# E-mail and Web fundraising viewed as "somewhat unsuccessful"

- Link: https://fundraising.co.uk/2003/11/04/email-and-web-fundraising-viewed-quotsomewhat-unsuccessfulquot/
- Published: 2003-11-04T00:00:00+00:00
- Author: Howard Lake

The first survey for the new Philanthropic Giving Index has found that the UK’s 
top fundraising directors rate e-mail and Web fundraising as the least successful
in a range of fundraising techniques.
The survey, reported by Professional Fundraising
magazine, asked fundraising directors at the top 500 charities by income how they
thought different fundraising techniques were performing. They could rate techniques
between one “unsuccessful” and give “successful.”

 

 

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Top of the rankings was committed giving at 4.02, following by legacies (3.83), 
trusts/foundations (3.78), special events (3.72) and direct marketing (donor development)
at 3.72.

 

 

At the bottom, beneath public collections (2.85) and lotteries and gaming (2.83)
were “Internet” (presumably the Web) at 2.59 and email at 2.39. A score of between
2 and 3 meant that the technique was judged as “somewhat unsuccessful.”

 

 

No technique received the top rating of 5. Putting the new media figures in context,
most of the techniques listed scored only between 3 and 4, indicating a neutral 
or ambivalent attitude by the fundraising directors. Also, the new media techniques
were the only two techniques which fundraising directors expected to see improve
in effectiveness.

 

 

The Philanthropic Giving Index has been developed by Henley Management College. 
It is designed to provide “a measure of ‘business’ confidence in the fundraising
sector,” Adrian Sargeant, chair of the Centre for Voluntary Sector Management at
Henley Management College, told Professional Fundraising. The Index will carry out
twice-yearly surveys to help identify trends.

 

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