A few years ago we were talking about the need for charities to come on board with video as a medium for fundraising. Hardly any charities were using it, many did not even have decent still photo library resources, let alone video.
You can’t just decide to do things in fundraising without a good understanding of what you are doing and being able to measure it to see if it works or not. Otherwise you are working in the dark – potentially losing more and more money, like our charity with 20% retention in Year 2.
One of the main trends we are seeing in UK fundraising right now is an alarming lack of donor value sitting on charity donorbases.