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  • I'm Mark Phillips, the founder and CEO of Bluefrog. After a decade working for both ActionAid and YMCA England, I decided in 1997 to create the fundraising agency that I had been searching for. This is my private space where I share ideas, results, research findings and the odd thought on fundraising. I try to avoid looking at my belly button and concentrate on stuff that will make fundraising more effective. It should all be stuff that you can actually use. If you want to know more, click on the About button below.
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« The 2014 fundraising decision making flow chart | Main | How soon does the sorry window close? »

Sunday, March 16, 2014


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Denisa Casement

I think use of the words "evidence" and "impact" in the survey question really had an "impact" on the answer. It's meaningless jargon. If they were asked "Do you care if your donation is really used to help the people you intended to help?".. I think the answers would have been different.

Using our current buzzwords on donors is never a good idea. What they care least about is jargon.

Pamela Grow

Denisa makes an excellent point. Getting non-profit organizations to move beyond their standard nonprofit jargon method of communicating, to really humanize how they communicate with donors,is key.

mark phillips

Hi Denisa, You make a great point. However, do we really think that people care as much about what £3 can achieve as £1,000? We know that click through rates on mobile feedback texts are tiny - under 1%. Feedback is a few seconds away but people aren't interested.

I think gift size is very important in this respect. I think it might even be worth me breaking open the Bluefrog treasury and asking the question in relation to a couple of gift prompts.

Watch this space!

Jono Smith

Mark: So then is your core takeaway that if the majority of your fundraising comes from small gifts, this research is spot on, but if you have a much more diversified income stream, take it with a grain of salt?

mark phillips

Hi Jono. Pretty much. If you have an approach that only asks for very low value gifts (particularly through interruption techniques) you are likely to have a low level of interest in feedback. It obviously can be grown, but don't expect people to be furiously clicking on a link in a text to find out what a gift is achieved.

Donors who have given higher value gifts will tend to have much more interest in finding out what their money has been used for. They may not demand feedback as few will have particularly high expectations of what charities will share with them, but when provided in the right format it can significantly boost loyalty.

Thanks for commenting



Reading your post brought to mind this blog entry from the director of the NYC Mission (they recently had their #makethemvisible campaign do the rounds online- you might have seen this video http://www.makethemvisible.com/)Although this post comes from a faith-based concept of charity I think it's important to not wash over the small gifts of donors as they help bring the notion of charitable giving into the everyday, and are of significant value when they're donated by givers who are not necessarily time or money rich.

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