Charities in danger of losing their most valuable audience

Charities in danger of losing audience

We’ve just completed some research that’s given me some food for thought and a couple of sleepless nights. Conducted with the ‘working heart of Britain’, people born between 1960 and 1990, it has delivered some stark warnings concerning their attitudes to charities.

While they appear ready to help good causes, a growing number of this affluent and influential group feel they can do it without the help of a charity.

  • Over a third think charities are behind the times
  • Two in three claim charities don’t talk to them as individuals
  • 40% believe charity brands are irrelevant
  • 47% feel charities don’t let them control the way they support
  • 83% don’t want to made to feel guilty

The growth of social media and the creation of ‘personal databases’ has also meant they can fundraise effectively how and for whom they want.

So where does that leave established charities? It seems they can simply wait and hope to be chosen as the good cause of choice or embrace the revolution.

The sector has grown over the past three decades on strict rules of brand engagement and nearly always at the convenience of the charity. To prosper in the new age it must learn to relax the reins.

To make the most of the latent altruism of these people, charities have to be more open to making the business of fundraising easier and more fun.

We must stop keeping our greatest asset – the goodwill and resources of our supporters – at arm’s length. Certainly for the people we talked to, this simply won’t wash. The more distant and controlling we appear, the more we will alienate them. So there has to be a radical change but will the effort be worth it? Some of the statistics suggest it will be.

If we hope to be regarded as legitimate fundraising partners and beneficiaries we must ensure we are making our messages are a lot more exciting and engaging than they are currently.

Our full research report highlights the issues in more depth and also illustrates how some enlightened causes are tackling this new fundraising landscape.

But it’s clear the sector has to re-appraise the way it engages with the working heart of Britain or risk being bypassed completely.


If you’d like a copy of the report or to chat about the possible implications for your organisation, please call Ellie Topham or Nick Thomas at Tangible on 01242 258700 or email [email protected] or [email protected].

Newsletter

Enjoy this? Get more.

Our monthly newsletter, The Edit, curates the very best of our latest content including articles, podcasts, video.

CAPTCHA
2 + 1 =
Solve this simple math problem and enter the result. E.g. for 1+3, enter 4.
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.

Become a member

Not a member yet?

Now it's time for you and your team to get involved. Get access to world-class events, exclusive publications, professional development, partner discounts and the chance to grow your network.