Organisations 'must adapt charity communication methods', report states

11/02/10

Written by Isabel Griffith.

The majority of donors in the UK believe charities must adapt their methods of keeping in touch, a new charity communications reports indicates.

According to How To Connect With Donors 2010, published by the Charities Aid Foundation, 75 per cent of 200 donors quizzed about not-for-profit communications said organisations should change their tactics.

Some 65 per cent recommended email as a new avenue of communication, while 75 per cent suggested social networking websites.

A further 92 per cent commented that charities should display their achievements and successes to their supporters more clearly.

The report states: 'The key in the recession is for charity fundraisers and marketers to continue to tap into new trends and preferences to ensure that they are in tune with shifting donor behaviours.'

Other approaches that could help charities weather the recession include offering gift aid on goods donations, reviewing costs, maintaining high standards and researching new marketing strategies.

In related news, the National Society for the Prevention of Cruelty to Children recently announced it beat its legacy fundraising target by 300 per cent after turning to pay-per-click advertising on Facebook.

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