Survey shows clear connection between thanking, engaging donors and meeting fundraising goals
(San Diego, CA) Nearly six in 10 charities surveyed (58 percent) raised more in 2012 than they did in 2011 from contributions, marking the first time since 2006 that significantly more than half showed such positive results. Last year at this time, 53 percent had raised more.
The research was released at the annual conference of the Association of Fundraising Professionals, a partner in the six-member Nonprofit Research Collaborative (NRC). This is the third annual report by the NRC and includes responses from nearly 1,200 charitable organizations in the United States and Canada. There were no differences in fundraising results across the two countries, by region of the US, or by type of recipient charity.
While raising more than the prior year is one measure of success, meeting fundraising goals—which fluctuate for many reasons—is another. For 2012, among respondents with a goal, 63 percent met that fundraising goal. This percentage is also higher than in 2011 when 59 percent met the organization’s fundraising goal. A small subset of survey participants have responded year to year, and the results were the same for this panel as they were for the overall survey respondent group.
“The NRC survey also asked about donor engagement and confirmed that simple steps are critical to giving and philanthropy,” said Andrew Watt, FInstF, President and CEO of the Association of Fundraising Professionals. “Charities that routinely send thank-you letters to every donor were significantly more likely to meet their fundraising goal for 2012 than those that did not send a thank you at all. Surprisingly, 29 percent of charities did not routinely send thank-you letters or emails for contributions received. This basic principle of successful fundraising cannot be stressed enough.”
Canopy Arts Desk
Tammy Hampel (Isaacson)
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