How to target the mass affluents
Howard Lake | 16 July 2002 | News
Delegates at the Institute of Fundraising’s Convention heard how to target the “mass affluents” who earn more than £50,000.
Six per cent of the UK’s population can be described as the “mass affluent” because their earn £50,000 or more a year. Delegates at the Institute of Fundraising’s Annual Convention learned a little more about these valuable potential donors from Billy Nelson, a researcher at the Future Foundation.
The Future Foundation’s research has found that many of these wealthy people do not regard themselves as wealthy. So the style of fundraising approach is critical. For example, suggesting that they donate shares is unlikely to excite their interest, at least according to the Future Foundation’s analysis of their typical lifestyle.
Advertisement
Read Targeting the ‘mass affluents’ by Nicola Hill at SocietyGuardian.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.