According to Pro Bono Australia, Triner said this analysis was separate to the major fundraisers’ income research, and represents approximately one-third to one-half of all individual donations received across Australia.
The analysis showed that:
- 87% of funds raised comes from face-to-face marketing
- regular givers are much better ‘stayers’ than cash donors
- cash donors who gave to seven or more causes were retained for longer for all causes
- 20 per cent of visitors to fundraising donation pages currently come via Facebook
- on average, regular donors make up 45 per cent of the donor pool
- the older you are, the more you give
- the most generous people in Australia live in NSW (based on average amount given per capita), followed by the ACT, Victoria, WA, SA, QLD Tasmania and the NT
- there has been a ‘massive growth’ in the use of generating online leads for fundraising.
Generating online leads involves using a variety of methods, such as competitions, opinion polls and petitions to obtain phone numbers and generate new donor leads on the Internet. The key to success in this area is high quality follow-up of potential new donors on the phone, Triner said.
Pareto’s full presentation to the FIA conference can be viewed here.