Target the most rewarding donors


The most important message revealed by an analysis of the recently released McNair Ingenuity Research report is that fundraisers must know their most rewarding donors. Lise Taylor explores the key findings.

McNair Ingenuity Research

The results of the annual, nationwide Survey of Public Awareness and Support from McNair Ingenuity Research suggest it may be time for fundraisers to face up to some worrying trends. 

Having turned the pages of the report, which was based on a representative sample of 3,155 adults interviewed, who were surveyed about their awareness of and donations to the 50 plus participating charities and aid organisations, F&P spoke with Angela Brooks, a senior consultant at McNair Ingenuity Research, about the survey’s key findings.


Fewer donating and the average size of donations is static

According to the report’s statistics, fewer people are donating to the major charities and this number has been falling consistently for the past five years. On top of this, the average size of the donation has decreased slightly in the last…

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