Community fundraising: an opportunity not to be missed

(via CharityChoice)

Community fundraising appears to be enjoying unprecedented levels of interest at the moment as charities seek to invest in and develop this discipline in light of the anticipated impact of the new regulatory climate on other areas of fundraising. And this is really good to see, especially for those of us who have long argued that community fundraising should sit at the heart of the fundraising mix.

The below infographic provides a snapshot of what a typical community fundraising operation in an average UK charity might look like, illustrating the headline results of THINK’s Community Forum benchmarking exercise in 2016, which compared the community fundraising data from 25 member organisations.

It’s a useful tool to benchmark your own community fundraising team against, and to consider how your key performance indicators (KPIs) look in comparison. Most organisations measure community fundraising income, expenditure and return on investment, but indicators such as supporter retention rate and average gift value provide deeper insight into performance and the development of a long-term, sustainable community fundraising function.

This article explores and provides some takeaway tips on three of the big topics in community fundraising today: supporter retention, Do It Yourself (DIY) fundraising and centralised versus regional community fundraising programmes.

There is increasing noise about community fundraising driving supporter acquisition. And while it’s true that community fundraising can acquire large numbers of supporters, as evidenced through the plethora of mass participation campaigns, it should only be considered if community fundraising’s real strength – supporter retention – is in no way compromised by acquisition activity.

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