a given charity donor and can lead to the development of contact strategies that are wholly inappropriate given the worth of that individual. It is the purpose of this paper to calculate the lifetime value (LTV) of various categories of donor and to explain how charities might use such information to inform the development of their fundraising strategy.     

Fundraising and public relations: a comparison of programme concepts and characteristics

This study compares characteristics of successful academic unit fundraising programmes and successful public relations programmes. Using interviews and surveys it explores whether academic unit fundraisers value the roles and responsibilities that align with identified strategic‐managerial and historical‐technical characteristics in public relations, whether demographic differences affect the role perception of the fundraisers, and whether the universities provide support for programme excellence. The results indicate that the fundraising programmes exhibit most of the characteristics of successful public relations programmes and that the academic units in which these fundraisers work provide support for them to do excellent fundraising. Demographics do not affect the results significantly. The data lead to questions for further study, including: How should fundraisers balance the benefit of having donors involved in programmes they support, with the university's need to retain autonomy and set its own priorities? Do excellent fundraising programmes strengthen relationships between alumni and universities? Do alumni with stronger relationships with the university contribute more, or more often, than those with less strong relationships? Copyright © 2002 Henry Stewart Publications     

The people behind the scenes: Episodic volunteering at fundraising events

Nonprofit organizations (NPOs) have become increasingly dependent on episodic volunteers (EVs), those that would help carry out an event with little training and expectation to commit to future events. Despite its importance to the survival of NPOs, the use of EVs with respect to fundraising has received little research focus. Furthermore, none of the existing studies identified examined how fundraising EVs differ from other EVs. This study seeks to contribute to our understanding of fundraising EVs using a global perspective. Data were generated using surveys distributed in seven countries, tallying more than 4,000 respondents. Variables included demographic characteristics, previous donation and volunteer history, motives, mode of volunteering, and overall experience. The data were analyzed by applying between-group (logistic regression on participation) and within-group analysis (ordered logistic regression on willingness to participate in the future). Data were further analyzed by examining differences by country. We found that country, gender, religion, income, employment, history of donations, mode of volunteering, and several motives, both intrinsic and extrinsic, were significant in the logistic regression analysis of participation in fundraising episodic volunteering. The ordered logistic analysis unexpectedly found that the only predictors to foster a willingness to engage again were the responsiveness of the event team and a desire to fulfill spiritual satisfaction. In recruiting and selecting EVs for fundraising events, NPOs should consider previous or current donors and those with regular volunteering experience and they should market volunteer opportunities towards those in search of spiritual fulfillment and meaning. Moreover, NPOs should prioritize quick and clear communication with fundraising EVs in order to foster a willingness to volunteer again. Lastly, NPOs should regularly assess for country-specific factors and contexts that may affect episodic volunteering in fundraising events. Our paper illustrates who fundraising EVs are, their motives, how they choose to volunteer, and what contributes to their willingness to volunteer again. Given the limited research on fundraising EVs, this study serves to help lay the foundation of research for this unique subgroup. Our aim was to not only address the dearth of literature but serve as a springboard for future research on fundraising EVs.