‘You don’t expect to get anything from the big ones. You give in spite of that really. Whereas the church (food bank) go out of their way to drop a note through your door. Just saying thank you.’
From the Bluefrog study, Giving in the time of permacrisis
Insight
Who are you talking to and why will they give to you?
In the world of fundraising, two simple questions can make or break your success: Who are you talking to, and why might they give to you? At Bluefrog, we recognise the importance of getting these questions right.
We steer clear of the standard assumptions, prejudice, and received wisdom that can pass for strategy in some corners of the fundraising world. We find labels like ‘Yummy Mummy’, ‘Dorothy Donor’, or ‘Millennials’ are ineffective tools to build an understanding of donors. Instead, we delve deeper into the reality of who gives and why.
In reality, the fundraising market is far less segmented than many would assume. People connect with causes that resonate with their personal life experiences. As individuals age and their financial situations evolve, their giving preferences change. That's why it's crucial for fundraisers to recognise how the aging process impacts attitudes towards giving.
Here at Bluefrog, we understand this. Through our structured qualitative research campaigns, we have ongoing conversations with donors. We value their direct feedback as they fund your work, helping us adapt to the ever-evolving landscape of attitudes to giving.
By monitoring these shifts, we create appeals that remain relevant and drive increasing levels of success.
If you are looking for an agency that sees beyond the surface, that digs deep into understanding your audience, and that delivers amazing results, get in touch with Bluefrog today and see what we could achieve together.
“When you give, you want to know that organisation can keep their promises and actually deliver.”
The only constant is change
In a world marked by rapid social-economic upheavals, from the pandemic to global conflicts and the cost-of-living crisis, donors find themselves in a state of flux. Understanding what motivates giving has never been more critical, and that's where Bluefrog comes in.
In the Spring of 2023, we identified the emergence of a new concern amongst donors — social cohesion. The desire to preserve and protect the fabric of society has taken centre stage. Of course donors want to help those in need; but they are increasingly focused on supporting organisations that form the social bedrock of our communities.
This shift in mindset calls for a new approach. As well as gaining a greater understanding of the requirements of the people and things they care about, donors want to know how the organisations they support are faring and what additional support they require to ensure long-term stability. It's about more than addressing specific problems; it's about safeguarding the health and vitality of the charities they partner with.
At Bluefrog, we understand the changing dynamics and the importance of addressing these concerns. Our approach helps charities communicate effectively, ensuring that appeals highlight not only the issues they tackle but also the organisation's own well-being. By showcasing your strength and stability, you build trust and foster long-term partnerships with donors who care deeply about making a difference.
Embrace the power of transparency and authenticity. Connect with Bluefrog today and let us help you navigate this shifting landscape, ensuring your organisation thrives while making a meaningful impact on the causes you care about. Together, we'll create a future where charities and donors flourish in harmony.
‘In the past, we’ve had recessions, but you just felt you needed to tighten your belts for a while and it would pass over you…not so sure about that nowadays.’
What do you want to know about your donors?
Over the last few years, Bluefrog’s research and planning team has engaged in uncovering answers to some of the most pressing questions in fundraising. Our research studies have unearthed the changing drivers for giving in Ireland, Australia, Canada, Norway and the USA as well as the UK. Specific reports include:
What is the impact of the pandemic on giving?
What is the impact of the cost-of-living crisis on giving?
What is important in the permacrisis giving environment?
What do mid-value donors want?
What drives legacies to charities and what stops them?
What drives In-memory giving?
What do British Hindus think of UK charities?
Why do donors lapse?
What are the barriers and drivers to Regular Giving?
What motivates people to give and maintain support to healthcare causes?
What are the donor need states?
What are the barriers and drivers to supporting development charities?
What has been the impact of charity fundraising scandals on attitudes to giving?
What was the impact of the Oxfam safeguarding scandal on giving to development charities?
What are the barriers and drivers to text giving?
What is the impact on changing a brand on giving?
What are the barriers and drivers to giving to cancer causes?
“When you work with Bluefrog you know their strategy and creative work isn’t built on a guess or a hunch. It’s all built on the back of insight. And that’s why their results are so good.”
Alex Hyde-Smith, Alzheimer’s Society.
If you have questions about your donors and what they want from you, please get in touch. We have probably already spoken to many of them and may have much of the insight that you are looking for. If not, we can help you get the insight you need to build far more effective fundraising campaigns.