# Could charities be losing out because of a reluctance to ask?

- Link: https://fundraising.co.uk/2008/12/05/could-charities-be-losing-out-because-reluctance-ask/
- Published: 2008-12-05T14:41:37+00:00
- Author: Howard Lake

![](https://www.fundraising.co.uk/files/images/newswire/Eoc logo _ new small_1228487895.
jpg)

De-bunking the ‘Just one ask’ myth

A common belief among charity fundraisers is: “You can have only one ‘ask'”, but
where is the evidence to support this? Charity marketing experts would love to be
able to ask supporters for more support, more frequently, but they could be unnecessarily
constrained by this ‘accepted wisdom’. Is it valid? Recent research suggests ‘not
very’.

A series of surveys carried out by the www.EachOneCounts.co.uk recycling campaign
among charity supporters provides interesting statistical evidence of supporter 
attitudes. Questioned on their willingness to support a range of ‘Affinity’ fundraising
opportunities that cost them nothing, respondents overwhelmingly were in favour 
of getting involved. The majority (69%*) were ‘happy to consider’ all or most affinity
scheme examples, such as recycling, charity credit cards or search engines.

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Confirming the public’s willingness to get involved with charities on multiple levels,
a YouGov research study, commissioned by Each One Counts, found that 81%** of the
public who do not already recycle mobiles and printer cartridges to help a charity
said they would do so if a charity were to benefit. Less than 10%1 who donated money
indicated that they did not want to be bothered with affinity schemes.

Amy Horn, manager of the Each One Counts recycling campaign, said: “We have firm
evidence from our extensive research programme over the last few months that charities
are missing out on free fundraising income. Not only have we established that about
£130 million extra is just waiting to be collected by charities through improved
recycling, but we seem to have blown the myth that asking supporters to recycle 
at the same time as asking for cash donations could cause offence. Supporters seem
keen to do both”.

For more information and to recycle your unwanted mobile phones and used inkjet 
cartridges, please visit www.eachonecounts.co.uk

Notes:

* Figures taken from online research carried out by Environmental Business Products
Ltd between August and November 2008. The surveys were carried out online to include
several UK charity supporter bases, totalling approximately 1500 responses.

** Survey conducted by YouGov Plc with a total sample of 2,491 adults. Fieldwork
was undertaken between 22nd – 24th July 2008. The survey was carried out online.
The figures have been weighted and are representative of all UK adults (aged 18+).

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