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20 evidence-based messages from Wendy Scaife, the 2021 recipient of the FIA Arthur Venn Lifetime Achievement Award.

“Fundraising is very much about listening,” advised Associate Professor Wendy Scaife. Wise words from the Director of the Australian Centre for Philanthropy and Nonprofit Studies at QUT, speaking at the 2021 Generosity Conference. Listening is also crucial in her field – research. 

Over the past 20 years, Wendy has done just that. She has spoken and listened to thousands of donors and fundraisers. Wendy has deep knowledge of what donors do want and, importantly, don’t want.

“Giving, I always think, is something that has a certain inertia to it. Most of us have great intentions but actually turning that into giving takes a little bit more understanding of what people are individually wanting and looking for.”

Even when they do give, alarmingly, up to 70% of donors will never make a second gift to a charity. So it is crucial to work out what makes your donors tick, how best to serve them and, in the best-case scenario, transform them into advocates for your…
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