If you’re a regular reader, you’ll know that here at Access we are big fans of ‘Relationship Fundraising’ and that we believe it’s the depth and strength of these relationships that hold the key to long-term success. We’re not the only ones. In fact, the IOF shows 63% of responding charities to be prioritising donor experience - with 74% reporting increased investment in existing/new fundraising activity in the last three years.
With digital engagement and individual giving two of the top investment areas, it’s great news for donors, and sign of a heartening trend that sees fundraisers shifting their focus to the long-term value ‘donor experience’ can bring. A slow burner, it takes time and money of course. With 86% of the votes, compliance (unsurprisingly) is seen to have gained big hikes in cost.
This is followed by workforce (83%) and salary costs (78%) – with only 61% of charities observing an increase in the direct cost of supporter care. However, with each of the above connected to the other (how do you deliver support care without staff?) overall administration spend has gone up, with the IOF estimating £3.37 return for every £1 spent. Choosing the best investment will always be a challenge and a balance, but it is not one to be ashamed of. No charity can operate without infrastructure, and the stronger that infrastructure is, the better the quality of services that can be delivered, the better your supporter experience, and the better your overall return on investment.
Looking to the future, the next three years will see the picture change somewhat, with the majority of responding charities predicting a shift in focus from donor experience to innovation and recruitment. With supporter experience third in-line, we issue a word of caution here. Of course, bringing in new donors is important – but this should always be balanced with an ongoing focus and investment on supporter care. Never a quick fix, when it comes to relationship building, you’re in it for the long-haul - and with 74% of responding charities predicting income from individual giving to rise over the next three years, investment in the donor experience is one worth making.
Speak to one of our Not for profit specialists to find out how you can use Access Charity CRM to upgrade your donors experience.