WE’VE all done it. Yep, you there, crossing the road to avoid that charity collector — you’re not alone.
But the question of why some people don’t give has been taxing the Economic and Social Research Council. Huge responses to one-off appeals, such as the tsunami effort, suggest that deep down, non-givers share the positive attitudes of donors. And if charities can get to the root of this, they can access more cash.
One way of unlocking funds is to understand how non-givers rationalise their actions, says Dr Sally Hibbert, a senior lecturer in marketing at Nottingham University. They may say they don’t have any money, deny the benefits of charity work or argue that people should take responsibility for their own misfortunes. Charities need to think about who is using these arguments, why, and how accurate they are.
The sector can also look at donor relationships, says Dr Tom Farsides, a social psychology lecturer at the University of Sussex. Charities that satisfy people’s selfish motives are in danger of treating donors like customers who can go elsewhere. But by fostering communal relationships, charities can reach altruistic supporters who share their vision and are likely to stick around.
Or if that doesn’t work try a circle. The NSPCC is to pilot a four-step American circular fundraising model that results in “passionate and committed” lifelong donors, reports Third Sector (June 22).
Advertisement
www.esrcsocietytoday.ac.uk