IFC Roundup: New Challenges Facing Direct-marketing Fundraisers

In the session I also discussed my “5 Percent” and “1 Percent” principles: Five percent of a fundraiser’s time (that’s only one day a month) should be spent with the charity’s client group or the people who service them. Fundraisers need to be out talking to service delivery staff, sourcing case studies, being passionate about the charity’s work. Only then will they ever match the passion of their supporters! And 1 percent of their time must be spent talking to those supporters, inspiring them and being inspired.

Twenty years ago, charities led the commercial world in their use of direct marketing. That’s gone! While consumers have become more marketing savvy, most charities still are using the techniques from the 1980s — the 1980s! Nearly 30 years ago! That simply no longer will work; the commitment and affection of good supporters is being frittered away. And that must stop!

You can reach Stephen at spidgeon@targetdirect.co.uk or through the Target Direct Web site at www.targetdirect.co.uk. For information on the International Fundraising Congress, go to www.resource-alliance.org/ifc.