Is it time for charities to step up and start thinking of new innovative ways to catch our attention?
Is anyone else tired of being stopped in the street every few metres or falling over the pile up of letters at your front door from charities? Big Cat wonder if this is really the most successful way of raising money. Since last year, the amount of complaints that have been generated from direct mail, telephone calls or doorstep/street ‘chuggers’ (charity muggers) have risen by 9%, showing our frustration with the attempts charities use to draw us in.
With masses of data at charities’ disposal, Big Cat have been looking at more effective methods that charities have been undertaking to create more integrated marketing campaigns.
Cancer Research was quick to get in the game using social media to improve engagement. As part of an alcohol awareness campaign, Cancer Research UK’s ‘Dryathalon’ managed to raise money through sponsorship, whilst simultaneously getting people to give up drinking for one month. Live updates and leader-boards fuelled competition and banter between friends and participants, and rewards (virtual ‘trophies’) were given at fundraising milestones to drive the Facebook campaign forward. This campaign alone raised £4 million, and combined two great causes by managing to get 35,000 people off the booze wagon for a month!
Making donating as easy as possible is vital, which can be seen in the rise of ‘one-off text donations’. We’re used to seeing these methods put into practice on radio and TV fundraising programmes, but text call to actions are still on the rise, becoming more and more prominent within charity adverts and also when you’re stopped on the street. This low commitment method allows people to support without having to share personal bank details or feeling trapped in a commitment they can’t or won’t keep. Vodafone’s partnership with Just Giving, Just Text Giving is a free service that charities can sign up to, allowing backers to donate quickly and easily, with 100% of the donation going to the charity.
The Cabinet Office’s recent report ‘Applying behavioural insights to charitable giving‘ conducted five behavioural trials. Zurich Community Trust, Home Retail Trust, HMRC, Deutsche Bank and Co-operative legal services all took part investigating how legacy giving through people’s wills and annual increases in donations in-line with inflation affect people’s opinions and likelihood to donate.
The HMRC trial stood out to us at Big Cat, as it investigated peer-to-peer advocacy and social influence. During the trial employees were sent e-cards with messages from other HMRC employees, who were already giving to charity, explaining why they do so and inviting the recipients to join them. One group received just the message, where another group received the message and a photo of existing donor – the second group saw more than double the sign up rates proving that putting a face to a campaign and making it more personable really does work.
The key to maximising fundraising opportunities is talking to the right people through the right platforms, suggesting that we’ll continue to see more fully integrated, multi-channel campaigns coming from charities, large and small.
Posted by: EllieBigCat on