|9 Aug 2023
|Charity Sector News
One of the biggest challenges we face when creating donor communications is understanding what our donors think and feel. If we don’t know where are donors are at, it’s very hard to craft effective and persuasive messages to inspire them to give.
Which is why Ask Direct created Conversations with Supporters - a consortium research project, that makes qualitative research more affordable for charities, provides benchmarking against peer organisations and allows you to track changes in donor mood, mindset and attitudes over time.
For instance, last year we able to track how donors were responding to the war in Ukraine and the cost of living crisis. We probed them on the attitude to legacy giving, and we gained a deeper understanding of how they decide who to give to, and how much to give.
Of course I can’t share with you what we found out, as that’s only for the charities and NGOs that took part!
Only qualitative research gives you this depth of understanding and insight into donors’ attitudes.
But don’t take our word for it, here’s what Colin Skehan, Head of Donor Marketing in Trócaire had to say:
“Conversations with Supporters is a great opportunity for any charity to understand why and how we can better honour and serve our donors and our missions.”
This year we’ll be taking a special look at lapsed donors, to better understand why they stop giving.
We have only seven places left on the consortium this year, so if you’d like to take part, or would just like to find out more about Conversations with Supporters, email Ask Direct’s Head of Research, Edwina Newcombe.
Her email is firstname.lastname@example.org