Bluefrog to release 'middle donor' research for free
Howard Lake | 28 February 2007 | News
Fundraising and communication agency Bluefrog will next month publish new research into ‘Middle Donors’, those who give between £100 and £1000, in response to appeals. Their findings will be showcased at an afternoon seminar in London on 30 March for which there will be no admission charge for anyone working in fundraising for a UK charity.
Bluefrog believes that, while Middle Donors give significant cash gifts to appeals, they do not receive the individual, personal attention given to Major Donors. Yet Middle Donors account for a significant proportion of charities’ appeal income. Indeed Bluefrog has developed specific programmes for its charity clients to increase their value and loyalty.
The agency’s research examined why Middle Donors behave the way they do and what they think and feel about their giving.
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The six-month research project has included 100 interviews with supporters from ActionAid, CARE International, ChildLine, CRUK, Marie Curie Cancer Care and Shelter.
Bluefrog say that the research has identified three key groups within the market and uncovered how their giving is driven by self-image, habit, social status and a desire to make their mark on the world. It has also shown how charities rise up donors’ ‘league tables’ – and how they get ‘relegated’.
As well as the launch event, the results will also be published online.
To attend the launch you need to register for a place.
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.