If fundraisers continue to ignore potential male givers the competition for older women’s generosity will grow even fiercer
Charitable giving fell last year, according to the latest report from the Charities Aid Foundation (CAF), at a time when all other funding streams are also under pressure or shrinking. This drop is more important than ever: charities are increasingly focusing on individual giving to plug gaps left by the reduction or withdrawal of statutory funding.
So, as charities face increasing pressure to chase what appears to be a shrinking pot of money from individual giving, communications agencies like the one I work for have seen a significant increase in charities approaching us to help make their case to supporters. Organisations are seeking messages that resonate with potential donors and, more often than not, the target they want to appeal to is the classic Dorothy Donor archetype: a woman aged 45 to 60.
Continue reading...from Voluntary Sector Network | The Guardian http://ift.tt/1YZbjFv
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