An interesting new YouGov survey asks donors whether their decision to give is based more on evidence or sentiment. ‘42% of respondents state that knowing the results achieved by a charity influences their decision to donate, while more say that having a personal connection with the charity (45%) does so. 29% claim their decision is based more on emotions than on rational decision making.’ http://www.yougov.co.uk/corporate/pdf/press-gradingSystemCharities.pdf
This echoes our own experience and we increasingly realise that we must make not only a rational but an emotional case for the value of our work.
Martin Brookes at NPC has some interesting thoughts about this survey: 'getting more donors to care about the performance of charities is an important part of building a better ‘market place’ for charitable funding. Building a market is very different from servicing an existing market and demand. The YouGov survey reinforces the importance of that shift.'
No comments:
Post a Comment