Good Asking

The Institute of Fundraising (IoF) has launched Good Asking – a report on why charities research and process supporter information. We have worked with leading academic Dr Beth Breeze from the University of Kent, to survey over 300 fundraisers to understand why they process and research information about their supporters, and what the benefits are for donors, charities and the wider public.

The purpose of this report is to shed light on the importance of fundraisers and their work. If they are to be successful, fundraisers need to conduct research to facilitate the efficient and accurate matching of donors and the causes they might wish to support, and to do so in a way that makes the experience as pleasurable as possible for the generous donor.

The report findings include:

• 90% of fundraisers believe that conducting research enables fundraisers to better communicate and tailor their work to the interests and priorities of donors

• Most (88%) fundraisers believe that conducting research reduces the levels of unwanted or irrelevant mail sent out

• A representative survey of the general UK population found that almost two-thirds (60%) of those who prefer charities to communicate in a tailored way with them, think that charities should be able to use information that is publicly available, for example doing Google searches or drawing on newspaper articles, in order to tailor their approach to their supporters.

The report also highlights that:

• Two-thirds of major donors believe that a ‘more professional approach’ by fundraisers has been a key factor in the development of philanthropy in the UK


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