# Bluefrog to release 'middle donor' research for free

- Link: https://fundraising.co.uk/2007/02/28/bluefrog-release-039middle-donor039-research-free/
- Published: 2007-02-28T00:00:00+00:00
- Author: Howard Lake

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.

The six-month research project has included 100 interviews with supporters from 
ActionAid, CARE International, ChildLine, CRUK, Marie Curie Cancer Care and Shelter.

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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.

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