The Latest Trends in Individual Giving – Part Two
In our previous article on Individual Giving (IG), we explored current trends in donor behaviour, the growing role of technology and the importance of adapting approaches when engaging younger audiences. Here, we turn our attention to the ongoing challenges of donor recruitment and retention.
The Recruitment Challenge
Maintaining – and ideally growing – a healthy donor base requires a consistent pipeline of new supporters. However, the ways in which charities identify and recruit these donors are evolving, with acquisition costs rising significantly.
Mechanisms such as lotteries and raffles continue to generate results, but can now cost £120 or more per new donor. For some sponsored products, such as animal adoption schemes, it may take up to a year to recover the initial recruitment cost.
Changes to digital platforms and online algorithms, including recent rule updates from Meta, have also increased acquisition costs. In face-to-face fundraising, there has been a notable shift from on-street activity towards private site recruitment. While still effective, competition for high-quality locations is intense and often requires a substantial upfront investment – potentially £60,000 or more – assuming suitable agency support can be secured.
Traditional recruitment channels such as direct mail remain viable but are sometimes overlooked as organisations prioritise digital activity. These methods can still deliver results, but cost considerations should be carefully assessed before implementation.
Some organisations are successfully recruiting new supporters through petitions or campaign-led engagement, where no initial financial ask is made. This approach aligns well with the motivations of younger audiences who prefer activism-led involvement and can offer a lower-cost entry point – although conversion rates may be modest and require a larger initial contact base.
Creative targeting is increasingly important. Rather than appealing to the general public, organisations should consider which audiences are most likely to have an existing affinity with their cause and identify cost-effective ways to reach them.
For smaller or locally focused charities, leveraging community connections can be particularly effective. Techniques such as local door drops or partnerships with other community organisations can help to build awareness among audiences who are naturally aligned with local initiatives.
A Focus on Retention
While recruitment remains essential to offset natural donor attrition, a growing emphasis should be placed on retaining existing supporters and increasing their long-term value through effective stewardship.
This requires a strong understanding of donor preferences and motivations. Organisations should seek to understand why supporters chose to give initially, what they value about the charity and how they prefer to be communicated with. Direct engagement – through calls, surveys, focus groups or in-person events – can provide valuable insights that inform more effective donor journeys.
Another key priority is converting one-off or occasional donors into regular givers. This is typically more cost-effective than acquiring entirely new supporters and can significantly enhance long-term income stability. Testing different conversion strategies is recommended, particularly as digital channels now offer more accessible and affordable engagement opportunities.
Strengthening retention and encouraging regular giving can provide a reliable foundation for Individual Giving programmes from one year to the next.
Further Help
If you would like support in analysing, planning or developing your Individual Giving strategy, our specialist team would be pleased to assist. For a free initial discussion, please contact Ben Ansell on 01903 723519 or email ben@wgconsulting.co.uk. For further details about our Individual Giving services, please see here.
