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Why we won’t be giving up on giving

charlotteCWith a multitude of causes and adverts or people almost everywhere we turn, what does this mean for charity giving? Donor fatigue is not a new phenomenon. However, with many causes vying for our attention and both frequent natural disasters and long-standing humanitarian crises there is a clear and definite need to keep donors engaged with the cause.

The way in which we give is changing and there are now many alternative ways in which we can (and do) give to charity. Micro donations are continuing to increase and Pennies has raised over £2 million for UK charities. Whilst there is clearly a desire for new ways to give, due to the small scale of them it is unlikely that micro donations will overtake traditional methods of giving in financial terms.

Bill smallThe methods used for micro donations do however have the scope to reach a wider audience. If Restaurant X has a meal on their menu which gives 25p to Charity Y when you buy it, then everyone who looks at that menu will see Charity Y. The real key is in converting this superficial relationship into a more active one, and without any direct contact with the individual!

This is where text to donate comes in. It has well and truly passed the tipping point and significant amounts of money are now raised in this way. Not only that, but when someone texts you get their number so then there is scope to build a relationship with that individual. In a much more mobile society, it seems logical that this is the way in which our contact with charities is moving.

Exciting times are ahead and with technology continually developing there is scope for changes in the way in which we donate and engage with charities. Near Field Communication (NFC) is already changing the way in which we interact with the world. As other tech driven opportunities arise there will be even more ways for charities to find out about and engage with us.

The message is the same for charities and organisations alike: to remain accessible and increase your reach, it is necessary to engage with your audience and be open to changing how you do this.

One thought on “Why we won’t be giving up on giving

  1. The recent ‘no make-up selfie’ Facebook craze for Cancer further highlights the role that new technologies can play in encouraging the public to donate. Social media means that more than ever, consumers have more influence over how they want to be spoken to and when and how they want to be reached. In the public sector, it is up to charities and organisations to utilise the changing digital world to the advantage of those they aim to support. Who knows, perhaps in the ‘Internet of Things’, soon we will be seeing options to donate whilst asking your fridge to order milk…

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