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Developing Support in Individual Giving

by Jun 4, 2019

Income from individuals accounts for
58% of small charity income (small =
income <£100k /year).  This is from
three main streams:

a) Voluntary income from donations and legacies  (45%)
b) i) Earned income from charitable trading  e.g. fees for service (19%) and
b) ii) Earned income from fundraising trading or services wider that charitable trading e.g. sales of donated goods, fees for fundraising events (34%)

By comparison, grants and contracts from the government and voluntary sector account for 22% and 15% is from investments. (NCVO almanac 2018, Navigating change report 2016 NCVO)

There are lots of different channels to reach individual givers (street collections, business donations, text giving, digital and IT giving platforms). Understanding your current and future donors and developing simple and effective approaches to reach and maintain donors is important if individual giving is or is to become a significant part of your funding income. A clear plan will help you to achieve this. It might consider:

  • What income is received from giving and what do we want it to be in future?
  • Who are our givers? One-off (e.g. street collections) or regular givers? Impulsive or deliberate?
  • What are our current approaches?
  • How might these be adapted to grow our givers and turn them into regular givers?

There are lots of hints and tips – click the images below to view other articles and other online platforms.

To develop involve’s support in the field of individual giving, our Funding Advisor, Jackie, has attended talks conferences and met organisations to collect information and focus on strategies and methods to develop and maintain more effective relations with potential and existing donors to increase individual giving. We hope to identify organisations with technologies and experience who can support small charities to:

  • use contactless donations and text donations;
  • develop low cost social media campaigns; and
  • have experience in using these to grow and retain donor numbers and donation value.

Click here to read more  blogs on this including how small charities can find their fundraising edge. Or see, one example who offer practical solutions and services to small charities for phone/ text giving with other social media.  However, it’s important to match your donor target groups to the right tool, technology or approach. 

We will be arranging sessions with these or similar providers in the next few months.  In our next Growth Club coming up in July, w ill be joined by guest speaker Sarah Browning, a Communications Specialist from Holly Brook Associates, who will be talking about the value of communications planning, highlighting how best to maximise various channels, including social media.

Contact involve’s Funding Advisor, Jackie Leslie, if you would like to think about how to start the process of revamping your donor giving strategy.