With a surge in giving expected this Christmas, charities should focus on mid and major donors, rebuilding trust with lapsed donors and leveraging digital strategies.
New research shows the need to be in market earlier and tap into two main giving motivators. Here are five strategic recommendations for your Christmas appeal.
Despite the impact of the cost of living, intention to give is buoyant, with a healthy proportion of Australians intending to give more and pockets of opportunity for those in the right place and appealing to the right audience
Nearly six in 10 Australians say cost of living is their top concern. No surprise, with inflation sitting above 6%. But what does this mean for charitable giving? How should charities shore up their fundraising? First, some good news: Aussies still give when it’s needed. They gave after the 2008 financial crisis — NFP revenue initially fell by 20% but bounced back within a year. They gave during COVID lockdowns. In fact, most Australians are in a better position today than they were during past crises. Unemployment is low. The average family has close to $40,000 in savings tucked away — more than any point in the last 30 years.…
