Survey Highlights Ways to Better Connect with Donors

Liz Goodey, head of research at Charities Aid Foundation (CAF) announced the release of a report regarding an online survey they conducted in the spring of 2009. The report, called 'How to Connect with Donors', provides the results from over 200 respondents to determine what charities can do to mitigate the effects of the recession on their charitable efforts and fundraising.

In the forward, the report reflects that donors are now taking the time to more carefully research organisations before making contributions.

In general, survey replies indicated that charities should respond to changing times, demonstrate that they are restructuring for increased efficiency, embrace new tools for communicating with supporters, and diversify their resources. Following are steps respondents feel charities should be taking.

To improve communication with donors

• Use social networking (70%)
• Use email (65%)

To prove that they are increasing efficiency and effectiveness

• Provide donors with more evidence of the impact of their work (92%)
• Review finances and demonstrate financial transparency (85%)
• Consider partnering with other charities (85%)

To secure more resources

• Increase use of volunteers (82%)
• Apply for more grants (75%)
• Request donations of goods and services (as opposed to cash) (69%)
• Dedicate more resources to fundraising (53%)

Ms Goodey said, The report reinforces what many charities are already doing, but shows that the recession has put the spotlight on these issues in the minds of donors and charities need to respond to dissipate any concerns that they may have.