Fundraising Wisdom #13 - Not giving

Hello everyone,

Happy new year!

When trying to find answers, I sometimes invert the question I ask.

I thought about why people give, and decided to ask why they don't give to arrive at a new answer.

UK donors know their money will have the highest impact on lives in crisis situations, like war or environmental destruction. Yet, not all give to these causes. So the impact factor can't be the only reason donors give.

It's theorised that some donors don't give to these causes because they don't have any personal connection. Which, when you think about it, could make them a very different kind of donor to one who is focused on global impact.

Asking why someone would not donate is a good way to understand them better. Then we can overcome their objections, speak to their values, or maybe exclude them if they're not the right kind of supporter for us.

Best,

Craig Schoolkate

Digital Fundraising & Marketing Executive

Barnardo's

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